Marketing the Museum of Science to College Students

1
Marketing the Museum of Science to College
Students

• Final Presentation
• April 26, 2001

Sponsor Museum of Science, Boston Liaison Suki
Abbatiello

• Andrew NewmanAndrew Burgoyne
• Robert Stow
• Robert McElhaney

2
Presentation Outline

• Problem statement
• Background
• Overview of objectives
• Discussion of objectives and results
• Explanation of analysis
• Recommendations
• Conclusions

3
Problem Statement

• The Museum of Science has a reputation as great
  place to bring the kids.
• The Museum desires to maintain their family
  audiences, but at the same time attract a larger
  number of college students.

4
Background

• Why should MoS care about college students?
• Boston has 35 colleges and universities
• 135,000 students
• Annual Operating budget totals over 2.84 billion
• Students generate over 700 million spending
• Off-campus goods and services

Top 5 Per Capita Student Populations in Large
Cities
(students per 1,000 population)
5
Colleges in relation to the MoS
6
Primary Objectives

• Quantify the number of college students attending
  the Museum of Science
• Explore the level of interest of college students
  related to the Museum of Science
• Assess the marketing strategies the Museum of
  Science utilizes
• Provide accurate recommendations to the Museum
  staff using our results

7
Quantification of College Students

• Existing Museum of Science studies
• MoS Final Report 1999/2000 Visitor Study
• College attendance at other museums in Boston
• Museum of Fine Arts
• Aquarium
• College attendance at other museums of science
  across the country
• Collect new attendance data
• Survey college attendees

8
Museum Attendance Data
9
Analysis of Attendance Data
Estimated Total FY2001 Attendance 1,658,109
10
Exploration of Level of Interest in College
Students

• Finished Quantification of College Students
• Attendance to Museums Disproportionate to
  Undergraduate Populations
• Surveyed Diverse Groups at various colleges in
  Boston
• Locations Campus centers, Quads, etc.
• Randomization
• Surveyed every 5th individual

11
Results of Level of Interest Study
12
School Attendance Vs. Distance
13
Cultural Visitation by College Students
14
Previous Visits by Timeframe
15
Suggested Changes to the MoS
16
Incentives that attract College Students
17
Factors that Hinder Attendance
18
Assess MoS Marketing Strategies

• Methods
• Review Existing Data Sources
• Museums across the Country in Boston
• Conduct Interviews
• Museum Staff
• Museum Visitors

19
College Student Specific Marketing Results

• Museums Outside Boston
• Exploratorium
• Franklin Institute Science Museum
• Center of Science and Industry, Toledo, Ohio
• Museums Within Boston
• New England Aquarium
• Museum of Fine Arts
• Boston Museum of Science

20
Marketing Strategies Across the Country
21
Frequently Used Media Sources
22
Students Knowledge of MoS
23
Level of Interest Recommendations

• Percent Attendance comparison with
• College Classification (Primary Area of Study)
• Distance from MoS
• Conclusion No strong correlations
• General Advertisement
• Universities and Cultural Locations
• Advertisement on MBTA
• Newspapers and Websites
• Student Discounts
• Free Admission vs. Discounted Admission

24
Level of Interest Recommendations

• Lasting Impression
• Return Visit Incentives
• OMNI Previews
• OMNI
• Greater Variety, More Showtimes
• Effective Online Ticket-Purchase System
• Track Background Info on attendees
• Free College Nights Increased Awareness
• Corporate Partnerships

25
Marketing Related Recommendations

• Exploratorium
• Web Broadcast
• Artists Inside the Museum
• Franklin Institute
• Bands on Friday Nights
• Advertise to Professors at Universities
• Museum of Fine Arts in Boston, MA
• University Agreements
• Ambassadors at colleges and universities in
  Boston
• Dormitory Resident Advisors, Hall Directors

26
Conclusions

• The Museum CAN attract college students
• Museums offerings appeal to students
• Students lack awareness
• Simple Inexpensive Marketing Techniques
• Increased revenue for years to come

27
Acknowledgements

• Suki Abbatiello, our helpful liaison
• Phil DeStefano, attendance specialist
• Cynthia Mackey, VP of Marketing at MoS
• Carole McFall, Media Relations for MoS
• The Rest of the MoS Staff
• Prof. James Hanlan, Advisor
• Prof. Fabio Carrera, Advisor

28
Questions, Comments, or Concerns?