ENGAGING VISITORS WHILE CLOSEDVISITOR ATTRACTIONS RESPOND TO COVID-19

STARTS 12PM EASTERNTHIS SESSION WILL BE RECORDED, SLIDES DISTRIBUTED

WEBINAR: Engaging your visitors while closed

© Copyright 2020 Dexibit Limited. All Rights Reserved. www.dexibit.com

AGENDA

1. Penguin talk with Shedd Aquarium

2. UnSUEpervised content with Field Museum

3. Rollercoaster magic with Canada’s Wonderland

Q&A to follow

Andrea Rodgers,Vice President, Public Relations and

External AffairsShedd Aquarium

Katharine Uhrich,Social Media Manager

Field Museum

Angie Judge, Chief Executive

Dexibit

Grace Peacock,Director of Communications

Canada’s Wonderland

SHEDD AQUARIUM

ENGAGING VISITORS WHILE CLOSED

Mission drives everything.

Multi-channel Engagement

Content Creation: a One Shedd activity1. Animals are #1

2. Empowering Partner Teams

- ONE Shedd: All hands - Trust: No Silos Allowed- Best Practice Guide

3. Disciplined Story Arcs

- Mental and emotional recess- Bringing guests closer and deeper to

animals and our mission- Informal educational offerings and

activities- Necessary operational updates

Wellington, Edward, Annie and the gang

+ =

Owned PerformanceFacebook: 29% following increaseTwitter: 139.4% following increaseInstagram: 108.8% following increaseYouTube: 344% increase in video views

Earned Media to Amplify Owned6,500 individual story placements with a potential reach of 10.8 billion people since March 13. Nearly 25% reaching international audiences.

Challenges and pivots during COVID-19

FIELD MUSEUMENGAGING VISITORS WHILE CLOSED

Multi-channel engagement

Digital round-up● Learning Resources

○ pre-K through HS

● The Brain Scoop

● Message Máximo

● Field Museum blog

● Social media

○ @FieldMuseum

○ @SUEtheTrex

○ #MuseumFromHome

Encouraging engagement at home

fieldmuseum.org/home-activities

Resources front and center● Updated homepage

● Field at Home blog post

● Pinned social posts

● Member newsletters

● Visitor surveys

Encouraging engagement on social mediaWhen the editorial calendar goes from 😍 to 😱 ● Events & exhibitions → evergreen ● Edutainment● Museum community● Asking our followers

UnSUEpervised T. rex

Social media in the face of COVID-19

● Remain true to your voice & mission

● Engage your community

○ Followers, but also other cultural institutions

● Embrace the barriers; find the opportunities

○ And all the ideas!

● Process 🥴

● Breathe

An attempt at advice...

CANADA’S WONDERLAND

ENGAGING VISITORS WHILE CLOSED

Bringing the amusement park home

Situational analysis in unprecedented times

New scenario: COVID-19 Pandemic

Priority: Stay relevant and continue to engage in a fun way

Timing: Immediate

Challenges: Working from home, limited resources

Audience: Parents, having to care for their kids at home

We needed a new content plan, and quickly. So we surveyed the new landscape.

The new content planReuse and repurposeWe looked to capitalize on existing quality multimedia assets.

Be helpful and entertainingWe wanted to appeal to the current needs of our audience.

Maximize opportunities for UGCAt a time when people were coming together enmasse across social media we wanted to leverage that engagement by inspiring them to become content creators in a fun, new way.

Why it workedWe moved quicklyLocally, there weren’t many virtual experiences being offered yet.

We made it easy for parentsStep by step guide, links to where they needed to go, and curated videos.

We created an engaging packageFrom the Youtube playlists, to the teaser video and highly visual blog post.

This made it easy for mediaThey had everything they needed, including the blog post as backgrounder.

The best part: UGC

Evolving the planGrowing our content offeringsFurther developing fun and educational activities people can do easily at home.

Pooling resources and ideasWorking with our sister parks to further brainstorm and share tools and content.

Communicating across all digital channelsSharing our content via website, e-newsletters, all social channels and direct with teacher contacts.

Building on successContinuing to share UGC and finding new ways to promote the virtual rides.

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Q&APlease ask questions via the webinar facility

ENGAGING VISITORS WHILE CLOSEDwww.dexibit.com/covid19