Grand Openings and Grand Results (AMMC 2013)
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Grand Openings and Grand Results: Generating Excitement, New Members, and New Audiences. Presented by: Mae Daniller, Dana Hines, Rosie Pokrandt, Rosie Siemer, and Jennifer Thomas. Learn from actual case studies of museum grand openings including best practices, potential challenges, and how to leverage these once in a lifetime opportunities for membership acquisition.
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Grand Openings and Grand Results (AMMC 2013)
- 1. Generating Excitement, New Members, and New Audiences AMMC 2013 Grand Openings and Grand Results
- 2. • 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
- 3. Grand Openings and Grand Results Grand Opening Case Study 2010-2012 Dana Hines President and CEO Rosie Siemer Principal
- 4. 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
- 5. 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
- 6. Timeline • Strategic Planning 2010/11 • Implementation 2011/12 • Grand Opening – April 28, 2012 • Post-Opening – May 2012 to present
- 7. 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
- 8. Fully Integrated, Multi-Channel Approach • Direct Mail • Social Media • Mobile/Online • Telemarketing • On-site Sales Touchpoint Flowchart
- 9. Digital Integration • QR codes • Website • Email append • Branded Facebook “microsite” • Contests: Photo, Trivia, Puzzler, and Scavenger Hunt
- 10. 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
- 11. 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
- 12. 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
- 13. 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
- 14. Direct Mail Campaign Upgrade Appeal
- 16. Direct Mail Campaign Upgrade Results Response Members Revenue Rate 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
- 17. Direct Mail Campaign Lapsed Recapture Results Response Members Revenue Rate 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
- 18. Direct Mail Campaign Donor Appeal Results Response Members Revenue Rate 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
- 19. Direct Mail Campaign New Member Acquisition
- 20. Direct Mail Campaign New Member Acquisition
- 21. Direct Mail Campaign New Member Acquisition
- 23. Direct Mail Campaign Acquisition Results Response Members Revenue Rate 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
- 24. Social Media
- 25. Social Media
- 26. Social and Mobile Contests Campaign 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
- 27. Social and Mobile Contests Share Your Story Photo Contest
- 28. Social and Mobile Contests Think You Know?! Trivia Contest
- 29. Social and Mobile Contests Gold Rush Puzzler Challenge
- 30. Social and Mobile Contests Discover Denver A to Z Mobile Scavenger Hunt
- 31. Social and Mobile Contests
- 32. 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
- 33. Overall Campaign Results 1,961 new members 595 recaptured members 888 upgraded members 235 donors 250% increase in target audience on Facebook 40% increase in membership BEFORE opening 89% increase in membership 6 weeks POST opening 121% increase in membership revenues-FY2012
- 34. Grand Openings and Grand Results: Generating Excitement, New Members, and New Audiences AMMC Atlanta April 24, 2013 Mae Daniller, President Daniller + Company mdaniller@daniller.com
- 35. 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
- 36. 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)
- 37. 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
- 38. • 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
- 39. First Mailing – September 2011 • 80,000 mailed • 0.76% response rate • Average gift, $125 • Test: Invitational vs. Color package – Color package won
- 40. Email Follow-up Appeals • 2 versions of email appeals: • Lapsed • Prospect • Sent after each appeal • 3 drops
- 41. Email Follow-up Appeals • 2 versions of email appeals: • Lapsed • Prospect • Sent after each appeal • 3 drops
- 42. Second Mailing – November 2011 • 80,000 mailed • 0.74% response rate • Average gift, $108 • Neighborhood package was included
- 43. 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
- 44. 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
- 45. • 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
- 46. 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
- 47. Questions? Mae Daniller President, Daniller + Company mdaniller@daniller.com
- 48. Grand Openings and Grand Results (Almost) Ready for Grand Opening Jennifer Thomas Director of Annual Programs
- 49. 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
- 50. Membership Goals The 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
- 51. 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—2ndGrand Opening Direct Mail Drop • June, 2013—3rdGrand Opening Direct Mail Drop • June 29, 2013—Grand Opening
- 52. 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
- 53. 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 were made online
- 54. 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
- 55. New Rates, Names, and Benefits • Increased the price of lowest levels Regular $55 to $65 Family $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
- 56. Direct Mail Month 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
- 57. Charter Membership, Discounts, and Experience Your Museum Transformed Largest Direct Mail Drop in more than 20 years with 275,000 pieces
- 58. 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
- 59. (Almost) Ready for Opening
- 60. Grand Openings and Grand Results Grand Opening Case Study Mae Daniller President
- 61. Grand Openings and Grand Results Top 10 List for Grand Openings (or other major big deals at your museum) Rosie Pokrandt Membership Coordinator
- 62. 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
- 63. 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
- 64. Grand Opening Top 10 List #1. Stay Sane! Stay Flexible! Be able and ready to go with the flow.
Notas del editor
- Lots of wavering and angst after performance did not match the stated projections.
- Timing for emails-- 2 weeks after first seeds arrived in homes-- 10 days prior to the event in December-- 4 days before Charter Member designation offer would expire (on Dec 31)