Science Chicago partners demonstrated that science is not just something learned in a classroom or studied in a lab, but rather it is all around us, vital to our daily lives, communities, and future. The Science Chicago integrated marketing strategy complemented the initiative’s programmatic goals by reaching people where they live, work, learn and play through a diversity of media vehicles – online, in print, on the radio, and through out-of-home advertising on the CTA and in movie theatres.
For 13 months, the Science Chicago advertising campaign, website and bimonthly program brochures delivered a consistent, recognizable look and message to engage, inspire and excite both young and old in Chicago and the surrounding suburbs and region.
The successful yearlong advertising campaign, created by MAB Advertising, yielded a total of 775 million gross impressions.
Designed by Good Studio, more than 600,000 bimonthly brochures were distributed throughout the region through libraries, museums, businesses, community groups, at events and programs and mailed directly to teachers.
The Science Chicago website was integral to communicating about the initiative. From September 2008 through August 2009, more than 90,000 unique visitors connected to science all around the region via sciencechicago.com, the Science Chicago website. Now, the website is an ongoing legacy of the initiative. With a generous grant from The John D. and Catherine T. MacArthur Foundation, the website will continue to be a one-stop, robust resource of science programs in Chicago.