In a brilliant presentation to the Northern California chapter of MENG, Blair Shane (CMO, California Academy of Sciences) discusses how the academy was rebuilt and reinvented, the amazing successes of the first year of the revival of a 150-year old institution, and the challenges of keeping up that momentum in year two.

1. Launching & Sustaining the New Academy—
The Challenge of Reinvention
Presented to the Northern California MENG Chapter
Blair R. Shane

2. The 4th R: The Challenge of Reinvention
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3. Where we started
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4. How did Reinvention begin?
+Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
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5. What were we up against?
1. Time
2.
2 Resources
3. Expectations +Market Research
+Guest Experience
Initiatives
+Events
4. Living Things
4 Li i Thi +LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
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6. What is Possible
+Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
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7. So, who are we?
+Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
An Aquarium
A A i
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8. +Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
A Rainforest
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9. +Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
A Planetarium
l
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10. +Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
A Natural History Museum
l
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11. +Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
Research
R h
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12. Education
+Market Research
+Guest Experience
Initiatives
+Key Corp.
Partnerships
+Speakers/
Awards
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13. What does that mouthful boil down to?
+Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
Life – How did we get here, and how do we plan to stay?
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14. Reinvention: Biggest Challenges
1853 21st Century
Local National
Families Plus adults without kids
+Market Research
+Guest Experience
Expected Unexpected
Initiatives
+Events
+LEED Award
Launch Sustaining momentum
+Earth Day
+Sustainability
Initiative
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15. How did we tackle them?
1. Stay true to who we are
2. Consumer focus
3.
3 Combine the tried & true with the unexpected
+Market Research
4. Take it beyond the physical place
+Guest Experience
Initiatives
+Events
+LEED Award
5. Take intelligent risks +Earth Day
+Sustainability
Initiative
6. Integrate +Key Corp.
Partnerships
+Speakers/
7. 2nd year is really where the fun begins
Awards
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16. 1. Mission Driven
+Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
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17. 2. Customer Focus – It’s about you. Not us!
+Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
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18. 3. Expected + The Unexpected – Our Launch Campaign
Old Identity
+Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
New Identity
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19. +Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
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20. Launch
+Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
Print – 3 in 1 does not need to be All in 1
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21. +Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
Outdoor
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22. +Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
Civic Engagement
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23. 4. Beyond the Physical Place
+Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
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24. Seamless Environment
mobile.calacademy.org
Social Networks
& Distributed Partnerships
Content
eMail & SMS www.calacademy.org
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25. User Generated Content
+Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
www.calacademy.org/share/
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26. Access
+Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
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27. Mobile Site
+Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
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28. Micro Donations
+Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
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29. To Come
Technology:
• iPhone Apps – guides/games
• iPad
Physical Beyond the Building:
• Conferences
• R&D
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30. 5. Take Intelligent Risks
+Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
+Sustainability
Initiative
+Key Corp.
Partnerships
+Speakers/
Awards
NightLife
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31. 6. Integrate - Collaborate
F
T H R OU G H L I N E S
N
C
T
I
O
M A R K E T IN G M I X
S
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32. 7. 2nd Year – Where the real fun begins.
Launch – Relatively Easy
2nd Year & Beyond – Sustainable Growth
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33. Transitioning from Brand to Specific Reasons to Visit
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34. Extreme Mammals Arrive April 3rd
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35. How do we keep Reinvention alive?
Focus Strong
Offense
+Market Research
+Guest Experience
Initiatives
+Events
+LEED Award
+Earth Day
Adaptable +Sustainability
Initiative Discipline
Team +Key Corp.
Partnerships
+Speakers/
Awards
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36. Thank you!
Blair R. Shane (415)379-5125
bshane@calacademy.org
California Academy of Sciences
San Francisco
www.calacademy.org
www calacademy org
www.facebook.com /home.php?#/calacademy?ref=ts
www.twitter.com/calacademy
t itt / l d
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