DISCOVERING A STRATEGIC PATH FORWARD

Project Overview

Discovery World is Southeast Wisconsin’s only hands-on, interactive science and technology center. The organization, which provides curated learning experiences used to inspire curiosity and promote exploration for the next generation, engaged Mueller Communications to perform a comprehensive communications and marketing audit.

The Challenge

Following declines in paid attendance and memberships, Discovery World needed to assess the effectiveness of the organization’s brand and marketing efforts, as well as review its strategic direction in line with the organization’s KPI growth goals.

The Solution

The audit process included in-depth reviews of Discovery World’s brand/mission alignment; digital, broadcast and print advertising: email marketing: website usability and execution; search engine optimization; social media presence; visitor demographics and attendance; brand positioning; and community outreach efforts. The review additionally compared these strategies to Discovery World’s closest competitors and peer organizations.

Through the audit, Mueller Communications identified several growth opportunities to better demonstrate Discovery World’s value and impact in the community. Mueller then developed a comprehensive marketing and communications plan designed to:

  • Inform a full rebrand of the organization to better align with its mission;
  • Build a new website that better serves refined audience personas and extends the organizations impact beyond the visit;
  • Raise awareness of Discovery World, its services, and educational initiatives, increasing attendance, membership, and revenue;
  • Establish the organization as a family entertainment and educational venue:
  • Position Discovery World staff as subject-matter experts and technology advocates; and
  • Secure positive, substantive coverage of Discovery World, its exhibits, events, its visitors and corporate partners.

The Results

As a result, Discovery World has rebranded with better alignment to its mission and values, built a best-in-class website and targeted its marketing to increase attendance, membership and overall engagement with the organization.

The audit process included in-depth reviews of Discovery World’s brand/mission alignment; digital, broadcast and print advertising: email marketing: website usability and execution; search engine optimization; social media presence; visitor demographics and attendance; brand positioning; and community outreach efforts. The review additionally compared these strategies to Discovery World’s closest competitors and peer organizations.

Through the audit, Mueller Communications identified several growth opportunities to better demonstrate Discovery World’s value and impact in the community. Mueller then developed a comprehensive marketing and communications plan designed to:

  • Inform a full rebrand of the organization to better align with its mission;
  • Build a new website that better serves refined audience personas and extends the organizations impact beyond the visit;
  • Raise awareness of Discovery World, its services, and educational initiatives, increasing attendance, membership, and revenue;
  • Establish the organization as a family entertainment and educational venue:
  • Position Discovery World staff as subject-matter experts and technology advocates; and
  • Secure positive, substantive coverage of Discovery World, its exhibits, events, its visitors and corporate partners.

The Results

As a result, Discovery World has rebranded with better alignment to its mission and values, built a best-in-class website and targeted its marketing to increase attendance, membership and overall engagement with the organization.

The audit process included in-depth reviews of Discovery World’s brand/mission alignment; digital, broadcast and print advertising: email marketing: website usability and execution; search engine optimization; social media presence; visitor demographics and attendance; brand positioning; and community outreach efforts. The review additionally compared these strategies to Discovery World’s closest competitors and peer organizations.

Through the audit, Mueller Communications identified several growth opportunities to better demonstrate Discovery World’s value and impact in the community. Mueller then developed a comprehensive marketing and communications plan designed to:

  • Inform a full rebrand of the organization to better align with its mission;
  • Build a new website that better serves refined audience personas and extends the organizations impact beyond the visit;
  • Raise awareness of Discovery World, its services, and educational initiatives, increasing attendance, membership, and revenue;
  • Establish the organization as a family entertainment and educational venue:
  • Position Discovery World staff as subject-matter experts and technology advocates; and
  • Secure positive, substantive coverage of Discovery World, its exhibits, events, its visitors and corporate partners.