IMC 636: Rochester Museum and Science Center Campaign Proposal

Rochester Museum and Science Center Campaign Proposal
Willow Communications
Copyright © 2016 | CONFIDENTAL
Developing Millennials and Generation Xers as continual patrons and
supporters of the Rochester Museum and Science Center
Presented on November 7, 2016 by Amie Fouchie
#InspireThruCuriosity
Communications

October 14, 2016
Ms. Amanda Bayer
Marketing Communications Manager
Rochester Museum and Science Center
657 East Avenue
Rochester, NY 14607
CC: Ms. Hannah Barry
Dear Ms. Bayer,
We would first like to thank you for the opportunity of presenting an integrated
marketing communications proposal to you and the team at the Rochester Museum
and Science Center. The organization’s mission to create a fun-filled attraction
around science and technology and how these two subjects impact life is truly
inspiring. As personal supporters of your mission, we would consider it an honor to
partner with such an impactful organization on this project.
Willow Communications is a full-service communications agency that strives to
evolve with the ever-changing marketing and technology industries. In our constant
and fast-changing market, there is always room to improve and grow. Our team
takes great pride in getting to all of our clients on a personal level in order to best
help provide solutions to their marketing difficulties.
As discussed, we have identified Millennials ages 21-36 and Generation Xers ages
36-52 as our target audience for this campaign. With Millennials being the largest
generational group and them starting families, focusing on Millennials could have a
huge impact on as we are aware, reaching Millennials specifically can be difficult,
but once that trusting relationship is built, they are likely to remain loyal
consumers. In the pages that follow, you will find different options to make these
generations’ continual patrons and supporters of the overall mission of the
Rochester Museum and Science Center.
As stated previously, we truly thank you for the privilege of presenting this
campaign to you. We would also like to thank you for the time that you have spent
answering our questions. It has been an honor to get to know you through this
process and we hope that you will enjoy the final campaign that we present to you.
Sincerely,
Amie Fouchie
Amie Fouchie
CMO & Founder
734 Ling Road
Rochester, NY 14612
585.738.0013
willowcommunications.com
Communications

Executive Summary ....................................................................................... 6
Agency Materials............................................................................................ 7
Business Card ............................................................................................. 7
Letterhead.................................................................................................. 8
Who We Are................................................................................................ 9
About Willow Communications....................................................................... 9
What We do................................................................................................ 9
Services ..................................................................................................... 9
Press Release............................................................................................ 10
Background................................................................................................. 11
Marketing Objective................................................................................... 11
Marketing Objective Rationale ..................................................................... 11
Client Background ..................................................................................... 11
Situation Analysis ...................................................................................... 12
Competition ................................................................................................ 13
Primary Competitors .................................................................................. 13
Secondary Competitors .............................................................................. 13
Target Markets ............................................................................................ 14
Millennials ................................................................................................ 14
Generation X............................................................................................. 15
SWOT Analysis ............................................................................................ 17
What’s working?........................................................................................ 17
What’s Missing?......................................................................................... 17
What’s in the Way?.................................................................................... 18
What’s Possible?........................................................................................ 18
Focus Group Findings ................................................................................... 19
Branding..................................................................................................... 20
Branding Perception................................................................................... 20
Brand Personality ...................................................................................... 20

Brand Positioning ...................................................................................... 21
Integrated Creative Strategy Statement ......................................................... 22
ICSS Rationale .......................................................................................... 22
Rejected ICSS Statements:......................................................................... 22
Creative Brief .............................................................................................. 23
Communications and Media Plan .................................................................... 25
Statement of Idea ..................................................................................... 25
Campaign Objectives ................................................................................. 26
Campaign Strategies.................................................................................. 27
Campaign Tactics ...................................................................................... 28
“#RMSCDoughNation” Food Truck Fundraiser: ........................................... 28
Paid Ads on Social Media ......................................................................... 29
Leverage User-Generated Content ............................................................ 29
Social Networking Mixers with Rochester Young Professionals ...................... 30
“After Dark” Theme Contests ................................................................... 31
New Membership Add-on......................................................................... 31
Press Release to Local Media Outlet .......................................................... 32
Digital Video Series................................................................................. 32
RMSC App ............................................................................................. 33
Budget Outline............................................................................................. 34
Media Timeline ............................................................................................ 36
Creatives .................................................................................................... 37
Food Truck Fundraiser................................................................................ 38
Newspaper Ad Example........................................................................... 38
Direct Mailer Example ............................................................................. 39
T-shirts ................................................................................................. 40
Social Networking Mixers............................................................................ 41
Newspaper Ad Example........................................................................... 41
Direct Mailer Example ............................................................................. 42
T-Shirts................................................................................................. 43
Social Media Posts Examples....................................................................... 44

Internal Email Example .............................................................................. 45
Digital Video Series.................................................................................... 46
Mobile App................................................................................................ 47
................................................................................................................. 47
Evaluation................................................................................................... 48
Conclusion .................................................................................................. 49
Appendix .................................................................................................... 50
Footnote Bibliography ................................................................................ 50
Letter of Agreement................................................................................... 53
Focus Group Consent Forms ....................................................................... 54
Focus Group Report ................................................................................... 60
Post Focus Group Survey............................................................................ 61
Rate Cards................................................................................................ 65
Staples: Direct Mail: ............................................................................... 65
The City Newspaper:............................................................................... 66
Heavy Digital ......................................................................................... 68
Mobile App............................................................................................. 70

Millennials and Generation Xers are constantly looking for something to do and
ways that they can give back to their community. They are family oriented, enjoy
having fun, and thrive on trying new things. If they are given the opportunity to do
such, they will take initiative to make a difference in their community.
It is the goal of Willow Communications throughout the duration of this campaign to
show that taking the time and putting in the energy to engage these two target
audiences can truly make an impact on the Rochester Museum and Science Center.
Both Millennials and Generation X tend to be cautious and smart when it comes to
their finances. It is the duty of Willow Communications and the RMSC to encourage
these audiences to step out of their comfort zone, try something new, and give
back to a local non-profit. This campaign will present the Rochester Museum and
Science Center concepts to win over these audiences.
Willow Communications has developed multiple tactics and touch points that will
assist in gaining the attention of both Millennials and Generation Xers. This
campaign relies heavily on social media and digital platforms, while also including
some traditional aspects. For the campaign to be successful, it will take internal
buy-in from the RMSC internal audience as well. If the organization is not behind
the campaign, there is no way to succeed.
Millennials and Generation Xers are consistently posting, liking, commenting, and
sharing on social media. Our goal is to first engage and build a long-lasting
relationship with these audiences and this campaign is designed to do just that. By
working together, Willow Communications and the RMSC can impact these
audiences and activate their desire to make their community a better place.

Front: Back:
Communications
585.738.0013
Amie.Fouchie@Willowcommunications.com
www.willowcommunications.com
734 Ling Road
Rochester, NY 14612
Amie Fouchie
Founder & CMOCommunications

734 Ling Road
Rochester, NY 14612
585.738.0013
willowcommunications.com
Communications

Willow Communications is a full-service communications agency in Rochester, NY.
We offer a combination of digital and traditional services to help build long-lasting
relationships within the community.
We specialize in marketing for nonprofit organization and small businesses in order
to get their brands noticed. The marketing world is ever changing and these small
brands need someone to help bring their messages to the world. In the ever-
changing world of marketing and technology and we continuously educate our staff
in order to ensure that we are always ahead of the trends.
Willow Communications has in-house expertise on a variety of services including:
 Content Marketing
 Email Marketing
 Marketing Research & Analytics
 Audience Insight
 Social Media
 Public Relations
 Digital Engagement
 Strategic Planning
 SEO and Web Analytics
 Media Planning
 Traditional Media

For Immediate Release
November 5, 2016
Digital Communications Agency, Willow Communications, Opens
New agency seeks to help small businesses and nonprofits gain knowledge in marketing
strategies
Rochester, NY (November 5, 2016) - Willow Communications, a full-service
communications agency in Rochester, NY, has officially announced that they are
open for business.
“Founder and Chief Marketing Officer Amie Fouchie says, “I founded the Willow
Communications agency because I saw a need to creates a voice for the small
guys.” She goes on to say, “We specialize in marketing for nonprofit organization
and small businesses to get their brands noticed. The marketing world is ever
changing and these small brands need someone to help bring their messages to the
world.”
The agency strives to evolve with the ever-changing marketing and technology
industries. They provide services in both digital and traditional media founded in an
integrated marketing framework to ensure small businesses and non-profit
organizations build the long-lasting relationships within the community.
Willow Communications are currently accepting new clients. For more information
visit willowcommunications.com.
###
Contact
Amie Fouchie- Founder & CMO Willow Communications
Amie.Fouchie@willowcommuncations.com
585.738.0013
About Willow Communications
Willow Communications is a full-service communications agency in Rochester, NY. Willow
Communications provides nonprofit organizations and small businesses solutions to a
variety of marketing and communication challenges. The agency offers a combination of
digital and traditional services to help build long-lasting relationships within the community.
To learn more about Willow Communications, visit us online at willowcommunications.com.

To add Millennials (ages 20 to 35 and born between 1981 and 1996) and
Generation Xers (ages 36 to 51 and born between 1965 and 1980) as first time and
repeat patrons and supporters of the Rochester Museum and Science Center
contributing an incremental 500 new memberships and $75,000 in donations
between January 1 2017 and December 31, 2017.
Millennials and Generation Xers are two of the largest demographics in the
Rochester area. They both value fun and a good work-life balance. Each generation
has a focus on family and strive to help make the world a better place. By reaching
out to these two specific groups, the RMSC can potentially gain more revenue
through both their special events that are already creating major buzz, as well as
general admission. In Monroe County, the median age is 38 with the average
income of $52,501.1
Cost of living in Rochester, NY is 79.90 on the cost of living
index, 20.1 points below the national average. However, when it comes to the
Miscellaneous portion, which includes entertainment, Rochester comes in at 98,
only 2 points below the national average.2
Below is a chart that represents the top
Tapestry Segments of downtown Rochester:3
College Towns Either college students or work for a college or its supporting services. Managing money is
new to them, so they tend to splurge on impulse purchases. Make time for part-time jobs,
sports, and socializing. Computers and cell phones are major in their lives.
Rustbelt
Traditions
This group exists in older industrial cities around the Great Lakes – like Rochester. It
consists of married couples that are family-oriented, stable and hard-working. They’ve been
mainstays in their community for some time. When they spend money, they’re looking for
bargains. They get news and entertainment from TV and enjoy programs like ESPN and
AMC. They listen to classic rock. Eating out is an occasional treat.
Bright Young
Professionals
These individuals are young, active, educated, tech-savvy, working professionals. Most have
white-collar jobs. Many find news and information from YouTube, blogs, social media and
other online sources. For fun they go to bars, watch Netflix, play sports and eat out often.
The Rochester Museum and Science Center (RMSC) was originally established in
1912 as the Municipal Museum in Rochester, NY. The mission statement of “The

Rochester Museum & Science Center stimulates broad community interest and
understanding of science and technology, and their impact — past, present, and
future — on our lives” was adopted by the Board of Trustees on May 21, 2008.4
It
currently sits on a 13-acre campus that includes the museum/center, the
Strasenburgh Planetarium, auditorium, a preschool, a charter school and the
Cumming Nature Center.5
While enjoying the 200 interactive exhibits, visitors of the
museum can grab a bite to eat at Mario’s Café. The RMSC also hosts numerous
events throughout the year.
The RMSC is struggling with attendance. The museum is experiencing a 17 percent
drop in attendance, from 439,101 in 2009 to 363,494 in 2013.6
In 2015, the RMSC
only had 142,414 museum general admission tickets sold, not including the 53,635
for the planetarium. That’s another 60% drop in attendance over two years for the
museum.
While the RMSC has taken initiative to attract Millennials and Gen Xers through
their “After Dark” events, it isn’t clear if the guests of the “After Dark” events are
visiting the museum during normal business hours. The “After Dark” events are
fundamental in attracting the target markets to the RMSC, but how do we get them
to come back outside of the special events.
The RMSC also offer numerous membership levels to attract families both big and
small. What they don’t have is a membership for newlyweds or those who are
dating. Currently, if two people are cohabitating, engaged, or newly married, they
must purchase two individual memberships at $63 a piece which ends up costing
more than family membership.

The Strong National Museum of Play (The Strong®) is the main competitor of
the RMSC. Founded in 1968 under the name “Margaret Woodbury Strong Museum
of Fascination,”7
The Strong® is in downtown Rochester. “The Strong® is a highly
interactive, collections-based museum devoted to the history and exploration of
play.”8
The Strong® is another not-for-profit museum dedicated to education and
discovery similar to the RMSC. They host 21+ events, “Happiest Hour”, similar to
the RMSC’s “After Dark” events. The Strong® recently added on their Butterfly
Garden.
The Seneca Park Zoo is another big competitor with the RMSC. A part of Seneca
Park, the Zoo first started to display animals in 1984 with the Main Zoo Building
opening in 1931.9
The Zoo is in Seneca Park just north of downtown Rochester.
Similar to The Strong® and the RMSC, the Seneca Park Zoo also uses “annual
membership fees help support the Zoo’s conservation and education programs, as
well as our operating costs.10
They also host happy hours during the summer called
ZooBrew. Each event is 21+ where guests can visit the zoo while enjoying local
beers and wines, live music and the animals.
The Rochester Americans (Amerks) are a team in the American Hockey League
and the farm team to the Buffalo Sabres. Having just celebrated their 60th
anniversary in the 2015-2016 season, the Amerks have been a staple in the
Rochester community. They have multiple themed games throughout each season
including Military Appreciation Night, Irish Night, and Pink the Rink Breast Cancer
Awareness Game.11
The team offers numerous season ticket options, discount
nights, and other promotions to attraction Rochesterians. One of their newer
features is their Party Deck where groups can enjoy the game up close with a
private bar and food options. The Amerks help raise money for a number of causes
throughout the season include the Sabres Foundation, Men’s Health, Donate Life,
Breast Cancer, and our Veterans.
The Rochester Red Wings are a team in Minor League Baseball and the Triple-A
affiliate team to the Minnesota Twins. The Red Wings have been a part of the
Rochester community since 1899 and were known as the Rochester Bronchos.12
They are celebrating their 20th
season at their current location at Frontier Field in
downtown Rochester. The team hosts numerous promotions throughout their
season. They also have their own Red Wings Community Foundation which “allows
fans and friends to make contributions which will support youth and adult
programs.”13

Millennials, or Generation Y, are born between 1981 and 1996 and are the largest
generation in the United States. They grew up during the digital media boom and
have been immersed in the digital world since a young age. 62% of millennials say
that if a brand engages with them on social networks, they are more likely to
become a loyal customer.14
Demographics:
2015 Nielsen Ratings showed the following demographic statistics for Millennials15
 They represent 24% of the U.S. population
 Millennials tend to have lower incomes then the population as a whole
 Median Household Income is roughly $50K
o However median person income in New York is $25K16
 30% are college graduates with 11% having post-grad work
 They are ethnically diverse
o 21% Hispanic
o 14% African-American
o 4% Asian-American
Psychographics:
Staying connected is important to Millennials. Being the first generation to grow-up
entirely with the internet and cellphones, they remain connected in all aspects of
life. They use blogs and word of mouth when it comes to purchasing decisions.
Some of their core values are as follows:17
 Civic Duty
 Confidence
 Diversity
 Extreme fun
 Like personal attention
 Members of global community
Millennials have very different attributes than most other generations.18
 Focus is children/family
 Attached to their gadgets & parents
 Have not lived without computers
 Open to new ideas
 Tech savvy- digital generation
 Hope to make life contributions to the world
 Eco-friendly
About 60% of Millennials said the ability to see the direct impact of their donation
has a significant bearing on their decision to give.19
Their preferred mean of
communication is online and via their phone, however when it comes to making
financial decisions, they prefer to do so face-to-face. 20

Day in the Life:
Meet Bobby. He’s 27 and is attending St. John Fisher College working towards his
MBA. He obtained his Bachelor’s degree in Sports Management at St. John Fisher as
well. He is currently working full-time as ticket sales associate with the Rochester
Americans, the local American Hockey League team and part-time in customer
service at Collector’s Paradise in the mall. Bobby eventually wants to become an
athletic director for a university or college.
He stays social trough Rochester Young Professional, a community organization that
helps members connect and enhance their professional and social lives. He is
constantly looking for ways to better the community. Bobby is also an active
member of a men’s hockey league at a local hockey rink.
He has a close group of friends through work and school. He maintains a great
social life and enjoys going out with his friends to local bars. Bobby is currently in a
relationship and is always looking for new place to take his girlfriend for a fun and
unique date instead of sitting at home watching Netflix or Hulu. While museums
aren’t his favorite place to visit, he is always willing to try new experiences and
open up his horizons.
Bobby was born and raised in Rochester and attended a private, Catholic schools
growing up. While he has fallen away from the Catholic religion, he is trying to get
back to church. He has a great relationship with his parents and makes sure to visit
his grandmother a few times a month.
Generation Xers are born between 1965 and 1980 and recently outnumber Baby
Boomers among affluents.21
The eldest of the generation are starting to become
grandparents and have children in the Millennial generation.
Demographics:
2009 Met Life report showed the following demographic statistics for Gen Xers22
 They represent 16% of the U.S. population
 Millennials tend to have lower incomes then the population as a whole
 Median Household Income is roughly $80K
 21% of male Gen Xers are college graduates, while 22% of female Gen Xers
are college graduations
 Ethnic/Race:
o 18% Hispanic
o 12% African-American
o 2% Asian-American
Psychographics:

Gen Xers fall between Baby Boomers and Millennials. Younger Gen Xers tend to
identify more with Millennials than with their own generation and end up with some
of the same values and attributes.
Some of their core values are as follows:23
 Balance
 Diversity
 Fun
 Self-reliance
 Tech literate
Some of their attribute are as follows:24
 High degree of brand loyalty
 Ethical
 Independent
 Self-starters
 Willing to take on responsibility
50 percent of Generation X said the ability to see the direct impact of their donation
has significant bearing on their decision to give.25
Their preferred mean of
communication is text messages and email and when it comes to making financial
decisions, they prefer to do so online however will do so face-to-face if time
permitting.26
Day in the Life:
Meet Barb. She’s 52 and is currently working for a local real estate company. She
does not have any college education. She is helping support her and her husband
as her children are now grown. She stays social through a local chapter of the Elks
Lodge
Her close friends are colleague, other Elks members, and family members. She
maintains a reasonable social life, but prefers to spend nights at home with her
family. Barb is married and enjoying spending time with her husband and children
when she can. While she’s not too fond of going to local attractions, she is still
willing to try new experiences and is constantly looking for places to take her
grandchildren.
Barb was born and raised in Rochester and attended private, Catholic schools at
first but attend public schools towards the end of her school career. While she was
raised Catholic, she no longer practices and did not pass on her religion to her
children. She has a great relationship with her family. She uses Facebook, but still
has to ask her children for help when she isn’t unsure of how to do something.

The RMSC has had huge success in reaching out to educators. With their interactive
exhibits, schools are constantly visiting the RMSC for class fields trips. The
educational and interactive exhibits seem to be doing well also. While they could
benefit from a sprucing up, they continue to stay relevant in the community. The
RMSC also seems to be having success in their “After Dark” events and sell out for
each one their host. These “After Dark” events are great for attracting Millennials
and Generation Xers outside of normal visitation.
With the shift towards social media and online advertising, the RMSC seems to be
struggling a bit. After looking at the social media sites, the RMSC is doing well at
posting all types of content and posting daily on Facebook, but they don’t seem to
respond and engage with those posting on their sites. In order to be successful in
the social media world, engagement is crucial. The RMSC has been advertising their
Strengths
Local non-profit
Dedication to
education
Passion for science,
technology, and local
history
Threats
Better brand awareness of
competitors
Lack of disposable income
Competitors have ability to
purchase tickets online
Economic decline
Weaknesses
Current events aren’t
as visible as they could
be
Marketing/advertising
campaigns
Lack of brand
awareness/identity
Opportunities
New membership options
Different channels to
reach target audience
New exhibits/expansion
New/more events
Continue/expand the
Catalyst Circle

“After Dark” events purely on social media sites, which is a good way to reach
Millennials. However, the only way Millennials and Gen Xers are able to see these
events are if they follow the RMSC or a friend of theirs posts about.
Another issue that the RMSC faces is their brand awareness/identity. While most
people in the Rochester are know that the RMSC exists, they aren’t aware of all of
the RMSC services and benefits. The RMSC is
Economic crisis, digital shift, and competition are all major threats to the RMSC.
Unlike past shifts in media, this one is more interactive and limits the ability to
simply re-purpose content. This creates unique staffing and budgetary issues that
are compounded by the recent economic downturn.27
With the economic crisis,
people aren’t spending as much on cultural activities such as museums. It’s not an
easy thing to afford for a family of four.
On top of the economic crisis, the shift toward a more digital world is hurting not
only the RMSC, but museums all over. In today’s age, people are more likely to
turn to the online world to gain insight into science, technology, and history than
they are to go to a museum and learn via hands on exhibits.
One of the biggest threats to any organization is the competition. The RMSC’s
biggest competition is the Strong National Museum of Play. The Strong brings out
the inner kid in everyone whether you are 5 or 55 years old. The RMSC needs to
take a page from the Strong’s book in order to show that those who visit the RMSC
don’t need to be on a field trip in order to enjoy the exhibits on display.
Opportunities are all around for any company. When it comes to the RMCS,
targeting the largest generational group in the Rochester area is a must. By
targeting the Millennials and Gen Xers in the area, the RMSC could potentially see a
huge increase in attendance and revenue, especially with all the colleges and
universities in the area. In order to truly reach these generational groups, the
RMSC must utilize their social media and online presence more while still holding
onto more traditional media like mailers and email.
Also, the RMSC must continue to host 21+ year old events like they recently
started to do more. Hosting events for Millennials and Gen Xers is a sure way to
attract them to the museum while doing it in a way that caters to what they like.

I started the focus group with some general questions about the Rochester Museum
and Science Center. Wanting to understand what the overall perception of the
museum was in the target audience, I asked what the first thing was that came to
mind when the participants thought of the Rochester Museum and Science Center.
Most pointed out that it was family friendly or aspects of the museum like the
planetarium.
Next, I asked the participants if they were aware that the RMSC is a non-profit
museum. Most were surprised to hear this and did not in fact know that they were
a non-profit organization. They were then asked about the different memberships
that the RMSC offers. A few knew of the family membership but were surprised by
the other levels of memberships. They were also pleased to hear that the profits
from the memberships go toward programs that help the youth in the community.
Once they found out about the numerous benefits of the different membership,
many thought that it would be a good investment and would be willing to purchase
a membership just to help support the programs for the youth in the community.
One participant suggested a Couples Membership as there was no membership for
two adults.
After the awareness section, we moved on to services and pricing. Most didn’t
realize that the RMSC hosted four events throughout the year for adults 21+ years
old. They believed that the RMSC could do a better job at advertising these events
even though the events have been selling out. They were also interested to learn
more about the RMSC Catalyst Circle, a young professionals group that helps the
museum fundraise and plan events. They wanted to see more investment into the
museum, feeling that it was a bit outdated and “doesn’t compete with its
counterparts in Buffalo and Albany.”
Next, we moved on to the concept statements:
1. The RMSC is a fun-filled attraction in Rochester for people of all ages.
2. The RMSC is dedicated to educating and building futures for the youth in the
area. They provide economically disadvantaged youth (15-19 y/o) with
opportunities to learn workforce skills and explore science/technology careers
by employing them at the museum supported by membership sales
3. The RMSC hosts four 21+ events during the calendar year. Each event has a
different theme and attractions.
All three statements were well obtained. Many didn’t agree with the fact that the
RMSC is a place for people for all ages. They felt that it is geared more towards
children and families. All thought that the first statement was clear and concise, the
only issue they had was with the “all ages” portion. As stated before, many were
not aware of the programs for the youth in the community and felt that had they
known more about these programs that they could see the cost of memberships as
being worth it. The last statement appealed to them the most, but they wanted
more information such as past themes, cost of these events, and what the
attractions were. While I explained that they differed event to event, they
suggested maybe adding in some past themes to better entice the people 21+.

The Rochester Museum and Science Center prides itself on their fun and engaging
exhibits. However, through primary research conducting by Willow
Communications, about 50% of the target audience views the RMSC as outdated
and purely for children. As stated previously, the target market wants to see more
investment into the museum, feeling that it is a bit outdated and that doesn’t
compete with its counterparts in Buffalo and Albany. They were also surprised that
the museum does so much for the community such as the opportunities for
disadvantaged youth.
This perception needs to be changed. While the age of the museum may be an
issue to the target market, this campaign will show them that the museum is still
an amazing attraction in the area for all ages. They will become aware of what the
RMSC has to offer them as well as others in the community.
Each brand has its own personality just as each person does. The unique
personality a brand has will help separate it from its competition. To ensure that
the RMSC will effectively appeal to the target markets, the following traits are
suggested to help personify the RMSC.
Captivating
Since first opening, the RMSC has ensured that their exhibits are engaging and
interactive. These types of exhibits allow patrons of the museum to get catch up in
fun. The overall thinking of museums in general are that they are boring. However,
the RMSC takes a different approach to their museum and captivates the minds and
hearts of all that enter.
Imaginative
Not only are the exhibits and attractions of the RMSC imaginative, but so are their
events. Once the RMSC decided to start appealing more towards Millennials, they
created their “After Dark” events that showcase theme filled fun and excitement.
They’ve gone outside the box in order to try to keep relevant with the changing
times and keep the community interested in what they have to offer.
Impactful
The RMSC takes pride in helping the community, specifically children looking to
further their education in science and technology. Through memberships and
donations, the RMSC impacts the lives of our disadvantage youth by giving them
opportunities to become employed at the RMSC to learn work force skills as well as
advance their knowledge in science and technology.
Transparent
In order to ensure that the visitors of the RMSC enjoy their visit, the RMSC keeps
no secrets. There are no hidden fees or agendas. They lay it all out for anyone who

is interested in learning more. Millennials and Gen Xers like to know what they are
going to be doing and where their money is going. The RMSC’s transparent nature
brings about a sense of trust and faith.
Current brand position appears to be directed towards families. Most of their photos
and marketing materials have children on them. Most of their events run during the
day while Millennials and Gen Xers are at work, aside from the “After Dark” Events
which only happen four times a year.
The RMSC offers camp sessions and Science Alive!
Sessions while kids aren’t in school to help keep
them active in the science and technology world.
While they are making strides
towards appealing to Millennials
and Gen Xers through their
special events and recent
addition of the Catalyst Circle, a
young professionals group, they
are also teaming up with the
Rochester Young Professionals
to get their members more
involved in the RMSC and the
Catalyst Circle.

“For Millennials and Gen Xers, the Rochester Museum & Science
Center is the one local attraction that delivers fun and education
because only the Rochester Museum & Science Center is invested
furthering the future of our community and helping our youth.”
Millennials and Gen Xers both value fun and education. By aligning the Rochester
Museum and Science Center’s fun atmosphere with the fact that a visit can help the
youth of the Rochester community would play on the before mentioned facts. It
provides a unique opportunity for the target audience to have fun while being able
to help the young members of the community.
 The Rochester Museum and Science Center is a place where you can enjoy a
multitude of exhibits that help fund programs for the youth in your
community.
 Visit the Rochester Museum and Science Center to enjoy interactive exhibits
while helping fund programs for our community’s youth.
Rational Factors:
-Memberships are tax
deductable
-Well known in the Rochester
Community
-Donating to the RMSC is easy
-Catalyst Circle for Young
Professionals
-100% local
-Funds from memberships and
tickets sales go towards
programs to help children in
the area
-Has over 200 interative
exhibits
Emotional Factors:
-Want to have fun at events
decidated to my interests
-Influence friends, family, and
community with the things I do
-Want to give back to my
community, espcially to
education & child centered
causes
-Want to help youth of
community grow professionally
-Want to build professional
network while helping local
non-profit

Client: Rochester Museum & Science Center Date: October 4, 2016
What is the IC Strategy Statement?
For Millennials and Gen Xers, the Rochester Museum & Science Center is the
(blank) that delivers (blank) because only the Rochester Museum & Science Center
is
Why are we advertising?
The RMSC is advertising to engage Millennials and Gen Xers that the RMSC is a fun
place to hang out with friends or to go on a date while supporting our community.
Whom are we talking to?
Millennials, age 21- 36, and Generation Xer, ages 37-52.
What do they currently think?
The RMSC is seen as a place for families or little kids to visit. It’s not considered a
must go place in Rochester.
What is the single most persuasive idea we can convey?
That the RMSC is a fun place for people of all ages that helps benefit the
community we live in.
What would we like them to think?
We want to strip the image of simply just a family place. We want them to think
that the RMSC is a place for people of all ages. It’s a place to come to with friends
or a date and share a great, fun experience. That while visiting, patrons are helping
support the community they live in.
Why should they believe it?
The RMSC has been doing its best to try to improve its brand and the image that
people see when they think of RMSC. They have been improving their events to
truly cater to Millennials and Gen Xers.
What is the personality we want to convey?
We want to convey a fun, adventurous personality. A museum isn’t just about being
educational, but being an interactive and fun place dedicated to the community and
future of the youth. Learning about science and history can be fun and interactive.
We need to work on conveying those two things in order to draw in the Millennial
and Gen X crowds.
Are there any creative guidelines?
There should be a big push to market on social media, email, and streaming sites
like Hulu and Pandora Radio, yet still using traditional media such as mailers.
Millennials have grown up with the digital age and are constantly online updating
statuses, watching shows and listening to music. By using more traditional media

like mailers, Gen Xers will be able to gain the same message through means that
better suit them.
o Using fonts and colors of the RMSC already established
o Consistent messages and visuals on all platforms
o #InspireThruCuriosity to be used for social sharing and campaign
awareness initiatives

To attract and engage Millennials and Generation Xers, they need to feel inspired
and wanted. And not only about the Rochester Museum and Science Center, but
about the impact they make on the community.
Millennials and Generation Xers are constantly looking for fun experiences and way
to make a difference in the community. They want transparency and excitement.
The more direct interactions and engagements, the more inspired and motivated
Millennials and Gen Xers will be. Throughout this campaign, Willow Communications
will provide relevant statistics and results, while keeping in mind anything that does
not work as planned. By creating fun experiences and how involvement makes an
impact is essential in targeting these groups. If they are giving the opportunity to
have fun, be rewarded, and develop their community, the RMSC will be offering
something that truly appeals to them.
The core message for this campaign is:
#InspireThruCuriosity
#InspireThruCuriosity will bring awareness to the target audience of what the RMSC
has to offer them as well as how their involvement and dedication to the RMSC
benefits the community.

Through the development and execution of this IMC proposal, Willow
Communications will accomplish the following objectives on behalf of the Rochester
Museum and Science Center during the course of this campaign, which is set to run
from January 1, 2017 to December 31, 2017.
 Increase social media engagement between the RMSC and the target
audience by 60 percent over a 12-month period.
 Elevate awareness of the RMSC’s community outreach programs among
Millennials and Generations X by 30 percent over a 12-month period.
 Raise $100,000 in donations from Millennials and Generation X over a 12-
month period.
 Increase membership by 20 percent among the target audience over a 12-
month period.
 Increase membership with the Catalyst Circle by 50 percent from 21 to 32
members over six months.
 Achieve 90 percent awareness and positive impression of the campaign
across internal RMSC audiences including employees and volunteers.

The following strategies will help support the objectives outlined in this IMC plan.
They will also be the basis for the tactics and internal communications plan.
 Host a new, singular event to raise $25,000 in net donations for the RMSC
over the course of this campaign
 Engage the target audience on a county-wide campaign that covers social,
digital, and traditional platforms to raise a minimum of $25,000
 Partner with the Buffalo Museum of Science and the Milton Rubenstein
Museum of Science and Technology in Syracuse to create a membership add-
on that would allow access to the other two museums twice a year.
 Partner with the Strong National Museum of play to create a membership
add-on that would allow access to the other museum twice a year.
 Host two After Dark social events with a laser light show at one in addition to
the current four to raise $15,000 total or $7,500 each.
 Partner with the Rochester Young Professionals Social Division to collaborate
on three network mixers and recruit a total of 11 new members for the
Catalyst Circle.
 Identify local children who have participated in the RMSC programs who have
compelling stories on how the RMSC made an impact on them and turn them
into brand advocates by developing their stories into sharable content.

“#RMSCDoughNation” Food Truck Fundraiser will be created in order to help raise
donation dollars for the Rochester Museum and Science Center. It would be
designed as a 21+ and locally rooted event. For the first year, the event will take
place at the RMSC. The campus provides numerous options to have the food trucks
park throughout and would bring attendees to the RMSC. Those who attend will be
able to sample a variety of dishes from local food trucks.
“#RMSCDoughNation” will be a one day event running from 2pm to 6pm on a
Saturday during the summer. Tickets will be purchased online for six months before
the event or the day of if available. Attendees will receive a food voucher and a
drink voucher in exchange of their tickets at the cost of $18 each if purchase before
or $22 at the door. Food and drinks will also be available to be purchased at full
price from the food trucks with 25% of proceeds going to the RMSC. All proceeds of
the tickets go directly to the RMSC. The first 100 people who purchase tickets will
receive a “#RMSCDoughNation” Food Truck Fundraiser t-shirt made by Crazy Dog
T-shirts
“#RMSCDoughNation” stations will be set up around the campus as well for any
attendees to make additional monetary donations to the RMSC. We will encourage
attendees to use the #RMSCDoughNation hashtag for any photos or videos they
post in regards to the event.
Rationale:
Millennials are a generation of foodies. According to recent research, 47% of
Millennials have eaten at a food truck.28
While Millennials are big foodies, Gen Xers
are drawn to local, low-key events that they can socialize at. Having a Food Truck
Fundraiser allows both target audiences to enjoy an event dedicated to their age
range while enjoying delicious food from local vendors.
Budget: $17,877.50
This price includes: 10 medium-sized tents at $3,250 (nolansrental.com), 90-60
inch round tables at $805.50 (nolansrental.com), 700 white folding chairs at
$1,015 (nolansrental.com), DJ for $499 (rochesterdj.com), open air photo booth
for two hours at $430 (rochesterdj.com), paid Facebook advertising running for 3
months prior to the event at $930, 5,000 4.25x11 postcards sent out 1 month
prior to the event at $1,550 (http://directmail.staples.com/EDDM-Pricing), a full
page, full color newspaper advertisement in The City newspaper for 4 weeks before
the event at $8,848, 100 T-shirts from Crazy Dog T-Shirts at $550.
Evaluation:
The “#RMSCDoughNation” Food Truck Fundraiser will be evaluated by the number
of people who attend the event, the number of sponsors that participate in the
vent, the number of food trucks at the event, and any additional donations made
through the “#RMSCDoughNation” stations and food/drink sales. Willow
Communications anticipates a total of five food trucks and two beer trucks, roughly
1000 people attending the event, and a net donation total of $26,315. Also, Willow

Communications and the internal marketing team from the RMSC will monitor
mentions on social media sites around the event and the use of the
#RMSCDoughNation hashtag. We will also send out post-event surveys to gauge
response and reception of the event to attendees, sponsors, and vendors.
Willow Communications will pay to advertise on both Facebook and Twitter to
promote the “Food 4 Thought” Food Truck Fundraiser to both Millennial and
Generation X audiences.
Facebook Ads: Facebook advertisements to support the “#RMSCDoughNation” Food
Truck Fundraiser will exist in multiple formats: event responses, page post
engagement, and clicks to the website. These paid advertisements can target users
based on location and interests. This user-targeting will allow us to ensure we are
targeting those local to the Rochester area as well as those interested in museums,
STEM (science, technology, engineering, mathematics), food, and helping the
community.
Twitter Ads: Twitter advertisements to support the “Food 4 Thought” Food Truck
Fundraiser will exist in the form of promoted tweets and promoted accounts. User-
targeting will also be incorporated to target users based on location and interests.
Rationale:
The Millennial and Generation X audience are heavy users to social media. 87
percent of 18 to 29 year olds and 73 percent of 30 to 49 year olds use Facebook
while 37% of 18 to 29 year olds and 25 percent of 30 to 49 year olds use Twitter.29
Paid social media advertising allows the RMSC to expand its reach of the fundraiser
and increase engagement with users who may have never visited the museum.
Budget: $50,000
Evaluation:
Willow Communications will monitor social media mentions and engagement
through Hootsuite. Hootsuite gives the ability of companies and organizations to
monitor all of their social media platforms in one place while interacting with users
in real-time. It also provides unlimited number of real-time reports to help track
responsiveness of the RMSC team as well as engagement rates of users with
photos, videos, and posts.
Sharing user-generated content is one of the best ways to help connect and engage
the target audience with the Rochester Museum and Science Center. By
encouraging the use of the #InspireThruCuriosity hashtag by the Millennial and
Generation X audiences, Willow Communications and the RMSC can publish a
steady stream of UGC with the museum’s followers to encourage that the museum
is not only for children as well as provide “proof” of the campaign’s effectiveness
and to promote interest and engagement.
Some ideas of UGC to publish would include: photos from events, photos and
videos uploaded to social media using the #InspireThruCuriosity hashtag. Willow

Communications will help the RMSC determine the top content to share on social
media.
Rationale:
According to Business Insider, shoppers who interact with UGC are 97 percent more
likely to convert with a retailer than customers who do not.30
Word of mouth is very
important for every business because we tend to believe our peers more than
traditional advertisements. By leveraging UGC, the RMSC can help build trust and
credibility.
Budget: As long as permission is granted, UGC is free for the RMSC to use.
Evaluation:
UGC will be evaluated on the overall engagement with the posts as well as the
number of UGC created. Willow Communications will again use Hootsuite to track
the engagement and mentions on social media platforms.
The RMSC Catalyst Circle and the Rochester Young Professionals (RYP) will
collaborate on the planning of three social networking mixers. Each mixer will be
held at a local bar in the heart of the city. Members from both groups will be able to
interact with one another. The RMSC Catalyst Circle will have a small table at each
event where RYP members are able to learn more about the Catalyst Circle, what
they do for the RSMC, and how to join. The first 25 people through the door will
receive a RMSC and RYP Social Networking Mixer T-shirt.
Each event will be posted on the following: RMSC website, RYP website, RMSC
Facebook page, RYP Facebook page, in the RYP Newsletters, and in the RMSC
Newsletters. Direct mailers created by Willow Communications will also be used to
target those in the Millennial and Generation X audiences that may not be a
member of either group. The event will also be added to the City Newspaper’s
events calendar on their website in addition to an advertisement in the physical
newspaper one month prior to the event.
Rationale:
The Rochester Young Professionals (RYP) currently have about 400 active members
and are able to expose another 3000 to their events. Collaborating with the RYP on
some of their social/networking events will expose those members to the RMSC and
could lead to an increase the number of members in the RMSC Catalyst Circle. Each
RYP social event draws in 150 to 300 young professionals in the Rochester
community.
Budget: $17,474
This price includes: 6,000 4.25x11 postcards sent out 1 month prior to each event
at $5,580 (http://directmail.staples.com/EDDM-Pricing), a quarter page, full color
newspaper advertisement in The City newspaper for 4 weeks before the event at
$8,724, paid Facebook advertising running for 3 months prior to each event at
$2,820, 25 T-shirts from Crazy Dog T-Shirts at $350,
Evaluation:

In order to evaluate the success of the three mixers, Willow Communications will
use Hootsuite to track the engagement and mentions on social media platforms of
each event.
In addition to the four “After Dark” events that the RMSC already hosts, two more
will be added to the calendar. Currently, the themes are decided by the museum.
We will host a social media contest for what theme to have for the two new events.
Each contest would be a month long and would open six months prior to the event
date. Depending on how many different themes are provided, the RSMC would
determine the top five ideas of those that are given and create a survey to see
what the most popular one is. From there, the winner would get two VIP tickets to
the event which could include two drink vouchers and early admission to the event,
recognition at the event as well as in all the advertising for it, plus one free family
membership to the RMSC for a year. The others that made it into the top five would
also receive two combination tickets to the museum and planetarium each. The
contest would be held on Facebook and Twitter as well as the survey.
Rationale:
Contests are a great way to get the target audience involved and engaged with the
RMSC. 62 percent of Millennials say that if a brand engages with them on social
networks, they are more likely to become a loyal customer.31
The “After Dark”
events are very popular and gain a lot of support from the 21+ audience that is
being targeted. By adding two more events each year, the RMSC would raise an
additional $6,500 if only normal ticket sales were purchased.
Budget:
$1,472
Evaluation:
Success of the contest would be determined by the number of submissions. Willow
Communications would also utilize Hootsuite to track mentions and engagement
around the contest.
The RMSC will partner with the Buffalo Museum of Science and the Milton
Rubenstein Museum of Science and Technology to create a membership add-on that
allows members to visit the other two museums each twice a year. This
membership add-on would cost an additional $25 a year for all memberships. All
membership add-ons purchased would be divided amongst the three museums
depending on where it was purchased. The museum in which the add-on is
purchased would receive 50 percent of the proceeds and the other 50 percent
would be divided equally between the other two museums. Add-ons must be
purchased where a full membership is valid.
Rationale:
Collaborating with other museums dedicated to the same subject matter can bring
more people to the RMSC as well as increase memberships. With Buffalo and

Syracuse both being very close to Rochester, collaborating with museums in those
areas can attract Millennials and Gen Xers outside of the Rochester area to come
visit the RMSC. If half of the current members of the RMSC purchased membership
add-ons, the RMSC would raise an additional $30,000.
Budget: $10,624
Evaluation:
To determine the success of the membership add-on would come from the number
of them sold in all areas. It will also be determined by the money raised for the
RMSC through the other two museums.
Willow Communications will send a press release to the local media to notify them
of this campaign. The new membership add-on, “#RMSCDoughNation” Food Truck
Fundraiser, and the new “After Dark” events will be the focus of the press release.
The press release will be placed on the RMSC website, the and we will work with
the RMSC to schedule interviews centered around the campaign.
Rationale:
The RMSC has a greater chance at increasing donations and membership goals if
the campaign is shared with the local media. Media coverage is necessary to help
build awareness and interest in Millennials and Gen Xers.
Budget: $500
Evaluation:
Using Google Analytics will be used to track the effectiveness of the press release.
Google Analytics is built to work with Google’s media and publisher products so you
can use your analytics insights to drive real impact.32
As a part of the internal communications plan, Willow Communications will create a
series of monthly videos will be shared to internal and external audiences in order
to showcase the impact the RMSC has on the community and our youth through
their community outreach programs. These videos will be 90 seconds to two
minutes each and will feature an individual child each month. Each video will be
shared on social media platforms as well as through email blasts.
Rationale:
With the target audience being active users of social media sites as well as video
steaming, a video series will easily reach Millennials and Gen Xers. These video
narratives will help provide easily understandable information to the target
audience on the importance of the RMSC’s community efforts.
Budget: $145,200
Evaluation:
To determine and track the effectiveness of the video series, their overall views will
be tracked through each social media platform. Facebook and Twitter both offer

free analytic services which will help monitor shares as well. Willow
Communications will also utilize Google Analytics to monitor how many people the
video is bringing to view the RMSC website. The RMSC will continue to utilize their
Constant Contact account to track open-rate and click-rate of the emails.
The RMSC app would include the basic information for the RMSC, hours, location,
admission/memberships, exhibit information, and donation as well as an interactive
portion. The app would also feature games based on the current exhibits of the
museum. The user would be able to create an avatar of themselves that would be
placed in the virtual RMSC. From there, they can explore all the different exhibits
and interactive parts of the museum. In addition to the games, there would be a
part of the app where you can turn on your GPS and based on where the located,
the user can get fun informative push notifications about what is around them. For
example, if they are a beach near Ontario Lake, they could get information about
the lake and what lives in it. Curious about upcoming celestial events like meteor
showers, what stars and planets can be seen when? Go to the Strasenburgh
Planetarium portion of the app and get live updates of what is happening in the
night’s sky. The app would cost $1.99 to non-members and free to members.
Members would receive an activation code with the purchase of their membership
to download the app.
Rationale:
Mobile apps are becoming a part of daily life. Globally, we spend more time on our
smartphones than we do our desktops.33
Both Millennials and Gen Xers are
constantly using their phones and downloading new apps to make things a little
easier or to have fun. Making the app free to members could potentially gain some
more traction in members. It will also help raise more money for the RMSC as all
sales of the app would benefit the museum.
Budget: $75,000
Evaluation:
Evaluation will be done through tracking the number of downloads, social media
mentions and engagement, as well as overall sales. Downloads will be tracked
through both Apple’s App Store and Google Play where the app will be available for
downloading.

Budget Outline
Total Cost Final Cost
Food Truck Fundraiser
10 Medium-Sized Tents $3,250.00
90-60-inch Round Tables $805.50
700 Folding White Chairs $1,015.00
DJ $499.00
Open Air Photo booth $1,290.00
Paid Social Media Ads covered below
Direct Mailers $1,550.00
Full Page, Full Color Newspaper Ad $8,848.00
100 T-shirts $550.00
$17,807.50
Social Media Campaign
Paid Social Media $75,000.00
$75,000.00
Social Networking Mixers
Quarter Page, Full Color
Newspaper Ad $8,724.00
Paid Social Media Ads covered above
25 T-shirts $350.00
$14,654.00
"After Dark" Theme Contest
4 VIP Tickets $120.00
2 Family Memberships $180.00
16 Combination Tickets $272.00
Event Costs $900.00
$1,472.00
New Membership Add-on
Press Release $350.00
Quart Page, Full Color Newspaper
Ad $8,724.00
$10,624.00
RMSC Mobile App
Development $60,000.00
Maintenance $15,000.00
Paid Social Media Ad covered above

$75,000.00
Digital Video Series
Pre-production $28,800.00
Production $68,400.00
Post-Production $48,000.00
$145,200.00
Press Releases
Press Releases $500.00
$500.00
Evaluation Plan
Focus Groups provided by agency
Survey Monkey $1,020.00
HootSuite $1,199.88
$2,219.88
Agency Fee
10% of budget $34,247.74
$34,247.74
Budget Total $376,725.12

90 second Campaign Video Example:
SFX: Soft, Inspirational Music (Instrumental)
VO: Only 44 percent of U.S. High School
graduates are ready for college-level math and
only 36 percent of U.S. High School graduates
are ready for college-level science.
VO: Here at the Rochester Museum and Science
Center, we are dedicated to stimulating interest
and understanding of science, technology,
engineering, and mathematics.
VO: How can you help #InspireThruCuriosity?
VO: You can help make an impact by becoming a
member.
VO: or by giving a donation.
VO: Help us #InspireThruCuriosity today and you
could change a child’s life.

Each tactic will have its own evaluation measures to determine effectiveness and
success of each effort. Through a combination of social media analytics, Hootsuite,
Google analytics, and web tracking, we will have a better understanding of the
return on investment on each spend and whether our efforts were valuable.
However, in order to evaluation the success of the yearlong campaign, we must
conduct some other evaluation measures both before the campaign, during the
campaign, and at the conclusion of the campaign. Surveys will be used on both
internal and external audiences to gauge pre-campaign awareness and
understanding as well as post-campaign awareness and understanding. Focus
groups will also be conducted both before the campaign and at the conclusion of
the campaign to determine the overall success of the campaign.

The RMSC is a non-profit that was built in order to stimulate interest and
knowledge of science, technology, engineering, and mathematics. Originally
established in 1912 as the Municipal Museum in Rochester, NY, the RMSC has
grown into a fun and interactive place to learn and engage.
“#InspireThruCuriosity” was created to be a campaign to generate engagement and
involvement between Millennials and Generation Xers with the RMSC. When these
audiences can fully see the impact of a donation or investment, they are more
willing to help support a cause. By bringing to light exactly how investing in the
RMSC help impact the community, we can gain more traction and increase their
willingness to give. Even if they are unable to give financially, their prowess of
social media can also help provide investment to the RMSC. The campaign
encompasses numerous touch-points that will directly reach Millennials and
Generation Xers as well as internal stakeholders.
Once the awareness stage as been set, we will move through activating these
audiences to take action through one of many touch-points. Whether that means
attending an event, donating, purchasing a membership, engaging on social media
or downloading the new mobile app, getting these groups involved with the RMSC
will help achieve the overall goal of the campaign.
While reaching new patrons is the main focus, we don’t want to discount those who
are already involved with the RMSC. With each person reached, we increase
awareness around the museum and can then increase donations for the RMSC.
There is a major opportunity to not only hit the $75,000 goal in one year, but to
exceed this goal and continue to create lifetime supporters that will help spread the
RSMC mission. The Rochester community is the lifeline of the RMSC. We are excited
at Willow Communications to have the opportunity to aid the Rochester Museum
and Science Center in achieve their goal to increase donations and membership in
the Millennial and Generation X groups.

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The focus group was an amazing experience that allowed us to uncover a lot of
information about Millennial and Gen Xer’s thoughts and feelings surrounding the
Rochester Museum and Science Center.
The RMSC is a place for kids and families only
Several participants reported that they felt that the RMSC is a family or children
museum and that it’s not for adults. They recalled having fun there as kids on their
school fields trips. Many participants hadn’t recently visited the museum because
they felt it was more kid oriented. They were unaware of the 21+ events that the
RMSC hosts nor did they know about the new Catalyst Circle (young professionals
group).
The RMSC is outdated and in need of renovations
Many participants felt that the RMSC is very outdated and that the exhibits could
also use an update. They stated that many of the exhibits are the same from when
they were in elementary school and that it doesn’t compete with the museums in
other cities around New York. They also thought that more emphasis should be put
on the planetarium and utilizing local universities to bring in some new and exciting
exhibits.
The RMSC is a non-profit?
During the focus group, the fact about the RMSC being a non-profit was brought
up. Not a single participant was aware of this fact. They also were unaware that the
cost a membership help fund community outreach programs such as the
RMSC providing economically disadvantaged youth (15-19 y/o) with opportunities
to learn workforce skills and explore science/technology careers by employing them
at the museum.
They need more advertising and awareness around their events and
programs
After discussing the “After Dark” events, the Catalyst Circle, and the community
outreach programs, many participants felt that they RMSC doesn’t do a good
enough job at advertising these services and events. They suggested doing more
than just social media advertising, in particular radio and newspaper ads.

IMC 636: Rochester Museum and Science Center Campaign Proposal

IMC 636: Rochester Museum and Science Center Campaign Proposal

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