• Number of visitors to our client’s attractions increased 47%
• Engagement on Facebook increased 202%
• Engagement on Twitter increased 356%
   
• Traffic to client’s website increased 259%

Challenge

Our client is a group that owns 6 museums in 3 major cities, and 14 attractions that target children, teens and adults. They have about 1.8 million visitors per year, and almost 5000 visitors per day. Most of their marketing efforts were focused on more traditional channels- PR, TV, radio, transit, magazine and newspaper ads –yet, they were not doing much on the digital side. They felt that a significant percentage of their audience was online, and they were not taking advantage of it. When we first talked to them they had 3 main challenges:

1. How to make the best use of social media and other digital platforms to captivate more visitors to their museums and other attractions?
2. How to attract more young adults and families? They were unsure on how to reach these two groups in a more targeted way.
3. How to engage and gain returning visitors?

Solution

We designed a tailored digital media plan for each of their museums and attractions. This plan was aligned with their strategic and sales goals, and the budget for the year. The plan considered the different events and holidays, the high and low seasons, the opening of new attractions, and so on. We also worked closely with their communications department to make sure we could complement their efforts and increase their impact. Along the year, we reviewed the plan every 3 months, because things in this industry (as with others) change quickly, so we had to be dynamic and adapt to get the best results for our client.

All with the objective to:

• Increase traffic to their main website, other microsites (specific attractions) and landing pages.
• Raise brand awareness.
• Increase the number of visitors to each of their museums and attractions.
• Increase the number of followers on Facebook and Twitter, and turn them into fans.
• Connect the offline and online marketing efforts to maximize impact and engage their target audience.

Results

Following the digital plan and through the different online campaigns we ran for our client, we have so far achieved the following results:

• The number of page likes on Facebook increased 64%
• Within the first 3 months our reach increased 35X, and the level of engagement (followers interacting with the museum page) increased 202%. The people that follow their page on Facebook have truly become fans and advocates of their attractions.
• The number of Twitter followers increased 60% and their level of engagement (retweets, mentions, reach and clicks) has increased 356%
• Traffic on their main site increased 259%
• The average number of visitors across their different museums and attractions has increased 47%.

Based on our results and the return on investment that our client has obtained, they decided to allocate a significant portion of their marketing budget to online channels.