Grand Openings and Grand Results (AMMC 2013)
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Transcript of Grand Openings and Grand Results (AMMC 2013)
Generating Excitement, New Members, and New Audiences
AMMC 2013
Grand Openings and Grand Results
• Dana Hines, President and CEO, Membership Consultants
• Rosie Siemer, Principal, fiveseed• Jennifer Thomas, Director of Annual Programs,
Saint Louis Art Museum• Mae Daniller, President, Daniller + Company• Rosie Pokrandt, Membership Coordinator,
History Colorado
Presenters
Grand Openings and Grand Results
Grand Opening Case Study2010-2012
Dana HinesPresident and CEO
Rosie SiemerPrincipal
Member and Donor Growth• The Traditional
Strategic Planning Acquisition – direct mail, on-site sales Lapsed recapture – direct mail and telemarketing Membership upgrades – direct mail Annual Fund – direct mail
• The Social Finding and engaging new audiences Converting to visitors and members Leveraging word of mouth
Scenario
• A State-run organization• Transformational time in its own history• Building a new physical and brand
presence• Overcoming a perception of need
situation• Creating a new reputation for an
organization
Timeline
• Strategic Planning 2010/11• Implementation 2011/12• Grand Opening – April 28, 2012• Post-Opening – May 2012 to present
Goals
• Grow membership by 50%• Engage new membership audiences• Engage members donors • Lay the foundation for future outreach• Change the way people perceive a history
museum
Fully Integrated, Multi-Channel Approach
• Direct Mail• Social Media• Mobile/Online• Telemarketing• On-site Sales
Touchpoint Flowchart
Digital Integration
• QR codes• Website• Email append • Branded Facebook “microsite” • Contests: Photo, Trivia, Puzzler, and
Scavenger Hunt
Audiences and Strategies
Members – upgrade and engagement• Upgrade appeal, social media to energize• Donor appeals – giving beyond
membership
Lapsed Members – rejoin and engagement• Lapsed campaigns and new member
campaigns
Audiences and Strategies
Non Members – join and engagement• New member campaigns, social media to
raise awareness
Facebook Fans – join and participation • Social and push to mailed campaigns
Pre-Opening Timeline
• 50,000 piece acquisition mailing• 8,000 piece upgrade/lapsed• 15,000 annual fund in three drops• Launch social media photo contest• 50,000 piece acquisition with QR codes• 8,000 piece upgrade/lapsed – mail and
phone
Grand Opening Timeline
Direct Mail• End of fiscal year donor appeal – 26,000• Pre and post direct mail acquisition –
150,000 pieces – 75,000 each in 2 drops
Social Media/Mobile• Grand opening trivia contest• Gold Rush Puzzler• Mobile Scavenger Hunt to promote
opening of Denver A to Z exhibit
Direct Mail Campaign
Upgrade Appeal
Direct Mail Campaign
Direct Mail Campaign
Upgrade Results
Response Members RevenueRate
Opening - 6 months 17.30% 573 $ 45,250
Opening - 2 months 13.26% 228 $ 21,785
Opening + 2 months 6.27% 54 $ 4,945
Total 855 $ 71,980
Projected 5% 382 $ 27,620
Direct Mail Campaign
Lapsed Recapture ResultsResponse Members RevenueRate
Opening - 6 months 4.81% 151 $ 10,760
Opening - 4 months 2.69% 117 $ 7,835
Opening - 2 months 2.09% 85 $ 6,505
Opening + 2 months 0.71% 29 $ 2,520
Total 2.44% 382 $ 27,620
Projected 2% 313 $ 18,782
Direct Mail Campaign
Donor Appeal ResultsResponse Members RevenueRate
November 1.51% 86 $ 10,525
December .92% 52 $ 6,150
January 1.73% 97 $ 11,936
Total
5,701 Prospects
4.12% 235 $ 28,611
Average Gift $ 122
Direct Mail Campaign
New Member Acquisition
Direct Mail Campaign
New Member Acquisition
Direct Mail Campaign
New Member Acquisition
Direct Mail Campaign
Direct Mail Campaign
Acquisition ResultsResponse Members RevenueRate
Opening - 6 months 1.20% 601 $ 46,300
Opening - 4 months 0.92% 458 $ 38,313
Opening - 2 months 0.79% 598 $ 52,435
Opening + 2 months 0.46% 323 $ 29,240
Total 0.80% 1,980 $ 166,288
Projected 1625 $ 97,500
Social Media
Social Media
Social and Mobile ContestsCampaign Goals
• Raise awareness• Target Audience:
Women 26-40 years old with kids 6-12 years old
• Increase Facebook fan engagement• Mission-aligned messaging• Capture member prospect leads/info• Drive traffic to membership pages• Capture personal stories• Generate excitement and media buzz
Social and Mobile Contests
Share Your Story Photo Contest
Social and Mobile Contests
Think You Know?! Trivia Contest
Social and Mobile Contests
Gold Rush Puzzler Challenge
Social and Mobile Contests
Discover Denver A to Z Mobile Scavenger Hunt
Social and Mobile Contests
Overall Campaign Results• 739 unique participants in total• 654 individuals engaged for the first time via social• 91 became members after engaging• 13% join rate• 270 QR code respondents; 18% joined• 39% of QR respondents opted-in for mobile texts• Facebook grew from 766% from 1,285 to 11,122• Media attention and primary driver to website• Captured personal stories
Overall Campaign Results
1,961 new members 595 recaptured members 888 upgraded members 235 donors250% increase in target audience on Facebook 40% increase in membership BEFORE opening 89% increase in membership 6 weeks POST
opening121% increase in membership revenues-FY2012
Grand Openings and Grand Results:Generating Excitement, New Members,
and New Audiences
AMMC AtlantaApril 24, 2013
Mae Daniller, President Daniller + Company
Isabella Stewart Gardner Museum Case Study
• Located in Boston• Opened new Renzo Piano-
designed wing in January 2012
• Visitors increased from 11,300/mo. prior to opening to 25,000/mo. around opening to 19,400 post/mo. (72% increase to current stable number)
• Membership grew from 3,200 to 8,100 (60% increase) in 2012
Membership Acquisition Strategy for Grand Opening
To grow membership, the Gardner chose channels of:• Direct mail• E-mail• Supplemented by media partner, The Boston Globe
with print ads and inserted magazine, subway ads, and bus wraps
• (Exceptionally strong media coverage)
Daniller Strategy for Grand Opening Direct Response
• A series of acquisition mailings before, during, and following the January 2012 Grand Opening
• Strategic testing as part of direct mail• Direct mail reinforced with disciplined and customized
email follow-up appeals
• First two direct mail campaigns designed when new branding not yet available
• Gardner dark from mid-November to January opening• Key membership staff person left and replacement not
on board until right before opening• Membership gift pattern did not fit typical model –
retooled to ensure highest possible returns for January mail
Challenges
First Mailing – September 2011
• 80,000 mailed• 0.76% response rate• Average gift, $125• Test: Invitational vs.
Color package– Color package won
Email Follow-up Appeals
• 2 versions of email appeals:• Lapsed• Prospect
• Sent after each appeal• 3 drops
Email Follow-up Appeals
• 2 versions of email appeals:• Lapsed• Prospect
• Sent after each appeal• 3 drops
Second Mailing – November 2011
• 80,000 mailed• 0.74% response rate• Average gift, $108• Neighborhood package
was included
Third Mailing – Arrived at time of Grand Opening
• 80,000 mailed to arrive January 2012
• 1.36% response rate• Average gift, $109• New branding
launched• Offer included
attending an event with limited number of tickets available
• People-focused design
Fourth Mailing – Four months post-opening
• 80,000 mailed• 0.59% response rate• Average gift, $94• Mail almost
cancelled after “Grand Opening burnout” at Museum
• Museum was overwhelmed with onsite acquisition
• Onsite acquisition did not go as planned, no training undertaken
• Membership fell far behind on gift processing and acknowledgement
• Lessons learned here (per Lance!)
Other Grand Opening Acquisition Efforts
What We’ve Learned
• Be prepared for surprises along the way
• Get budgets and commitment for Direct Mail and Email locked down
• Preparation for onsite sales and backend fulfillment is critical
• Acquisition doesn’t end after opening—must steward wonderful new members
Questions?
Mae DanillerPresident, Daniller + [email protected]
Grand Openings and Grand Results
(Almost) Ready for Grand Opening
Jennifer ThomasDirector of Annual Programs
Saint Louis Art Museum• Free museum with paid exhibitions• Under construction with gallery closures and limited
exhibition schedule since 2011• 13,000 general member households• 325,000 annual attendance in 2012• East Building Expansion opens on June 29, 2013
Membership GoalsThe BIG IDEA—Increase membership households by 40 % by July, 2013• Increase membership households from 12,000 to
20,000• Change culture of Museum to create opportunities to
sell memberships• Leverage new amenities and public presence to
increase knowledge about Museum and membership program
Timeline• January, 2012—The BIG IDEA• May, 2012—change structure of Membership Department• September, 2012—Art Ambassador Campaign• September, 2012—On-Site Sales Training for Staff• September, 2012—Charter Membership Direct Mail Drop• October, 2012—Robust Telemarketing campaign• January, 2013—Raised membership rates, retooled benefits• February, 2013—1st Grand Opening Direct Mail Drop• April, 2013—2nd Grand Opening Direct Mail Drop• June, 2013—3rd Grand Opening Direct Mail Drop• June 29, 2013—Grand Opening
Membership Department Restructure
Membership Coordinator
Membership Records Associate
Membership Records Coordinator
Major Gifts Records Coordinator
Membership Director
VMS Supervisor
VMS Associates (many)
Membership Manager
Membership Records Associate
Development Operations Manager
Major Gifts Records Coordinator
Development Events Coordinator
Director of Annual Programs
VMS Asst. Supervisor
Art Ambassador Campaign
Grassroots effort to recruit 1,000 members• $84,000 raised
• 934 members recruited
• $90 average gift (compared to $78 overall)
• 51% of all gifts weremade online
Visitor & Member Services
• Required On-Site Sales training for all staff• Created a Call Center that is staffed by VMS
staff members• Set weekly and monthly goals with incentives
during last three months of 2012• New job descriptions and policies for all new
staff in 2013
New Rates, Names, and Benefits• Increased the price of lowest levels
Regular $55 to $65Family $65 to $75
• Eliminated $100 level• Renamed $150 Friends & Family
to receive additional exhibition passes• Study Groups and Young Friends
added to membership levels at no additional cost
Direct MailMonth Pieces Number of Gifts Response Rate Average Gift
September 2012 75,000 568 .74 $81
January 2013 35,000 420 1.2 $87
April 2013 100,000
June 2013 65,000
Charter Membership, Discounts, and Experience Your Museum Transformed
Largest Direct Mail Drop in more than 20 years with 275,000 pieces
Preparation
• Temporary relocation of Call Center and Membership Processing Staff
• Testing off-site fulfillment• Hiring and Training new Member and Visitor
Services Staff• New materials featuring the completed
campus are in production
(Almost) Ready for Opening
Grand Openings and Grand Results
Grand Opening Case Study
Mae DanillerPresident
Grand Openings and Grand Results
Top 10 List for Grand Openings (or other major big deals at your museum)
Rosie PokrandtMembership Coordinator
Grand Opening Top 10 List
#10. Start Planning yesterday! 18 to 24 months out
#9. Got the Plan, now get the Budget
#8. Right size your staffing for the big crush; make sure you allow enough time to train front end staff on
the POS as well as selling memberships, talking about exhibits, etc.
#7. Become BFF with Marketing – you are in this together!
#6. Communicate your schedule of activities – you will need graphics, brand identity before anyone else
Grand Opening Top 10 List
#5. Create the excitement - Start the implementation 8 months out
#4. Your mantra – this is only going to happen once in our lifetime – if not now, when?
#3. Have specific month by month revenue and memberships sold goals – so you can track your progress towards the goal
#2. Make sure you database, ticket software and systems are all working BEFORE the grand opening
Grand Opening Top 10 List
#1. Stay Sane!
Stay Flexible!
Be able and ready to go with the flow.