Media Plan for Ithaca Sciencenter

Sciencenter Media PlanMelinda Baublitz Isabel Balla Margaret Benoit Helena Murphy

Situation Analysis• Yearly visitation of 100,000• Social stigma against science• Mini Golf Course, Summer 2014

Current Media Emails Newsletters Print ads WOM Brochures

Customer Profile

• Mothers with younger families• Mid-late 30s• Higher education level• “Mommy groups”

Target Audience

Early Explorers0-5 Yrs

Young Scientists5-11 Yrs

Future Science Leaders 11-14 Yrs

&Moms age 35-49

Problems• Declining Membership Renewal• Tweens & teenagers not interested in Sciencenter• Little to no Advertising

Opportunities• Empowering Youth through Science• Growth Markets• New Mini Golf Attraction• Mommy Bloggers• MAP Program• Consumer Engagement• Tourists

Marketing ObjectivesIncrease visitation by 20% within

one year

Increase engagement with existing membership by 10%

within one year

1. Promote New Mini Golf2. Build awareness of MAP Program & Educational

Pipeline3. Reach growth market in Elmira/Corning

1. Persuade Renewal of Memberships

Mini GolfTarget Audience: Tweens & Teens in Tompkins County

Media ChoicesFacebook

Hits Radio

Target Audience: Moms & young families in Tompkins County

Media ChoicesCable Radio

GoogleWeather.com (mobile)

Initiative Awareness

Target Audience: Moms & young families in Elmira/Corning Area

Media ChoicesWETM Broadcast

Mytwintiers.com Banner AdGoogle

Weather.com (mobile)

Growth Markets

Target Audience: Current Members

Media ChoicesDirect Mail

Membership Renewal

Flow Chart

Total: $129,992.33

Budget

Television: 41.1%Online/Mobile: 12.5%

Radio: 42.2%Direct Mail: 1.4%

Other: 2.8%

Sciencenter Media PlanMelinda Baublitz Isabel Balla Margaret Benoit Helena Murphy