Goals:

• Build awareness in the Muncie, Indiana community about our extended Thursday evening hours for families

• Inform the Muncie, Indiana community about the exhibition opening for Dinosaur Discoveries: Ancient Fossils and New Ideas.

• Increase event engagement by 15%

• Have 100 event attendees

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Strategy:

Encourage engagement through multiple Facebook, Twitter, and Instagram posts, a Facebook event, and targeted digital ads with The Star Press (newspaper for Muncie, Indiana and Delaware County). As digital media was our only form of communication to promote the extended Thursday evenings and exhibition opening we wanted all information readily available on the Facebook event and the museums website. We included the use of Facebook's Ad Manager to increase our organic reach and grow our audience.

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Results:

• Increased Facebook event engagement by 20%

• 141 attendees for the extended Thursday evening hours and the exhibition opening

• 40% more attendees compared to 2017 exhibition openings

• Over 100,000 impressions throughout the campaign

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