Krohn Convervatory

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The Butterfly Show at Krohn Conservatory has averaged about 50,000 visitors over a six-week show period since 1995. The teetering economy any many competing events around Cincinnati during the same time frame as the Butterfly Show caused concern that attendance would be flat or fall in 2009. In addition, Cincinnati Parks could not increase marketing spending to support the event with paid media, despite the addition of expanded after-hours events. More creative thinking was required to drive successful attendance figures.

Tecnologia

Word-of-Mouth Marketing CAMPAIGN RESULTS ,[object Object],[object Object],[object Object],[object Object],[object Object],Krohn Conservatory International Butterfly Show Eden Park, Cincinnati, Ohio April 18 – June 21, 2009

WOM Marketing Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

WOM Marketing Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],RESULT: Reached and educated our biggest support groups. CRP Woman’s Hat’s Off Luncheon: 500 members Advisory Council Groups, Foundation Members, Friends of Krohn: Over 2,000 members WOM Marketing Kits: Tell a friend about the show

WOM Marketing Campaign ,[object Object],[object Object],[object Object],[object Object],RESULT: Built a stronger team of Krohn Support Talkers. EMAIL SUBJECT LINE : Tell a friend about the show. Over 500 Volunteers From age 9-90 Volunteer Hours Increased from 6,000 to 9,000 2008 2009 Volunteer Groups consist of schools, corporations, churches, sponsors

WOM Marketing Campaign ,[object Object],[object Object],[object Object],RESULT: Increased community awareness to drive conversations. Media Outlets provided coverage before and after many cultural events.

WOM Marketing Campaign ,[object Object],[object Object],[object Object],[object Object],RESULT: Increased community awareness to drive conversations.

WOM Marketing Campaign ,[object Object],[object Object],[object Object],RESULT: Increased community awareness to drive conversation.

WOM Marketing Campaign ,[object Object],[object Object],[object Object],RESULT: Made a bigger and better show than ever before.

WOM Marketing Campaign ,[object Object],[object Object],[object Object],[object Object],RESULT: Made a bigger and better show than ever before.

Street Banner qty: 17 Event Schedule in Lobby Sponsor Banners qty: 20 Fountain Square LED Board Animated Ad

Conversations Created ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Attendance Comparison ,[object Object],[object Object],[object Object],[object Object]

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