Research

Book 1

Staff
Bryce Coffendaffer Project Manager Michaela Fernen Media Manager Jenny Hoffman Research Manager Keira Kessler Public Relations Manager Michael Nay Copywriter Lauren Shaver Graphic Designer Anne Spencer Art Director Ian Stanek Interactive/Digital Manager

Book 1

Table of Contents
Introduction (Situation, Target, Strategy) Campaign Phase 1 Phase 2 Phase 3 Research Student Population Student, Parent, Teacher & Business Surveys Situation Analysis S.W.O.T. Evaluation Timeline

Introduction
Situation Target
Science City is looking for an overall improvement in their company. They are looking to increase their target market to start encompassing high school students while looking to maintain their current target market of K-6. How do we widen the target market after it being previous focused on a specific demographic? How do we improve the company overall? Our goal is to attract individuals whose dreams can be powered by what Science City has to offer.

Objective Strategy

To generate interest among parents to bring their children to Science City.

We will generate interest in Science City by constructing a campaign that targets parents by focusing on the dreams they have for their children.

Campaign Tagline

The Dream campaign for Science City is a three phase campaign that includes multiple forms of media that accumulate the further you progress through the phases.
Big Dreams Start Here.

Campaign
Phase 1
Phase 1 of the campaign will primarily be focused towards implementing new media that will cost little to no money for the company. This phase has the lowest total cost and will allow Science City to begin introducing their new logo and get the word out about what the facility can offer its guests. New items to be implemented:
n n n n

Redesigned Website New Logo Thank You cards for school groups Press Releases sent to local parenting magazines

n n

Brochures to be placed in hotels for tourists to view Social Media

Facebook Twitter

Phase 2
Phase 2 builds upon Phase 1 and in being so, includes all items from Phase 1 as well as adds more. This phase takes the first real step at getting the word out to the Kansas City public by using traditional media types. New items to be implemented: n Radio Ad
n n n

Print Ad in KC Parent Magazine Banner Ad on KCParent.com

Billboard

Phase 3
Phase 3 is the final phase for the Dream Campaign and will include all of Phases 1 and 2 as well as more new forms of media. New items to be implemented:
n n n

Print Ad in KC Moms Magazine Facebook Ad Banner Ad on VisitKC.com

n n

Google AdWords Digital Billboard

Research

Student Population

To help determine the number of students that could be reached by Science City advertising within the greater Kansas City area, Team Confido determined the total student population for grades K-6, 7-8, and 9-10 within a 100 mile radius of Science City. Using numerous websites to locate this data, the following are the results of the search. K-6 Kansas Total Student Population: 86,853 Missouri Total Student Population: 97,908 Total Within 100 Mile Radius: 184,76 1 7-8 Kansas Total Student Population: 36,040 Missouri Total Student Population: 38,323 Total Within 100 Mile Radius: 7 4,363 9-10 Kansas Total Student Population: 28,051 Missouri Total Student Population: 27,410 Total Within 100 Mile Radius: 55,46 1

Total Students within 100 Miles of Science City: 314,585

Kansas Student Population Grades K-6th

Missouri Student Population Grades K-6th

< 550
550 - 1550 1550 - 2550 2550 - 7550 7550 - 14050

< 250
250 - 750 750- 1500 1500 - 2500 2500 - 5000 5000- 20000

14050 -45000

20000- 50000

> = 45000

> = 50000

Kansas Student Population Grades 7th-8th

Missouri Student Population Grades 7th-8th

< 150
150 - 500 500 - 1000 1000 - 2000 2000 - 5000 5000- 12000

< 100
100 - 500 500 - 1000 1000 - 2000 2000 - 9000 9000- 22000

> = 12000

> = 22000

Kansas Student Population Grades 9th-10th

Missouri Student Population Grades 9th-10th

< 150
150 - 500 500 - 1000 1000 - 2000

< 75
75 - 250 250- 750 750 - 1000 1000 - 1500

2000 - 5000 5000- 12000

1500- 6000 6000- 17000

> = 12000

> = 17000

Surveys
Student Survey
To determine whether or not students were able to fulfill their childhood dream career, and whether or not they had a facility where they could go and learn about that career, we created a survey addressing those questions and distributed it to current college students. Below are some of the question and the responses. Total Surveys Completed: 42

Student Survey Questions

What did you want to be when you were growing up? (Broken up by industry)

Are you currently in college for your dream career?

12% Agriculture 7% Military

2% Business

40% Sciences

2% Engineering

39% yes

10% Professional Sports 19% Education 7% Mathematics

6 1% no

Was there a place for you to learn about the dream career you wanted to go into as a child?

Would it have been beneficial to have a place to learn about your dream career?

39% yes

20% no

6 1% no

80% yes

Parent Survey

To determine whether or not parents have dream careers for their children and whether or not they would take their child/children to traveling exhibits, we created and distributed a survey addressing those very questions. Below are the responses to the questions. Total Surveys Completed: 42

Parent Survey Questions

What is your dream for your children?
3% Better life than mine 17% Trust in God 3% Oregon Duck football player 17% Get a good education 15% Enter their dream field 43% Happy/Healthy

3% Enjoy life

What career would you like your child to get into?

2% Culinary Arts 4% 2% Engineering Agriculture

If a traveling exhibit were to come to your community, would you and your children attend?

10% Education

29% Career that they love and are passionate towards

21% no 79% yes

18% Science & Technology

8% Business & Finance 2% Ministry

14% Healthcare

10% Art & Music

When addressing teachers, we had three questions that we asked them to help us with the Dream Campaign. Those questions are listed below along with their responses. Total Surveys Completed: 33

Teacher Survey

Teacher Survey Questions

How many field trips are you allowed to take each year? Would you be interested in having a Science Center come to your school and give a presentation?

21% two 9% three 3% more than four 6% zero 6 1% one

9% no

91% yes

What would you say is your personal goal as a teacher?

18% teach fundamentals 7% make a difference

25% inspire

21% challenge my students

25% help students succeed

4% spark creativity

Business Survey

When it comes to businesses, we had one question to ask them to help us solidify the concept for the Dream Campaign. Total Surveys Completed: 17

Business Survey Question

Would it be a benefit to possible candidates to have prior knowledge of your companys industry?

13% no

87% yes

Situation Analysis

SWOT Analysis Threats Strength. Weakness. Opportunity.

Strength
n n n n n

Physical Interactivity Only educational center in the region Knowledgeable Staff Good Location Diversity in Exhibits

The strengths for Science City are attributes that are being exploited already. The greatest strength that Science City has is the amount of physical interactivity and the diversity in their exhibits. Utilizing a large amount of physical interactivity allows children to maintain their entertainment level throughout the entire facility. Having great diversity in the exhibits also helps children stay interested throughout the facility since no matter where they go, they will be constantly doing something different. Another strength that Science City has is its location. Being located near the middle of Kansas City and near Crown Center makes Science City a reasonable location for almost any family in the Kansas City area to travel to. Also, Science City is the only science center in the immediate area. A fifth strength that we identified about Science City is their knowledgeable staff. Science City has the ability to entertain its guest by not only the exhibits within the facility, but with the staffs knowledge of the exhibits and ability to answer questions related to the exhibits. Having that ability adds another level of entertainment that a lot of similar facilities may lack.

Weakness
n n n

Lack of Digital Interactivity Advertising Social Media

The weaknesses that Science City currently has are more areas of improvement than weaknesses. The areas that Team Confido identified were: lack of digital interactivity, advertising and social media. The main reason for these weaknesses is because of recent trends in society. The use of new social media will increase the legitimacy of the company in todays world. As sad as it is to say, if a company doesnt have an active social media presence on Facebook or Twitter, consumers get a bad feeling about the company. Along with the social media is digital interactivity. Though Science City has a lot of physical interactivity, society has gone more towards digital interactivity and so having more digital interactivity would help. The final weakness is the lack of advertising. The Kanas City area has been increasing every year, and since Science City has not advertised in a few years, there are years and years of new patrons in Kansas City who have not heard of, or know about, Science City.

Opportunity
n n n

Partnerships with Competitors/Threats in KC Community Involvement/Volunteering College/High School Interns

The opportunities that Science City has are very promising and something that Team Confido feels should be really looked into. The first opportunity that Science City has is setting up partnerships with their own competitors/threats within the Kansas City area. Setting up a ticket deal with attractions such as Legoland Discovery Center, Sea Life Aquarium, and Kaleidoscope where you can buy one ticket and gain access to all three facilities, would reduce the amount of competition between Science Citys threats and open the door for greater promotions down the road. The other two opportunities that Team Confido identified are community involvement/volunteering, and student interns (both at the college and high school level.) With a partnership with Kansas City clubs such as the Kansas City Archaeological Institute of America Chapter for volunteering, Science City could reincorporate their actors that they use to have when it first opened and gain a good relationship with the surrounding community. Science City also needs to utilize the high school and college science departments in Kansas City to get interns. Through use of interns who are passionate towards a career within STEM, Science City could add a new level of entertainment to their facility.

Threats
n n n n

Legoland Discovery Center Sea Life Aquarium Worlds of Fun Kalidescope

The threats for Science City are essentially the competitors in the area that are fighting for the attention of the consumers in the Kansas City area. The first two threats are Legoland Discovery Center and Sea Life Aquarium that are soon to be built in Kansas City. These two attractions are threats because of three reasons: they will be brand new, their locations will be close to Science City, and they will be going after the same target market that Science City is currently pursuing. The other two threats that Team Confido identified are Kaleidoscope and Worlds of Fun. When looking at Kaleidoscope, we noticed three reasons why they are competitors to Science City: high in interactivity, same target market, and they not only allow the consumer to interact but they allow the consumer to take home the activities that they created. Worlds of Fun is a well-established attraction in Kansas City that is a threat to Science City. The reasons for them being a threat are: they target a wider market that encompasses Science Citys target, and they are continually updating their park and attractions.

Evaluation

n n

General Comment Cards Feedback Surveys for Group visits on website (School groups and other groups) Student Survey Teacher Survey Parent/Sponsor Survey Ask customers to post a review on Facebook Keep track of daily attendance Promotional Advertising Different colored wrist bands for different age groups Senior Citizens Adults Students

n n n n

Timeline
Overall Length : 18 months Phase 1 : 6 months Phase 2 : 6 months Phase 3 : 6 months

Appendix

High-Schools
http://high-schools.com/

Great Schools
http://www.greatschools.org/schools/districts/Missouri/MO http://www.greatschools.org/schools/districts/Kansas/KS

K-12 Reports, Kansas State Department of Education

http://svapp15586.ksde.org/k 12.aspx 12/k

National Center for Education Statistics

http://nces.ed.gov/