The Goal
- Elevate a municipally owned museum from a local attraction to a national destination
The Approach
- Turned the website into a hub of news and information about programs, events and history
- Did not rely on the media to tell the museum’s story; created a proactive approach of telling the museum’s story director to members, visitors and potentially interested parties
- Took an existing campaign that relied on traditional advertising and public relations methods (i.e.tried and true news release and print advertising) and turned to a primarily digital approach, speaking to audiences where they consume news
The Results
- Museum Attendance: Increased by 23 percent over past two years to more than 42,000 visitors
- Museum Membership: Increased 26 percent over past 18 months