Children's Museum of Richmond



The Goal: develop a strategy to increase attendance at the four Children’s Museum locations and raise the brand awareness in the Richmond and Fredericksburg communities.

My Role: conducted impromptu customer interviews, assisted during interviews with key organization members, worked with our data department to find insights, facilitated communication between agency and client, researched and informed media decisions, and presented key findings to the client.

The Results: highest attendance to key recurring monthly event in six years, new messaging platform stressing the educational nature of the museum, 20% increase in web traffic compared to the previous year.

the bigger picture

I assisted in conducting over a dozen interviews with key members of CMoR as well as guests at several of the Museum’s locations. Through these interviews we found that organization’s mission to bring learning through play to children and their guardians was being lost in their messaging. We found that many guests saw the space as an indoor playground without observing the fundamental skills their children were exposed to.

In order to address this issue, we focused the messaging on the educational benefits of play through a new print campaign. We interviewed VCU psychology professors to better understand the impact of play and used that information to inform the ads.


I spent a lot of time at the museum when I was a kid, so working on this promotional campaign was a quite an exciting experience. I was able to have fun despite a lot of teasing about being young from my coworkers whose experience with the museum involved bringing their children.