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Phase 2

Book 3

Book 3
Mass Media Outdoor Summer Volunteering Program Events Phase 2 Totals Phase 2 Timeline Appendix

Table of Contents

Mass Media
The objective of Phase 2 is to begin to use mass media and advertising, along with the printed materials from Phase 1, to reach parents in the Kansas City area.

Magazine
This specific magazine placement was chosen because it is heavily saturated among the target market. KC Parent Magazine is dedicated to the education of and communication to Kansas City parents. The six placements in KC Parent are strategically placed to align with issues related to science such as Technology & Kids in October and Volunteering in August. Advertising in this publication would have a reach of 490,000 people who are in our target market making it a great avenue to reach that target market while costing an average of $2.13 per thousand viewers. KC Parent Magazine
n n n

Circulation- 140,000 readers Potential reach - 490,000 impressions per month. Cost- $6,267

Radio
The WDAF-FM radio station is the ideal advertising avenue to reach our target market of parents. This station has a target audience between the ages of 24 and 44 and is focused on the KCMO and KCK geographic market. The best time to advertise to those in this target market is during morning and afternoon drive time when parents would be driving to and from work. Parents could hear the advertisement on the radio and decide to take their children to Science City after work or that weekend. WDAF-FM, 106.5 The Wolf
n n

Ad duration - 6 months Average number of listeners is 300,000 Average cost per listener is $0.05 Run times Morning drive time- 6 am to 10 am Afternoon commute time - 4 pm to 7 pm

Grand total of $28,200

*The radio ad is included on the CD located in the same sleeve as the plan book

WOULDNT YOU LOVE THE OPPORTUNITY TO TAKE YOUR KIDS TO THE NATIONAL AIR AND SPACE MUSEUM, THE HAYDEN PLANTARIEM IN NEW YORK CITY OR DIG UP DINOSAUR BONES IN THE SOUTHWEST? THERES ONE PLACE TO EXPERIENCE ALL THESE ADVENTURES SCIENCE CITY IN KANSAS CITY! RIDE THE FAMOUS SKY BIKE. OR STROLL THROUGH THE HUMAN BLOOD STREAM. OR CREATE YOUR OWN CLOUD. SCIENCE CITY PUTS THE WHOLE WORLD IN ONE ROOM WITH SCIENCE ON A SPHERE. MAKE PLANS TODAY TO VISIT SCIENCE CITY BECAUSE BIG DREAMS START HERE. FOR DIRECTIONS AND TICKETS VISIT SCIENCE CITY DOT COM.

Banner Ad
Advertising on kcparent.com is a great way to reach the more tech savvy parent seeking advice and ideas on parenting and activities for their children in the Kansas City area. Running a banner advertisement on this website for a six month time period allows for 300,000 impressions or views. kcparent.com
n running

for six months impressions $4,050.00

n 15,000 n Cost

Outdoor
To further reach the target market while on the road, weve recommended billboard placements on the Kansas side of Kansas City. The permanent bulletin in Merriam, Kansas was strategically chosen because our research showed a high student population in that area. A higher student population means a high parent population which helps reach both the student and parent markets. Outdoor advertising has a high viewer count and is a relatively low cost with a price of $3.7 per thousand viewers. 4

Billboard

n Merriam, n Flight

KS

of 12 weeks on average 100,300 people during a 12 to 18 hour time frame $17,775.48 (including printing costs)

n Reach

n Costing

Summer Volunteering Program

The idea is to get parents involved with and encourage their childrens dreams. By taking their children to Science City, it can spark an interest in science that they never knew could exist. Parents need to see that Science City is regarded as a learning center and it can serve as a platform for their childs dream and their passion for science. When those children grow and become high school students they can look back to their time at Science City to help shape their path. By creating a volunteer program these students can test out this dream and decide what they want to go to college for, study about, and ultimately lead to a career. Isnt that what parents want for their children? Success. Many colleges are looking for volunteering and examples of students taking an initiative in their education. Here they can get hands on experience in science and learn universal skills that will prepare them for future opportunities and careers. By getting their children into Science City, it will show that you want them to follow their dreams, no matter how big.

Science City Dream Big Program


Ages 12 to 18 Must have a reference letter and signed parent form Work: two, 3.5 hour shifts per week Dates: Summer (June through August) Duties: Guest Services Floor Faculty Programs Group Tours Benefits: Free admission to the center and discount in store. Looks great on college applications.

Promotional Ideas
Generate interest about Science City and the volunteering program through high school visits, pitches, and social media campaigns.
n Social

Media

Facebook- create volunteering page with information, upcoming school visits and places to go for information on this opportunity Twitter- keeping students updated with events, discounts, new exhibits and happenings going in the science community
n High

School Visit/Pitch Promotional efforts to Teachers: Construct email and direct mail to advertise the program. Place posters in high schools with the date of their pitch, directing students to the website, Facebook, and Twitter Pitches- Sell Science City and encourage their dream Informational PacketsGeneral information about Science City What this program can do for you Thank you postcards to the teachers or counselor that it was set up through.

n Advertising

Efforts

KC Parent and KC Moms Magazine, by placing these types of ads geared towards parents wanting their childs dream to come true, they can help get them started by encouraging them to apply for the volunteering program.

Events
Begin creating special days and discounts to give parents a reason to take their whole family to Science City. Catering to the parents is very much an important action to get more people to Science City.
n Mother/Father/Grandparents

Day

Give free admission for the person being celebrated on the day or week of the holiday. Promote it through Facebook and create a banner on the Science City website.

Phase 2 Totals
Magazine Banner Ad Radio Ad Billboard 6,267.00 4,050.00 28,200.00 17,775.48

SUB TOTAL
Phase 1 Materials

56,292.48
888.94

GRAND TOTAL

57,181.42

Phase 2 Timeline

Phase 2 Timeline 6 months


Begins 20 Days after Phase 1
n Media

Plan (2 months- to get them up at the same time plan ahead) Ad WDAF-FM

n Radio

n Outdoor

Merriam, KS
n Print

Ad KC Parent Mag Ad Materials and Social Media from Phase 1 Packages for Schools (1 month to assemble)

n Banner

KC Parent.com
n Printed n Volunteer

Program- (During School year 3 months of visits) Pitches Informational packets for students

n Promotional

n Events

(Intermitently, promote it on Social Media 2 weeks prior to the Day)

Free Admission for Mother/Father/Grandparents on their National Holidays Discount Prices for the family

Appendix

Request for Advertising Information. KC Parent. Family Media Group, 2012. Web. 01 Apr. 2012. http://www.kcparent.com/Requestfor-Advertising-Information/index.php?fid=c9f0f895fb98ab9159f51fd0297 e236d. Advertise With Us. 106.5 The Wolf Kansas Citys Country Station. InterTech Media, 2012. Web. 01 Apr. 2012. http:// www.1065thewolf.com/Advertise-With-Us/4903380. Contact Information. Merriam Bulletin. Lamar Advertising, 2012. Web. 01 Apr. 2012. http://www.lamaroutdoor.com/popcon. aspx?id=2602. Billboard Printing. Echod Graphics. Web. 02 Apr. 2012. https://www.echodgraphics.com/Banners/Billboard/3.aspx

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