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Chicago Field Museum

Chicago Field Museum. Patrick Olchawa, Morgan Rudy, Erica Burgos, Kristin Frost, David Dieschbourg , Kevin Snauko. The Field Museum:. An educational institution concerned with diversity and relationships in nature.

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Chicago Field Museum

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  1. Chicago Field Museum Patrick Olchawa, Morgan Rudy, Erica Burgos, Kristin Frost, David Dieschbourg, Kevin Snauko

  2. The Field Museum: • An educational institution concerned with diversity and relationships in nature. • Provides collection-based research and learning for greater public understanding and appreciation of the world in which we live. • An institution that uses its research and public learning programs to serve and educate people of all ages.

  3. Situation Analysis • Introduced on Sept. 16, 1893 as “Columbian Museum of Chicago” • Museum later renamed afterlargest donor “Marshall Field” • Over 20 million specimens in all • Has the world’s largest and most complete Tyrannosaurus Rex fossil skeleton (Sue)

  4. S.W.O.T Analysis

  5. Product Features • The Field Museum boasts the largest and most complete fossilized skeletonof a T-Rex (Sue) • Over 20 million preserved specimens • Temporary exhibits circulate throughout the year • Wide variety of online exhibits

  6. Key Advertising Objectives • Reinvigorate current image • Expand target audience • Make it the premier museum in Chicago

  7. Target Audience • Suburban Families • Chicago Families • More specifically affluent communities • Age groups 30-40 • Schools/Teachers

  8. Message Strategy • The Big Idea: Reinvent the Field Museum’s reputation • Encourage visitors to “Reconnect with History” • “Never Stop Exploring” • “Keep Exploring” • Increase attendance, particularly among families

  9. Campaign Strategies • Create awareness for Chicago Field Museum. • Use a 3 season advertising plan • Spring, Summer and Fall consistent advertising • Different media outlet for each season

  10. Message Strategy • Main Advertising Outlets • CTA buses, trains, and stations • Outdoor advertising • Direct mailers • Sports sponsorships/partnerships • Magazine/newspapers

  11. Budget Allocation

  12. Ads • “No Need for Those Here!” • Sue: The world’s largestand most complete skeleton of a T-Rex

  13. Ads • “Never Stop Exploring” • Come spend a night at The Field Museum and let your dreams run wild!

  14. Ads (Commercial)

  15. Ads (CTA Train)

  16. Ads (CTA Buses/Trains & Stations)

  17. Conclusion • New Target Audience • New Innovative Types of Advertising • Create Awareness for The Field Museum

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