2. Page 1
Table of Contents
Executive Summary………………………………………………………………………………..…………2
Situation Analysis
Client Assessment………………………………………………………………………………..…3
Consumer Assessment…………………………………………………………………………….4
Competitive Analysis………………………………………………………………………………..5
Objectives and Positioning
Objectives……………………………………………………………………………………………...6
Positioning Strategy………………………………………………………………………………..6
Budget……………………………………………………………………………………………….….7
Evaluation Procedure……………………………………………………………………………...9
Creative Strategy
Overall Strategy/ Creative Concept…………………………………………………………….9
Choice of Appeals………………………………………………………………………………….10
Promotions and Media Strategy………………………………………………………………………..10
Science Sprouts Print Advertisements………………………..….…………………………11
Radio Advertisements…………………………………………………………………………....14
Nontraditional Advertisement…………………..……….…………………………………….16
Commercial……………………….……………………………..………………………………….17
Science Sprouts Media Choice Rationales……………………………………………………….….18
Promotion Print Advertisement………………………………………………………….……19
Promotion Radio Advertisement………………………………………………..…………….20
Direct Mail Postcard………………………………………………..…………………………...21
Flyer……………………….……………………………………………..…………………………..22
3. Page 2
Promotion Event Media Choice Rationales………………………………………………………....23
Cost Per Thousand and Cost per Rating Point…………………………………………………....24
Promotion Event…………………………………………………………………………………………….24
Conclusion…………………………………………………………………………………………………...25
Appendix………………………………………………………………………………………………………26
Primary Research Survey………………………………………………………………………26
Survey Results……………………………………………………………………………………. 27
Executive Summary
Objectives of Campaign
To increase the percentage of Springfield area (Greene County) pre-school parents
who are aware of the existence of Science Sprout Museum Days
To increase the percentage of Springfield area (Greene County) pre-school parents
who understand that Science Sprouts is an educational science program for pre-
school aged children
To increase the average number of special Science Day participants from 2009-2010
average of 133 to an average of 266 for the 2010-2011 level.
4. Page 3
Target Audience
Our target audience will be the pre-school aged children and parents/ guardians of pre-
school aged children in the Springfield area (Greene county) for the Science Sprout
Museum Days. For the Science Day, our target audience will be Springfield area (Greene
County) children of all ages and other family members.
Total Cost
The total cost will be approximately $9,500 for the Science Sprout Museum Days and the
Whole Health Science Day event we have planned.
Creative Theme
“Planting the seed and watch it grow” is our creative theme. Through this campaign, we will
promote education, social interaction, and potential involvement in the Springfield area
(Greene County).
Media Recommended
For the Science Sprouts Museum Days, we recommend the continuation of the Discovery
Center Newsletter. According to primary research, the newsletter and print advertisements
are how the majority of parents became aware of Science Sprouts. We would like the print
advertisements to be printed in some of the past magazines/ newspapers used by the
Discovery Center, but also change to some other magazines/ newspapers. Some new media
we recommend includes television, radio, and billboards.
We would like to use a continuous print advertisement, radio advertisement, direct mail
campaign, and flyers for the Whole Health Science Day.
Time Period
The time period we could like to run the Science Sprouts Museum Days would be from
September to late February, approximately six months. The Science Day event would take
place sometime during the spring/ early summer (we recommend May 14th, 2011), so we
suggest that campaign begin in late March.
Situation Analysis
Client Assessment
5. Page 4
The Discovery Center of Springfield is an interactive museum suitable for all ages. No
matter the visitors’ age, there is always something to interest everyone. Though science
may have a boring to some, the Discovery Center allows it to be more exciting with exhibits
on culture, technology, health, social sciences, and the environment.
Some of the exhibits include Wonderland, Explore, World-Wise Gallery, and the Body-
Works Theater. Wonderland is for children ages five and under and takes a deeper look at
machinery skills and construction type activities. Explore is about dinosaurs and building
your own aircraft that you can fly. World-Wise Gallery is a unique look at different cultures
of the world all in one area. The exhibit specifically looks at countries such as Peru, China,
and Mexico. Finally, Body-Works Theater gives the Discovery Center visitors the
opportunity to look at different parts of the human body as well as health and wellness.
These are just a few of many exhibits one can see when he or she visits the Discovery
Center.
Something quite interesting about the Discovery Center is that it was the first LEED Gold
Certified Building in South West Missouri. In other words, the Discovery Center is acting to
save our environment by “going green.” One of the many unique designs the Discovery
Center has adopted are lighting sensors, which are used throughout the building and only
turn on lights when enough daylight doesn’t come in.
Another interesting fact about the Discovery Center is its ability to educate even when a
person is not there. The Discovery Center offers Distant Learning for people who might be
interested in taking a class about science via video conferencing. It also offers virtual field
trips to places like NASA or the Museum of Modern Art with the help of video conferencing.
Even when the budget might be tight, there is still a way the Discovery Center helps kids
and adults get the education they need with the help of technology.
There is a membership program with the Discovery Center that allows members free
admission as well as other benefits. Otherwise, it is $9.00 for adults, $8.00 for seniors (60
and up), and $7.00 for children (3-15). It’s free for kids under 3. The price isn’t bad at all for
something to do outside of the house, plus offers the opportunity to learn something new.
The Discovery Center also has a lot more to offer to patrons other than just simply a science
museum. It can also be used as a place for birthday parties, business meetings, field trips,
and office parties. Furthermore, there are special programs the Discovery Center holds in
honor of science such as Robot Workshops, DNA Day (celebrating the anniversary of DNA),
and in the past they have done something for the Chinese New Year. The prolongation of
these events is very important because they remind people of the milestones in science and
culture. They do have events that are continuous, like summer camp programs or even the
Science Sprout Museum Days.
The Science Sprout Museum Days run from September thru February every third Friday
of those months. It is a program for children up to age 6 that allows those kids the time
to see the Discovery Center and parents to spend quality time with their child. Some
6. Page 5
activities they have during Science Sprouts are science story time and science
presentations all included with your general admission.
An effective marketing communication campaign could definitely be something to achieve
all our objectives. The objectives include increasing the awareness of parents with
preschool age children as to the existence of Science Sprout Museum days, increasing the
amount of people who know that Science Sprout Museum Days is a science education
program for preschoolers, and overall doubling the average number of people who attend
science days (like DNA day or Chinese New Year). Currently, the average number is 133
and we wish to increase it to 266 with this campaign. A strong marketing campaign can
generate awareness and interest in the Discovery Center a person might not have had
without the campaign, thus increasing sales. We want to see more people come to the
Discovery Center, and with this campaign, we will reach our target audience and motivate
them to come to the science center for Science Sprout Museum Days and Science Days.
Consumer Assessment
The primary consumer for the Discovery Center Science Sprouts program includes parents
from the greater Greene County area with early aged learners up to age 6. These parents
have an unmet need for their children to have social interaction and to learn science.
Parents are mainly motivated to bring their children to Science Sprouts to spend quality
time with their children, for entertainment, to enable their children to have social
interaction, to foster a love of learning, and so that their children can learn science
interactively. Our consumer perceives Science Sprouts mainly as a channel for fun and an
opportunity for them to spend time with their children in an interactive and educational
environment. Other supporting reasoning for attending includes learning about the theme
and story time. The key outlets our consumer reported for hearing about Science Sprouts
were newsletters and bulletins. The majority of the consumer’s surveyed were multiple
attendees of Science Sprouts. However, approximately half of all patrons surveyed were
members of the Discovery Center.
* Primary research is located in appendix
7. Page 6
Competitive Assessment
Springfield Discovery Center:
Admission: Adults $9.00, Senior Citizens $8.00, Children ages 3-15 $7.00
Exhibits: 50,000 sq. feet of exhibit space
Areas of Learning: Science, Environment, Culture, Health, Technology, DNA
and Cell Biology, and Social Sciences
Direct Competitors (Educational Recreation)
Direct competitors to the Discovery Center would be other family recreation
centers/opportunities that are directed toward learning or stimulating interest in
educational areas. These were some of the more popular ones in the Springfield metro
area:
Dickerson Park Zoo
Admission: Adults and teens $8.00, Senior Citizens $5.00, Children under 12
$5.00
Exhibits: 5 Exhibits featuring over 150 species of animals
Areas of learning: Science, Environment, Culture, and Biology
Wonders of Wildlife Museum
Admission: Yet to be determined upon grand re-opening
Exhibits: 200+ sq. feet of exhibit space
Areas of learning: Science, Environment, Conservation, Culture, Biology
Springfield Family YMCA
Admission: $8.00
Recreational Area: 70,000 sq. feet
Areas of learning: Physical Education, Exercise
Indirect Competitors (Non-Educational Recreation)
Indirect Competitors are places that cater to family recreation, but are not geared towards
being educational or learning experiences. There are numerous examples of these. Here
are a few to illustrate the difference:
Springfield Cardinals Game
Admission: General Admission $6 all ages
Recreation: Baseball Game
Springfield Nature Center
Admission: Free for all ages
Recreation: Wildlife and Exercise
8. Page 7
Chucky Cheese
Admission: Free for all ages but games take tokens
Recreation: Pizza and various games intended for children (also fun for some
adults)
Objectives & Positioning
Objective Strategy
The objectives of this campaign are to increase the parents of preschool aged children’s
awareness of Science Sprout Museum Days by 50%, increase the awareness of parents with
preschool aged children that Science Sprout Museum Days is an educational program by
50%, and increase the average number of Science Day participants from 133 to 266, or by
50% of all Springfield area Discovery Center visitors. Our Science Sprouts campaign will
run from September 1, 2010 to February 27, 2011, approximately six months. The Whole
Health Science Day event will take place on Saturday, May 14, 2011. That campaign run
approximately from early March to late May (depending on dates of availability), so about
three months.
Positioning Strategy
When the target market thinks of the Discovery Center and Science Sprout Museum Days,
they think of a place where they can spend time with their child having fun and learning
science interactively. Our position is focused on parents and their children spending quality
time together. The Discovery Center is not a place where parents drop their kids off and go
on their merry way, but some place parents can assist in teaching their children science
interactively, while enjoying it. We want to focus on parent’s role in their child’s education,
with the help of the Discovery Center and Science Sprouts.
For the Whole Health Science Day event, we want entire families to come to the Discovery
Center to learn something about their health and have fun. Our position is focused on the
benefits of ways to maintain and improve health for all ages. Again, this is a big event not
just for the kids, but adults as well, so this is encouraged to be a family outing where
everyone can spend quality time together.
9. Page 8
Budget
Science Sprout Museum Days
Budget
Total Magazine/ Newspaper
Budget $3,587
Total Radio Budget $1,908
Total Non-traditional
Budget $1,685
Total Television Budget $1,182
TOTAL $8,362
43%
23%
20%
14% Total Magazine/
Newspaper Budget
Total Radio Budget
Total Nontradional
Budget
Total Television
Budget
20%
36%
34%
10%
Newleader (Main
News- 13 weeks in a
row on Wednesday)
Health Day
KTOZ-FM 95.5 (M-F,
7-10am) 3 times a
week for 1 month--
Health Day event
Direct Mail- 4x6
Postcards, Double
Sided
Flyers 8.5x 11(1000
of them Color Front,
Blank Back)
Science Sprout Museum Days
10. Page 9
Whole Health Day Budget
News-Leader (Main News-
13 weeks in a row on Wednesday) $225.81
KTOZ-FM 95.5 (M-F, 7-10am)
3 times a week for 1 month-($35) $420
Direct Mail- 4x6 Postcards, Double Sided
$114.95 (1000 postcards)
+ $280 (postage) $395
Flyers 8.5x 11 $110.77
TOTAL: $ 1151.58
Whole Health
Day
11. Page 10
Science Sprout Museum Day Budget
Television- Cable
Gray (Off Prime) 3 times a week for 3
months
$9 $324
Yellow (Off Prime) 3 times a week for
the remainder
$18 $648
OPT Children’s- Program Specific
Advertising- 6 times in total
campaign- Thursday Prior to Sprouts
Days
$35 $210
Total Television Budget $1,182
Nontraditional- Billboard- 4 weeks in
the middle of campaign (probably
December)
Location
Springfield $1,285
Ozark $400
Total Non-traditional Budget $1,685
Radio
KGBX-FM 105.9(M-F 3PM- 7PM,
3months, 3 times per week)
$40 $1,440
KSMU (M-F, 6-10am) 3 months, 3
times a week)
$15 $540
Total Radio Budget $1,908
Magazine/ Newspaper
417 Magazine- 6 months, 6 times, Full
Page
$1,964
Momslikeme Magazine- 6 months, 6 issues, Full page and color $839
Ozarks Farm and Neighbor Newspaper (19 times Full Page) $784
Total Magazine/ Newspaper Budget $3,587
Whole Health Day Event
News-leader (Main News- 13 weeks in
a row on Wednesday) Whole Health
Day
$225.81
KTOZ-FM 95.5 (M-F, 7-10am) 3 times
a week for 1 month-- Health Day
event
$35 $420
Direct Mail- 4x6 Postcards, Double
Sided (1000 postcards)+ $280
(postage)
$114.95 $395
Flyers 8.5x 11(1000 of them Color Front, Blank Back) $110.77
$1,152
TOTAL: $9,514
12. Page 11
Evaluative Procedure
Through register tracking and audience response, we can measure our objectives. Since
there are no current statistics on Springfield (Greene County) area’s awareness of Science
Sprout Museum Days existence or its science centered activities, we will send out random
direct mailings and emails to Discovery Center members and other random members of
our community before and after our campaign. Comparing answers from before and after
using direct mail and email questionnaires, we will find if there was our targeted 50%
increase of awareness of Science Sprouts and knowledge of its scientific centered program.
For the Whole Health Science event, we will measure tickets sold at the event. At the end of
the 2010-2011 season, we will average the number of attendees at the Whole Health Day
with those of the other Science Day events held by the Discovery Center to see if we
achieved our goal of a 50% increase in attendance.
Creative Strategy
Overall Strategy/Creative Concept
With our creative concept and overall strategy, our audience will have a clear image of the
purpose and intentions of Science Sprout Museum Days. The most important aspect that
our target audience needs to remember is that Science Sprout Museum Days are fun,
hands-on, educational programs promoting learning of science for preschool aged children
and their families and friends. Our tagline, “Plant the Seed”, takes on the meaning of
planting the seed of knowledge into the youth of our community. When parents take
initiative to activate their child’s learning habits early on in life, they are giving them an
extra opportunity to excel and find something fun and entertaining at the same time. The
images of seeds and plants are also incorporated with “sprouts” in the museum day’s title.
It encourages growth and presents the image of beginning a journey to a fuller education.
Our campaign logo is a sprout up reaching and springing from a beaker. A beaker is an easy
recognizable scientific tool to help relay our message that Science Sprout Museum Days are
centered on scientific activities. The sprout growing out of the beaker is a literal reference,
but also a figurative symbol for children and their learning as it advances with the Science
Sprouts program. In our advertisements, we will use vocabulary that consistently makes
our audience think of growth. We will have three ads that are centered on the headlines,
“Enrooting Enrichment,” “Blossoming into Brilliance,” and “Seed your Success”. Our
cohesive, creative campaign will prove successful in catching the audience’s eye, but
more importantly, enable an emotional connection with the Discovery Center and their
Science Sprout Museum Days program.
13. Page 12
Choice of Appeals
With our choice of appeals, we decided to target emotional and rational appeals. Based on
the research we found that parents who participate in Science Sprouts enjoyed spending
time with their children in a learning environment. Parents have an emotional attachment
to children and it is rational they would want their children to enjoy learning. Therefore,
we found an emotional and rational approach in advertising would be the best way to reach
our target audience.
Promotions and Media Strategy
Our "Plant the Seed” media plan for the Science Sprouts campaign includes three print
advertisements, two radio advertisements, one billboard and one television commercial.
As part of our promotional Whole Health Day our media plan includes one print
advertisement, one radio advertisement, one direct mailing post card, and one flyer.
Explanations on why we designed and included each advertisement in our campaign will
be provided.
18. Page 17
Radio Advertisements
Ad 1
:30
SFX: Backpack hitting the ground (03 SECONDS).
CHILD: (EXCITED) Mom! Mom! I got this in my backpack at daycare
today! Can We Go?
MOM: (INTERESTED)What is it sweetie?
CHILD: (EXCITED) Science Sprouts, MOM!
MOM: Well, what is Science Sprouts?
19. Page 18
CHILD: It’s a program at the Discovery Center for little kids like me. Ms.
Amanda said it was really interactive and educational too…
whatever that means. But can we PLEASE go?
MOM: (Reading the flyer) Well, this looks like a lot of fun and a great
chance for us to spend time together. (WHISPER TO SELF) and a
great way to spark Riley’s interest in science. (To Child) Yes, we
will go I will get online and register us for next week!
CHILD: YES! I can’t wait
ANNCR: Plant the seed in your child and watch their desire to learn grow
through Science Sprouts. Science Sprouts is designed for Early
Childhood Learners (up to age 6). Includes special free science
presentations and science story time geared to young learners.
For Kindergarten or 1st grade classes, MOPS groups, day care
providers, preschools, playgroups and families. Explore the fun
of science and science of fun. Check out discoverycenter.org for
more information
Ad 2
:30
SFX: Door slamming and car starting (03 SECONDS).
CHILD: (EXCITED) THAT WAS AWESOME MOM! Science Sprouts
at the Discovery Center is my favorite thing to do!
MOM: I’m glad you had a good time sweetie. Science Sprouts is
a lot of fun! Did you learn anything?
CHILD: (EXCITED) Yeah! Science is so cool. Can we go back next
20. Page 19
Non-Traditional Media
Billboard
week? They are teaching about insects!
MOM: I already signed us up! (To self) If only getting her to
learn science at Science Sprouts was as easy as getting
her to eat her vegetables, I would have all my battles
won!
CHILD: (Reading the flyer) Well, this looks like a lot of fun and a
great chance for us to spend time together. (WHISPER TO
SELF) and a great way to spark Riley’s interest in science.
(To Child) Yes, we will go I will get online and register us
for next week!
ANNCR: Plant the seed in your child and watch their desire to
learn grow through Science Sprouts. Science Sprouts is
designed for Early Childhood Learners (up to age 6).
Includes special free science presentations and science
story time geared to young learners. For Kindergarten
or 1st grade classes, MOPS groups, day care providers,
preschools, playgroups and families. Explore the fun of
science and science of fun. Check out discoverycenter.org
for more information
22. Page 21
Script (Pictures going across)
(Soft Background Music)
Girl- “Boy, am I going to be busy at Science Sprouts today”
Girl- “First, I have to stop by the grocery and pick a few things up”
Girl- “Maybe listen to a story a little later”
Girl- “Then, I’ll take a ride”
Girl- “Unless my Mom decides she wants to ride first”
Voiceover of Daughter- “Join us for Science Sprouts Museum Days every third Friday of the
month starting in September. Age 6 and under. For more information, visit our website
DiscoveryCenter.org or call (417) - 862-9910”
23. Page 22
Science Sprouts Media Choice Rationales
Print Advertisements
Enrooting Enrichment
Ozark Farm and Neighbor Newspaper is a popular publication for people in the rural areas surrounding
Springfield and much of the Ozarks. This makes it a perfect fit for the Science Sprouts advertising campaign.
It is read by many mothers and fathers in this region who are interested not only in educating their children,
but also in a fun family outing or activity. Many children in smaller towns and schools don’t have as many
educational opportunities, so reaching these people is a great way to increase the awareness and the number
of visitors to the Discovery Center and Science Sprouts. We chose the enrooting enrichment because parents
want to help their child with educational success. By advertising to the Ozark Farm and Neighbor readers, we
are able to communicate to those parents.
Blossoming into Brilliance
We recommended Momslikeme magazine because 69% of moms receive this in their child’s backpack from
schools in the Springfield (Greene County) area. According to our primary research survey as well, a lot of
moms heard about Science Sprout Museum Days from Momslikeme. This advertisement will run at the
beginning of the month for the six months of Science Sprout Museum Days campaign. It will give our target
audience the chance to see the advertisement prior to the Science Sprouts event.
Seed Your Success
417-Magazine has high ad impressions and reaches over 20,000 people monthly, with 60% being female. Of
the females who view this magazine, 43% are mothers. The 417 Magazine is a great place to promote the
Discovery Center’s Science Sprouts Days because it reaches our target audience. We recommend that once a
month, for 6 months a full page be printed in the magazine for the Science Sprouts Campaign. (Total Cost=
$1,964.00).
Radio
We chose the concept of using a mother and child to demonstrate that Science Sprouts is a family event. Also,
we focused on showing the educational and interactive element. Our choice for the media outlets was based
on budget and what mothers are listening to in the Greene County area.
Television Commercial
24. Page 23
For the television advertisement, we recommend a number of different networks to try and maximize our
reach. The networks chosen were in cable because the average reach and price of cable is a lot better than
network television. The specific television networks we hope to hit were divided into two groups, the gray
and yellow. They have networks like Nickelodeon and HGTV to name a few. We chose to advertise on OPT
Children’s because they allow us to be program specific with our advertising for one flat rate. We could air the
commercial on the Thursdays prior to Science Sprouts during Sesame Street, which is viewed by a lot of pre-
school aged children.
Promotional Advertisements
Print Advertisement
26. Page 25
:30
SFX: Light Music
ANNCR:
Dance. Music. Gardening. Poetry. Art. Cuisine. Yoga. What
piece are you missing from a whole healthier self? Come to
the Discovery Center on May 14 from 10am to 3pm for our
Whole Health Day that encompasses your body, mind, and
spirit. Listen and interact with health experts, watch and
join in with yoga and dance instructors, and let your mind
free itself with local musical and visual artists. Open
yourself to new ideas that will make a happier and
healthier lifestyle for yourself and your family. It’s never
too late, or too early, to make yourself whole.
30. Page 29
Promotional Event Media Choice Rationales
Print Advertisement
Advertising in the News-Leader is a logical choice for the Whole Health Science Day event.
It is one of the most well known newspaper publications in the Springfield Area. With a 2:1
ratio over the nearest other media type, The News-Leader is the number one source of
advertising in our local market. Its distribution reaches 32 counties surrounding Greene
County, including four in Arkansas. The readership for the News-Leader is high in the
Springfield area. 62% of total adults read the newspaper at least once a week. 49% of
women and 56% of men between the ages of 18-34 read the News-Leader, while 64% of
women and 50% of men between the ages of 35-49 read the newspaper. Most impressively,
the News-Leader reaches 72% of women and 71% of men above the age of 50. These
demographics target mothers, fathers, and grandparents alike that may have children in
their families.
Radio Advertisement
The Whole Health Day advertisement for the radio would run on KTOZ 95.5 3 times a week
from April 14th- May 14th during the hours of 7am-10am. We want to remind people of this
event, which is why it is on so much during that one month before the event. This is also a
popular commute time for working parents, so it should be heard by them.
Direct Mail
A direct mailing would work because this is a onetime event and we want to again reach as
many as possible. This is an inexpensive way to reach members of the community. We
would send out the postcards to members of the Discovery Center and the rest to a random
sample who have visited the Discovery Center once before.
Flyer
We chose the flyer because for a one day event like Whole Health Day, a flyer is very
inexpensive and effective. It can be hung at local businesses, churches, and schools. It is
also easy to get volunteers to hang these up.
31. Page 30
Cost per thousand and Cost per Rating Point for both Science Sprouts and Whole
Health Day
For each advertisement medium, we set out to discover the cost per thousand and
cost per rating point, if available.
Television- Not available
Nontraditional Billboard-
Springfield Location- Cost per thousand (CPM)- $2.08
Ozark Location- Cost per thousand (CPM)- $2.08
Radio- Cost per rating point
KGBX- Cost=$40, CPP=$40, 1CPRP per commercial, total=36 cost per rating point
over duration of Science Sprouts campaign
KSMU- Not available
KTOZ- Cost=$35, CPP=$35, 1CPRP per commercial, total=12 cost per rating point
over duration of Whole Health Day campaign
Magazine- Cost per thousand (CPM)
417 Magazine- $2.73
Momslikeme- Not available
Ozarks Farm and Neighbor Newspaper- Not available
News-Leader (for Whole Health Day) - $3.62
Promotion Event
32. Page 31
Whole Health Day
Creating and following a healthy lifestyle is imperative for children and adults alike.
Childhood and adulthood obesity are huge problems in our society. Many factors in one’s
lifestyle contribute to unhealthy living styles. Most believe food is the only aspect, when in
reality, exercise and self-perception and self-esteem are just as important. Children and
adults need to have an overall well-balanced lifestyle with healthy consumption, exercise,
and positive thinking habits. We created a promotional event for the Discovery Center to
address the importance of well-rounded lifestyle choices. The event, Whole Health Day, will
be held on May 14, 2011 from 10am till 3pm. Exhibits, demonstrations, and hands on
activities will teach the importance in developing one’s mind, body, and spirit to create a
whole healthier self.
During this daylong event, we will have scheduled activities and demonstrations outside
and inside the Discovery Center. Other tables of activities and displays will be open for
visitors at anytime during the event. A tent that can easily be seen from the road will be
outside the Discovery Center. This is where dance demonstrations by local high school,
college, and community teams will perform throughout the day. Also, interactive yoga and
aerobic lessons will be taught under the tent. Near, a healthy heart station will measure
blood pressure and heart rate for visitors. A final attraction that will be placed outside is a
cow milking station. Visitors can learn about local farming and the benefits of milk in their
diet. Highland Dairy Products will donate a certain amount of milk cartons to be used as
prizes for participating in milking the cow.
Inside, local gardening and agriculture experts will have tables with information and
examples of fresh vegetables and fruits grown in our area that can contribute to a healthy
lifestyle. Along with these experts, other Springfield (Greene County) area dieticians and
culinary experts will demonstrate and hand out samples and recipes of easy and healthy
treats to visitors. Cooking and eating healthy isn’t the only important part of a healthy meal,
meal planning is also a major aspect of healthy eating. In another station, volunteers will
help Whole Health Day guests create a crafty menu or recipe book to take home and use.
Various tables and displays showing the Food Pyramid, grocery shopping tips, and other
healthy eating information will be around the Discovery Center to read and take home.
On another level of the Discovery Center, guests can connect and develop a healthy and
happy spirit through visual art, written art, and music. Local musicians and visual artists
will display and perform their art while volunteers will help guests tap into their creativity
through various art activities. Drawing, crafts, and poetry writing are a couple examples of
activities that visitors can participate in. Another section will include space to experiment
with various musical instruments, and also create crafty musical instruments out of
household items. Additionally, to enrich the aspect of creating and enhancing positive
character in visitors, area social workers and counselors will have booths about
positive thinking and self-image. Informational packets and brochures will be available
for visitors to contact other experts if they are interested in helping out their lives in a
particular area.
33. Page 32
By stressing all the aspects of mind, body, and spirit, guests will understand the importance
of keeping their lives in check and balanced. Visitors will find a greater understanding of
not only themselves but also their family, friends, and community members through the
Whole Health Day at the Discovery Center.
Conclusion
We hoped you enjoyed our ideas and suggestions for this campaign. Through this campaign
and promotional event, we are confident an overall increase in awareness and sales will be
achieved by the Discovery Center. Additionally, if you have any questions, do not hesitate to
contact Diversity Inc. at (314)-348-7281.
Appendix
A) Survey Results
