Media Planning Case Study

The Challenge:

Since opening their doors 65 years ago, Greensboro Science Center has become a magnet for visitors to Greensboro, attracting families from all over the state to the area. Although most know of them because of their variety of wildlife and seemingly innumerable activities, one of their most popular events is a seasonal light show—Winter Wonderlights. In 2021, Winter Wonderlights expanded to immerse Revolution Ridge, the GSC’s 11-acre zoo expansion, making this the largest event to date, and as such, the GSC team wanted to build upon the awareness and excitement generated both in the Triad and throughout North Carolina during 2020.

The Strategy:

Our approach to broadening statewide awareness of Winter Wonderlights was two-fold. First, we expanded geotargeting efforts to include major metros in the state, including Raleigh/Durham and Charlotte. Also, considering the exponential increase in digital media consumption during the pandemic, we increased digital spend and tactics to reach the target where they are—regardless of device or platform.

In the Triad, we implemented a multi-touchpoint and platform campaign, encompassing traditional media and the mass reach of broadcast and cable television, local radio, magazine, and out-of-home. We coupled these campaigns with digital tactics, including social media, streaming audio, connected television, eNews, and banner ads.