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Chief Marketing Officer of the new California Academy of Sciences discusses how a 150 year old institution dedicated to nature took on the challenge of reinvention for a new generation. Blair covers all aspects of creating a durable, sustainable brand: environmental, financial, new audience development and customer experience. Hear how the 4th R - Reinvention is as critical as the traditional three – reuse, renew and recycle and how the Academy is using it to move from surviving, to thriving - through innovation and creative marketing.
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The Fourth R: The Challenge
of Reinvention
Blair R. Shane
California Academy of Sciences
The 4th R: The Challenge of Reinvention
Where we started
How did Reinvention begin?
What were we up against?
1. Time2. Resources3. Expectations4. Living Things
What is Possible
So, who are we?
An Aquarium
A Rainforest
A Planetarium
A Natural History Museum
Research
Education
What does that mouth full boil down to?
Awe
Reinvention: Biggest Challenge
1853Local
FamiliesExpecte
d
21st CenturyNationalPlus adults without kidsUnexpected
How did we tackle them?
1. Stay true to who we are! 2. Consumer Focus3. Combine the Tired & True with The Unexpected4. Take it Beyond The Physical Place5. Take Intelligent Risks6. Integrate
1. Mission Driven
2. Consumer Focus – It’s about them. Not us!
3. Expected + The Unexpected – Our Launch Campaign
New Identity
Old Identity
Print – 3 in 1 does not need to be All in 1
Outdoor
Civic Engagement
4. Beyond the Physical Place
24
eMail & SMS www.calacademy.org
mobile.calacademy.org
PartnershipsSocial Networks
& Distributed Content
June 8th Launch
5. Take Intelligent Risks
NightLife
6. Integrate
MARKETING MIX
T
O
P
C
S
How do we keep Reinvention alive?
Discipline
Focus Strong Offense
Learn
Thank you!
California Academy of SciencesSan Franciscowww.calacademy.org
www.facebook.com /home.php?#/calacademy?ref=ts
www.twitter.com/calacademy
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