Marketing

IMPORTANT: This online Marketing Guide will continually be updated to include the marketing materials created by each host organization for your reference. Please remember to click your "Refresh" button to ensure that you are accessing the most recent content.

About the Marketing Guide

We encourage you to:
  • Use the messages and images supplied or create your own within the guidelines provided.
  • Share your marketing and promotional strategies and materials with Science North for inclusion on this Marketing Guide website so others can benefit from your experiences.

Please remember: All marketing elements must be approved by Science North before use. Science North is committed to providing approvals or requesting adjustments as quickly as possible.

To request approval for artwork, please forward all requests to approvals@sciencenorth.ca. The artwork will be distributed to the appropriate people at Science North.

Be sure to review and adhere to the guidelines and mandatory requirements outlined in this guide and in your Wild Weather lease agreement.

If we can be of any assistance, please don't hesitate to contact us.

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Target Audiences

The Wild Weather exhibition captures a broad range of audiences and gives your venue the opportunity to target and draw in a variety of visitors. In addition to your regular audiences, we encourage you to target your messages to the following audiences that you may not normally attract:
  • Leisure Market
  • · Sports tournaments
    · Major festivals
    · Travelers visiting friends
  • Families
  • Teens and young adults
  • Adults visiting without children
  • Older adults who are interested in weather-related information
  • Elementary School Groups:
  • · Science; Physical Science, Life Science, Earth and Space Science, Science and Technology
    · The Arts
    · Social Science
  • Secondary School Groups:
  • · Science; Physical Science, Life Science, Earth and Space Science, Science and Technology, Social Studies, Geography
    · The Arts
  • Post-secondary School Groups:
  • · Geography
    · The Arts
    · Engineering
    · Atmospheric Science; Meteorology, Climatology
  • Special Interest Groups:
  • · Weather subject experts
    · Photographers
    · Meteorologists
    · Youth groups
    · Seniors groups
    · Weather enthusiasts
  • Career scientists

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Marketing Themes

The Storm Ahead slogan and positioning was created both to provide an interesting and eye catching visual element - the road sign and to create a sense of excitement and urgency about the exhibit.

A storm can catch you by surprise and both amaze and frighten you with its strength. You take whatever precautions you must, but you also look forward with excitement to the power and beauty of a storm. This excitement and anticipation is what we want visitors to feel about Wild Weather.

 The Storm Ahead theme relates to the exhibition both in that many types of severe weather presented within the exhitbit can be classified as ‘storms’ as well as the sign itself which relates to the exit experience where many actual weather-related signs are displayed for visitors to see.

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Exhibit Descriptions

(31 words)
Wild Weather will immerse visitors of all ages in the science of severe weather. Delve into the science, discover cutting edge technology and investigate the stories of scientists, forecasters and enthusiasts.

(48 words)
Wild Weather will immerse visitors of all ages in the science of severe weather. Delve into current severe weather science, discover cutting edge technology and investigate the stories of scientists, forecasters and passionate enthusiasts. Visitors will leave the exhibition feeling they have been saturated in severe weather elements.

(109 words)
Wild Weather provides visitors an engaging, immersive and entertaining opportunity to explore the power and unpredictability of severe weather. Visitors will gain a better understanding of the science behind severe weather, its connection to climate change and emerging technologies and forecasting techniques. They will also hear the stories of people who are working to better understand and mitigate severe weather impacts.

(225 words)
Wild Weather immerses visitors of all ages in the science of severe weather. Delve into current severe weather science, discover cutting edge technology and investigate the stories of scientists, forecasters and passionate enthusiasts. Visitors will leave the exhibition feeling like they have been saturated in severe weather elements.

The exhibition provides visitors an engaging and entertaining opportunity to explore the power and unpredictability of severe weather. Visitors will gain a better understanding of the science behind severe weather, its connection to climate change, emerging technologies and forecasting techniques. They will also hear the stories of people who are working to better understand these events and help mitigate the impacts of severe weather on communities, infrastructure and lives.

Upon entering the exhibition, visitors are drawn into the science behind tornadoes, hurricanes, heat waves, thunderstorms and severe winter storms through interactive exhibits, multimedia experiences, models and large-scale graphics. They experience what it’s like to fly a research aircraft through a hurricane, view the destruction of tornadoes, follow turbulent cloud formations and lightning strikes, become a citizen scientist in the midst of a raging winter storm, and meet a researcher studying the force of wind in the lab.

Upon exiting Wild Weather, visitors explore different weather phenomena from around the world, common weather myths and have the chance to be “blown away” in a staged hurricane photo opportunity.

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Sample Media Release

FOR IMMEDIATE RELEASE:
[DATE]

News Release
[Science Centre] Opens New Wild Weather Exhibition

[City, State/Province] – Wild Weather, an immersive, experiential exhibition opened today at [SCIENCE CENTRE]. The highly interactive and entertaining blockbuster traveling exhibition, illustrates severe weather as a powerful and unpredictable force.

[QUOTE]: “Wild Weather will immerse visitors of all ages in the science of severe weather. Delve into current severe weather science, discover cutting edge technology and investigate the stories of scientists, forecasters and passionate enthusiasts. Visitors will leave the exhibition feeling they have been saturated in severe weather elements,” said [NAME], the [TITLE] at [SCIENCE CENTRE].

Eight exhibit zones lead visitors through a series of Wild Weather experiences to gain a better understanding of the science behind severe weather, its connection to climate change and emerging technologies and forecasting techniques. They will also hear the stories of people who are working to better understand and mitigate severe weather impacts.

From thunderstorms to summer heat waves, hurricanes to blizzards, uncover the science behind the weather all around us and learn how exciting new discoveries are unraveling many of weather’s mysteries.

Fly through the eye of a hurricane, create a mini-tornado and dance up a storm as the weather around you responds to your movements and get blown away in a staged hurricane photo op.

Experience weather in its many powerful and unpredictable forms in this new exciting exhibition developed an produced by Science North in partnership with the Ontario Science Centre open at [SCIENCE CENTRE] until [DATE].

For more information, please visit: [URL].
[SCIENCE CENTRE BOILER PLATE]

- 30 -

For more information, please contact:
[MEDIA CONTACT]

Editorial Ideas

  1. Capitalize on timely major weather events that happen around the world. Contact local media to offer an explanation of the phenomenon and relate it back to the Wild Weather exhibition and how it provides experiences related to severe weather conditions all around the world.
  2. Determine the most catastrophic weather event in the history of your community (or surrounding community) and do a pictorial expose on the event. Outline what impact it had on your community. Explain how it happened and predict the probability of it reoccurring again and what the comparable impact it would have today. Tie this back to the Wild Weather exhibition and how it provides an opportunity to learn about severe weather.
  3. Meet with City officials to discuss municipal emergency preparedness for severe weather conditions. Through Wild Weather, demonstrate what impact severe weather conditions can have on a community (traffic, electricity, heat, access to food and fuel) and make sure that your community is prepared for potential wild weather conditions.
  4. Launch the opening of Wild Weather with dignitaries, politicians, business leaders, weather reporters, media and students. Have a guided tour by the best-known meteorologist in the community. Ask people to dress for various types of severe storms.

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Social Media


Role of Social Media
Although regular posts and updates are an essential element of an effective social media campaign for Wild Weather, there are a number of additional elements and enhancements that should be considered.

Some additional outcomes to actively seek include:

  • Increase the total number of people following the centre on various social media platforms.
  • Increase the total number of people following Wild Weather feeds on various social media platforms.
  • Encourage visitors to post about their experiences at the exhibit on their own social media feeds – especially the hurricane photo opportunity.

  • As a base for the social media campaign, a system should be developed to create posts at regular intervals on each platform, ideally daily if resources permit. If those posting can feature actual visitors who also post to their own feeds, impact can be further enhanced. Creating specific channels such as #WildWeather and both posting and encouraging posts will be helpful. From an interest standpoint, reacting to and encouraging reaction to emerging weather stories and relating it back to the exhibit will provide further incentives for people to follow and interact with the feeds.

    General social media tips:
    • Share the content you create across all of your platforms.
    • Tailor your messaging to your varied audiences on the various platforms.
    • Whenever possible, use locally occurring weather events as a tie in to the exhibition.
    Facebook
    Draws and Contests:
    • Run a “Wild Weather” picture/video of the week contest by asking followers to upload their pictures. Panel selects the winner.
    • Run “Like” or “Comment” draws on your posts.
    • Engage your Facebook audience by getting them to submit “Wild Weather” alliterations.
    Content:
    • Create original content
    • · Find fun weather-related facts from appropriate websites and trusted scientists to share weekly. (e.g. “City with the hottest temperature…”)
      · Throwback Thursday posts (e.g. “This day in history, the city with the most rainfall…”)
      · Post a “Wild Weather” pic of the day/week/month.
      · Contact a local weathercaster to create topical videos about exciting local weather stories.
      · Schedule a live stream Q & A with a meteorologists.
      · Build a live stream campaign around wild weather activity.
      · Create “Wild Weather” alerts to let followers know about severe weather conditions.
      · Create “Listicles” about local weather (e.g. five hottest summers in your city).
    • Create curated content
    • · Share content from appropriate Facebook pages and posts.
      · Share weather-related pictures/videos from local weather stations.
      · Share stories from “weather enthusiasts,” for example individuals who share their experiences with severe weather.
    • Blog Posts
    • · If you have a blog platform, create posts about weather-related topics.
      (e.g.: Difference between hurricanes and tornadoes)
    Twitter
    • Follow and retweet local weather stations.
    • Create your own hashtag to start discussions on Twitter to capture “Wild Weather” conversations.
    • Use the hashtag #WildWeatherMoments to build upon the current “Wild Weather” conversation.
    • · Encourage visitors to use the hashtag #WildWeatherMoments to continue the “Wild Weather” conversation.
    • Use the Facebook content listed above and make your messaging appropriate for your Twitter audience.
    Instagram
    • Reuse the Facebook content listed above making your messaging appropriate for your Instagram followers.
    • Use the hashtag #WildWeatherMoments to capture all “Wild Weather” conversations.
    • Encourage visitors to use the hashtag #WildWeatherMoments to continue the “Wild Weather” conversation.

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    Partnerships

    Developing a variety of partnerships can help with the launch of the Wild Weather exhibition by getting support with promotions and engagement.

    Partnerships
    • Regional and national grant opportunities
    • Outdoor equipment manufacturers
    • Local media (television, radio)
    • Regional and national weather networks
    • Citizen scientist organizations
    • Local weather forecasters
    • Emergency preparedness organizations
    • Municipal officials
    • Local first responders
    • Universities and hospitals
    • Public health officials

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    Promotional Ideas

    1. Create a space to make a controlled tornado. Explain how the tornado was created and extrapolate to what creates large tornado and other wind events. Relate the creation of your tornado to the Wild Weather Exhibition and how it provides an experience to see all of the worlds’ extreme weather conditions.
    2. Rent a portable wind booth/tunnel. Have people stand in it to feel the effects of extreme winds. For added exposure, place paper in the booth and have some of paper represent coupons for items at your center. People have 30 seconds to grab paper. If they grab one of the coupons, they win that prize. Relate the extreme wind condition to the Wild Weather Exhibition and how it provides an experience to see all of the worlds’ extreme weather conditions.
    3. For younger children, create a coloring book with five extreme weather conditions (taken from the Wild Weather Exhibit) either for an activity or as a contest.
    4. Involvement of celebrities prior to the launch or at the launch can help bring attention to the project. Where possible, work to involve local and other celebrities in the launch and promotion of Wild Weather; who could include:
    5. - Media personalities
      - Sports personalities
      - Politicians
      - Meteorologists/Weather announcers

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    Speakers and Entertainers

    Hosting speakers, such as scientists and researchers, is a great complement to the special exhibition, Wild Weather. Below are speakers you may consider for your events:

    David Pearson Ph.D.
    Professor, Department of Earth Sciences and Co-Director, Science Communication Program, Laurentian University
    dpearson@laurentian.ca

    Peter Kimbell
    Warning Preparedness Meteorologist, Meteorological Service of Canada, Environment Canada
    peter.kimbell@ec.gc.ca

    Keli Pirtle
    NOAA Communications Norman, Oklahoma
    keli.pirtle@noaa.gov (405) 325-6933

    Examples of speakers
    • Professors from your local university or college
    • Local weather specialists or reporters
    • Meteorologists
    • “Weather Enthusiasts” - individuals that share their experiences with severe weather

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    Events

    Launch Events
    • Host a themed opening VIP media event with specialty refreshments, hors d'oeuvres, live entertainment, a preview of the exhibition and special screenings of a film that complements the exhibition theme, such as a weather-related film. Partner with a local weather reporter or meteorologist to help support the event.
    • Host a member appreciation day with special offers, incentives or activities so that your members can be among the first to experience the new Wild Weather exhibition. Invite your employees and special guests to also have a preview at this event. Invite local media partners to do an onsite live remote and provide them with weather-related giveaways to drive added awareness.
    • Host a Speaker Series – Throughout the duration of the exhibition, immerse your audiences in the fascinating accounts of wild weather with a “Speaker Series.” Consider meteorologists, weather forecasters, storm chasers, etc. as well as a climatologist to discuss climate change and its potential impact on your area. Bring in a speaker in conjunction with your media launch of the exhibition to generate additional visibility for your opening, and be sure to have this person do the interview circuit. View a list of potential speakers.
    • Host a “Science Café”, with a group of panelists engaging in an informal discussion with the general public, preferably at a venue other than your facility. The topic should relate to the public interest and generate good questions and discussions for both the panelists and the audience. For example “Weather Prediction: Is your forecaster just guessing?”
    Ongoing Events
    • Host an ongoing themed event such as “Wild Weather Wednesdays” to highlight weather-related movies, speakers and educational activities.

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