Case Study: The Franklin Institute

We uncovered motivations and media habits of two distinct target audiences: Millennial Moms who drive decisions on family outings and Marvel movie and comic book fans. We also developed a measurement strategy to accurately gauge impact on each audience relative to ticket sales. That set us up to optimize targeting for each audience throughout the campaign.

The deep-dive research revealed a key takeaway—the Millennial Mom is always on the run with her family, so effective messaging needs to reach her wherever she is and whatever she is doing.

In addition to digital, social, and audio tactics deployed against the audience, we developed a robust out-of-home and guerilla strategy to reach both moms and kids, including:

• Billboards on highly travelled throughways with extensions for impact
• Newsstand and pole banner wraps throughout Center City
• Extensive transit opportunities to reach Center City and the surrounding suburbs – bus, train, and platform placements
• Custom “Movies in the Park” promotions at various parks throughout the market

To reach the comic and movie fans in a relevant and targeted way, we leveraged standees, window clings, and pamphlets at local comic book and video game stores.

The exhibit was a huge success, surpassing projected weekly attendance goals every single week of its run.

above projected
attendance goal