1

The Federal Reserve Bank

of Kansas City
The Money Museum Campaign
Overview
The Federal Reserve Bank of Kansas City

The Money Museum

Our Goal:

• To increase visitors to the museum,

as requested by the client in our client meeting
Our Goal:

• Groups
• Education
Target Audience:

• Current Museum Visitors

▫ 31,598 Visitors (2010)
▫ Adults
▫ Educational
▫ Family
Target Audience:

• Target Opportunities
▫ Grade School
▫ Middle School
▫ Community Colleges
 Target Audience:
Middle School Teachers
Focus Group

“[The Money Museum] is probably not that great

for college students.
Finance majors have already learned about The
Federal Reserve in their courses.”
Focus Group

“[The Money Museum] would be great for middle

school students…”
Our Goal:

• 3% response rate of 4,700 teachers

= 141 teacher responses
 Average Class Size: 30
 Increase Visitors: 4,230

• Increase to 35,828 annual visitors

Teachers repeat successful field trips!

Strengths

• Educational support materials

• Size and location
• Facilities

• Free admission

• Staff resources
Field Trip Planning Research

• One-on-one interviews
• Google
▫ Field trip locations + Kansas City, Missouri
▫ Museums in KC, MO
SEO

• Search Engine Optimization – Google

• Make sure teachers find you!
SEO
Field Trip Planning Research

• One-on-One Testing
Field Trip Planning Research
Field Trip Planning Research
Lesson Plans
Steamboat Arabia
Steamboat Arabia
Web Improvements
Web Improvements
Web Improvements
Social Media
Social Media
Social Media
Field Trip Planning Research

• Phone Calls
Capturing Opportunities

• Build Relationships with Teachers

• Teacher Resources Page
• Social Media
• Teacher Liaison
• Teacher Visit Day
• Direct Mail
Advertising Campaigns
Advertising Campaigns

• Campaign Strategy
• Increasemuseum visits by encouraging middle
school teachers to plan museum field trips.

• Message Objective: The Money Museum can help

you plan a meaningful, educational field trip.
Creative Concept “A”
Grow with The Money Museum
Grow with The Money Museum
Grow with The Money Museum
Grow with The Money Museum
Grow with The Money Museum
Grow with The Money Museum
Grow with The Money Museum
Grow with The Money Museum
Grow with The Money Museum
Grow with The Money Museum
Grow with The Money Museum
Grow with The Money Museum
Grow with The Money Museum
Grow with The Money Museum
Creative Concept “B”
Creative Concept “B”
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Interactive Approaches
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Unlock the Secrets
Unlock the Secrets

Social Media - Facebook

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Linked In
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Linked In
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Linked In
Thank You!
LinkedIn
LinkedIn
Facebook
Facebook
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