Cat Aboudara Manager, Special Programming California Academy of Sciences Get Them There & Keep Them Coming Back The Evolution of Marketing at NightLife

An Evolving Event January 20, 2005 –First Third Thursday at Howard Street Included a DJ, one bar, and live animal handling once a month December 20, 2007 –Farewell to Third Thursday at Howard Street Similar formula that we started with but with more emphasis on marketing, themes and working with Exhibits February 12, 2009 (Charles Darwin’s Birthday) –New Building & New Weekly Event Emphasis on the new building with minimal programming February 24 –Emphasis on theme, tiered programming & live music with strategic marketing and programming partnerships

An Evolving Event - Numbers January 20, 2005 –A successful night at 400 people One person dedicated to marketing, logistics, outreach & programming Radio promotion for the first event December 20, 2007 –Kept an average of 400 to 500 people per monthly event Still one person on the event with more emphasis on marketing February 12, 2009 (Charles Darwin’s Birthday) –New Building & New Weekly Event Integrated team of marketing, programming & special events (7 people) Sold out online (3000) for 31 weeks and had 3000 to 4000 every week February 24 –Work with interdepartmental team, vendors, bar and sponsors Average attendance is 2300 this Fiscal year Evolved into strong, theme based brand that is closely tied with the Academy image

2011 NL Advertising Campaign

Hip + Intellect

Objectives

Campaign

Poster 1

Poster 2

Mobile

Blast

Possible Discussion Topics Program Theme – building a compelling and comprehensive marketable package Guest List to boost promotion How to collect personal information Social & New Media (Facebook, twitter, Google maps, blogs) The Science Community & Networking Targeted and time framed Goals Best Practices Challenges Marketing Budget How often, who, what, where and when