Cat AboudaraManager, Special Programming

California Academy of Sciences

Get Them There & Keep Them Coming BackThe Evolution of Marketing at NightLife

An Evolving Event• January 20, 2005

–First Third Thursday at Howard Street• Included a DJ, one bar, and live animal handling once a month

• December 20, 2007–Farewell to Third Thursday at Howard Street

• Similar formula that we started with but with more emphasis on marketing, themes and working with Exhibits

• February 12, 2009 (Charles Darwin’s Birthday)–New Building & New Weekly Event

• Emphasis on the new building with minimal programming

• February 24–Emphasis on theme, tiered programming & live music with

strategic marketing and programming partnerships

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An Evolving Event - Numbers• January 20, 2005

– A successful night at 400 people• One person dedicated to marketing, logistics, outreach & programming• Radio promotion for the first event

• December 20, 2007– Kept an average of 400 to 500 people per monthly event

• Still one person on the event with more emphasis on marketing

• February 12, 2009 (Charles Darwin’s Birthday)– New Building & New Weekly Event

• Integrated team of marketing, programming & special events (7 people)• Sold out online (3000) for 31 weeks and had 3000 to 4000 every week

• February 24– Work with interdepartmental team, vendors, bar and sponsors

• Average attendance is 2300 this Fiscal year• Evolved into strong, theme based brand that is closely tied with the Academy

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2011 NL Advertising Campaign

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Hip + Intellect

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Objectives

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Campaign

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Poster 1

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Poster 2

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Mobile

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Email Blast

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Possible Discussion Topics

• Program Theme – building a compelling and comprehensive marketable package

• Guest List to boost promotion• How to collect personal information• Social & New Media (Facebook, twitter, Google maps, blogs)• The Science Community & Networking• Targeted and time framed Goals• Best Practices• Challenges • Marketing Budget• How often, who, what, where and when