Home » Specialties » Education » Case Study: The Children's Museum of Indianapolis
The Children's Museum of Indianapolis (TCM) has a strong local identity and awareness, and is recognized as a world-leader among those in the museum community throughout the world. However, the museum does not have a well-defined and articulated brand for its visitors beyond its 100-mile radius. The Museum believes this is critical to achieving its long-term goals for mission accomplishment, increased awareness, visitation growth and steady increases in earned revenue.
The Children’s Museum engaged MCo to help define/re-define the brand of TCM and develop the appropriate documentation for implementation of the brand and develop the communication and campaign strategies to streamline execution efforts. As part of this process, MCo conducted stakeholder interviews with the board, donors, staff, visitors and competitors as well as focus groups in Indianapolis and surrounding cities to test the equity of the brand messaging.
MCo conducted numerous focus groups with target audiences in different markets to test and design our research to elicit open-ended ideas for branding as well as those that the Museum recommended for testing. Based on the research, MCo developed a comprehensive brand strategy development campaign and strategic communications plan for TCM that is scheduled for rollout in the fall of 2009.
- Stakeholder interviews
- Focus Groups
- Staff surveys
- Design and branding
- Brand Strategy Development Campaign
- Strategic Communications Plan