The Franklin Institute
Redefining the museum experience.
Strategic Idea
Consumer insights from playground studies, segmentation analysis, and secret shopper visits to the museum and competitors unmasked a need to meet consumers where they were, whether at home, in the museum, or in the community. This aided the discovery of a common theme amongst our multiple audiences, that they need to fulfill their curiosities while being entertained. With this came the brand promise, “There’s More Inside.” More inside the audience and the museum, which could unveil vast possibilities in the world.
Outcome
Creation of a new brand identity, signage, wayfinding, digital streaming platform (Beyond) and extend the brand. Additionally, we developed an employee activation culture book, and a fully integrated brand campaign including TV, OOH, social media and PR.
220% increase in website traffic and initial increase on-premise visits
Services
Competitive audit, Digital disruption day, Qualitative Playground Sessions, Audience segmentation, Naming research, Brand Positioning, Messaging Architecture, Brand launch campaign, Communications strategy, Employee activation
The Franklin Institute
Redefining the museum experience.
Strategic Idea
Consumer insights from playground studies, segmentation analysis, and secret shopper visits to the museum and competitors unmasked a need to meet consumers where they were, whether at home, in the museum, or in the community. This aided the discovery of a common theme amongst our multiple audiences, that they need to fulfill their curiosities while being entertained. With this came the brand promise, “There’s More Inside.” More inside the audience and the museum, which could unveil vast possibilities in the world.
Outcome
Creation of a new brand identity, signage, wayfinding, digital streaming platform (Beyond) and extend the brand. Additionally, we developed an employee activation culture book, and a fully integrated brand campaign including TV, OOH, social media and PR.
220% increase in website traffic and initial increase on-premise visits
Services
Competitive audit, Digital disruption day, Qualitative Playground Sessions, Audience segmentation, Naming research, Brand Positioning, Messaging Architecture, Brand launch campaign, Communications strategy, Employee activation
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