99 PRoblems Inc.

presents:

The
Generation Y
Campaign:
Putting the NEW back
in NEWseum.

Table of Contents

Situation analysispage 3
Problem statementpage 4
Opportunity statement..page 4
Goalspage 5
SMART objectives..page 5
Strategies and tactics..page 6-9
More strategies and tacticspage 10
Budget..page 11
99 PRoblems Inc. teampage 12
Appendix

99 PRoblems Inc.

Generation Y Campaign

Situation Analysis
Since reopening its
doors to the public in
its new downtown,
architecturally
remarkable building,
the Newseum has
managed to remain
one of the most
visited for-profit
museums in
Washington D.C. As a
matter of fact, the
Newseum currently ranks 2nd out of 198 attractions in the Washington
D.C. area on the TripAdvisor website. Featuring interactive and
technologically concentrated exhibits and attractions, the Newseum has
consistently been recognized for its innovative presentation of
journalism news and media. Despite its consumers praises and its
impressive lineup of exhibits, the Newseum significantly lacks a
millennial audience, which could greatly improve the organizations
financial reality. Within the next year, the Newseum has the potential to
reach and engage millennials locally and nationally with the
implementation of the Generation Y (GY) campaign.
The GY campaign is a yearlong initiative designed specifically for the
purpose of attracting millennials to the Newseum through a series of
strategically planned events and exhibits. The campaign has a heavy
focus on Web 2.0 content while remaining aligned with the
organizations ongoing mission to champion the five freedoms of the
First Amendment through education, information and
entertainment.

Problem Statement
A recent poll (April 2014) conducted by Harvard University's Institute
of Politics found that millennials have less trust in traditional media
than ever before at a low 11 percent saying that they do trust it.

For an organization like the Newseum, which celebrates the progress of

media and journalism, these results prove troublesome in attracting
millennials to the museum. Without implementing strategies that cater
specifically to millennials the Newseum faces the potential of losing a
large portion of the future population, as studies show that by 2030
millennials will outnumber baby boomers by at least 22 million.

Opportunity Statement
While the aforementioned trust in media results are less than
favorable for the Newseum, other studies show that millennials trust
greatly in Web 2.0 new media platforms like social media sites, blogs,
consumer review platforms, online news platforms, and entertainment
news sites. The GY campaign aims to capitalize on this increased trust of
Web 2.0 content by implementing a series of exhibits, events,
promotions and ads on the best available platforms to reach millennials.

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Generation Y Campaign

Goals
1) To be recognized as the preferred museum in Washington D.C. by
locals and tourists.
2) To execute a campaign that simultaneously drives sales and
attracts millennials locally and nationally.

SMART Objectives
1) Increase ticket sales among millennials by 35 percent during the GY
campaign.
2) Increase social media traffic by 15 percent on Twitter, Facebook,
and Instagram a month prior to the launch of the GY campaign and
by 10 percent each month during the campaign.
3) Increase traffic to the Newseums website by 20 percent each month
throughout the duration of the campaign.
4) Secure eight (8) national media broadcasts and 350 media
impressions within the first three (3) months of the GY campaign.
5) Build 40 positive relationships with locally and nationally
recognized bloggers two (2) months prior to the launch of the
blogger exhibit.
6) Establish a media partnership with five (5) national pop culture
media networks (ENews, Fusion, VH1, Access Hollywood,
Entertainment Tonight, TMZ, etc.) by December 2014 in
preparation for the January 2015 launch of the pop
culture/entertainment news exhibit.
7) Establish relationships with at least 30 universities recognized for
their journalism programs within three (3) months prior to the
launch of the Generation Y Newsroom exhibit.

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Generation Y Campaign

Strategies and Tactics

1) Blogger exhibit/convention: More research suggests that

millennials are either bloggers or follow bloggers. We think that

an exhibit featuring some of the country's most popular blogs
from a wide spectrum of interests can draw a lot of traffic to the
museum. To maximize this strategy, the Newseum will host an
online poll or social media contest so that newseum.org visitors
can vote for the blogs and bloggers they would love to see at this
exhibit. This has a local and national edge because bloggers can
come from all over the country and invite their fans/followers to
meet them at the Newseum for the exhibit.
Potential partners: Huffington Post, Buzzfeed, Hellogiggles,
Gawker

Social media contests: Blog names and bloggers pictures can be

posted on multiple social media platforms and the posts with the
most likes or favorites will be featured at the exhibit.
Timeline: Bloggers will be contacted by the end of May 2014 and
invited to a June blogger media tour at the Newseum. The exhibit
will launch in July after bloggers are selected. This exhibit will run
for 12 months and feature monthly discussion panels with chosen
bloggers.
Objectives targeted: This strategy and its tactics are directly in

99 PRoblems Inc.

Generation Y Campaign

response to objectives 1, 2, 3 and 5.

Strategies and Tactics

2) Gen Y University Newsroom: This is an

exhibit where the Newseum can feature the work of

college/university newsrooms around the country.
This can appeal to a variety of publics but we think
that millennials would be the largest for this exhibit.
Once the exhibit is launched we can invite editors
from local universities to hold monthly panels
about campus newsrooms and feature some kind of
cool college story-writing activity for an added
interaction element. The newsroom will also
guarantee large groups from many colleges and
universities.
Potential partners: The DMV is home to many
accredited universities that have well-developed
and recognized journalism programs. The
Newseum can build a partnership with these
universities first in order to appeal to more
universities nationally.
Media response: This exhibit will attract
tremendous media attention and place the
Newseum in various media outlets. College
newspaper writers will feature articles regarding
the upcoming exhibit and positively review the
Newseum, effectually motivating more students to
visit the museum.
Timeline: Communication to university newsrooms will begin in
July 2014. The exhibit will launch in September (start of Fall
semester) and will be preceded by a college news staff media tour
in August. Each month an editor from a featured university will
come and discuss topics relevant to college journalism.

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Generation Y Campaign

Objectives targeted: This strategy and its tactics are directly in

response to objectives 1, 2, 4 and 7.

Strategies and Tactics

3) POP Culture/Entertainment News exhibit: We are
surrounded by pop culture everywhere. We strongly
believe that a pop culture exhibit centered on some of the
countrys most popular entertainment news networks
would do really well at the Newseum. We can invite
Giuliana Rancic as the spokesperson for this campaign
(she's a Terp and grew up in Bethesda) and is one of the
most followed hosts of the network. We think that
millennials would be very interested in an exhibit like this
and could increase traffic at the museum and online across
various social media platforms. We can propose a
live Twitter chat with Giuliana and other
entertainment news figures and invite people to
post questions for them regarding the exhibit as
well. This would draw a lot of traffic on social
media platforms like Facebook and Twitter. We
think that this can be a yearlong exhibit and
spokespeople can change throughout the year to
include people like other ENews hosts (Terrance
J and Jason Kennedy) or Mario Lopez and Maria
Menuonos from Access Hollywood.
Potential partnerships: ENews, Fusion, VH1,
Access Hollywood, Entertainment Tonight, TMZ.
Social media: Hold Twitter chats, Google hangouts, and Skype
events with popular entertainment news hosts at Newseum.
Timeline: Due to the anticipated volume of success from this
exhibit we recommend using 2013 to secure parterships with
networks and launch exhibit in January 2015.

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Generation Y Campaign

Objectives targeted: This strategy and its tactics are directly in

response to objectives 1, 2, 3, 4 and 6.

National News Engagement

DAY!
National News
Engagement Day is Tuesday, Oct
7, 2014. The Association for
Education in Journalism and
Mass Communication (AEJMC)
is holding the day to make staying
informed a national priority. As
part of their initiative the AEJMC
is inviting campuses to pledge to
have a News Engagement
Activity on campus October 7th.
We believe that a partnership with
the AEJMC will be mutually
beneficial for both organizations.
As part of the campaigns ongoing mission to make news relevant among millennials we
propose that the Newseum holds a contest to fund a News Engagement Activity on a
college campus. This can be a social media contest where people vote on the best
engagement activity and the Newseum sponsors the campus with the most votes.
On National News Engagement Day, the Newseum can host a live Twitter chat
using the hashtag #NNED to follow the activities being held around the country. These
tweets can be on full display at the Newseum for visitors to see what people are doing to
celebrate the National movement. The expectation for this chat is that the Newseum
engages with users by replying, retweeting, and favoriting users online posts.

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More strategies and tactics

Advertising: The GY campaign will run advertisements on
mediums that attract a large crowd of millennials on radio
channels like Hot 99.5, WPGC 93.9, WMZQ, and DC 101. The
campaign will also be advertised on new platforms like Hulu
and Netflix.
Monthly mixers: This strategy involves hosting a monthly
mixer inviting university students and young professionals
from MD, DC, and VA to the Newseum for a night of networking
and interacting. Tickets will be sold online and will run out
once capacity for the terrace has been met.
Newseum Campus Champions (NCC): The Newseum will create
on-campus initiatives at local universities (DC, MD, and VA)
where students will promote upcoming events and exhibits to
their peers. The NCC students will receive school credit for
their work on campus and free Newseum passes on select days.
Paparazzi exhibit: This exhibit can seamlessly be an additive to
the 2015 pop culture exhibit. The focus is a visual look at how
the paparazzi have captured celebrities over the last few
decades and possible panels with paparazzi discussing their
work and how it has changed with time. The Newseum can
enlarge iconic images that will motivate people to take selfies
in front of them and post them on their social media platforms.
Seasonal strategies/promotions
July
November
February
Spring break
99 PRoblems Inc.

4th of July event with happy hour on terrace

Food drive event with discounted tickets w/ every
donation
Valentines Day 2-for-1 admission
Discounted admission for students with college IDs
Generation Y Campaign

10

Budget
The estimated cost for the entire* GY campaign is
$1.5 million.

Could run cheaper with local

media partnerships
Includes radio and print media
Exploring 15 second ads on Hulu
and Netflix (where Millennials
get their TV now)

Networking,
Ribbon cuttings
Media tours
Catering etc.

$500,000
Events

$350,000
Advertising

$250,000
Incentives
and
Promotions

$400,000
Miscellaneous

Hosting expenses for out-of-town

bloggers and guest speakers
Newseum gear giveaways at
special events
Possible discounted promotions

Paper costs for campaign flyers

Labor costs for additional
Newseum employees at special
events
Unforseen but essential expenses
throughout the campaign

*This budget is projected for all GY campaign strategies and can

decrease significantly if the client chooses to execute only some of
the proposed strategies. An increase in Newseum attendance can
also lead to an increase in sponsors contributions and therefore
may also result in a decreased budget.

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11

99 PRoblems Inc. Team

Bee Nguyen

Calla Morrison

Richard Torres

Nguyen has extensive

experience in project
management and brings
organization to the team
by way of planning,
execution and evaluation

Morrison is well-versed
and skilled in all things PR
but her experience in event
planning is vital to our work
and crucial to the success of
all our campaigns.

Torres is an entrepreneur
at heart. Besides his PR
skills, he is able to
contribute his business
savvy to our projects with
our clients business in mind.

About us

Megan Homa

Summer Madison

Homa is our expert

research analyst and
surveyor. Her skills are
the backbone of all our
campaigns.

Madison has a strong PR

background with a specialty
in campaign promotions
and evaluations.

99 PRoblems Inc.

Generation Y Campaign

99 PRoblems Inc. is a
local PR boutique firm
that specializes in
reaching a millennial
public for businesses
across all industries.
Our team is made up of
expert PR professionals
who individually bring
strong and vital skills to
the table and together
can take on any public
relations campaign.

12

Appendix:
Research Methods, Key Findings

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13

Appendix Table of Contents:

Updated SWOT
Primary Research: The Millenial
Primary Research
Secondary Research
Overall Key Findings

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3
3
47
8
89

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Updated SWOT:

Preliminary Research: The Millenial

Before attempting to conduct research that would help
design a campaign for a specific public, Millenials, we
wanted to get a clear definition of the demographic.
According to Pew Reasearch Social & Demographic Trends,
the Millenial can be defined as American teens and
twenty-somethings who are making the passage into
adulthood at the start of a new millenniumages 18 29.
(Pew) Millenials are also:
Highly active on social media
Less religious than previous
generations
on track to be the most educated
generation in American History.
The charts on the left- and right-hand side of the page also give
insight to the Millenials top priorities and levels of online engagement.
Once we digested the overall definition of our target public, and

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15

learned some preliminary information about their characteristics and tendencies, we

carried out targeted methods of primary and secondary research.

Primary Research
First, we conducted a new media audit on the Newseums platforms to gauge the
organizations level of engagement. We also conducted a news-consumption survey to
delve deeper into the habits of the Millenial public.

Currently the Newseum is active in 10 different social and new media platforms,
which they use to share content that is relevant to the organization. The active platforms
at the Newseum are: Facebook, Twitter, Pinterest, Instagram, Youtube, Tumblr, Flickr,
Foursquare, a Newseum podcast channel, and Google+. The following is an overview of
the Newseums activity on each of these platforms, including some critique and
recommendation.
Facebook- The Newseums Facebook page is the most popular
social media platform that the organization is active on boasting
71,324 likes and a 4.5 out of 5 stars Facebook rating. The Facebook
page has a lot of relevant information about the Newseum and is
updated frequently and consistently. Currently, the organization does a good job at crosspromoting their accounts on other platforms through their Facebook page. Reviews by
visitors to the Newseum are also made available for viewing. The page seems a bit image
heavy. This is better than text heavy but also begs for more variety like video or audio
posts. The content on the page is relevant and varies in topics, which is a positive thing.
The platform provides a great opportunity for two-way communication to occur with
external publics as page visitors can comment on posts but it does not seem to take place
from the organizations end (could be due to organizational policies about online activity).
Twitter- The organizations Twitter account is also very active. It currently has
more than 27,000 followers. The Newseum posts often in a single day and the
content also varies significantly. The Twitter account engages more with its
followers than the Facebook page by way of retweets, favorites and personal
replies to followers. This is important because it builds an online relationship
between the organization and its publics. The Newseum also does a fine job of
using relevant hashtags on this platform, which makes it easier to track online
conversations relevant to the organization.
One thing the Twitter account can improve is its cross-promotion of other platforms in
order to increase traffic to those other accounts. Otherwise, the Twitter account seems
like the most effective platform used by the Newseum.

Pinterest- This photo-sharing platform has become very popular

among users and the Newseum uses it to share images that feature
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exhibits, events, and visits to the museum. With more than 2,000 followers and more than
2,000 image uploads across 19 boards, the Newseum does a good job at sharing engaging
pictures that promote the organization positively. The platform does not provide a time
measurement of when images are pinned so it is unclear how frequently images are
uploaded to this account.
There is huge potential to engage publics through this platform by encouraging them to
share images from their visits. The Fan Photos board only has nine image pins, which
indicates an inconsistency in posts. We recommend that the organization focuses on
building a larger following on this platform and pinning images more frequently.

Instagram- Like Pinterest, Instagram is a photo-sharing social media

platform that has found significant popularity among Millennials. In fact,
if the Newseum needed to choose between the two photo-sharing sites,
according to the two images below, Instagram would be the best choice
for reaching and engaging Millennials as it used almost equally between
males and females and 67 percent of users are between 18 and 34 years
old.
Newseums Instagram account has more than 2,000 followers and since it was
started has posted 167 images. The posts vary in frequency; some images are posted a
couple of days between each other while other posts are more than a week apart. Since
Millennials are the target publics for this campaign, we recommend more consistency in
image postings.
A few highlights from this account are the use of relevant hashtags, public
engagement via comments and replies, and the use of Instagrams video feature in some
of the posts.
Youtube- The Newseums Youtube channel is both impressive
and effective. The channel features videos of Newseum
panelists discussing relevant material to current events and
exhibits. As far as video uploads go, the posts happen
frequently with at least three posts a month (usually more), for the past year. The account
has more than 1,900 subscribers and many of the videos garner more than 100 views (the
highest in the last year was the Restoring Kennedy video at 21,000+ views). The
Youtube account seems effective and is definitely a useful platform for the organization.
The content, though relevant to the Newseum overall, does little to attract Millennials and
could use some creative edge to do so.
An idea could be to invite speakers that Millennials can identify with to discuss
some of the events or exhibits held at the museum. This could be online bloggers or
celebrities relevant to the event or exhibit.

Tumblr- Tumblr is a blogging site that can be compared

closest to Wordpress except it features many social
networking features that Wordpress does not. The
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Newseums content on Tumblr is much more different than it is on any of the other
platforms, which is a good thing. The organizations Tumblr features more detailed posts
regarding some Newseum exhibits but also a lot of material that is not of the Newseum
but relevant to it. The account features both text and image posts adding some variety to
the content. Also, postings on this account are done approximately once a week and
feature popular tags to help maximize their reach. The number of followers is not
available to view so we cannot measure its popularity at this time. It also appears that the
feature to submit comments is turned off, which automatically eliminates the possibility
for two-way communication between the organization and its publics. Activating that
feature or encouraging followers to email any questions regarding the posts to a specific
email address can fix this.
Flickr- Like Instagram and Pinterest, Flickr is yet another photosharing platform that the Newseum uses. Since 2009 the
organizations Flickr account has shared more than 1,200 photos
across 71 albums and is still updated with photos from as recent as
last month featuring images that are engaging and relevant to the
museum. However, this can be a waste of valuable time for the
organization as a result of a significant decline in popularity for the
platform, especially among millennials. After being acquired by
Yahoo, Flickr slowly lost its appeal and missed the boat in many aspects (mobile, social,
etc.) that its competitors like Instagram and Pinterest thrive on.
We recommend an in-depth evaluation of the effectiveness of Flickr and propose that the
organization considers deactivating the account and focusing instead on more popular
and relevant platforms.

Foursquare- This location-based social media platform is

perfect for an organization like the Newseum. This account
provides a lot of useful information for the organization such as
ratings (9.5 out of 10 based on 2,186 votes), reviews, total
number of visitors that checked-in using Foursquare (20,403),
and the number of check-ins (27,487). Newseum visitors that use
Foursquare also benefit from the platform with reviews,
directions, list of friends that are currently at the museum or
have been there, and much more. The platform does not require the organization to
produce any content so maintenance is not necessary. However, visitors can post reviews
and upload images of their visit and share them with other people who check-in to the
museum. We recommend promoting this platform on all other available platforms in
order to increase its use by visitors so that their friends can see them checking in.
Newseum podcast channel- This is a new media platform
that the Newseum uses in order to provide an audio element
for its visitors. The podcasts are a refreshing addition to all the
other online content that the organization produces across the
aforementioned platforms. For the most part, the podcasts are
posted frequently except for the ones featuring hosts Frank
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Bond and Sonta Gavankar (only one podcast this year). The podcast channel is located on
the Newseums website and features a link that can be shared on all other active
platforms like Facebook and Twitter, which we recommend doing if it is not done already.
Google+- The Newseums Google+ account is the least active
account among all of the organizations social media platforms. The
last visible update is dated in September of 2013. The account has
163 followers, which seems to be the lowest number of followers
among their other accounts. We recommend posting recent updates
on this platform or deactivating it. For organizations, their online
presence is taken into heavy consideration by millennials and the
only thing worse than a non-existent presence is an existing poor one.

In addition to conducting a new-media

audit of the Newseums currently used
platforms, we also surveyed 100 Millenials
(ages 18-29) via SurveyMonkey. This survey
helped us get to know the Millenial, such as
the typical news-consumption habits, as
depicted in the graph on the right-hand side of
the page, and their overall awareness of the
Newseum, as shown in the graph on the lefthand side of the page. Both graphs reveal two
telling pieces of information. First, that majority of Millenials are consuming their news
via social media networks, and second, that about half of the Millenial generation is
unaware of the Newseums existence.
Aside from inquiring about the source of their
news consumption and awareness of the
Newseum, we asked Millenials to identify
exhibits at any museums in the Washington,
D.C. area. Majority of the surveyed individuals
were not able to identify specific exhibits; two
of the one hundred people surveyed named the
Anchorman exhibit, but werent able to
associate it with the Newseum.

Secondary Research
Once we had conducted our own research, we began to delve into a phase of
Secondary Research, which entails the critical evaluation of the research that has already
been done. For our Secondary Research, we looked at the Newseums current marketing
and media plan. We also looked at the organizations calendar of upcoming events.

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The mission of the Newseum is to champion the five freedoms of the First
Amendment through education, information and entertainment. The current marketing
strategys overall goal is to Increase ticket sales in all business departments To attain
this goal, the organization currently:
- has partnerships with 26 hotels that offer hotel accommodations and Newseum
tickets
o plans to increase outreach with non-participating hotels
- works with two local companies who sell tickets through the FIT voucher
program
o predicts program growth in 2014
- concentrates advertising in the tourist market, rather than primarily locals
- holds a two-minute radio spot featuring an upcoming guest on WTOP radio each
month
- advertises on wtop.com and Washingtonian.com

Although our review of the Newseums upcoming calander of events introduced

us to a plethora of interesting, new attractions that are coming to the Newseum such as an
interview with a Food Critic, and a movie of the mysterious death of a journalist, we did
not find any of these events to be specifically tailored to the Millenial audience. Further,
because the Newseum frequently advertises on outlets such as WTOP and Washingtonian,
which are networks that Millenials typically dont follow, there is a general lack of
awareness.

Overall Key Findings

Our primary and secondary research positioned the team to propose a
campaign that would target the Millenial audience, and increase the overall revenue
and ticket sales from that particular demographic. Our secondary research revealed
that the Newseum currently advertises on channels that Millenials are not engaged
on, such as radio stations like WTOP and internet sites like Washingtonian.com.
Because our primary research revealed that majority of Millenials are engaged on
and consume their news via social media, it is no surprise that about half of the
Millenials who we surveyed were unaware of the Newseums very existence.
Additionally, our new-media audit uncovered a plethora of platforms that the
Newseum is currently active on. While this can seem like a good thing due to the
Millenials tendency to be active on social media, we found that the Newseum hasnt
focused or targeted any of its social media efforts toward the Millenial, and thus
they remain unengaged.
Further based off of findings such as the Millenials core values and their
heightened engagement on social media outlets, we created a campaign that
leveraged social elements such as blogger exhibits and journalism mixers to lure the
Millenial to attend the Newseum.

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