The Franklin Institute.
Challenge.
The Marvel: Universe of Super Heroes exhibit was highly anticipated at The Franklin Institute in Philadelphia. MayoSeitz Media got to work with the objective of surpassing attendance goals.
Process.
We uncovered motivations and media habits of two distinct target audiences: Millennial Moms who drive decisions on family outings and Marvel movie and comic book fans. We also developed a measurement strategy to accurately gauge impact on each audience relative to ticket sales. That set us up to optimize targeting for each audience throughout the campaign.
Approach.
The deep-dive research revealed a key takeaway; Millennial Mom is always on the run with her family, so effective messaging needs to reach her wherever she is and whatever she is doing.
In addition to digital, social, and audio tactics deployed against the audience, we developed a robust out-of-home and guerilla strategy to reach both moms and kids, including:
- Billboards on highly travelled throughways with extensions for impact
- Newsstand and pole banner wraps throughout Center City
- Extensive transit opportunities to reach Center City and the surrounding suburbs – bus, train, and platform placements
- Custom “Movies in the Park” promotions at various parks throughout the market
To reach the comic and movie fans in a relevant and targeted way, we leveraged standees, window clings, and pamphlets at local comic book and video game stores.
Results.
The exhibit was a huge success, surpassing projected weekly attendance goals every single week of its run.
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attendance goal
“Our attendance and revenue goals were very aggressive, but the MayoSeitz Media team offered an innovative approach to planning and measurement, providing insight into our audiences and their motivators and a clear view of our return on ad spend. Exceeding attendance goals for 20 consecutive weeks is unheard of, but it happened—and we’re so thankful it did.”
– Erin Armstrong, Vice-President of Marketing, Communications and Digital Media