Westchester Children’s Museum

Westchester Children's Museum Integrated Marketing Case Study
Westchester Children's Museum Integrated Marketing Case Study
Westchester Children's Museum Integrated Marketing Case Study

The Challenge

Secure a home for Westchester Children’s Museum in the historic North Bathhouse of Playland Park in Rye, New York. Sway a politically divided Board of Legislators – in 60-days – to approve a lease on the space for which Westchester Children’s Museum had been lobbying for nearly 10 years.

The Solution

Develop an integrated marketing campaign that leverages media relations, grassroots marketing, advertising and social media to drive action. Presenting: T.A.G. You’re It!, a multi-channel campaign that gave the community an active role in moving the campaign forward. By joining a Facebook Cause and writing letters to the Westchester County Board of Legislators in support of the lease, Westchester residents were able to help increase touchpoints with key decision makers and help increase campaign visibility.

The Results

Not only did the Westchester County Board of Legislators approve the museum’s lease, but they did so unanimously in a 17-0 vote. Prior to Co-Communications’ campaign, the legislature was divided with less than half of them in support of WCM. As was expected, Westchester County Executive Rob Astorino vetoed the vote, but the board quickly overturned the decision. As a result, WCM now has the home at Playland Park that they had been seeking for 10 long years.

Co-Communications campaign reached an audience of over 30 million and generated more than 750 print, broadcast, and online media results. The campaign generated nearly 1,200 letters of support for the museum, with legislators saying they had received more letters on this issue than any other issue combined in its history. In addition, the campaign bolstered the museum’s database of contacts as 80 percent of letter writers were new supporters of the museum.

Co-Communications received The Journal News ‘Best of Show’ Award from the Ad Club of Westchester for its work, becoming the only three-time ‘Best of Show’ winner in the awards program’s 10-year history.

To learn more about our integrated marketing services or for help developing a powerful integrated marketing campaign, contact us.

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