Children's Museum of Pittsburgh Marketing Plan

Term project for 70-381 Marketing I at Carnegie Mellon University.

Transcript

1. Marketing Plan Presentation Puja Agarwal Jonathan Chen Elizabeth Li Naomi Shah
2. Agenda Background Problem Objective Current Marketing Situation Proposed Marketing Strategy Action Plan
3. Background Background » Problem » Objective » Current » Proposed » Plan • Founded in 1983 (North Side, Pittsburgh) • Philosophy: “Play with real stuff” • Emphasis on arts and imagination • Hours: Mon-Sat 10-5, Sun 12-5 • Price: $12 adults / $11 kids & seniors / free 2 & under
4. Background » Problem » Objective » Current » Strategy » Plan
5. Background » Problem » Objective » Current » Strategy » Plan MakeShop Studio Garage Theatre Waterplay Attic
6. Problem Background » Problem » Objective » Current » Strategy » Plan • Not attracting new audiences • “Kiddy” image • Poor location
7. Objective Background » Problem » Objective » Current » Strategy » Plan • To expand brand perception and attract older crowds In addition to providing an enriching educational experience for families in Pittsburgh, the Children’s Museum of Pittsburgh strives to serve as the premiere venue for unique social events and enrichment programs.
8. Current Market Conditions Background » Problem » Objective » Current » Strategy » Plan Market Product Competitive Environmental • 250k visitors, 90% children & families • North Side population: 270 • population over 18 years: 83.7% • 48.4% households are non-families • exhibits tailored to children & families • revenue solely from admission • few special events for non-children • open spaces in museum • direct: family oriented programs, similar venues nearby, like aviary and science center • indirect: other venues that offer spaces for use • influx of young adults into Pittsburgh • rising gas prices make travel costly • located in a hard-to- reach, bad neighborhood
9. SWOT Analysis Background » Problem » Objective » Current » Strategy » Plan Strengths Weaknesses • diverse, well-structured programs • unique, open spaces • family-friendly venue • strong customer satisfaction • poor location & bad neighborhood • “kiddy” connotation • exhibits tailored to families & children • niche advertising Opportunities Threats • potential for older demographics • partnerships with local academic institutions and organizations • large spaces available for use after museum hours • family oriented, educational venues • risk undermining brand image among main audience • focus on another segment may hurt growth and budget in short term
10. Research Methods Background » Problem » Objective » Current » Strategy » Plan In-Person Interview • Bill Schlageter, marketing director • understand current marketing situation Direct Observation • visited museum and checked out exhibits and spaces Secondary Research • U.S. Census Bureau • statistics from museum Target Demographic Survey • structured survey for adults 21+ • 110 responses • determine interest in after- hours programs Focus Group • 5 student organization leaders • gauge interest in using museum space
11. Marketing Strategy Background » Problem » Objective » Current » Strategy » Plan 2-pronged approach: • continue advertising “museum” part to families • introduce “after-hours” side of venue No matter your age, the Children’s Museum of Pittsburgh offers a creative and unique outlet where you can discover yourself. Targeting: • existing: children & families • new: students, general 21+ (including parents) Positioning:
12. Marketing Mix Background » Problem » Objective » Current » Strategy » Plan Current mix: • print ads, radio, online ads, billboards • no specific targeting at older demographics Proposed mix: • keep advertising for core audience • increase and improve web presence • promote space through direct contact with schools and organizations • run special PR campaigns
13. Marketing Mix (Product) Rent out museum spaces for use (Dining Hall) • proms, formals, private parties, etc. Design calendar of special events for 21+ adults • movie nights, lecture series, concerts, etc. Create membership specific to after-hours programs: • “Children’s Museum for Adults” Background » Problem » Objective » Current » Strategy » Plan
14. Marketing Mix (Price) Background » Problem » Objective » Current » Strategy » Plan • daytime exhibit pricing unchanged • price rental cost of space competitively • sponsor low-cost free events • after-hours membership for adults: $30/month • offer joint membership deals (buy museum membership, get after-hours free)
15. Marketing Mix (Place) Cannot change, but not a huge concern: • for under 21 crowd, depend on organizations to provide group transportation • for 21+ crowd, most have cars Background » Problem » Objective » Current » Strategy » Plan
16. Marketing Mix (Promotion) Background » Problem » Objective » Current » Strategy » Plan Establish partnerships with organizations • high schools, student clubs, other venues Expand web presence • separate social media entities • better website (separate section for after-hours) Engage in PR campaigns to promote new image • e.g., tailgate parties for sports fans
17. Action Plan (Timeline) Background » Problem » Objective » Current » Strategy » Plan Quarter-Year Q1-2012 Q2-2012 Q3-2012 Q4-2012 Q1-2013 Q2-2013 Q3-2013 Q4-2013 Marketing Plan Research and Design After-Hours Calendar Implementation Organization Outreach and Space Rentals PR Campaigns (monthly) Website Development Press Releases (quarterly)
18. 30 Action Plan (Budget) Background » Problem » Objective » Current » Strategy » Plan Total marketing budget: $10,000 Budget allocated for after-hours: $3000 Press Releases 5% Website 15% PR Campaigns 30% Organizational Outreach 20% Existing Marketing Mix 30%
19. Questions? Thank you. Puja Agarwal Jonathan Chen Elizabeth Li Naomi Shah