case studies
Museum of Contemporary Art San Diego
click to view portfolio work“I found them to be knowledgeable, thoughtful and smart in the marketing strategies they recommended.”- Denise Montgomery, Director of Communications
increasein young adults under 25
securedin donated media
- services
- - Advertising
- - Design
- - Interactive
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challenge:
With a new downtown location about to be opened, the Museum of Contemporary Art San Diego wanted to reach a broader audience. The museum had a very limited budget and needed to reach an audience by marketing to generation Y – young adults 25 and under – an audience who typically rejects traditional messaging.
strategy:
Begin by acknowledging that this audience is like no other before it. Based on this premise, use non-traditional, non-museum, messaging that speaks directly to the under-25 set. Create a program that engages them and drives them to a special website- feedthegreedyorgan.com. And, most importantly, use non-traditional media and non-traditional use of existing media – like online banners that follow your cursor or street teams and outdoor advertising that take the message directly to the target – to create interest on their terms. On their turf.
results:
The success of the Feed the Greedy Organ campaign has been immense. In addition to shattering attendance expectations (Did we mention a 200% increase?), more than $250,000 of donated print, online and out-of-home media was secured by Bailey Gardiner to make the campaign a success.
The Museum of Contemporary Art San Diego continues to see an increase in its under-25 audience, and garners awards for their marketing efforts aimed at this group.