1 Ad2 Denver Bradford Washburn American Mountaineering Museum

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Ad2 Denver

Bradford Washburn American Mountaineering Museum

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Ad2 Denver Club History

Officially formed in January 2007 with 10 board members

By March 2007 we were educating ourselves about the Ad2 National Public Service Competition

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Committee Structure

Founded the committee with an Account Director and a Creative Director

Recruited more than 20 members to join our committee

Teams:• Research• Public Relations• Creative• Media

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Client Selection Process

Sent 20 RFPs to local non-profits; narrowed to three candidates to interview

Chose Bradford Washburn American Mountaineering Museum because of its team and cause

• Relevant to our region

• Unique opportunity

• Realistic expectations

• Smooth approval process

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Campaign Management

Established schedule for accomplishing objectives• Mar-Jul ’07: Client selection process• Aug-Dec ’07: Research• Jan ’08: Concept development• Late Jan ’08: Campaign launch• Feb 16th ’08: Grand opening

Established organization to streamline communications and deadlines

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Market Research

Objective to understand BWAMM’s category, competition, and consumer to determine brand development/strategy

Methodology: Primary and Secondary research

Development and execution of integrated communications plan• Creative and Media• Interactive - website, banner ads, social networking profiles• Grass roots• Public Relations• Sponsorships

Success metrics/CRM program – Museum Patron Survey

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Research Results

Target those with a deep appreciation for

the mountains

Competing with mountain activities, other museums, other activities

Brand personality: Fun (just as good as going to the movies); entertaining; inspiring; fascinating; adventurous

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Campaign Objectives

Primary: Create awareness and drive attendance to Museum• Build local awareness, specifically• Drive visitors to grand opening• Sustain guest visits beyond grand opening

Secondary: Guide corporate sponsor recruitment

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Strategy

Media• Appear in wide variety of targeted media• Utilize high frequency media• Broad reach throughout region

Creative• Tone (fun, adventurous, entertaining)• Integrated creative with each media venue

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Print Ad

Utilized a humorous tone to engage consumers

Featured mountaineering photos to create image of adventurousness

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Billboard Ad

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Bus Shelter Ad

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Banner Ad

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Banner Ad

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Banner Ad

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Cinema Ad (:15 animation)

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Radio Ad (:30)

CLICK TO

LISTEN

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Social Networking

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Collateral

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Print publications

WebFreeFiThisWeekInDenverGrist.org

Radio8 stations (320 spots)

OutdoorBus sheltersBillboards8 sheetsMiscellaneous: Cinema

TVPress Coverage

Media

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Public Relations

31+ articles

.com

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Sponsorship Kit

Museum specifically requested help soliciting corporate sponsors

Created content and design

Identified relevant corporations to approach

Successfully obtained sponsors for grand opening

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Post-campaign Research

Developed and printed a customer exit survey to:• Listen to visitors/obtain valuable feedback• Measure progress over specific period of time

(e.g. quarterly, annually)• Begin building customer information database

consisting of visitor demographics and contact information

Trained Museum staff on Microsoft Access to input data, maintain information and pull self-generated reports

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Campaign Budget

Less than $4,000 available for communications

Funds from BWAMM and their partner affiliates

Obtained over $100,000 in media and services

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Results

Goal: Create awareness• Achieved through media: 46,488 Total

Impressions, 60 GRPs• Achieved through public relations: 31 articles

Goal: Drive attendance• 800 Attendees grand opening weekend

(exceeded BWAMM’s expected attendance)• Nearly 3,000 Attendees Feb 16-June 1

Goal: Guide corporate sponsor recruitment• Obtained 2 corporate sponsors for grand

opening weekend

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Ad2 Denver

Bradford Washburn American Mountaineering Museum