The Buffalo History Museum

Advertising Campaign

Table of Contents1. Campaign Overview..........................................................................................................................2

1.1 Client...........................................................................................................................................2

1.2 Product/Service...........................................................................................................................2

1.3 Campaign Task.............................................................................................................................2

2. Situation Analysis...............................................................................................................................3

2.1 Current Users...............................................................................................................................3

2.2 Our Target Audience....................................................................................................................3

2.3 Competition.................................................................................................................................3

3. Research............................................................................................................................................4

3.1 Client Objectives..........................................................................................................................4

4. Problems and Opportunities..............................................................................................................5

5. Objective...........................................................................................................................................6

5.1 Communication Objective...........................................................................................................6

Items our client wants to accomplish:...............................................................................................6

5.2 Rational........................................................................................................................................6

6. Strategy.............................................................................................................................................7

6.1 The 5 P’s......................................................................................................................................7

7. Event Details......................................................................................................................................8

8. Advertising Creative...........................................................................................................................9

8.1 Print...........................................................................................................................................10

8.2 Radio....................................................................................................................................12

8.3 Social Media:.............................................................................................................................13

9. Media..............................................................................................................................................15

9.1 Media Objectives.......................................................................................................................15

9.2 Media Strategy...........................................................................................................................15

9.3 Media Budget.............................................................................................................................15

9.4 Media Rationale.........................................................................................................................16

10. Event Budget.................................................................................................................................17

11. Evaluation......................................................................................................................................18

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1. Campaign Overview1.1 ClientThe Buffalo History Museum was founded in 1862 and has been Western New York’s

premier historical organization serving to collect, research, interpret and share the Niagara

Frontier’s rich history. The History Museum has a collection that includes over 100,000

artifacts, 200,000 photographs and 20,000 books. The History Museum also holds events

every year to present a wide range of exhibits, tours, programs, outdoor events and various

activities for all ages. They use many resources from their collection in order to convey and

tell the stories of Western New York people.

1.2 Product/ServiceThe Buffalo History Museum is holding a popular post-Thanksgiving weekend to advertise

membership to current and new potential members. With events on the Friday after

Thanksgiving and subsequent weekend days, TBHM is reconnecting people with Buffalo as

they come home for the holidays.

1.3 Campaign TaskOur agency, Vision Media, is tasked with branding the weekend as a whole as well as

creating a third event. The objective of adding a third event is to target a new demographic

of potential museum members. TBHM would like to bring in a younger demographic of

members, particularly those who are 21 years old and older. This third event is a

supplement to the museum’s Train Day and Author Signing Day; these two events have had

great success in previous years. The three day event extravaganza is TBHM’s effort to

reconnect Buffalo’s present with its past. As people travel home to Buffalo for the holiday

weekend, they can reconnect with their roots and Western New York culture at the

museum. The ideal history museum client is one that is connected with culture, art, and

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heritage; The Buffalo History Museum would like to be the institution that reconnects past

and present.

2. Situation Analysis

2.1 Current Users

The branding of the post-Thanksgiving weekend as well as inclusion of a new event will

continue to target TBHM current clients as well as open their doors to new potential

members. Currently, the museum’s primary audience is middle-aged adults and older.

2.2 Our Target Audience

Younger audience, ages 21-35 Millennials Entice a younger demographic by reconnecting them with Buffalo/Western

New York history and their roots

2.3 Competition

Barso Millennials want to go to functions where they can buy alcohol

Cultural Organizations Albright Knox Museum Burchfield Penney

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3. ResearchThe Buffalo History Museum is a premier historical organization that presents programs and exhibits on the rich history of Western New York and the Niagara Frontier. A private not-for-profit organization, TBHM receives operating support from donors as well as members.

The museum aims to maintain the interest and successful contributions of current members as well as boost membership by connecting with the millennial generation.

3.1 Client Objectives

Create a third event for the post-Thanksgiving holiday weekend Brand the three event days under one title Open museum doors to a new primary audience In addition to the two events TBHM typically holds during the holiday week, our

agency (Vision Media) would like to implement a new event: Musician Exposition.

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4. Problems and Opportunities

Strengths

Museum has held many events before Inexpensive to advertise Have a solid base of support and current

members Many exhibits to create events off of Many ties to local community Space to hold events

Weaknesses

Limited resources Hard to define target audiences

Opportunities

Can expand the consumer base Promote local bands Promote different exhibits Expand social media presence Be creative with advertising Boost membership

Threats

Direct competition from surrounding museums and cultural organizations

Young millennials have not previously shown interest in TBHM

5. Objective5.1 Communication Objective

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Our campaign hopes to target a larger audience and by doing so, increase membership to TBHM.

Items our client wants to accomplish:1. Brand the Thanksgiving Weekend and create a new event during one of the

following time frames: Wednesday 6pm-8pm (Nov 25th) Sunday 12-3pm (Nov 29th)

2. Target a new audience and encourage them to become members

5.2 Rational

Sales History: Promoting two event days and adding another special event is an accomplishable objective. By promoting three events, we will increase awareness about the museum and its membership programs. Typically, TBHM has a small admittance fee for the first two events. The third event, Musician Exposition, will charge 21 and up $5 and individuals under the age of 21, $10.

Attitudinal Changes:We will highlight TBHM and how its ties to history are an important part of being a Buffalonian. The addition of the Musician Exposition Day is also a piece of Buffalo history, but it is modern history that will resonate with the target audience.

Marketing Effort: Increase organization awareness by advertising through print, radio, and social media. A significant change in advertising will be the implementation of a social media application. Further development of the museum’s Twitter and Facebook pages creates organization tangibility in the client’s lives.

6. Strategy Implement a cohesive theme and title for the three-day Thanksgiving

extravaganza weekend at the Buffalo History Museum Create a third event for the post-Thanksgiving holiday weekend

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6.1 The 5 P’s Price: Admission is $5 for 21 and up, $10 for under 21 (Musician Exposition) Product: The Buffalo History Museum Thanksgiving Weekend, which we have

named “Reconnect With Buffalo” Place: The Buffalo History Museum Promotion: Train Day, Author Day, Musician Exposition People: Train Day: young families & locomotion enthusiasts, Author Day: any

age, Musician Expo: 21 and up preferably

7. New Event Details: Musician Exposition Sunday November 29th 12:00 pm to 3:00pm Four bands that perform in half an hour increments

o Local bands from Buffalo: The Tins American Low The Albrights

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Made Violent These local bands appeal to our target audience and will also help to promote the

event through their own personal social media pages. They already have a broad support base of followers and that connection with their fans will bring people to the event.

o Two bands will perform and then an intermission will happen in which people can walk around the “Made in Buffalo Exhibit”

o Alcohol will be served at the event, which will serve as an enticement for a younger demographic to attend museum events

o Catered by Larkin Square This restaurant, a converted 1930s gas station in the former Larkin

Soap Company Warehouse Buildings, represents the revitalization of Buffalo.

This rejuvenated neighborhood is one of the most unique in Western New York and coincides with reconnecting millennials with their roots.

o As a new event we will be running a promotion for membership to the museum:

If you sign up for the membership program you get a free drink at the Musician Exposition.

8. Advertising CreativeOur advertising creative will have a great impact on event attendance and creating awareness for the Thanksgiving weekend.

Innovative and fresh, our advertising through radio, print, and social media will make a relevant connection with the museum and customer.

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8.1 Print (Flyers) Referring to the written material of our advertisement, the copy appeals to the

reader’s attention as well as articulates the organization’s message. The full-page flyer advertises for the final event of the weekend, Musician

Exposition. The half page flyer advertises for the first two events: Train Day and Author Signing

Day

Rebranding

In our print ads, we created a tagline that was personalized to the organization’s new target audience. The new demographic is the millennial generation; an age group of movers and shakers who seek out new experiences while maintaining connections to history.

The tagline “Reconnect with Buffalo” targets the family aspect of the Thanksgiving holiday. As individuals return home for the holidays, The Buffalo History Museum invites them to make reconnecting with their roots a priority.

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8.2 Radio

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Airing on the radio channels of the Buffalo area and Western New York, these ads will target our audience. Radio focuses on adults who spend a lot of time going traveling to and from work, running errands and being busy. Radio is the ideal advertising tool to reach people who are on the go. Millenials, the new primary audience, are always moving whether it be to and from work, to the gym, or meeting friends and radio is what they will be listening to on their long commutes.

As busy 21+ individuals drive to work and run errands the audience will be exposed to The Buffalo History Museum radio ads.

Radio has a broad reach and will help accomplish our objective of increasing membership and awareness.

Radio Script

Speaker 1: Hey! What do trains, authors and live music all have in common? Speaker 2: No idea! What? Speaker 1: Location! The Buffalo History Museum is hosting Reconnect with Buffalo -

an extravagant weekend over Thanksgiving! Speaker 2: So what’s happening over Reconnect with Buffalo? Speaker 1: Well its three days full of entertainment! You know Train Day right? Speaker 2: Of course! I go with my family every year. Do they still have the Author

Book Signing the next day? I got one of my favorite books signed by the author last year!

Speaker 1: Yup, they sure do. But Reconnect with Buffalo has a new event, which will be hosted on the final day! Bands like The Tins, American Low, Made Violent and The Albrights will be playing on Musician Exposition Day at the History Museum and the event will be 21+

Speaker 2: Awesome! I’ll grab a couple of friends to come along then. Speaker 1: All the details are on their Facebook and Twitter page and also their

website, if you sign up for the History Museums membership program you’ll get a free drink on arrival to Musician Exposition Day.

Speaker 2: Perfect! See you at Reconnect with Buffalo!

8.3 Social Media:

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Although TBHM already has operating Twitter and Facebook pages, our agency would like to increase their usage and make the pages an integral component of the advertising campaign.

Social media has a broad reach and will help accomplish our objective of increasing awareness about the organization and raising membership numbers.

Twitter Posts

Facebook Posts

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9. Media

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9.1 Media ObjectiveOur goal was to reach a young Buffalo generation that is interested in music, culture and

Buffalo history. Based on what we heard from the initial presentation from the Buffalo

History Museum, we wanted to draw in that younger crowd. Because of that, we wanted to

utilize media outlets that we thought young people living in Buffalo we would be paying

attention to.

9.2 Media StrategyWe chose to advertise the Reconnect With Buffalo in print and radio outlets.

Print:

The Public Newspaper:o Advertise 2 weeks prior to the event

Canisius Griffin Newspaper:o Advertise 2 weeks prior to the event

UB Spectrum Newspaper:o Advertise 2 weeks prior to the event

Buffalo State The Record Newspapero Advertise 2 weeks prior to the event

Flyerso Posted on Canisius, UB, and Buffalo State campus community boardso Posted in the Buffalo community on streets like Elmwood, Main and

Delawareo Posted on community boards at establishments like Ashker’s, Yotality, and

Spot Coffee on Elmwood

9.3 Media Budget

9.4 Media RationaleWe believe that the outlets we chose will reach a young generation interested in art and

culture. For example, The Public newspaper describes themselves as “true alternative media

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source, offering an honest and entertaining look at a fast-changing region and the whole

spectrum of its culture—from politics to theater, books to visual arts, music to food

and drink” and they distribute 35,000 copies per week. Going along with this idea, 107.7

features alternative music similar to the music of the type of bands we would have at the

event. By advertising at college newspapers and at college campuses, we’ll be showcasing

the weekend to thousands of young people living in the Buffalo area who are looking for a

fun and alternative event with food and music. Posting flyers at community boards of local

Buffalo establishments are a way to reach the people who are looking to keep Buffalo great.

We want to reconnect Buffalo’s present to its past, and we believe these media outlets are

used by young people who are looking to experience Buffalo culture.

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10. Event Budget

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11. EvaluationA. Current Situation

Currently, TBBHM is going through a membership centered campaign process

The focus is on targeting a new demographic of museum clients in order to increase membership sales

B. Objective Brand the three event days under one title Boost membership, open museum doors to a new primary audience

C. Strategy Create a third event for the post-Thanksgiving holiday weekend Through print, radio, and social media Post buy evaluation will be able to determine the successfulness of the

campaign, it can be done through:• Status retweets, favorites, or likes

• Number of admission tickets bought on Musician Exposition Day • Radio measurements• Comparing membership statistics before and after the campaign has run

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