BAY AREA DISCOVERY MUSEUM
Museum PR & Marketing
My Role: PR and Marketing Manager, Graphic Design, Editor, Copywriter
Collaborators: Admissions department, Education and Facilities leaders, Graphic Designers
Background
The childhood Bay Area Discovery Museum is beloved by locals and tourists. Occupying National Park land on the San Francisco Bay, BADM flows in and out of beautifully restored military buildings laced with natural play areas and sweeping views of the Golden Gate Bridge. The museum is fun and smart - in fact, all aspects of the museum are driven by its on-site research arm, the Center for Childhood Creativity. With a mission to Ignite Creativity for All, BADM weaves research-backed creativity, play, and learning throughout its hands-on exhibits, magical events, drool-worthy gift shop, and popular preschool and camps.
My Work
Write copy for and manage print and digital channels:
email campaigns, social media, website, brochures, special event collateral, printed newsletters
Place print and digital ads
Manage onsite signage
Editor of printed quarterly newsletter
Challenge
Publish a printed quarterly newsletter that promotes the museum calendar and events, showcases research and thought leadership, and demonstrates community impact.
Publish printed museum collateral to market the preschool, camps, and classes.
Write compelling narratives for print and digital channels to promote grant awards, expansion into underserved communities, partnership with the National Parks Service, thought leadership, and 25th anniversary.
Create the annual marketing strategy and manage media buys, museum website, social media channels, print and digital publications, email campaigns, direct mail campaigns, wayfinding and exhibition signage, and PR.
Printed Quarterly Newsletter
Solution
I created a wholistic and varied marketing strategy included social media marketing, ads in parent group printed/digital newsletters, ads in tourism publications/websites, printed collateral for museum floor, direct mail for fundraising campaigns and special events, email campaigns, website and social media management, exhibition signage, quarterly printed newsletter.
Identified audience groups and created group-specific narratives and key messages for: members, general admission visitors, parent groups, tourists by geography, educators and librarians, foundations and donors, board members, and local news outlets.
Implemented a new brand identity; launched a new website and online ordering system
Big Wins
Increased preschool enrollment
Increased funds raised through special events and grant awards
Increased number of thought leadership articles published
Lessons Learned
Busy adults love takeaways. Increase print quantity.
Keep physical signage simple. Small vinyl pieces are time consuming to apply.
Families want to hang up the newsletter’s calendar. Reorient the layout to be a vertical, full-page spread.
Local parent groups know BADM well. Shift marketing spend to underserved communities.
Underserved communities have additional barriers to visiting. (1) Increase awareness of the scholarship application. (2) Increase enrollment in school field-trips to create engagement opportunities.
