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Target Community Night

2013

Evaluation and Analysis

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GOALS

Target Community Night providesopportunities for children and familiesfrom underserved communities toexperience The Franklin InstituteScience Museum's educational exhibits,programs, and special blockbusterexhibits free of charge.

The Franklin Institute's TargetCommunity night aims to provideaccess to hands-on sciencelearning to low-income familiesin an effort to spark a passion forlearning about science and

technology. The museum would like to know

if the current marketing strategyis successful in targeting theintended audience forCommunity Night.

Mission : In the spirit of inquiry and discovery embodied by Benjamin Franklin,the mission of The Franklin Institute is to inspire a passion for learning about scienceand technology.

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5%13%

82%

Age(n)=203

18 or Younger

19-25

26-64

65 and older

Male14%

Female86%

Gender(n)= 205

DemographicsThe majority of participants are female adults between 26 and64 years of age with a low-to-moderate income.

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31%

54%

6%

1%

5%

0% 0%

3%

Ethnicity(n)= 198

White or Caucasian

Black or AfricanAmerican

Hispanic or Latino

American Indian orAlaskan Native

Asian

Native Hawaiian orPacific Islander

Eastern Indian

Other

LowIncome

($50,000 or

less)72%

$50,001 ormore28%

Annual Income(n)= 200

DemographicsThe majority of attendees is considered to have alow-to-moderate income and would not typically be able to affordadmission to the Institute for their family.

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105

129

39

16

Under 5 yrs old 5-10 yrs old 11-14 yrs old 15-18 yrs old

If your children are attendingCommunity Night, what are

their ages?(n)=289

56

96

3221

0-1 2-3 4-5 5 or more

How many children are inyour group?

(n)= 205

Ages of Attending ChildrenThere are at least 425 children that attended inJuly and October the majority, ten and under.

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Marketing

0 50 100 150 200

1

2-3

4 or more

How many Community Nights haveyou attended in 2013?

(n) 228

9%

11%

44%

19%

17%

How did you hear aboutCommunity Night?

(n)= 246

Email

NeighborhoodOrganization

Word-of-Mouth

Flyer

Website

Word-of-mouth seems to be the best form of communicationbetween the community. We believe it is this correlation thatleads to so many first-time visitors.

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Audience Values and Interests

Family Atmosphere

Educational Value

Quality of Exhibits

Friendly Staff

Free Admission

Night for the Kids

140

137

94

99

151

146

What do you value most aboutCommunity Night?

(n)=767

Music17%

SpecialExhibits

28%Discounted

Food30%

ScienceThemes

25%

What would make you come tomultiple Community Nights?

(n)= 509

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Conclusions and Recommendations

TFI is reaching the targetaudience.

Word-of-Mouth is the best formof solicitation to the community.

Pre-testing in the field prior toevaluation distribution isnecessary for reaching goals.

Recommendations would be tofollow-up with the visitors of The

Franklin Institute throughout 2014 tosee if they attended TargetCommunity Night throughout 2013.This will help to determine thesignificance of free admissionthrough Community Night to thevisitation impact on the FranklinInstitute in the following year.