University of Florida Communications Network Retreat

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• University of Florida Communications Network
  Retreat
• March 13, 2009
• Paul Ramey, APR
• Assistant Director, Marketing Public Relations
• Florida Museum of Natural History

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Todays presentation

• Megalodon
• Exhibit
• Campaign
• Results
• Abstract

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Megalodon The big kahuna!

• Up to 60 feet long and weighed 77 tons
• 7-inch teeth
• Ate 2,500 lbs. a day (13,333 tuna pouches!)
• Dominant marine predator for 15 million years
• Vanished 2 million years ago

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National Traveling Exhibit

• Walk-through 60-foot metal sculpture
• Current UF research
• Fossil, modern specimens full-scale models
• Fascination with fossil sharks
• Ambassadors for science and shark conservation
• Open June 16, 2007 Jan. 6, 2008

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Communications Campaign

• Exhibit not built
• Shifting gears - High Springs Herald
• Promotion- Paid TV, radio, print, outdoor-
  Non-paid TV, radio, print, outdoor, PSAs
• Community support, sponsorships

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Got tuna? pouch with press kits
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SW 34th Street Wall Lasted one day clean...
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Television commercial
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Radio commercials, PSA
What the heck is a Megalodon anyway?
MegalodonvanishedOr did it?
Arrr..Sharks.Ya gotta love em.
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Changed text to see it before it vanishes
toward end of campaign
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Results

• Increased Museum attendance 27
• Achieved 84 visitor capture rate
• 2.1 million media impressions (and counting!)
• Sponsorships Cox Media, ACVB, Brighthouse
• Kick-start national tour

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Abstract

• RPIE
• Setting measurable goals and objectives- what
  will you measure?- how will you measure?- over
  what time period?- what is number or percentage
  change?
• Specifically address each goal in evaluation

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Goals and objectives

• 1. Increase overall Museum attendance by 20
  from June 16, 2007 - Jan. 6, 2008.
• 2. Achieve a print and electronic media
  readership of 2 million impressions through
  editorial coverage in from March 1, 2007 -
  Jan. 6, 2008.
• 3. Secure at least one media sponsor to help
  offset advertising costs from June 16, 2007 -
  Jan. 6, 2008.
• 4. Successfully market and book the traveling
  exhibit in at least six other venues between 2008
  and 2013.
• 5. Achieve a 75 capture rate of Florida Museum
  visitors from June 16, 2007 - Jan. 6, 2008.

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Evaluation

• Objective 1 Museum attendance increased 27, 7
  higher than goal, from June 16, 2007 - Jan. 6,
  2008. (137,571 vs. 108,410 previous year)
• Objective 2 The Museum received 2,132,120 print
  and electronic impressions, exceeding the goal of
  2 million, and met or exceeded the goal for each
  form of media from March 1, 2007 - Jan. 6, 2008.
• Objective 3 Cox Media was secured as a
  television sponsor for the exhibit with a 4-1
  match. This sponsorship resulted in advertising
  worth 20,000 for a cost of 5,000.
• Objective 4 The exhibit has traveled to and/or
  been booked for seven venues, exceeding the goal
  by one. (list of venues and dates) It is highly
  likely the Museum will book additional venues
  before 2013, further exceeding this goal.
• Objective 5 The Museum achieved a capture rate
  of 84 for the exhibit during its run, exceeding
  the goal of 75. Of 137,571 visitors during this
  time period, 115,345 saw the Megalodon exhibit.

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• Be consumed with awe,walk away with respect!

Thank you!
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Television commercial
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