BRAND REFRESH
Changing minds and experiences
By the summer of 2016, the science center was experiencing a continued decline in attendance.
Overview
COMPANY
Adventure Science Center is a 44,000-square foot, nonprofit science museum staffed by 60 full-time employees and located on the edge of downtown Nashville, TN.
PRODUCTS
Over 175 Exhibits
Public Science Classes
Camps
Live, Daily Demos
Onsite School Labs
Outreach Programs
Daily Planetarium Shows
Special Events
Volunteer Programs
Scientist Programs
Facility Rentals
ROLE
I served as Director of Marketing & Communications, a member of executive leadership team reporting to the CEO.
Background
By the summer of 2016, the science center was experiencing a continued decline in attendance. Members visited, on average, only 1-2 times annually, and member acquisition was down. It had been 10 years since the last major renovation, and the museum had earned a reputation as an indoor playground with outdated exhibits. In addition, the science center was viewed by many other nonprofit organizations as an unwilling and unfriendly community partner.
Challenges
Lack of resources
Undesirable Reputation
Leadership transition
(CEO resigned in August 2016)
Goals
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Fulfill the organization's mission
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Maintain the organization's profitability and growth
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Reposition the brand as fun, innovative, and valuable to guests and the community
Impact Highlights
12%
INCREASE
in Annual Visitation
28%
INCREASE
in Online Sales
32%
INCREASE
in Share of Voice
-
11% increase in out-of-state visitors
-
First-time placements in top tier blogs and publications like The New York Times, Time Magazine, Newsweek, USA Today, and Travel + Leisure Magazine
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Led production of science center’s first weekly tv show, a highly-rated children's program on WSMV Channel 4
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Led participation in HCA’s 2016 Hackathon, winning 2017 Hacker’s Choice Award
Move Up
FROM #4 TO #3
Top-Rated Nashville Attraction
(Nashville Business Journal)
Doubled
Facebook Engagement Rates
71%
Increase in Facebook Followers