TLC developed a multi-channel campaign that aimed to cohesively integrate traditional and online marketing efforts, leverage benchmarks, target top prospects, and increase membership and ticket sales.
In order to do this, TLC first utilized local market and industry benchmarks to determine SAM’s market potential and a comprehensive member/visitor profile. This research was then used to define the target audience and inform direct mail and digital advertising budget. By studying factors such as key member motivators, behavioral indicators, and lifetime value, TLC was able to form a specific and thorough strategy for the multi-channel campaign.
The campaign focused on the 2014 exhibition Miró: The Experience of Seeing and incorporated the exhibition brand identity in direct mail, online advertising, and email channels.
Direct mail was used to target new prospects and lapsed members by taking a holistic approach to promoting the institution beyond membership. The mail pieces offered a 10% discount off all membership levels and resulted in a total of 1,055 new members.
TLC found that advertising awareness was not being maximized and took advantage of the opportunity for increased investment with online advertising. Over 3 ½ months, more than 6.6 million targeted ad impressions were served, resulting in $12,518 in gross revenue in membership and ticket sales.
Finally, the email campaign was comprised of two, 3-part series promoting membership acquisition and ticket sales. The emails encouraged online purchasing and the third email offered $5 off per ticket to family and friends of existing SAM members. The emails produced a higher overall open rate than the benchmark average and a $13.05 return on investment.