R.H. Fleet Science Center – “Partnership 2000”
The Reuben H. Fleet Science Center is Balboa Park submitted an RFP for a marketing agency to create a marketing plan in preparation for the organization’s grand re-opening in the late spring of 1998. As a result of Catalyst’s expertise in partnership & sponsorship programs, Catalyst was added as a co-presenter of the RFP by Think Tank, a San Diego advertising agency. Think Tank & Catalyst worked together in creating the marketing plan, with Catalyst designing all components of the plan that dealt with the facility & corporate sponsorships.
ANALYSIS OF THE CHALLENGE — Though the Space Theatre at the Fleet Science Center was a well-recognized San Diego attraction, the Science Center lagged far behind in recognition. With the addition of over 50,000 square feet in new exhibit & public space, the Science Center would at least have to attract equal or greater status as the Space Theatre in order to support the new facilities. The Fleet Science Center had only once attracted a corporate sponsor of the facility or one of its programs & was under-utilized & recognized by San Diego Business.
ANALYSIS OF THE OPPORTUNITY — In the late 1990’s, San Diego was achieving new prominence as an international center for scientific & technological research & design. New & rapidly growing science & technology companies represented an ideal opportunity for the Science Center to build support for Center programs & facilities. As a leader in math & science education, serving over 120,000 students annually, the Fleet offered an ideal workforce education partner to these new industries who demanded a future workforce well prepared in math & science studies.
ANALYSIS OF THE SOLUTION — Following completion, submittal & acceptance of the marketing plan, Catalyst was hired to implement its portion of the marketing plan, entitled “Partnership 2000.” Following a comprehensive analysis of the Fleet’s programs & assets, Catalyst compiled an inventory of benefits & values for prospective partners (sponsors).
Catalyst has worked with the Fleet ‘s development; marketing, exhibits & education staff to package & sell sponsorships for films, exhibits & facilities. Catalyst also designed, sold & implemented a revolutionary concept, called “TechnoVation.” TechnoVation is an interactive public exhibit of San Diego’s science & technology industries created by leading San Diego private & public companies.
ANALYSIS OF THE RESULT — TechnoVation has attracted the participation of San Diego’s largest public & private companies including Qualcomm & SAIC. The total partner investment in this program will reach over $250,000 in the first year. TechnoVation will celebrate its grand opening on January 8, 2000.
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