Fort Worth Museum of Science & History
FWMSH Reopening & Reimaging - 2021
After a closure of more than a year due to the Covid-19 pandemic and a severe winter storm in 2021, the museum reopened its doors, with a suite of new exhibits and programs designed to bring science, technology, engineering, and math closer to everyone. In addition, collaborations with local organizations like the Lenora Rolla Heritage Center Museum and the Medal of Honor Museum further enriched the visitor experience by adding cultural and historical depth.
As part of the marketing strategy, we utilized the museum's website and social media channels to provide timely updates and engage with our audience virtually. This experience highlighted the importance of adaptability and innovation in ensuring the relevance and accessibility of a museum, even in challenging times.
Strategy for the FWMSH Reopening Campaign
The strategy for the reopening campaign revolved around three central components: targeted advertising, community leadership support, and out-of-the-box thinking.
Targeted Advertising: We understood the importance of reaching the right people at the right time. By utilizing comprehensive market analysis and digital advertising techniques, we created a targeted advertising campaign. We focused on specific demographics within our community that aligned with our exhibits and programs, enhancing the effectiveness of our outreach.
Community Leadership Support: To amplify our impact, we collaborated with community leaders and influencers who have a shared commitment to education, science, and history. Their endorsements lent credibility to our reopening campaign and fostered a sense of shared community investment in the museum's success.
Out-of-the-box thinking / Creative Shenanigans: Understanding that traditional marketing methods might not be enough, we embraced a bit of the unexpected. This involved out-of-the-box marketing stunts, unique collaborations, and attention-grabbing visual content, creating buzz and excitement around the reopening.
The campaign focused on the theme of "Reimagine" to signify a transformational change at the museum. We used the "YOU" phrasing to emphasize that the museum's changes were made with our guests and community in mind.
Our goals were clearly defined: increase attendance and ticket sales, boost community engagement, and achieve budget-conscious results. By keeping these objectives in mind throughout the campaign, we were able to design a strategy that fostered a successful reopening while maintaining fiscal responsibility.
