[Video Link for Email/Other Subscribers - 22.5min]
Blair Shane, Chief Marketing Officer of the new California Academy of Sciences, discusses how a 150 year old institution dedicated to nature took on the challenge of reinvention for a new generation. Blair covers all aspects of creating a durable, sustainable brand: environmental, financial, new audience development and customer experience. Hear how the 4th R - Reinvention is as critical as the traditional three – reuse, renew and recycle and how the Academy is using it to move from surviving, to thriving - through innovation and creative marketing.
The building design was an inspirational story, but my favorite aspects were the integrated multi-channel marketing approach. The digital work seemed pretty good too. Seriously, you have to check out the “green roof” that they made at a few bus shelters. Bringing in younger audiences to the museum by having cocktails and djs was another good idea, one that I’m familiar with from the Getty Museum in Los Angeles.
