Marketing to teachers

and how to achieve good results

23 th May 2014
Cathrine Strm Nstvold, VilVite Science Centre
Agenda
Goal: Attract our target groups!
Scope in question:
What is needed to convince
the teachers to visit and
preferably revisit?
Agenda
Content and timing
Doing the right thing
the right way
Know your customer!
Agenda - overview
1. Numbers and statistics in different segments.
2. Marketing initiatives boosts visitors numbers
from day-care centres and schools:
a. All learning programs are linked to
curriculum.
b. Cooperation with local education
authorities.
c. VilVites educational planner.
d. Online booking system.
e. Post visit evaluation.
f. Ongoing communication.
3. Actions in low season.
4. Summary.



Agenda
1. Numbers and statistics in different segments.
2. Marketing initiatives boosts visitors numbers
from day-care centres and schools:
a. All learning programs are linked to
curriculum.
b. Cooperation with local education
authorities.
c. VilVites educational planner.
d. Online booking system.
e. Post visit evaluation.
f. Ongoing communication.
3. Actions in low season.
4. Summary.



1. Numbers and statistics...
All visitors increasing!

2007 (31.5.-31.12.): 73 402
2008: 91 959
2009: 103 987
2010: 111 960
2011: 116 060
2012: 116 301
2013: 114 941
2014 (per 30.4.): 37 883




Day-care
center to
high
schools
35 %
Leisure
55 %
Events
10 %
Visitors in 2013
1. Numbers and statistics...
From day-care centres to high school increasing!
From 2007 to 2013: increase!
2013: 40 209 visitors (35 %).

Major shift in booking frequency:
Teachers prepare and book their visits earlier
and more frequent than before.

VilVite at
top of mind!
Agenda
1. Numbers and statistics in different segments.
2. Marketing initiatives boosts visitors numbers
from day-care centres and schools:
a. All learning programs are linked to
curriculum.
b. Cooperation with local education
authorities.
c. VilVites educational planner.
d. Online booking system.
e. Post visit evaluation.
f. Ongoing communication.
3. Actions in low season.
4. Summary.



2a. Marketing initiatives boosts visitors
numbers from day-care centres and schools.
Curriculum
All learning programs
are linked to curriculum.
2b. Marketing initiatives boosts visitors
numbers from day-care centres and schools.
Cooperation with local education
authorities.

Purpose:
Makes local authorities committed to have an enhanced
focus on STEM in schools.

Results:
School: enhanced active learning on STEM.
For VilVite: More visits!
2b. Marketing initiatives boosts visitors
numbers from day-care centres and schools.
Cooperation with local education authorities
in and outside of Bergen municipalities and Hordaland county.
Prepaid entrance to VilVite for:
Bergen: day-care centres, primary and secondary schools.
Payment: Bergen municipality.

Hordaland county: high schools.
Payment: Hordaland county.

7 municipalities outside of Bergen: primary and secondary schools.
Payment: shared between municipality and sponsor.
2c. Marketing initiatives boosts visitors
numbers from day-care centres and schools.
Educational planner.

Content:
For all levels.
60 different learning programs.
Linked to curriculum and with
descriptions of the programs.

2d. Marketing initiatives boosts visitors
numbers from day-care centres and schools.
Online booking system.




No username and no password.

First booked is first served
2e. Marketing initiatives boosts visitors
numbers from day-care centres and schools.
Post visit evaluation.

Our benefits:
Quick response at our service line.
Information to the customer adequate and correct?
Feedback on performance of the communicator/explainer.
Source of new ideas and requests.
Sign up list for newsletter.

Results:
Improved learning programs and information line.
A list of potential customer for a revisit.
2f. Marketing initiatives boosts visitors
numbers from day-care centres and schools.
Ongoing communication
throughout the year.

Fellowship for VilVite (ambassador) dialog and lots of benefits!

Benefits for the teachers
Social and educational meeting point.
Event twice a year.
Hot news and advance booking.
Free entrance to VilVite.
Backpack from VilVite (only for VIP).
Benefits for VilVite:
Test group for new ideas.
Source of input for improvements .
Word of mouth, marketing.
Agenda
1. Numbers and statistics in different segments.
2. Marketing initiatives boosts visitors numbers
from day-care centres and schools:
a. All learning programs are linked to
curriculum.
b. Cooperation with local education
authorities.
c. VilVites educational planner.
d. Online booking system.
e. Post visit evaluation.
f. Ongoing communication.
3. Actions in low season.
4. Summary.



3. Actions in low season.
Distribution of newsletter,
ongoing communication.

Frequency:
To schools: 6-8 per year.
To day-care centres: 2-4 per year.

Timing, advance of:
Events.
Release of learning programs.
I have heard
that VilVite ...
3. Actions in low seasons
Newsletters and social media, to have in mind:
1. CONTENT.
What is the best educational offer at what time?
2. TIMING.
When is the best time for teachers to receive a newsletter?
3. CHOICE OF MEDIA. Mail, magazines, social networks (website,
Facebook, Instagram, Twitter), newspapers









Timing is (almost) everything!

Agenda
1. Numbers and statistics in different segments.
2. Marketing initiatives boosts visitors numbers
from day-care centres and schools:
a. All learning programs are linked to
curriculum.
b. Cooperation with local education
authorities.
c. VilVites educational planner.
d. Online booking system.
e. Post visit evaluation.
f. Ongoing communication.
3. Actions in low season.
4. Summary.



4. Summary
Marketing to teaching staff.
Marketing initiatives
through:
Curriculum.
Cooperation with local
education authorities.
VilVites educational planner.
Post visit evaluation.
Ongoing communication.
4. Summary
Main goal, marketing:
High numbers of visitors
and revisits.


Main goal, VilVite:
Create excitement and make
learning fun for all ages!
Thank you for
your attention!





Contact information:
Cathrine Strm Nstvold
Advisor, Marketing
Phone: + 47 48 10 92 00
E-mail: csn@vilvite.no
web: www.vilvite.no