Phase 1

Book 2

Book 2
Reimaging of Science City Print Media Kit and Advisory Social Media Phase 1 Totals Phase 1 Timeline Appendix

Table of Contents

Reimaging of Science City

The image of a company is the foundation for everything it is. It is the jumpstart to the re-branding engine and the Dream Campaign. In order to reimage Science City, a few steps are needed to be taken, these steps include: a new logo, redesign of the Science City website, and new business cards.

Color Palette & Logo

The abstracted cube has an architectural feel to complement the idea of a foundation for the start of big dreams. However, bright colors were implemented to give it a playful child like feel, which is also reinforced in the font Harabara. Incorporting the four colors into the logo they become the color palette for the rest of the campaign. The four colors represent four target groups; students, parents, teachers, and businesses. After doing research on each target we decided in order to maximize the effect of this dream campaign we would need to focus on parents.

Business Cards
Joy Torchia
Director of Strategic Marketing Science City Kansas City, MO 64108 816.460.2022 jtorchia@sciencecity.com

Easy way for networking and promoting your business at opportune times
n n

500 Business Cards $41.98

Website

With the foundation of the four colors and the theme of dreams, the website was created. The pages are tailored to each viewer. The home navigation page was created and contains a dark purple backdrop. It is an easy color to look at, but not so muted that it doesnt subtract from the overall effect. As the construction of the pages began, the design kept to the four color palette using one color for each target as the main color for each page. Different tabs of navigation and slides are also used for organization. Each page is cohesive by form of color and style, but specific to each group.

Print
The printed materials including the brochure, postcard, and letterhead are essential to a brand. The brochure and postcard are promotional materials distributed to hotels with general information of Science City and postcards would be sent to school groups and larger group tours as a thank you for coming to Science City. The letterhead is essential to any business for day-to-day business activities and marketing.

Thank you postcards

Science CIty 30 W. Pershing Rd. Kansas City, MO 64108

Thank you for joining us at Science City! We hope you enjoyed your time here. Big dreams start here! Be looking out for news and updates at www.sciencecity.com. We hope to see you again! Thank you!

n n

Prints - 2000 $196.98

Brochures
Science City Favorites
Engineerum
Learn and work in the new headquarters for Engineerum scientists. Through the generosity of Burns & McDonnell, a Kansas City-based engineering, architecture and construction firm, the design environment has been upgraded to a contemporary studio to challenge todays young engineers.

Dino Site
Unearth the fossil remains of mosasurs, pterosaurs, ferocious Mesozoic fish and other ancient ocean creatures at the Dig Site. Use brushes, shovels and goggles to explore the Dig Site and become a paleontologist for a day. Tree House An ideal venue to study principles of flight and our feathered friends! Expertly mounted birds of this region teach aspects of the ecology and biodiversity in the Midwest. Observe avian behavior on the Birds of North America multimedia touch-screen kiosk, and enjoy the view of Science City. Music Park Create your own music at this park area. Play the drums, walk the floor piano, knock on the huge standing xylophone, or wave your hand over the motion harmonicas at this favorite neighborhood stop in Science City.

Science on a Sphere
Science on a Sphere offers a worlds worth of information - literally! This room-sized, global display uses computers and video projectors to display planetary data on a 6-foot diameter sphere. Science on a Sphere was developed by the researchers at the National Oceanic and Atmospheric Administration (NOAA) to help illustrate Earth System science to people of all ages.

City Park
Take an imaginary ride in the retired Kansas City Police Helicopter, make a hand print on a Temperature Panel, create a path in the Water Maze, spin a Zoetrope into animation or ride the Sky Bike (must meet height and weight requirements).

Science City is a cityscape-themed, hands-on science center with more than 125 exhibits in 18 environments or neighborhoods. Students benefit by engaging in these self-guided, hands-on activities related to national and state standards.

Tuesday-Friday 9:30 a.m. to 4 p.m. Saturday 9:30 a.m. to 5 p.m. Sunday 12 noon to 5 p.m. www.facebook.com/ScienceCityKC 30 West Pershing Road #850 Kansas City, MO general admission $10 group rates negotiable

big dreams start here.

Placement possibilitiesThe Westin Crown Center Residence Inn Kansas City Downtown/Union Hill Fairfield Inn Kansas City Downtown/Union Hill
n Sheets

of paper - 2000

n $399.99

Letterhead
Union Station 30 West Pershing Rd Kansas City, MO Jon Smith 404 Cambridge Drive Plattsburg, MO 64477

Big dreams start here.

n n

Sheets of paper - 2000 $249.99

Union Station 30 West Pershing Rd Kansas City, MO. www.sciencecity.com

Media Kit and Advisory

The objective is to entice the media to write stories on upcoming exhibits and broadcast news segments on events. The kit is to give the journalists prepackaged information that will help them write the stories. By printing them on your letterhead it will help identify your company and is a professional way to do business.
The kit should include:
n Past

news releases

n Backgrounder n Logo

on Science City

n FAQs

The Media advisory serves as an invitation to the journalist to attend an event that may or may not be public. It is often used for events, press conferences, announcing a merger, an important speaking engagement, or an exhibit unveiling. They are not meant for public eyes.
Media advisory includes:
n The

aim of having the event or the information released that you want covered by the news media What? When? Where? and Why? details, such as, where to park and set up equipment

n Who?

n Additional

Big dreams start here.

Big dreams start here.

Science City Media Advisory

Science City To Announce Re-Branding campaign during May 8 Open House With Burns And McDonnell Engineering

Science City News Release

Science City unveil re-branding campaign during May 8 open house KANSAS CITY - April 30, 2012 - Science City is announcing the Big Dreams Start Here re-branding campaign on May 8th. Science City will announce the enhancements to its facility at an Open House for the members and sponsors, discussing the benefits and what they hope to achieve with of the re-brading campaign. The campaign is targeting Parents, for their dreams they have for their children. We are celebrating a big year of expansion with new exhibits in its facility, said ---- ,We have a new generation coming through and we want to be the platform for their dreams in science. Science Citys partner, Burns and McDonell will be alongside to unveil the new logo and website. The event will include a 30 minute question and answer session. Science City unveiled a new exhibit in March 2012, Science on a Sphere to add to the last addition, Engineerum, built in 2008. Science City was named in the Top 25 Science Center in America by Parents Magazine. It is enhancing its environment for learning and dream building.

What: Science City will announce enhancements to its facility, discussing the benefits and
what they hope to achieve with of the re-brading with their head partner, Burns and McDonell alongside to unveil the new logo and website. The event will include a 30 minute question and answer session. Where: Science City - Union Station 30 West Pershing Rd Kansas City, MO 64108 When: Tuesday, May 8 at 1 1:00 A.M. Why: Science City is celebrating a big year of expansion with new exhibits in its facility and its Top 25 Science Center in America by Parents Magazine. It is enhancing its environment for learning and dream building.

Union Station 30 West Pershing Rd Kansas City, MO. www.sciencecity.com

Union Station 30 West Pershing Rd Kansas City, MO. www.sciencecity.com

Social Media
Social media is for generating interest about Science City, events, and promotional tactics. It is a great way to measure traffic and interest, not to mention it is free to implement. It is great tool for keeping in contact with your patrons and reading the visitors comments.

Promotional ideas for Facebook and Twitter

Special Offers
Post a special offer code with a use by date; you can have visitors go to your website and type in the code into the special offers box to receive a discount on admission or in the gift shop.

Contests/Projects
Get your patrons involved outside of the Science City facility. Have them compete to win free tickets or coupons. Twitter Photo Contests
n n

The best photo of your child dressed up as their dream job The prettiest photo that sums up fall, spring and summer. For example: Leaves in fall, budding flower in spring, picking sea shells in summer. Your child at Science City: riding the Sky bike, driving the helicopter, staying at the Mr. E Hotel

Facebook Projects - As a family, create this project and post a photo of the ending product. Have parents go to the website to find the instructions. It will get your website exposure too. Coordinating the projects with the exhibits at Science City can be a fun thing to do before or after they visit Science City.
n n n n

Weather: Tornado in a bottle, Crystal Snowflake Why is the sky blue?: Sky in a jar Optical Illusion: Bending a straw Fun Ideas: Glowing water, Crazy Putty

Phase 1 Totals
Brochure Postcard Business Cards Letterhead 399.99 196.98 41.98 249.99

GRAND TOTAL

888.94

Phase 1 Timeline

Phase 1 Timeline 6 months

n New

Logo (Getting new logo out in the facility 1 month) Website (1 month) n Media Plan (2 weeks to get written up) n Printed Materials (print as needed) Brochures Business Cards Letterhead Thank you postcard n Media Kit (2 weeks) Press Releases Backgrounder Media Advisory FAQS Logo n Social Media (After website is up and running 1 week) Promo offerings Photo Contests (Contests should be alternating, once a month)
n Redesign

Appendix
Custom Printed Postcards. Advertising & Marketing. Vistaprint, 2012. Web. 01 Apr. 2012. http://www.vistaprint.com/postcards.aspxtx i=184&xnid=VisitorHomePage _ 8331&xnav=TeaserItem&GP=4%2f1%2f2012+3%3a 184 _ 1 1 13%3a35+PM&GPS=2401943707&GNF=0&GPLSI D=&rd=2. Custom Printed Brochures. Advertising & Marketing. Vistaprint, 2012. Web. 01 Apr. 2012. http://www.vistaprint.com/custombrochures.aspx txi=185&xnid=ContextualLeftNav1858331&xnav=ContextualLeftNav. _ _ 1 1 Design Custom Business Cards. Business Cards. Vistaprint, 2012. Web. 01 Apr. 2012. http://www.vistaprint.com/business-cards.aspx? txi=147&xnid=TopNav147 4631&xnav=TopItem. _ _ 1 1 Custom Printed Letterhead. Stationery. Vistaprint, 2012. Web. 01 Apr. 2012. http://www.vistaprint.com/letterhead.aspx?txi=314&xnid=T opNav3141031&xnav=TopItem. 3 _ _ 1