Great Lakes Science Center

In light of the COVID-19 pandemic, Great Lakes Science Center found itself in need of a robust digital advertising strategy to effectively communicate updates to its operating hours and procedures in a way that would ensure consumers felt safe to return.

However, even prior to the pandemic, leadership realized they needed to modernize their strategy to continue reaching target audiences, says Joe Yachanin, communications director. They were also looking to consolidate disparate vendors to streamline costs and increase efficiency.

“The general feeling even before COVID broke out was that our primary audience — the modern family in the 21st century — isn’t following the same media consumption patterns they were even 5 years ago,” Yachanin says. “We knew our audience wasn’t seeing our ads in the traditional fields in which they had in the past, but we didn’t know where they were scattered.”

The museum turned to Data Genomix for the resources and expertise to streamline and maximize their ad spend, while ultimately increasing website traffic to encourage ticket sales.

An expert in hyper-targeted, person-based advertising, Data Genomix used a variety of brand awareness, traffic-oriented, and conversion-driven ads to connect effective messaging with precise audiences. Replacing the services of four former vendors for the museum, the team reached out to precise audiences using social ads, programmatic, and Connected TV.

Throughout the process, the Data Genomix team also worked with Great Lakes Science Center staff to analyze ad spend, in conjunction with in-depth reporting metrics by ad and platform, to make real-time data-driven decisions to ensure ROI.

“They really take the time to make sure you understand the results you’re looking at and the efforts they’re doing on your behalf,” Yachanin says. “Everything is laid out in an easy-to-understand dashboard, and Data Genomix translates things in a very clear manner.”