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1
Ad2 Denver
Bradford Washburn American Mountaineering Museum
2
Ad2 Denver Club History
Officially formed in January 2007 with 10 board members
By March 2007 we were educating ourselves about the Ad2 National Public Service Competition
3
Committee Structure
Founded the committee with an Account Director and a Creative Director
Recruited more than 20 members to join our committee
Teams:• Research• Public Relations• Creative• Media
4
Client Selection Process
Sent 20 RFPs to local non-profits; narrowed to three candidates to interview
Chose Bradford Washburn American Mountaineering Museum because of its team and cause
• Relevant to our region
• Unique opportunity
• Realistic expectations
• Smooth approval process
5
Campaign Management
Established schedule for accomplishing objectives• Mar-Jul ’07: Client selection process• Aug-Dec ’07: Research• Jan ’08: Concept development• Late Jan ’08: Campaign launch• Feb 16th ’08: Grand opening
Established organization to streamline communications and deadlines
6
Market Research
Objective to understand BWAMM’s category, competition, and consumer to determine brand development/strategy
Methodology: Primary and Secondary research
Development and execution of integrated communications plan• Creative and Media• Interactive - website, banner ads, social networking profiles• Grass roots• Public Relations• Sponsorships
Success metrics/CRM program – Museum Patron Survey
7
Research Results
Target those with a deep appreciation for
the mountains
Competing with mountain activities, other museums, other activities
Brand personality: Fun (just as good as going to the movies); entertaining; inspiring; fascinating; adventurous
8
Campaign Objectives
Primary: Create awareness and drive attendance to Museum• Build local awareness, specifically• Drive visitors to grand opening• Sustain guest visits beyond grand opening
Secondary: Guide corporate sponsor recruitment
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Strategy
Media• Appear in wide variety of targeted media• Utilize high frequency media• Broad reach throughout region
Creative• Tone (fun, adventurous, entertaining)• Integrated creative with each media venue
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Print Ad
Utilized a humorous tone to engage consumers
Featured mountaineering photos to create image of adventurousness
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Billboard Ad
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Bus Shelter Ad
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Banner Ad
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Banner Ad
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Banner Ad
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Cinema Ad (:15 animation)
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Radio Ad (:30)
CLICK TO
LISTEN
18
Social Networking
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Collateral
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Print publications
WebFreeFiThisWeekInDenverGrist.org
Radio8 stations (320 spots)
OutdoorBus sheltersBillboards8 sheetsMiscellaneous: Cinema
TVPress Coverage
Media
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Public Relations
31+ articles
.com
22
Sponsorship Kit
Museum specifically requested help soliciting corporate sponsors
Created content and design
Identified relevant corporations to approach
Successfully obtained sponsors for grand opening
23
Post-campaign Research
Developed and printed a customer exit survey to:• Listen to visitors/obtain valuable feedback• Measure progress over specific period of time
(e.g. quarterly, annually)• Begin building customer information database
consisting of visitor demographics and contact information
Trained Museum staff on Microsoft Access to input data, maintain information and pull self-generated reports
24
Campaign Budget
Less than $4,000 available for communications
Funds from BWAMM and their partner affiliates
Obtained over $100,000 in media and services
25
Results
Goal: Create awareness• Achieved through media: 46,488 Total
Impressions, 60 GRPs• Achieved through public relations: 31 articles
Goal: Drive attendance• 800 Attendees grand opening weekend
(exceeded BWAMM’s expected attendance)• Nearly 3,000 Attendees Feb 16-June 1
Goal: Guide corporate sponsor recruitment• Obtained 2 corporate sponsors for grand
opening weekend
26
Ad2 Denver
Bradford Washburn American Mountaineering Museum