FY24 PAID MEDIA

Recap

Arizona Science Center (ASC) is one of the nation’s premier science and education destinations. They are home to over 350 permanent and traveling exhibits and exhibitions, allowing visitors of all ages to engage with interactive displays, immersive planetarium shows, and innovative educational programs. Dedicated to inspiring curiosity and a love for science, ASC plays a vital role in our community by making STEM accessible, fun, and impactful.

In fiscal year 2024, ASC partnered with ANDERSON to identify opportunities for reaching target audiences and creating buzz, aiming to drive awareness and ticket sales for the center and its featured exhibitions.

What We Did

STRATEGY

MEDIA

Digital

SOLUTION

ANDERSON crafted a media strategy that blended cutting-edge digital techniques with time-tested traditional methods to connect with the Arizona Science Center’s diverse audience. Our goal was to ensure that the right messages reached the right people at the right moments.

We focused on driving engagement for ASC’s core initiatives, including their year-round programming, Snow Week (in December), and two traveling exhibitions: The Science of Guinness World Records and OceanXperience. Each had unique needs and challenges, so we tailored our approaches to ensure maximum impact.

MEDIA MIX

ANDERSON used a carefully selected mix of channels that ensured both a broad and targeted approach:

Digital Out of Home: Strategically placed digital billboards and signage captured attention where it mattered most.
Meta (Facebook & Instagram): We combined organic posts with boosted content to extend ASC’s reach and foster deeper engagement on social platforms.
Google Search, Display, and Performance Max: These tools helped us capture search traffic and ensure ASC was front and center when people were actively looking for experiences.
Microsoft (Bing) Search: By including Bing in our strategy, we reached additional search users and broadened our digital footprint.
Programmatic Display & Video: We used precision targeting to deliver engaging visuals and video content to the right audience segments across the web.
Publisher Direct – Display and eMail: Collaborating directly with publishers allowed us to deliver tailored display ads and personalized email campaigns, hitting home with a highly engaged audience.

By weaving together these strategies, we ensured that ASC’s key messages were consistently delivered across multiple channels, effectively driving awareness and engagement.