1. Chicago Field Museum
Patrick Olchawa, Morgan Rudy, Erica Burgos, Kristin Frost, David Dieschbourg, Kevin Snauko

2. The Field Museum:
An educational institution concerned with diversity and relationships in nature.
Provides collection-based research and learning for greater public understanding and appreciation of the world in which we live.
An institution that uses its research and public learning programs to serve and educate people of all ages.

3. Situation Analysis Introduced on Sept. 16, 1893 as
“Columbian Museum of Chicago”
Museum later renamed after largest donor
“Marshall Field”
Over 20 million specimens in all
Has the world’s largest and most complete Tyrannosaurus Rex fossil skeleton (Sue)

4. S.W.O.T Analysis Strengths History with Chicago
Great location and beautiful architecture
Educational atmosphere
Variety of exhibits
Weaknesses
Not as “fun” as other museums
Price of admission
Lack of interactive exhibits
Opportunities
More interactive exhibits
Team up with local businesses
Re-vamp website
Threats
Other local museums
Economy

5. Product Features
The Field Museum boasts the largest and most complete fossilized skeleton of a T-Rex (Sue)
Over 20 million preserved specimens
Temporary exhibits circulate throughout the year
Wide variety of online exhibits

6. Key Advertising Objectives
Reinvigorate current image
Expand target audience
Make it the premier museum in Chicago

7. Target Audience Suburban Families Chicago Families
More specifically affluent communities
Age groups 30-40
Schools/Teachers

8. Message Strategy The Big Idea: Reinvent the Field Museum’s reputation
Encourage visitors to “Reconnect with History”
“Never Stop Exploring”
“Keep Exploring”
Increase attendance, particularly among families

9. Campaign Strategies Create awareness for Chicago Field Museum.
Use a 3 season advertising plan
Spring, Summer and Fall consistent advertising
Different media outlet for each season

10. Message Strategy Main Advertising Outlets
CTA buses, trains, and stations
Outdoor advertising
Direct mailers
Sports sponsorships/partnerships
Magazine/newspapers

11. Budget Allocation

12. Ads “No Need for Those Here!”
Sue: The world’s largest and most complete skeleton of a T-Rex

13. Ads “Never Stop Exploring”
Come spend a night at The Field Museum and let your dreams run wild!

14. Ads (Commercial)

15. Ads (CTA Train)

16. Ads (CTA Buses/Trains & Stations)

17. Conclusion New Target Audience New Innovative Types of Advertising
Create Awareness for The Field Museum