California Academy of Sciences: The Fourth R: The Challenge of Reinvention - Blair R. Shane

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Chief Marketing Officer of the new California Academy of Sciences discusses how a 150 year old institution dedicated to nature took on the challenge of reinvention for a new generation. Blair covers all aspects of creating a durable, sustainable brand: environmental, financial, new audience development and customer experience. Hear how the 4th R - Reinvention is as critical as the traditional three – reuse, renew and recycle and how the Academy is using it to move from surviving, to thriving - through innovation and creative marketing.

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The Fourth R: The Challenge of Reinvention Blair R. Shane California Academy of Sciences

The 4 th R: The Challenge of Reinvention

What were we up against? ,[object Object],[object Object],[object Object],[object Object]

What does that mouth full boil down to? Awe

Reinvention: Biggest Challenge 1853 Local Families Expected 21 st Century National Plus adults without kids Unexpected

How did we tackle them? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2. Consumer Focus – It’s about them. Not us!

3. Expected + The Unexpected – Our Launch Campaign New Identity Old Identity

Print – 3 in 1 does not need to be All in 1

Social Networks & Distributed Content eMail & SMS www.calacademy.org mobile.calacademy.org Partnerships

How do we keep Reinvention alive? Discipline Focus Strong Offense Learn

Thank you! California Academy of Sciences San Francisco www.calacademy.org www.facebook.com /home.php?#/calacademy?ref=ts www.twitter.com/calacademy

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