Membership Campaign - BravoEcho
BravoEcho works with clients at the intersection of business strategy, company culture, and brand to help companies evolve — from what they are today to what they aspire to be in the future.
Business Strategy, Brand Communications, Design, Culture, Business Evolution, Denver, Grand Rapids, Corporate Anniversaries,
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Membership Campaign

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