The Campaign: Target: North Texas residents, Sub Target: Science-interested individuals the world over, Objective: Awareness, Secondary Objective: Fundraising
The Challenge: Finding a mammoth is not all that rare, why should people care?
What I Did: Acted as marketing point on the entire initiative. Worked with creative team on creative identity. Worked with paleontology and exhibits team on documentation and publicity. Collaborated with development team
Tactics Activated: Eblasts, paid and organic social media, public relations pitching, community yard signs, publicity stunts, website messaging, on site signage and video production.
Resulting in coverage across many publications:
Huffington Post -http://www.huffingtonpost.com/2014/08/27/mammoth-texas_n_5723900.html
CBSNews.com - http://www.cbsnews.com/news/whole-mammoth-skeleton-found-in-texas/
USAToday.com - http://www.usatoday.com/story/news/nation/2014/08/27/prehistoric-mammoth-unearthed-in-texas/14668027/
NBCNews.com - http://www.nbcnews.com/science/science-news/texas-farmer-finds-60-000-year-old-mammoth-skeleton-property-n189586
Daily Mail Online -- http://www.dailymail.co.uk/sciencetech/article-2734773/Farmers-unearth-60-000-year-old-MAMMOTH-family-gravel-pit-Rare-skeleton-giant-Ice-Age-creature-90-complete.html
Scientific American - http://www.scientificamerican.com/article/texas-family-to-part-ways-with-skeleton-of-mammoth-found-on-its-farm/
The Campaign: Target: North Texas residents, Sub Target: Drive markets and key tourism cities, Objective: Attendance, Secondary Objective: Awareness
The Challenge: It's the Museum's third summer, why should people keep coming back?
What I Did: Acted as marketing point on the campaign and all supporting products. Collaborated with the creative team to create a brand-focused campaign highlighting the special moments in the Museum. Managed a cross-functional team to ensure exhibits, galleries and programs were highlighted where appropriate. Worked with our business analyst to establish and track KPIs for attendance, revenue and more. Worked with agencies on targets, flights, media buy and trafficking. Wrote all copy and scripts associated with campaign.
Tactics Activated: Print ads, billboards, airport placements, digital ads, retargeting, organic and paid Facebook, eblasts, institutional website, press releases, press event, video production and onsite merchandising.
The Campaign: Target: North Texas residents 21-40, Sub Target: Dallas nightlife participants, Objective: Sold out program, Secondary Objective: Awareness
The Challenge: What started out as a popular event quickly faded into the background of other 21 and up happenings. How can we refresh the brand so young adults will be excited to attend?
What I Did: Worked with the creative team for a refreshed Social Science identity. Collaborated with the programs team on content that was aligned with pop-culture trends as well as science-based. Used tactics that appealed to young adults such as gifs and enhanced pictures of real experiences. Teamed up with local breweries and influencers to link share and co-promote on Social Media.
Tactics Activated: Eblasts, paid and organic social media, public relations pitching, "retro" posters in popular bars, co-marketing partnerships, website messaging, onsite signage and video production.
(by fabulous Museum creative team)
A few examples of Mandy Naglich's copywriting projects
