The Koshland Science Museum is a unique institution that presents visitors with the opportunity to interact with the most critical issues of our time. Using the museum's highly-interactive exhibits, visitors can delve into the complexities of the topics, helping them explore potential solutions to problems such as global warming and the spread of infectious disease.
The Museum selected Levine & Associates to create a refreshed visual identity, ad campaign, and brochure to position them with potential visitors and regional audiences to increase foot traffic. Our approach featured thought provoking issues and questions in the ads, encouraging viewers to consider their own reactions and to find out more about the Koshland Science Museum either online or onsite. The ad campaign used bright, attention-getting colors, challenging questions, and an invitation to explore the issues further.
Research showed that the museum's key audience is local 18 to 35 year olds. We targeted a placement strategy to include print ads in college newspapers and online animated banners on three popular DC blogs and websites. Additionally, we utilized a new technology, digital bus shelter displays, which were recently placed throughout the District.
The campaign launched in September to coincide with residents and students returning from summer vacation, and will continue through the holiday season. Planning for 2012 has already begun; we are monitoring data on the number of museum visitors online and onsite and have already begun to see the results of increased brand awareness in the marketplace.