Georgia Aquarium Brand Audit
In a team of four, we took six weeks to analyze the Georgia Aquariums marketing, and propose possible improvements.
Project Type
Role
Team Member
Marketing Analysis
Date
Spring 2023
The Goal
Analyze the Georgia Aquarium current marketing target and strategies and propose possible improvements.​
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We conducted an interview with the GA Aquariums Senior Manager of Content Development about their current target market, competitors, and perceived barriers to growth.
Research
We then conducted a survey to see if public opinion lined up with the information from the interview. Based on that survey meet our new target market!
Competition Matrix
Although the National Center for Civil and Human Rights looks like the biggest competitor, the data was skewed due to most participant answering "not sure" when asked about uniqueness of experience. Therefore Atlanta botanical Gardens is the biggest competitor.
Scores calculate based off data filtered under those who put 'uniqueness of experience' as most important
Current Ads
Competitor Ads
71% of our indentified target market say the go to the aquarium "sometimes" and 28% "rarely." We aim to drive repeat customers within our new 80/20 target to visit more often by advertising events and promotions.
The Plan
Ad Mockup
Creating a Student Discount night satisfies the need for a promotional event to justify going to the aquarium.
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To drive more visit outside of Student Sights, advertising other events throughout the aquarium such as Wellness by the Water, and Sips Under the Sea, will increase even more return visitors.
