Membership Campaign - BravoEcho
16976
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Membership Campaign

Marketing Campaign
 A poster series humorously depicted museum artifacts as part of real-life situations.
Marketing Campaign
 A poster series humorously depicted museum artifacts as part of real-life situations.
Marketing Campaign
 A poster series humorously depicted museum artifacts as part of real-life situations.
Marketing Campaign
 A poster series humorously depicted museum artifacts as part of real-life situations.
Advertising Campaign
 Billboards promoted museum membership via mock-classifieds.
Advertising Campaign
 Transit ads promoted museum membership via mock-classifieds.
Advertising Campaign
 Outdoor ads promoted museum membership via mock-classifieds.
Advertising Campaign
 Posters featured some of the items on display at the museum.
Guerrilla Marketing
 The campaign extended its reach via mock Craigslist ads.
Guerrilla Marketing
 The campaign extended its reach via tear-away lamppost fliers.
Social
 A social component generated engagement and helped connect the museum with its audience.
Merchandise
 Bumper stickers with tongue-in-cheek messages were given as a receipt for membership renewal.
Direct Mailer
 Invitations to Become a Proud Owner were sent in the mail.
Direct Mailer
 Invitations to Become a Proud Owner were sent in the mail.
Merchandise
 Campaign wearables displayed the Proud Owner label.
Radio Spot
Radio Spot

About This Project

We helped our client, the publicly-owned Grand Rapids Public Museum, articulate their vision “to instill passionate curiosity and a deeper understanding of the world around us” in a new tagline, Be curious. In order to increase museum membership, a simple and fun premise was devised: by buying a museum membership, you become the owner of the Museum and all it has to offer – including over 250,000 scientific, cultural and historical artifacts. The “Become a Proud Owner” campaign featuring the new tagline includes magazine, outdoor and digital advertising, radio ads, direct mail, and guerrilla tactics – lamppost tear sheets, mock Craigslist ads and eBay listings – as well as a social component. The Museum relies on the goodwill of the West Michigan community and this campaign encourages a sense of individual ownership.

Category
GR Public Museum, Group