Millenáris · 2021
Seventy-one pages between the decision to reopen an exhibition and its opening.
A 71-page brand, communications and marketing strategy for Millenáris and the Álmok Álmodói 2.0 exhibition: competitor analysis, SWOT, four personas, messages by audience, a channel-by-channel plan, a three-tier media plan, sponsorship, merchandising and a launch timeline.
The challenge
Millenáris was reopening Álmok Álmodói, the exhibition of Hungarian inventors that had drawn a generation twenty years earlier, as Álmok Álmodói 2.0. The venue had the halls and the story. It did not yet have a brand position, a target audience it could name, or a plan for the months between the decision and the opening.
The audience it most wanted, people under 25, was the one the first exhibition had bored.
The approach
The strategy runs in seven chapters. Branding first: goals, who owns the brand, four competitors read channel by channel (Csodák Palotája, the Budapest History Museum, Museo M9 in Mestre and the Hungarian Museum of Transport), a SWOT, mission, vision and values, and four personas, from Mira, 17, brought along with her class, to Tibor and Máté, a father and son who saw the first exhibition at 51 and 14.
Then communications: key messages for each audience, owned, earned and paid channels, a website sitemap and SEO audit, social media platform by platform, email, SMS, PR, a crisis plan with four severity levels, and a ticketing strategy that maps ticket types to personas.
Marketing weighs out-of-home, print, radio, TV and online against each other and ends in a media mix scored for targeting and cost efficiency, a three-tier out-of-home and print plan, and a recommended split of spend across social, Google Ads, direct marketing and traditional media. Sponsorship, merchandising and a month-by-month timeline from six months before opening to one month after close the document.
The work
The results
Written in June 2021 under Innovation Next Door, the name Magic Pulpo worked under at the time. The strategy set the brief for what followed on the same exhibition: the Álmok Álmodói 2.0 identity and the films and animations that play in its halls, both on this site.
What we delivered
- Competitor analysis, four institutions
- SWOT, mission, vision and values
- Four personas with media habits
- Key messages by audience
- Channel plan: web, blog, app, social, PPC, email, SMS, PR
- Crisis communication plan, four severity levels
- Ticketing and pricing communication
- Media mix and a three-tier out-of-home and print plan
- Sponsorship and merchandising playbooks
- Launch timeline, six months before opening to one month after
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