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.
