Austin Children’s Museum

Looking to remain accessible to all audiences, including Austin’s growing Spanish-speaking population, the Austin Children's Museum (now The Thinkery) contracted Cultural Strategies to develop a research-based marketing and communications plan to engage Spanish-dominant families in the Austin region. Cultural Strategies conducted mini focus groups with parents of children 11 years or younger to explore perceptions, familiarity and behavior patterns related to family activities and children’s museums. Based on it, a series of recommendations were developed including the use of earned media, partnership development, and implementing experiential marketing initiatives.