Imaginals Exhibit: Marketing Plan

Laramie Hren, Matthew Saddoris, David Jerrick, James Neiderhauser

Marketing 386: Industria Marketing
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Table of Contents

Executive Summary 1
Product 4
Business Idea 5
Competitive Advantage 5
Market Analysis 4
Size, Trends, Growth 5
Target Market 5
Pricing 4
Pricing !"ectives 5
Pricing Method 5
Pricing Strateg# 5
$iscounts and A%%owances 5
Price &%asticit# and Customer Sensitivit# 5
Price 'oning 5
Break(&ven Ana%#sis at )arious Prices 5
Ta!%e *+* , Break &ven ptions
Promotion 4
Promotiona% Goa%s 5
Promotiona% Mi- 5
Advertising .each, /re0uenc#, /%ights, Theme, and Media 5
Sa%es /orce .e0uirements, Techni0ues, and Management 5
Sa%es Promotion 5
Pu!%icit# and Pu!%ic .e%ations 5
&%ectronic Promotion 5
Place 4
Geographica% Coverage 5
$istri!ution Channe%s 5
Ph#sica% $istri!ution and 1ogistics 5
Risks and !!ortunities 4
"inancials 4
Re#erences 4
A!!endices 4


Product

Business Idea& 'he "roduct we wi (e creating is an interactive e)hi(it designed to
educate chidren a(out anguage, a(stract thinking, and s*m(oic meaning through
entertainment& 'his e)hi(it wi (e iterac* (ased and wi there+ore entice chidren to earn how
to read and use their imagination through the theme o+ the (ook, ,-hat in the word is a
.ockodie/ ! Moose"a"er/ ! .ater"uter/ 'he*0re a Imaginas12 (* 3en 4ichen(aum, -a*ne
!rihood and Sher Schachame*er& 'his e)hi(it wi (e initia* marketed towards other sma
chidren0s museums in the Midwest and wi (e a renta(e traveing e)hi(it& 'he age grou" +or
this e)hi(it wi +ocus on chidren +rom ages +ive to eight& .hidren in this age (racket re"resent
the "reo"erationa stage o+ cognitive deveo"ment 5Daigen, #$$#6, and the stated o(7ectives o+
our e)hi(it are catered direct* to this age grou"& -e recommend that the e)hi(it range in si8e
+rom %,9$$ to #,9$$ s:uare +eet, (ecause this has (een said to (e the idea si8e that most sma
museums can house in their +aciities 53oh .hidren0s Museum o+ ;reater .hicago, #$%$6& -e
woud aso recommend that the e)hi(it0s "rice (e reasona(e, catering to the sma chidren0s
museum0s (udget& 'he "rice range we woud recommend is rough* <39,$$$ +or a three month
renta&
!ong with teaching chidren in the "reo"erationa stage o+ cognitive deveo"ment,
another main +ocus is to invove the communit* with the traveing e)hi(it and museum that has
rented it& .hidren +rom seven to tweve *ears o+ age +a into the concrete o"erations stage o+
cognitive deveo"ment, and start to earn and deveo" a(iities to create se:uences o+ ogica
reasoning, as we as gain a ca"acit* +or a(straction through concrete and o(serva(e actions
5Daigen, #$$#6& -e "an on invoving oca *outh grou"s and their adut eaders with the
receiving, unoading, and construction o+ the e)hi(it& .hidren in *outh grou"s, ranging +rom
seven to tweve *ears in age, wi (e asked to come he" set u" the imaginas e)hi(it& 'his wi et
*outh grou"s come and e)"erience the (ehind the scenes o"erations o+ the museum, whie
teaching the chidren how to interact and work together with aduts and other chidren to
accom"ish a task& =utting together our easi* assem(ed e)hi(it, which wi incude coor>coded
com"onents as we as an instructiona video, wi stimuate chidren?s a(iit* to +oow ogica
se:uences whie deveo"ing their communication skis& 'his he"s teach and deveo" the oder
chidren0s cognitive skis, (ut in a di++erent +ashion com"ared to when the e)hi(it is +u*
o"erating and targeted towards *ounger chidren& @urthermore, the renting museum wi (ene+it
(* receiving vounteer a(or +or assem(ing the e)hi(it whie strengthening its (onds with the
communit* through di++erent venues o+ invovement& -ith that said, we know that ac:uiring
vounteers and vounteer grou"s is :uite di++icut, this is mere* a "ro"osa in the ,(est case
scenario2 that we +ee renting museums shoud attem"t to im"ement&

Competitive Advantage. 'his e)hi(it wi stand out +rom other traveing e)hi(its with the
ease o+ assem(* and +unctionait* and the +e)i(iit* o+ the e)hi(it itse+ +or the renting
museums& 'he com"onents o+ the e)hi(it wi (e a(eed with coor>coded sha"es in order to
determine "acement in the overa structure& @or e)am"e, a "iece with a red triange wi match
u" with the other "iece with the red triange "iece& 'he e)hi(it wi come with a manua +or
assem(* with arge coored "ictures& !n instructiona video wi (e "rovided as we,
demonstrating how to assem(e the e)hi(it through "eo"e interacting with the com"onents& 'his
wi aow the renting museum to see how the "ieces are used and +or what "art o+ the "rocess,
rather than 7ust re*ing soe* on the manua& -e "an +or the e)hi(it to (e "acked and un"acked
in a ver* "articuar manner& 'his "acking and un"acking s*stem wi aow +or the :uickest setu"
and teardown time, which wi in>turn aow +or a higher turnaround +or the traveing e)hi(it& -e
wish to create a cuture +or this traveing e)hi(it that is unike an* other& Idea* this e)hi(it wi
have a "ositive, eas* disassem(ing and shi""ing "rocess, there+ore "romoting a "a*ing>it>
+orward mentait*& Instead o+ the t*"ica out o+ mind out o+ sight a""roach, we want to see
museums s"end time "acking this e)hi(it correct* so that it is easi* un"acked and constructed
at the ne)t ocation& 'he e)hi(it wi (e a++orda(e so that other smaer museums can en7o* the
e)hi(it and entice "eo"e +rom the communit* to check out their museum and the e)citing new
+eatures& 4ven (e+ore the e)hi(it is erected and in +u +unctionait*, the museums wi (e a(e to
get the communit* +amiies invoved in the setu" "rocess, in the (est case scenario "resented
earier&
Ane o+ the ma7or seing "oints o+ this e)hi(it wi (e the ease at which the renting
museum can incor"orate the communit* into the entire e)hi(it +rom assem(*, to use, to the tear>
down stage once the renting "eriod has e)"ired& Since the assem(* wi (e so eas*, the museum
renting the e)hi(it can advertise to the schoos and other *outh grou"s in the communit* stating
the* have an e)hi(it that the communit*0s oder chidren 5ages 9>86 coud assist in the assem(*
o+ the e)hi(it& Ance the kids are there the* can he" out the aduts (* "utting the e)hi(it together,
earning how to assem(e and +oow instructions, how to communicate in order to accom"ish a
task, and aso earn a that goes into o"erating a museum& 'hus, these chidren wi gain an
a""reciation +or how much work the museum has to do in order to "rovide these e)hi(its& Not
on* wi the* gain that a""reciation, (ut this wi assist in getting the oder end o+ the esta(ished
target market invoved in the museum and active in earning& !gain, whie we understand that
ac:uiring vounteers is :uite di++icut, this dimension o+ our marketing "an is not essentia to the
overa success o+ our marketing "an +or the e)hi(it, it is mere* a suggestion +or the renting
museums&
!nother ma7or seing "oint o+ this e)hi(it is the +e)i(iit* that the e)hi(it itse+ "oses to
the renting museums& -ith our s*stem, the e)hi(it wi have si) "ermanent "ieces that wi
consist o+ the imaginasB the kangaruer, the cockodie, the ga8e(ra 5which wi incor"orate the
hi""otea"otamus6, the high tension ion, and the car"ischord& 'he entire e)hi(it wi (e themed
ike ,a da* at the 8oo2& 4ach o+ the si) isted imaginas wi (e a ,section2 o+ the e)hi(it& 'hese
si) sections wi (e the main e)hi(it that can (e rented out (* the museums& -e "an to send a
surve* to the kindergarten through second grade teachers at the La .rosse area eementar*
schoos 5which are: 4merson, Cessed Sacrament, St& James, Southern Cu++s, 'hree Divers
-ador+, Summit, Northwoods, and .athedra6 in order to soidi+* that the imaginas we chose
wi (e the "er+ect imaginas to dis"a* +or our target age grou"& 'he reason we chose the
teachers o+ the chidren, rather than their "arents, is (ecause the teachers have a (etter gras" on
what chidren in this age grou" are earning in their casses at this s"eci+ic cognitive eve and
can there+ore give us a (etter read on what the chidren wi need and want&
In addition to the origina si) e)hi(its, we "an to +orm an additiona source o+ revenue
+or the .hidren0s Museum o+ La .rosse through this traveing e)hi(it& Incuded in our initia
cost o+ creating the e)hi(it, we ho"e that the museum wi (e a(e to create a num(er o+
additiona individua imagina ,sections2& In addition to renting the "ermanent si) imagina
sections, museums wi (e a(e to ,add>on2 to their e)hi(it renta (* renting additiona individua
imagina sections o+ the e)hi(it& @or e)am"e, i+ a museum were to rent the origina, "ermanent
si) sections, the* ma* aso choose to have the aarmadio and the +ountain "enguin sections sent
to them as we +rom the .hidren0s Museum o+ La .rosse& 'his wi "rovide the .hidren0s
Museum o+ La .rosse with additiona revenues, as we as increase the range o+ di++erent si8ed
museums that the* can cater to since the renting museums wi (e a(e to essentia* choose how
arge the e)hi(it wi (e& 'his wi aso (e a (ene+it to the .hidren0s Museum o+ La .rosse in
that, once the traveing e)hi(it (ecomes a stead* source o+ revenue the* ma* choose to easi*
add to their coection o+ imagina sections in order to cater to an even arger museum audience
in the +uture andEor the* coud choose to have rotating sections o+ the imaginas sections rented
out to muti"e museums at one time 5i&e& with %8 imagina sections tota, the* ma* rent out si)
sections to three di++erent museums simutaneous*6&
'he +ocus o+ our strateg* is to get the communit* invoved more so than ever (e+ore& 'he
cuture that accom"anies the traveing e)hi(it wi "ro"e it to sustaina(e success& 'he more
e)cited a communit* can (e a(out the traveing e)hi(it coming to town, the more h*"e wi (uid
within the communit* on a muti"e +ronts& -e ho"e to send out co"ies o+ the (ook to eementar*
schoos, "reschoos, and "u(ic i(raries within a 3$ mie radius o+ where the traveing e)hi(it is
going severa months in advance to aow the kids to get an understanding o+ the (ook and to
(uid "ositive association with it& 'hat wa*, when the museum (egins to advertise +or the
Imaginas e)hi(it, *oung kids wi aread* have a "ositive e)"erience and (rand recognition with
the (ook& !gain, a o+ this is t*ing into the as"ect o+ communit* which is what we are seeking
to em"hasi8e +or this e)hi(it&& Aur integrated marketing cam"aign is incor"orated in its design,
assem(*, marketing, and invovement&

Market Analysis
Size, Trends, Growth. In !merica toda*, museums have (ecome an im"ortant
+oundationa source +or knowedge and earning +or "eo"e o+ a ages, interests, and educationa
(ackgrounds& 'he !merican !iance o+ Museums 5#$%#6 states that museums stand to serve the
"u(ic (* "roviding services a(ove and (e*ond the traditiona museum e)"erience& Some
e)am"es o+ these services incude: educationa "rograms such as anguage casses and
chidren0s0 casses, casses +or "ersons with (oth cognitive and "h*sica disa(iities, and some
museums "rovide 7o( training "rograms& 'he !merican !iance o+ Museums attri(utes the
success and ong>term sta(iit* o+ museums around the word to the +act that museums are seen
as trustworth*, "o"uar earning centers that are created sim"* to educate and +inancia*
contri(ute to the communities the* reside in& 'oda*, there are a""ro)imate* %F,9$$ museums
serving most communities in the G&S& and that num(er is :uick* growing& Museums are aso
"roviding 7o(s +or over H$$,$$$ !mericans, making museums a vita "art o+ !merican
communities 5!merican !iance o+ Museums, #$$I6&
!ccording to the we(site +or the !ssociation o+ .hidren0s Museums 5#$$F6, the +irst
chidren0s museum was the Crook*n .hidren0s Museum created in %8II in Crook*n, New
Jork& 'oda*, over 3$ miion chidren and +amiies visit chidren0s museums ever* *ear, making
chidren0s museums the +astest growing segment o+ museums& .hidren0s museums have (ecome
a crucia "art o+ communit* unit* and entertainment, which is iustrated (* the +act that thirt*>
+ive "ercent o+ chidren0s museums are the cornerstone o+ communit* re(uiding "ro7ects&
'here are hundreds o+ chidren0s museums across the countr*: 69K o+ chidren0s
museums are ocated in ur(an areas, #3K are ocated in su(ur(an areas, and %#K are ocated in
rura areas& 'he argest chidren0s museum in the G&S& is 'he .hidren0s Museum o+
Indiana"ois, ocated in Indiana, which is H33,$$$ s:uare +eet tota 5!ssociation o+ .hidren0s
Museums, #$%#6&
! traveing e)hi(it aso known as a ,touring e)hi(ition2 is a museum e)hi(it that can (e
rented (* a museum tem"orari* and then is "assed to another renting museum and another,
essentia* ,traveing2 +rom museum to museum& !ccording to a stud* done (* John -&
Jaco(sen at the -hite Aak Institute and Do(ert Mac -est at In+orma Learning 4)"eriences,
si)t*>+our "ercent o+ museums (eieve that traveing e)hi(its are crucia +or the success o+ their
(usiness& !though traveing e)hi(its are seen as such a crucia "ortion o+ their (usiness, +ort*>
three "ercent o+ the res"ondents who com"eted Jaco(sen and -est0s surve*, indicate that the*
are concerned a(out the ack o+ satis+action with traveing e)hi(its 5Jaco(sen L -est, #$$I6&

Target Market. 'he target market +or this cam"aign wi (e other sma chidren0s
museums ocated throughout the Midwest& 'he sta++ o+ the La .rosse .hidren0s Museum
s"eci+ica* indicated that the* want to ca"ture the attention o+ this grou" o+ museums& 'he La
.rosse .hidren0s Museum +as in the categor* o+ customers the* are seeking to target, museums
that have simiar o(7ectives and resources& -ith this (ene+it, the* can utii8e the knowedge the*
have ac:uired throughout the *ears regarding how a traveing e)hi(it shoud (e success+u*
"ositioned and "romoted +or that target market the* are seeking& @urthermore, (* heavi*
e)"osing smaer museums ocated in the Midwest to this traveing e)hi(it, motivation wi (e
e++ective* stimuated throughout the area& .onse:uent*, "ositive word>o+>mouth wi s"read
and a "at+orm to increase market share and reach a arger audience wi (e esta(ished& 'argeting
the Midwest0s smaer chidren0s museums wi aso he" La .rosse0s .hidren0s Museum reduce
shi""ing costs at +irst& !though the ong>term goa is to create a traveing e)hi(it that moves
throughout the countr*, the e)hi(it +irst needs to (uid a +avora(e image through oca and
regiona su""ort, which is a time* "rocess&
'here are severa +actors that :uai+* a chidren0s museum as a ,sma museum&2 'he
main +actor distinguishing museums as sma museums is the +ootage avaia(e +or a traveing
e)hi(it& ;enera*, a sma museum wi on* (e a(e to house an e)hi(it (etween %,9$$ to #,9$$
s:uare +eet 53oh .hidren0s Museum o+ ;reater .hicago, #$%$6& 'his traveing e)hi(it +ocuses
on ensuring sma museums can e++icient* house a o+ the e)hi(it0s com"onents whie (eing
+e)i(e, imaginative, and d*namic enough to enthuse arge museums& 'he sma museums
ocated throughout the Midwest wi aso (e segmented (ased on avaia(e s:uare +ootage +or the
traveing e)hi(it and annua revenue& @or e)am"e, 'he Cuiding +or 3ids .hidren0s Museum
ocated in !""eton, -isconsin is an idea museum to target& 'he museum has (een esta(ished
since %II% and receives near* %%$,$$$ visitors each *ear& Like La .rosse0s .hidren0s Museum,
'he Cuiding +or 3ids .hidren0s Museum is a non>+or>"ro+it organi8ation and does not receive
oca, state, or +edera +unding, meaning the* understand the im"ortance o+ "urchasing :uait*,
reasona(* "riced traveing e)hi(its& 5'he Cuiding, #$%36 Some o+ the other recommended
"otentia museums to target with this e)hi(it that are ocated in the Midwest incude: Minnesota
.hidren0s Museum>Dochester, ;rand Da"ids .hidren0s Museum, Cett* Crinn .hidren0s
Museum, .hidren0s Museum o+ 4au .aire, .entra -isconsin .hidren0s Museum, .hidren0s
Museums o+ ;reen Ca* and @ond du Lac, !(ove and Ce*ond .hidren0s Museum 5ocated in
She(o*gan6, and the .hidren0s Museum 5ocated in Aak Lawn, IL6& !na*8ing museums that
have the +inancia and tangi(e reserves to "urchase this traveing e)hi(it wi he" La .rosse0s
.hidren0s Museum commence their 7ourne* in esta(ishing a desira(e and "ro+ita(e traveing
e)hi(it&

Pricing !"ectives& Aur "ricing o(7ectives +or this traveing e)hi(it wi encom"ass three
ke* ideasB "rovide a high :uait* "roduct at a reasona(e cost to the (u*ers, a :uick return on
investment 5DAI6, and to enhance the image o+ our "roduct& ! o+ these o(7ectives wi ead to a
"ro+ita(e "roduct "roduced (* the La .rosse .hidren0s Museum, and a :uait* "roduct rented
(* our customers&
In order to "rovide high :uait* at a owered cost, a ot o+ mone* wi need to (e "ut into
the "roduction o+ the e)hi(it& 'he materias wi (e made with strong, dura(e materias that wi
reduce the ikeihood o+ damage in transit& I+ our e)hi(it can (e made +rom dura(e materias and
thus in+icting ess damage to our "roduct, the customers can en7o* the "roduct more& -e wi
rent the e)hi(it at a cost o+ <39,$$$ +or three months, which is a reative* ow cost in the sma
to medium chidren0s museum market (ased on research on other traveing e)hi(its o+ the same
si8e in the region& -e want to "rovide a ow>cost, high :uait* "roduct in order to entice (usiness
with Midwest chidren0s museums&
In terms o+ a :uick DAI, we are ooking to get (ack our investment in three *ears time
which woud, at that time, resut in a "ro+it& 'hree *ears seems to (e a reasona(e amount o+ time
+or our DAI, with a renta agreement o+ three months going out to each renting museum& 'he ow
"rice wi entice sma museums to rent our traveing e)hi(it, and that wi create no down time
in (etween renta terms +or each museum& 'his wi avoid having to shi" the e)hi(it (ack to La
.rosse and avoid those costs o+ shi""ing and handing&
'hrough our "rograming o+ eas*>to>assem(e e)hi(its and discounts +or museums that
+oow our shi""ing strateg* o+ "a*>it>+orward, where a museum can get a discount i+ the ne)t
museum re+ers *ou (ack to the La .rosse .hidren0s museum, wi enhance our image and
"roduct&

Pricing Strateg#. 'his traveing e)hi(it wi em(race a cost "us "ricing method and
"enetration "ricing& Cecause the La .rosse .hidren0s Museum wants to gain a reative* :uick
return on their investment, utii8ing a cost "us "ricing method wi he" the organi8ation do so&
'he "ro+it *ied o+ the traveing e)hi(it wi e)ceed "roductions costs in a""ro)imate* three
*ears a+ter it is aunched& 'his traveing e)hi(it is e)"ected to cost around <3F9,$$$ to create&
'he "rice was (ased on the La .rosse .hidren0s Museum0s (udget o+ <39$,$$$, "us the costs
+or em"o*ing high :uait* crates 59$ crates ) <3$$ "er crate M <%9,$$$6, and <%$,$$$ +or
additiona "acking and "romotiona materias 5.aseworks, #$%36& @urthermore, the <3F9,$$$
takes into consideration the storage costs that the museum ma* incur to store e)tra imaginas that
are o"tiona to rent&
!though the num(er o+ imaginas that can (e created with the <3F$,$$$ :uote, which
incudes the cost +or crates and other materias, is not +i)ed, we estimate that at east eight to ten
Imaginas can (e deveo"ed& -e suggest making however man* imaginas as "ossi(e with the
<3F9,$$$& 'his traveing e)hi(it intends to rent out si) "ermanent imaginas at a time& However,
additiona imaginas can (e rented +or an e)tra cost o+ <9,$$$ "er imagina "us shi""ing costs&
@or the si) "ermanent imaginas that wi +it into a %9$$ s:uare +oot s"ace, we "ro"ose
that museums "a* <39,$$$ "us shi""ing costs +or a three>month "eriod to rent this traveing
e)hi(it& !verage shi""ing costs +or %9$$ s:uare +oot e)hi(its are <#,9$$ 59$$ mies6 to <6,$$$
5coast to coast6 to shi" and the "rices var* (* weight 5Ste""ing, #$%36& 'his woud make a tota
"rice to rent this traveing e)hi(it o+ rough* <3F,$$$><H%,$$$ de"ending on the distance +rom
museum to museum& !+ter ess than three *ears, the La .rosse .hidren0s Museum wi (reak
even and (egin making a "ro+it& 'he amount o+ revenue generated in the +irst three *ears wi (e
<H#$,$$$ 5<39,$$$ ) H times a *ear M %H$,$$$ ) 3 *ears M <H#$,$$$6& !+ter three *ears, the tota
"ro+it wi (e a""ro)imate* <H9,$$$ 5<H#$,$$$><3F9,$$$6& !n* revenue gained +rom renting
additiona imaginas wi increase the "ro+it& !dditiona*, tota "ro+it wi (e a++ected (* an*
re(ates awarded to museums that com"* with the "acking standards& 'he amount o+ re(ates
o++ered each *ear coud (e at most <H,8$$ 5<%,#$$ re(ates ) H times a *ear6&
!dditiona*, the La .rosse .hidren0s Museum wi utii8e "enetration "ricing& -e +ee it
woud (e high* e++ective (ecause the traveing e)hi(it industr* is savage* com"etitive& C*
setting a +air* ow entr* "rice into the market, interest and renta usage wi (e a(ove the other
e)hi(its in the market& 4ventua* over time the "rice wi (e increased once viewershi" and
demand goes u"& Di++usion and ado"tion is high* associated with this method& -ith museums
who are scra"ing to (ring in a new and interesting e)hi(it at a reative* managea(e "rice, and a
vaue to them, the* wi seek out the o"tion that wi (e there in renting the Imaginas& It aso
works to create a sense o+ goodwi (etween the ear* ado"ters o+ the Imaginas a the whie
generating the (u88 necessar* to (ecome a eader in the +ied, and utimate* ensure *our DAI&
'he downside to this is that it wi take onger to make a "ro+it in the short>run& 'he u"side is that
we are ho"ing that in a +our seasons o+ the *ear that the e)hi(it wi awa*s (e traveing which
wi he" to ensure that the e)hi(it gets "aid o++ in the +irst three *ears o+ trave& It works to
eiminate the risk o+ having the e)hi(it sitting in store a (ecause the re"utation o+ the e)hi(it
has not (een deveo"ed and the "rice (eing too high on a newEun"roven e)hi(it&

$iscounts and A%%owances& @irst o++, we thought that in creating the Imaginas we woud
create 8>%$ (ased o++ o+ our aocated (udget o+ <3F9,$$$& In knowing that we "an to have 6
characters 5a&k&a& imaginas6 "ackaged with the e)hi(it +or a renting cost o+ <39,$$$ +or the
(unded set& 'hat comes out to (e <9,833&33 "er Imagina i+ *ou were to (reak it down& In
addition to the traditiona set *ou coud arrange to rent out com"ementar* Imaginas +or <9,$$$,
which resuts in a %9K discount&
Ne)t, we want to continue to kee" our (usiness "an integrated with our "ricing strateg*
as we& In doing so we know that a great re"utation is essentia to the success and ongevit* o+
our traveing e)hi(it& ! good com"ement (etween renters regarding the condition and ease o+
the e)hi(it wi ead to monetar* reward +or them and "riceess gi+t to the (rand re"utation& Ance
the traveing e)hi(it has (een "acked and shi""ed to the new museum 5who wi (e un"acking
and constructing the e)hi(it +or dis"a*6 then the* wi evauate whether or not the* +ee the
e)hi(it was ke"t and oaded in "ro"er "ristine condition& I+ the new renters are satis+ied then the*
wi contact the La .rosse .hidren0s Museum to re"ort the satis+actor* condition& @rom there a
<%,#$$ re(ate wi (e issued and awarded to the "revious renters (ecause o+ their treatment and
care o+ the Imaginas&

Price &%asticit# and Customer Sensitivit#& Aur "rice easticit* o+ demand wi (e one
"er+ect*, (ecause we on* have one unit to shi" out +or renting& !though in the +uture we e)"ect
this to change when the La .rosse .hidren0s Museum e)"ands their imaginas traveing
e)hi(its& -e current* "an on having 6 standard characters, with e)tras avaia(e at an additiona
"rice o+ <9,$$$ each& Ance enough imaginas are created, a second e)hi(it coud (e rented,
increasing revenue when costs have (een returned& Aur customers are ver* sensitive to the "rice
o+ the e)hi(it, since we0re targeting sma museums with modest (udgets& -hen we o++er the
e)tra imaginas the* receive a discount on each o+ rough* <I$$ "er character& 'his wi resonate
with our customers and entice them to conduct (usiness with us&

Price 'oning (Geographic)& 'he +ocus s"eci+ica* is on the Midwest in order to reduce
shi""ing costs& 'his ensures sa+et* o+ the e)hi(it (ecause it wi (e traveing ess time on the
road& It wi endure ess wear and tear there+ore reducing the amount o+ continued maintenance
on the e)hi(it which eads to more "ro+it +or the La .rosse .hidren0s Museum in the +uture and
more mone* in their "ocket in the meantime& 3ee"ing a high concentration o+ oca transactions
wi "rovide to coincide with the o(7ective o+ having a :uick return on investment& It makes the
renta e)hi(it more desira(e with having ower shi""ing costs, :uicker arriva, and more time +or
oca Midwestern museums to see the e)hi(it +irst hand (e+ore the* agree to rent it +or three
months& !nother (onus o+ having it centra* ocated here in the Midwest is that shoud
immediate maintenance need to done it can (e re"aired in #H hours0 time at a +raction o+ the cost
in com"assion to traveing e)hi(its that wander too +ar +rom home& -e are estimating around
<#,9$$ +or one wa* shi""ing and this is considering a range o+ 9$$ mies one wa* as we& 'he
geogra"hic range we woud (e wiing to work with woud (e museums ocated in regions o+
-isconsin, Minnesota, Iinois, Indiana, Michigan and Iowa&

Break*&ven Ana%#sis. !s stated in the Pricing Method section, we estimate that the costs
o+ this e)hi(it wi (e <3F9,$$$ initia* and we (eieve the (est "rice to charge woud (e
<39,$$$ +or a three month renta "us <9,$$$ +or an* additiona imagina sections the renting
museum woud aso ike& 'a(e %&% (eow "rovides an itemi8ed (reakdown o+ the "ossi(e
amounts o+ time it coud take to (reak>even on this traveing e)hi(it +or the .hidren0s Museum
o+ La .rosse& In worst case scenario 5Scenario %6, i+ the e)hi(it is on* rented twice "er *ear
with no additiona imagina sections rented, it wi take a""ro)imate* +ive and ha+ *ears to
(reak>even on the e)hi(it& I+ the museum were to rent out the e)hi(it +our times "er *ear with
no additiona imagina section and no discounts, the* coud (reak>even in as itte as #&F *ears
5Scenario 36& !nd i+ the museum were to rent out the e)hi(it +our times "er *ear and "a* the
re(ate to each o+ those museums, the .hidren0s Museum o+ La .rosse coud sti (reak>even in
as itte as #&8 *ears&

$able 1%1& 'reak&Even !tions



Scenario
Permanent
( Sections
)*+,-...
#or +
months/
0umber o#
Rentals
!er 1ear
Additional
Imaginals
0umber o#
Additional
Rentals
!er 1ear
2iscounts
and
Allo3ance
s
Pro#it !er
1ear
1ears it
3ill take to
'reak
Even
% % # > > > <F$,$$$ 9&39F%H#8
# % 3 > > > <%$9,$$$ 3&9F%H#89
3 % H > > > <%H$,$$$ #&6F89F%H
H % # % # > <8$,$$$ H&68F9
9 % # # H > <%%$,$$$ 3&H$I$I$I
6 % # # H # <%$F,6$$ 3&H89%3$%
F % H > > H <%39,#$$ #&FF36686


Promotion

Promotiona% Goa%s. 'here are three things that we as a grou" woud ike to +ocus on in
regards to creating the "romotions +or this traveing e)hi(it& -e are ooking at a how we wi
hande the "romotions and advertising eements +or three to +ive *ears in the i+e c*ce o+ the
e)hi(it, generating arge interest in the e)hi(it within the +irst two *ears, and sustaining interest
and demand +or the remainder o+ the *ears it wi (e rented out&
'he +irst "ortion o+ the "romotion +or the imaginas e)hi(it wi (e heavi* +ocused on
creating awareness& 'he (ook itse+ is %9 *ears od and so the e)hi(it and theme wi need to (e
advertised and "romoted a across the midwest in order to gain interest& 'his is an es"ecia*
im"ortant stage in the e)hi(its i+e, and wi need the most attention and e++ort in to its e)ecution&
-e wi create awareness through a uni:ue "romotiona mi) +ocused on (oth C#C and C#.
consumers, gaining interest +or (oth chidren and aduts in the C#. as"ect&
!+ter the midwest regiona museums have (een reached through our advertising e++orts,
we wi use reminder "romotions in the ater "arts o+ the e)hi(its i+e with certain as"ects o+ our
initia cam"aign sti (eing utii8ed& -e ho"e to e++ective* use our uni:ue "romotiona mi),
incuding some +ace>to>+ace "ersona seing (* a La .rosse .hidren0s Museum em"o*ee, to
create interest in the e)hi(it and eicit a renting agreement& Ance a "resence has (een esta(ished
in our market, we wish to increase saes o+ the e)hi(it and create 8ero sack time in (etween
renta "eriods& 'hrough "ersona seing e++orts +rom a La .rosse .hidren0s Museum em"o*ee
and "romotiona "ieces, we ho"e to generate enough interest and demand +or the e)hi(it +or the
midwest regiona chidren0s museums, that when one renta term ends it can (e shi""ed direct*
to the ne)t sto" on its tour rather than returning to La .rosse +or downtime and storage& -e ho"e
to accom"ish a o+ this through an e)tensive and uni:ue "romotiona mi)&

Media +it Packet. 'his is a homemade "acket 5either (* us as students or (* the La
.rosse .hidren0s Museum6 that wi (e an essentia "iece to "romoting the "roduct& 'he media
kit wi incude the coored instruction and "ictures +or how to "ro"er* assem(e the e)hi(it& It
wi wak *ou through +rom start to +inish with high :uait* coored "ictures ever* ste" o+ the
wa*& !so incuded wi (e a DND o+ how to assem(e each "iece o+ the e)hi(it the address +or
the *outu(e version wi (e incuded as we& 'his wi (e he"+u (ecause it shows how actua
"eo"e work together to assem(e e++icient*, e++ective*, and sa+e*& 'his not on* acts to reduce
uncertaint* a(out the assem(* "iece (ut it reduces the amount o+ time s"ent tr*ing to +igure out
how to "ractica* get +rom start to +inish& -ithin this "acket wi aso incude suggestions +or
how to market this e)hi(it to customers within a s"eci+ic area& 'hese e)am"es wi (e (ased o++
o+ what has worked in marketing this e)hi(it in the La .rosse area& 'hese suggestions incude
@ace(ook events, "osters, handouts, as we as schoo "romotiona materia& ! o+ these
e)am"es and more wi (e mentioned in a detai etter to the renter& 'he "rint materia e)am"es
wi (e sent aong with the suggestions and there+ore the* wi (e read* +or immediate co"* and
deiver*& 'his wi work we +or in+ormationa (rochures in+orming "otentia museums visitors
what to e)"ect&

Create ,our wn Imagina%. Ne)t, we ho"e to engage the kids (e+ore the* even come to
the museum& 'hrough sending out a "iece o+ "a"er that introduces the idea o+ com(ining animas
with o(7ects or items the chidren wi (egin to get e)cited a(out seeing these creations in rea
i+e& Now o(vious* the chidren0s creations wi not (e created (ut the* wi (egin to
understanding what the* coud ook ike once the* come to the museum and interact with the
aread* created ones& 'o encourage the kids to do this, we wi have a -a o+ @ame section in the
museum wi kids can (ring in their home drawn creations to (e on dis"a* +or a the visitors to
see& !ong with this same idea we woud ove to have a we(site created where kids are a(e to
(ring their ideas to i+e& 'he detais +or this wi (e discussed in the sections to +oow&
-ocation Mapping. @or the C#C and C#. "romotion we want to use the idea o+ ma""ing
out where the museum current* is, where it has (een, and where it is schedued to go down the
road& 'his is a wa* to (uid h*"e and communicate with others in "revious, current, and +uture
areas a(out the museum itse+ as we as the traveing e)hi(it& 'hese wi (e avaia(e in +*ers,
"osters, and "ostcards& 'his materia can either (e se+>generated or (id out to a gra"hic designer
+or an additiona cost& 'his aows other museums to trave and visit the e)hi(it once it gets cose
enough +or the "urchaser to go and view it "ersona*&

Book B%itz. -e wi (e ordering a(out %$$ co"ies o+ the Imagina%s (ook +rom !ma8on&
'hese (ooks wi (e sent out to cities 5eementar* schoos L "u(ic i(raries6 "rior to them
receiving the e)hi(it& It works to introduce the market to the (ook, to (uid interest, and to
introduce "arents as we& 'hen when the cit*0s chidren0s museum announces that the* are
getting the Imaginas e)hi(it the* wi aread* have +avora(e (rand recognition and there+ore (e
more incined to attending the museum& 'he (ook (it8 "romotes iterac* which is what the +ocus
is +or the e)hi(it, it aso gives good =D and +avora(e (rand image to the e)hi(it and the
museum& 'he renting museum woud have "aid +or these (ooks and given them to their oca
schoos and i(raries +ree o+ charge&

Interactive 'oo Map Brochure. ! ma" o+ the e)hi(it in the museum wi aso (e given to
renters and customers showing the a*out o+ the e)hi(it simiar to how 8oo (rochures are
dis"a*ed& 'his essentia* waks the viewer through the e)hi(it and denotes how each o+ the
"ieces are dis"a*ed&

Museum $inner. !s an e)hi(it we are ooking to do things di++erent* com"ared to the
rest o+ the industr*& How this wi work is that La .rosse wi de(ut the e)hi(it +or a short
amount o+ time and the* wi hand seect ten chidren0s museum managers within a three hour
radius o+ La .rosse& 'he event wi (e invite on* and during the course o+ the night invitees wi
get the chance to e)"erience the one o+ a kind e)hi(it +irst hand, ask :uestions, and get a +ee +or
how it works& !+ter that the La .rosse .hidren0s Museum wi take them out +or dinner at a nice
oca restaurant& ! <9$$ (udget wi (e aowed +or this& !t the end o+ the night o+ the guests wi
get a chance to rent out the museum +or the u"coming months and *ears& Cecause this wi (e
such a s"ecia honor, it wi aso (e "ositioned as a high cass, e)citing e)hi(it which wi make
"otentia renters eager to (ring this e)hi(it (ack with them& Not on* is this great e)"osure +or
the e)hi(it (ut it aso is a great networking o""ortunit* +or a who are invited& 'his coud start a
great cuture +or La .rosse& 'his event wi ha""en :uarter*, with di++erent !.M mem(ers&
Ance the museum is awa* +rom home, the La .rosse Museum em"o*ees wi trave to the where
the e)hi(it is 5:uarter*6 and do the same thing 5e)"ain the e)hi(it, go out +or dinner, answer
:uestions, and +ind "otentia renters6& 'his shoud act to strengthen reationshi"s (etween
museums as we as insure the care o+ the trave e)hi(it whie it is awa* +rom home&

.each. 'his traveing e)hi(it wi (e e)"osed and "romoted to chidren0s museums
throughout the Midwest that have certain needs or desires that it can +u+i& 'he museums wi (e
reached through various media vehices using (oth a continuous and "using continuit*& 'he
sma museums chosen to (e advertised to wi (e (ased on their avaia(e s:uare +ootage and
annua revenue& !dditiona*, (ecause this traveing e)hi(it is iterac* (ased, "ositioning the
traveing e)hi(it amongst museums that have simiar goas regarding the "ersona growth and
education o+ chidren wi (e most e++ective& 'he chosen museums wi (e sent attractive and
in+ormative "ostcards that highight the traveing e)hi(it0s +eatures, cost, o(7ectives, and contact
in+ormation& @urthermore, the "ostcards wi (e sent out each :uarter, or +our times a *ear,
"roviding a reminder message and kee"ing the e)hi(it +resh in the minds o+ other chidren0s
museums& 'he "ostcards wi aso kee" other chidren0s museums u"date to date regarding where
the traveing e)hi(it is current* (eing +eatured in the Midwest, "roviding em"o*ees o+ other
museums with knowedge o+ where the* can visit it i+ avaia(e& Invitations regarding the dinner
event the La .rosse .hidren0s Museums wi host wi aso (e sent out :uarter* to di++erent
!.M mem(ers& 'he !.M mem(ers that are o++ered a dinner invitation wi (e (ased on whether
the* meet the traveing e)hi(it0s re:uirements and i+ the* are ocated around the region the
e)hi(it is current* +eatured in& Hosting these dinner events wi (e e)treme* advantageous,
(ecause attendees wi (e signi+icant* e)"osed to +eatures o+ this traveing e)hi(it and gain
+irsthand interaction& 'he use o+ "ostcards and dinner invitations wi (e continuous unti the La
.rosse .hidren0s Museum (eieves the* have reached this market and is read* and "re"ared to
e)"and& 'hen, the La .rosse .hidren0s Museum wi (e re:uired to +ind a new and arger
num(er o+ audience mem(ers the* want to e)"ose their traveing e)hi(it to through their
"romotiona messages&
Ce+ore the traveing e)hi(it is +irst dis"a*ed, es"ecia* at the La .rosse .hidren0s
Museum, utii8ing "using advertising wi (e im"erative& =using advertising means at certain
time "eriods more is invested into advertising than others& Cecause this is a new traveing e)hi(it
that centers around a (ook, The Imagina%s, that is not e)treme* "o"uar in the word toda*, we
want to ensure chidren and +amiies are motivated to "a* and see the e)hi(it (e+ore it even
o"ens& !dditiona*, high week* reach is (etter than heav* +re:uenc* concerning the
remem(rance o+ an advertisement& 'here+ore, @ace(ook events, "osters, handouts, as we as
schoo "romotiona materia wi (e heavi* advertised to the "u(ic weeks (e+ore the museum
o"ens& 'he dinner events aso tie into the use o+ "using advertising due to di++erent chidren0s
museums achieving a "ersona e)"erience with and an in>de"th understanding o+ the e)hi(it&
@urthermore, the +irst e)"osure to a message is the most "ower+u, meaning the La .rosse
.hidren0s Museum must thorough* "an how the* can ca"ture an audience and (u*ers0
attention& Di++erent chidren0s museums throughout the Midwest wi (e we aware o+ what this
traveing e)hi(it entais through the various "romotiona messages& @ina*, the La .rosse
.hidren0s Museum shoud suggest to museums that rent this traveing e)hi(it these e++ective
"romotiona tactics, which he" increase the num(er o+ visitors and utimate* revenue&
Pu!%icit# and Pu!%ic .e%ations. 'here are severa "u(ic reations tactics that we +ee the
.hidren0s Museum o+ La .rosse coud utii8e in order to create awareness o+ the imaginas
e)hi(it to the museums in the target market we esta(ished& -hie we understand that the ideas
that we are a(out to discuss (eow are semi>e)"ensive, we woud ike to em"hasi8e that these
ideas are mere* suggestions and that we do not e)"ect the .hidren0s Museum o+ La .rosse to
(e a(e to do a o+ the =D tactics& 'he +irst "u(ic reations 5=D6 tactic we suggest is to "ace an
ad in a "u(ication that woud (e seen (* other sma museums& 'he !ssociation o+ .hidren0s
Museum0s :uarter* 7ourna, /and*to*/and, is an e)am"e o+ a "u(ication that we +ee woud (e
an e)ceent choice +or this t*"e o+ =D& /and*to*/and is "u(ished +our times "er *ear and
,highights nationa issues and trends in the *outh museum +ied2 5!ssociation o+ .hidren0s
Museums #$%#6& -hie we understand that /and*to*/and is distri(uted throughout the Gnited
States, and not 7ust in our target geogra"hic region o+ the midwest, we +ee that creating (u88
a(out the imaginas e)hi(it throughout the Gnited States woud not (e a (ad thing necessari*,
es"ecia* since we "an +or the .hidren0s Museum o+ La .rosse to eventua* e)"and their
target market to cover a arger "ortion o+ the G&S& !n e)act "rice o+ an ad in the /and*to*/and
"u(ication coud not (e +ound without direct contact with the !.M (ut we +ee that this coud
(e a good investment +or the .hidren0s Museum o+ La .rosse (ecause it is a we>known and
trusted "u(ication that is aread* direct* sent to a arge "ortion o+ the target market&
!nother +orm o+ "u(ic reations that we +ee the .hidren0s Museum o+ La .rosse shoud
consider when marketing the imaginas e)hi(it is to "artici"ate in trade shows reated to their
industr*& 'he ma7or trade show we have +ound is the !.M Inter!ctivit* .on+erence in #$%H& !
ta(eto" or (ooth coud (e rented to showcase the imaginas e)hi(it during the !.M
Market=ace at this con+erence& 'his woud (e a ma7or e)"ense to the .hidren0s Museum o+ La
.rosse, as a ta(eto" +or museum mem(ers is <6I9 and a <%,%I9 +or a (ooth and this "rice does
not incude the "rice to create the dis"a* that woud (e shown at the trade show& !though this
is a ma7or e)"ense, we rea* +ee that this woud (e a great investment and networking
o""ortunit* +or the .hidren0s Museum o+ La .rosse to get the word out a(out the imaginas
e)hi(it to other museums 5!ssociation o+ .hidren0s Museums #$%36&

&%ectronic Promotion. -e suggest that the La .rosse .hidren0s Museum utii8e their
reationshi" with the oca 'N station and have them "roduce some commercias advertising the
e)hi(it& -e suggest that the* create one s"eci+ica* +or the La .rosse .hidren0s museum to
"romote in the La .rosse area, and then one that em"hasi8es the e)hi(it and its +eatures and
eave out the ocation and dates& 'he +irst advertisement can (e used to "romote the .hidren0s
Museum o+ La .rosse and its e++orts to (ecome se+>su++icient, which can "u in oca residents
and generate interest in seeing the e)hi(it and su""orting the cause& !nother suggestion is the
.hidren0s Museum o+ La .rosse kee" track o+ the "aces the imaginas e)hi(it traves to and
"romotes where its (een on their @ace(ook "age, thus kee"ing the awareness u" +or su""orting
the .hidren0s Museum o+ La .rosse&
'he second advertisement coud (e e+t in digita +orm, to (e used in the "romotiona kit
that woud (e "rovided to the museum that rents the e)hi(it& -e suggest that some s"ace at the
end o+ the advertisement (e e+t +or the renting museum to add a gra"hic that tes the viewer
when and where the e)hi(it wi (e& 'he renting museum can u"oad the advertisement with their
ocation, dates, and in+ormation added to their @ace(ook "age, Jou'u(e account, we(site, or an*
other onine ocation or media the* wish to utii8e&
'he ne)t com"onent o+ the "romotiona kit that can he" a museums renting the e)hi(it
is creating a we(site with an interactive game that chidren can go on and create their own
imagina& 'he +irst com"onent o+ creating this is contacting a com"uter "rogrammer to create an
interactive game where chidren can go on and create their own imagina& 'he game coud have
severa di++erent items and animas that the* coud "ut into a ,generator2 that woud then
"roduce their imagina& -e suggest even making the imagina the chidren create ca"a(e o+
"rinting at home& Some in+ormation a(out the e)hi(it and where it can (e seen coud (e added
around the (order o+ the Imagina u"on "rinting& 'his coud (e something as sim"e as
,Imaginas1 Now at *our oca museum& See the Imaginas at&&&2
'his is a "rogram that woud re:uire a ot o+ time and e++ort in order to create, so we
suggest contacting one o+ the =ro+essors in the .om"uter Science de"artment o+ G->La .rosse
and asking +or their he" in creating this "rogram& ! "otentia candidate woud (e =ro+essor
David D& Die* o+ the .om"uter Science de"artment, due to his man* *ears o+ e)"erience
writing "rograms& ! "ro+essor o+ the universit* woud have the summer avaia(e +or working on
the "ro7ect, (ut might not (e wiing to do the "ro7ect +or +ree& Atherwise we suggest searching
the La .rosse area +or "rogram deveo"ers, (ut suggest starting with contacting the .om"uter
Science de"artment +irst and o++ering to hire them +or their work& In order +or the "ro+essor or
"rogrammer to deveo" the "rogram +or the game, artwork o+ a the "ossi(e com(inations
woud need to (e created and given to them +or deveo"ment "ur"oses& Hiring art students o+
G->La .rosse to create and design these images coud save on mone*, and coud e)"edite the
"rocess o+ creating a "ossi(e com(inations o+ anima and o(7ect&
Ne)t, a+ter the "rogram has (een written and made ca"a(e o+ u"oading to a we(site, the
.hidren0s Museum o+ La .rosse wi need to create a we(site& 'his can (e easi* done in this
da* and age (* certain com"anies, one o+ which we suggest is s:uares"ace&com& 'his we(site
has tem"ates and an eas* inter+ace to work with that he"s the ever*da* (usinessman create a
"ro+essiona ooking we(site& 'he s"eci+icit* o+ how *ou want the "age to ook, de"ending on
*our technica e)"ertise, can var* +rom sim"e to ver* ea(orate, athough the +ina "roduct wi
awa*s come out ooking seek and "ro+essiona& 'he we(site o++ers a +ree %H da* tria "eriod,
a+ter which the .hidren0s Museum o+ La .rosse woud have to start "a*ing +or a domain s"ace,
or the address at which the we(site can (e accessed such as www&+unmuseum&org & Ance the
"age has (een set u", we suggest having a ink avaia(e on the site that inks *ou to the we(site
o+ the museum that is renting the imaginas e)hi(it& ! (anner that sa*s ,cick here to see the
Imaginas2 coud (e used and once cicked take the viewer to the museum that is renting the
e)hi(it, which coud (e easi* changed on s:uares"ace&com (* changing the h*"erink associated
with the (anner&
!nother suggestion might (e to have the .hidren0s Museum o+ La .rosse host the game
on their we(site that is aread* esta(ished, www&+unmuseum&org& Cut this might cause con+usion
+or the chidren and "arents that visit the we(site to "a* the game, when the* see the .hidren0s
Museum o+ La .rosse advertising +or the game and e)hi(it& 'he chidren and "arents might
(eieve that the e)hi(it is in La .rosse, -I, rather than the cit* it is actua* in& 'o avoid this
con+usion a new we( "age (ased soe* +or the game and "romoting the e)hi(it woud (e the
(etter o"tion& ! new we( address hosting this game wi aso (ecome easier to +ind in an internet
search +or the game or e)hi(it&
Ance this has a (een set u", we wi need to "rovide the renting museum with some
materia "romoting the onine game o+ imaginas& 'hese coud consist o+ "osters or "am"hets
that coud (e sent to the oca eementar* schoos "romoting the imaginas game and e)hi(it&
P%ace& ;eogra"hica* the traveing e)hi(it wi (e marketed to the si) state area which
woud incude -isconsin, Minnesota, Iowa, Iinois, Indiana, and Michigan& Note that these
states are the main area o+ em"hasis +or the +irst 3>9 *ears& Ance a arge "ortion o+ the chidren
Museums in the Midwest have (een e)"osed to the e)hi(it then it wi (e read* to move outward
o+ that targeted area& !so the museums in this si) state area are the right si8e +or the e)hi(it and
coud accommodate it we& 'he reason +or kee"ing it semi>oca is that it wi cut down on
shi""ing cost (oth ingoing and outgoing& 'here+ore kee"ing overa costs ow +or the (oth the
receiver and sender& !nother reason is that (* kee"ing it oca it can (uid h*"e and ho"e+u*
gain the attention o+ "eo"e in neigh(oring states& C* kee"ing the e)hi(it concentrated in the si)
state area it aows with some o+ the "romotiona as"ects to s"i over into other states& Last*, the
+act that a network o+ museums can come together to gain an a""reciation +or the e)hi(it and
the* understand that su""orting oca (usiness is a huge "art o+ thriving in this t*"e o+
environment&
$istri!ution channe%s& 'he "ath that the e)hi(it wi trave on +rom the start to +inish is as
+oows& 'he e)hi(it wi initia* start at the La .rosse .hidren0s Museum and +rom there a
trucking com"an* that is determined (* the La .rosse .hidren0s Museum wi shi" the e)hi(it
to the "urchasing museum& 'he "rocess is ver* direct and sim"e& 4ach time the e)hi(it eaves a
museum the same trucking com"an* wi used so that the* can start to (ecome accustomed with
how it deivered and received&
Sending museum >>O 'rucking com"an* >>O Deceiving museum
.isks and opportunities& Due to the structure and initia target market o+ this traveing
e)hi(it, we (eieve the +uture com"rises e)"ansion o""ortunities& 'his traveing e)hi(it is
iterac* (ased and is +ocused on educating chidren a(out anguage, a(stract thinking, and
s*m(oic meaning through entertainment& 'he +oundation o+ this traveing e)hi(it is signi+icant
to the deveo"ment o+ chidren and is not +oreign, meaning man* chidren0s museums throughout
the Midwest and countr* can reate to its o(7ectives& 'he traveing e)hi(it can (e +eatured in a
variet* o+ museums due to the additiona imaginas that can (e added +or an e)tra cost& !though
this traveing e)hi(it is "rimari* geared toward smaer chidren0s museums, arger museums
that want to +i their s"ace e++ective* have the o"tion to do so, (ecause o+ this traveing e)hi(it0s
+e)i(iit* and diversit*& Ance the traveing e)hi(it has achieved a noticea(e and "ositive
"erce"tion throughout the Midwest, the ne)t ste" is to e)"and to di++erent "arts o+ the countr*&
'he end goa is to have this traveing museum esta(ish a nationa "resence, which wi increase
the La .rosse .hidren0s Museum0s revenue and market share&
'hreats that this traveing e)hi(it ma* encounter are ack o+ knowedge regarding the
(ook ,'he Imaginas2 and a hurting econom*& ,'he Imaginas2 has (een around since the I$0s,
however, most "eo"e, es"ecia* in our generation, have never (een e)"osed to it& !though new
"roducts "resent advantages to chidren0s museums, this traveing e)hi(it ma* strugge to +ind a
:uick +oowing due to the com"e)it* o+ the (ook0s characters& In genera, consumers are most
intrigued (* e)hi(its the* understand and are +amiiar with& @or e)am"e, .urios ;eorge is a
+ictiona, !merican icon who is a "art o+ a (ook series that is known wordwide& Museums have
(een eager to ac:uire the e)hi(it centered around this character due to the ease in intriguing
consumers& !s a resut, the "romotion o+ the Imaginas e)hi(it is a "rimar* +ocus, (ecause
stimuating motivation in consumers is im"erative in order to achieve our o(7ectives& 'he
econom* aso "oses an issue& Man* individuas are tr*ing to cut down their costs to save mone*
in ight o+ the recession& .hidren0s museums re* on visitors +or revenue and e)"erience
set(acks when consumers choose to s"end their mone* more cautious*& Ance again, this
e)hi(it0s originait*, vi(ranc*, and "romotiona toos wi have to overcome the draw(acks o+ a
strugging econom* and he" individuas recogni8e how the (ene+its outweigh the costs o+ taking
chidren to visit this e)hi(it&
0inancia%s. 'he .hidren0s Museum o+ La .rosse has <39$,$$$ +or the initia start>u"
costs o+ "roduction& -e suggest that the overa cost +or our marketing strateg* wi (e <3F9,$$$,
with the "romotiona materias, storage costs, "roductions costs, etc& I+ the .hidren0s Museum o+
La .rosse is not a(e to raise the e)tra <#9,$$$ a(ove their initia estimate +rom donors, we
suggest the* take a oan out +rom a oca (ank& 'he average interest rate +or a oan o+ <#9,$$$ +or
a (usiness o+ this t*"e woud (e F>8K 5Cender #$%36& 'he terms o+ "a*ment woud have to (e
worked out (etween the museum and the (ank, (ut with the added cost o+ interest the return on
investment 5DAI6 shoud sta* reative* the same&
'his added <#9,$$$ wi (e used "rimari* +or +unding the dinner "romotions idea,
"ostcards and other "a"er materias used in the "romotiona kit, as we as +unding +or the
additiona e)hi(its incuded as add>on +eatures& -e ho"e to create eectronic versions and
tem"ates o+ a o+ the "romotiona toos in our marketing "romotion kit, so save on costs (*
emaiing the tem"ates& 'he museums that receive these eectronic can customi8e and "rint out
their "romotiona toos that we send them& C* kee"ing the tem"ates as digita media the
.hidren0s Museum saves on "rinting and shi""ing costs, the the renting museums receive a
higher :uait* too +or "romotion&

Re#erences

!merican !iance o+ Museums& 5#$$86& @acts& American A%%iance o1 Museums. Detrieved
March %%, #$%3, +rom htt":EEwww&aam>us&orgEa(out>museumsE+acts
!ssociation o+ .hidren0s Museums& 5#$%#6& States and 'rends& Association o1 Chi%dren2s
Museums. Detrieved March %%, #$%3, +rom htt":EEwww&chidrensmuseums&orgEa(outE+acts&htm
!ssociation o+ .hidren0s Museums& 5#$%36& Interactivit* #$%3 Degistration Dates& Association
o1 Chi%dren2s Museums. Detrieved on !"ri Ith, #$%3 +rom
htt":EEwww&chidrensmuseums&orgEinde)&"h"Einteractivit*>con+erenceEregistration>a>
rates&htmPmarket"ace
!ssociation o+ .hidren0s Museums& 5#$%#6& =u(ications& Association o1 Chi%dren2s Museums.
Detrieved on !"ri Ith, #$%3 +rom htt":EEwww&chidrensmuseums&orgE"rogramsE"u(ications&htm
'he Cuiding +or 3ids .hidren0s Museum& 5#$$86& !(out the Museum& The Bui%ding
1or +ids Chi%dren2s Museum. Detrieved March %3, #$%3, +rom
htt":EEwww&(uiding+orkids&orgEa(outEa(out&htm
.aseworks Industries& 5#$%36& .aseworks .rating and Shi""ing& .aseworks
Industries Inc& Detrieved !"ri 3, #$%3, +rom htt":EEcaseworkscrating&comEstore&"h"
Daigen, !& 5#$$%6& =aiget0s Mode o+ .ognitive Deveo"ment& Canadian Institutes o1 /ea%th
.esearch. Detrieved March %9, #$%3 +rom
htt":EEthe(rain&mcgi&caE+ashEiEiQ$IEiQ$IQ"EiQ$IQ"QdevEiQ$IQ"Qdev&htm
Jaco(sen, J& L -est, D&M& 5#$$I6& @ront>4nd Surve* o+ Museum =ro+essionas in 'raveing
4)hi(itions& 3hite ak Institute. Detrieved March %%, #$%3, +rom
htt":EEwww&whiteoakassoc&comE"d+E@ront>end>Surve*>and>De"ort&"d+
3oh .hidren0s Museum o+ ;reater .hicago& 5#$%$6& Decommendations +or =roducing Sma
'raveing 4)hi(its +or .hidren0s Museums& +oh% Chi%dren2s Museum. Detrieved March %$,
#$%3, +rom htt":EEwww&kohchidrensmuseum&orgEe)hi(itsErentaErecommendations
Ste""ing Stones Museum +or .hidren& 5#$%36& -hat does it cost to rent a traveing e)hi(ition/
Idea&org& Detrieved !"ri 3, #$%3, +rom htt":EEwww&idea&orgE(ogE#$%%E$#E%$Ewhat>does>it>cost>
to>rent>a>traveing>e)hi(itionE
Cender @&, Jenni+er 5#$%36& 'he !verage Interest Date +or Sma Cusiness Loans The /ouston
Chronic%e Detrieved !"ri #%st, #$%3&
htt":EEsma(usiness&chron&comEaverage>interest>rate>sma>(usiness>oans>%93H#&htm

EXTRA INFORMATION:
2uestions to ask 1A3 museum4
5 6ow o7ten wou%d the# want to do maintenance on it
5 8hat is the size o7 a truck99
5
In *:::, chi%dren;s museums ce%e!rated their centennia% anniversar#+ <The 7irst
chi%dren;s museum, the Brook%#n Chi%dren;s Museum, opened in *=::+> A%though
chi%dren;s museums have e-isted 7or over a centur#, the# a%so represent the #oungest
and 7astest growing segment o7 the museum 7ie%d as a who%e+ ??@ o7 our mem!ers
opened in the *::As and =B@ have opened since *:CD+ ACM records indicate that
there are a!out D5 more chi%dren;s museums in the p%anning stages+ In BAAD, more than
EA mi%%ion peop%e visited ACM;s mem!er museums+
ACM museum mem!ers num!er appro-imate%# EAA+ ACM estimates that there are
a!out D5 chi%dren;s museums in start(up phase in the Fnited States+
http4GGwww+chi%drensmuseums+orgGa!outG7a0+htm
Trave%ing e-hi!itions are genera%%# regarded as a signi7icant part o7 the arra# o7
attractions
o77ered !# most museums and simi%ar organizations+ D?@ o7 the 2* respondents
<HIBCB> think trave%ing e-hi!itions are a Jhigh priorit#K or Jtop priorit#K 7or their institutionL
on%# *B+5@
se%ected J%ow priorit#+K
Sheri Ci7a%di(Morri%%, $irector o7 &-hi!it $esign and $e%iver# 7or the Stepping Stones
Museum 7or Chi%dren sa#s that, Jmost e-hi!its in the *,5AA(B,5AA s0+ 7t+ range cost
!etween MB,5AA(MD,AAA to transport+
A%most ha%7 o7 the respondents <?E@> indicate concern a!out the %ack o7 a satis7actor#
trave%ing e-hi!itions !usiness mode% with esta!%ished s#stems and shared standards+
There is a voca% market that is hungr# 7or %ower cost, sma%%er e-hi!itions <under ?,AAA
S/>, with man# 7ee%ing that the# are out priced !# %arger <5,AAA S/N> e-hi!itions+
There are E?* ACM museum mem!ers, representing a tota% o7 BB countries+
Appro-imate%# BE percent o7 these chi%dren;s museums are in the start(up phase+
Inc%uding chi%dren;s museums, !usinesses, individua%s and museums with
programs 7or chi%dren, ACM has more than 5*5 mem!ers+
According to BAAC data, more than EA mi%%ion chi%dren and 7ami%ies annua%%#
visited chi%dren;s museums+
Si-t#(7ive percent o7 chi%dren;s museums are %ocated in ur!an areas+
Twent#(three percent o7 chi%dren;s museums are %ocated in su!ur!an areas+
Twe%ve percent o7 chi%dren;s museums are %ocated in rura% areas+
Thirt#(7ive percent o7 chi%dren;s museums are 7%agships in downtown revita%ization
pro"ects+
Si-t#(two ACM mem!er chi%dren;s museums are undergoing a capita% campaign
in order to !ui%d a new 7aci%it# or e-pand an e-isting 7aci%it#+
/our percent o7 chi%dren;s museums are accredited !# the American Association
o7 Museums+
&ighteen chi%dren;s museums are green !ui%dingsL B? museums are in the
process o7 !ui%ding a green 7aci%it#+ There7ore, *B percent o7 ACM mem!er
institutions have committed themse%ves to !e green chi%dren;s museums+
In *:C5 there were appro-imate%# E= chi%dren;s museums in the Fnited States+
&ight# new chi%dren;s museums opened !etween *:CD and *::A+ Since *::A, an
additiona% *B5 have opened+ There are appro-imate%# C= chi%dren;s museums in
the p%anning phase+
utreach programs in ACM mem!er museums e-tended to near%# ? mi%%ion
peop%e in BAAC+
&ight#(one percent <up 7rom D5@ in BAA?> o7 ACM museums have a dedicated
ear%# chi%dhood e-hi!it space speci7ica%%# designed 7or in7ants and todd%ers+
Thirt#(7ive percent o7 ACM museums have an outdoor e-hi!it andGor garden+
/ort#(nine percent <up 7rom E?@ in BAA?> run a7ter schoo% programs+
Si-t# percent <up 7rom ?*@ in BAA?> deve%op curricu%um materia%s+
Sevent# percent <up 7rom ?C@ in BAA?> provide schoo% outreach+
The %argest chi%dren;s museum is The Chi%dren;s Museum o7 Indianapo%is
<Indiana>, which has a tota% o7 ?EE,AAA s0uare 7eet+
The o%dest chi%dren;s museum is the Brook%#n Chi%dren;s Museum <Hew Oork>,
which opened in *=::L
the chi%dren;s museum 7ie%d is *** #ears #oungP
http4GGwww+chi%drensmuseums+orgGa!outG7acts+htm
<as o7 BAAC ?th 0uarter>
http4GGwww+g#roscopeinc+comGartic%esG&mergingTrendsSurve#.eportsm+pd7
)isit %ink 7or charts a!out target market
http4GGwww+7osteringresi%ience+comGCcsQparents+php
Assem!%#4
o /ie%d Trip Idea <c%asses, !o#sGgir% scouts>4 get o%der kids <=(*B> invo%ved in
assem!%ing the actua% e-hi!it <Roh%s surve# &-hi!it Activit# Interest(surve#ors wanted
e-hi!its that invo%ved more construction>
J&as# enough 7or a Dth grader to assem!%eK
saves on costs
5 Create a video that e-p%ains step(!#(step
o Tutoria% o7 each section o7 the disp%a#
o Manua%4 pro7essiona%%# %aminated and printed with good 0ua%it# graphic picture that
a%%ows them to see where ever#thing goes
o
5 Co%ored manua%
5 Assem!%ing sections o7 the e-hi!it !etter together in the truck
5 Step *4 inc%uding a%% the pieces, Step B, etc+
5 6aving rea%istic re0uirement o7 the peop%e it re0uires
5 Potentia% 7%oor p%ans cou%d !e inc%uded depending on the 7%oor space the# haveS
inc%uding the essentia% e%ectrica% out%ets re0uired
5 Inc%ude tear(down p%ans as we%% to make it 7aster and more e77icientSinc%ude
guide%ines or incentive 7or previous c%ient not packing the e-hi!it proper%#((( inc%ude a
packing video as we%% or step(!#(step instructions((( inc%ude proper packing materia%s 7or
sa7et# o7 the pieces and market the good 0ua%it# o7 the disp%a#
5 Stickers on the packages that show what the disp%a# shou%d %ook %ike and the
pieces o7 the disp%a# that shou%d !e inc%uded

Packaging4
5 crates with mo%ding so we know where to put things, make packaging
easierGsimp%er to construct, %ots o7 %a!e%ing
5 co%or(coded s#m!o%s to signi7# which piece goes where
5 Jpossi!%e %a#out o7 sectionsK map
5 Something to tack%e the storage o7 crate pro!%em4
o J.ussian eggsK concept
o Co%%apsi!%e crates
o /ind renta% storage 7or them999

Promotions4
5 Interactive !rochures, etc+
5 6ave stu77 that museums can !ring to the e%ementar# schoo%s
5 Mai% the !ook out to di77erent orgs or individua%s, and inc%ude promo materia%s
5 Add !ooks and disp%a#s that wi%% trave% with the di77erent schoo%s and %i!raries
5 Inc%ude videos
5 Give the other museums a Jtemp%ateK o7 what %a- museum did to make it popu%ar
throughout the communit#
5 .esearch the organizations that a%% museums are a part o7
o $o some sort o7 on%ine promotion, JgroupsK </ace!ook9>
o $o an on%ine campaign o7 games that the kids cou%d p%a# to get e-cited a!out it
o set pieces o7 the e-hi!it throughout the communit# or at summer camps etc+
o 6ave !usinesses around the communit# create their own imagina%s and disp%a#
outside <i+e+ have the post o77ice create an imagina% out o7 enve%ope> and in turn, we wi%%
advertise 7or them in the museum

Pricing4
5 Start cheap and work its wa# up as the h#pe increases a!out the disp%a#
5 Start %oca%%# and then e-pand to other parts o7 the countr#
5 6ave the museum pa# to get it sent to themse%ves, that wa# the# are in charge o7
when it comes to them