ASTC/October 15, 2011 Multichannel Marketing: Integrating Online with your Offline Membership Campaigns

ASTC/October 15, 2011 About The Lukens Company Full service direct response agency (list management/brokerage, production management, direct mail, telemarketing, internet) Current focus: non-profits – arts and cultural, national and regional cause and mission based organizations Partial client list: Museum of Science and Industry Pacific Science Center Franklin Institute Bishop Museum Natural History Museum of Los Angeles Woodland Park Zoo Central Park Conservancy Utah Museum of Natural History

ASTC/October 15, 2011 Benefits of Multichannel Campaigns Open up less costly media sources Provide more opportunities to engage and reach our constituents Potentially increase response to each individual channel efforts Encourage brand consistency across departments (marketing and membership)

ASTC/October 15, 2011 Benefits of Multichannel Campaigns (cont.) Result in higher overall response and engagement, and ultimately higher LTV Ability to test various messaging/offers and timing across channels Flexibility and ability to adjust mid-campaign Can drive traffic from one channel to another

ASTC/October 15, 2011 Channels of Integration Direct Mail Telemarketing Onsite General Advertising Social Media Online Advertising Traditional Ads Online Ad Networks

ASTC/October 15, 2011 Online Advertising Strategy Goals of online advertising : −Acquire new addresses for further cultivation −Drive ticket sales −Conversion to membership/donor programs

ASTC/October 15, 2011 Online Advertising Strategy Targeting –Keyword Targeting –Demographic Targeting –Geo-Targeting –Behavioral Targeting

ASTC/October 15, 2011 Online Advertising Strategy Timing –Coordinate with direct mail, other advertising, press –Can focus on key events, exhibitions, programs for sense of urgency Messaging –Test multiple messages/offers –Coordinated with messaging in mail or telemarketing campaigns –Drive user to Landing Page that collects information, etc. –Ability to adjust messaging and increase urgency as necessary

ASTC/October 15, 2011 Online Advertising Strategy Limit number of clicks to take action –2Dialog system = 3 click process to purchase –Increase in purchase rate: 25-35% for 3 clicks vs % for clicks Budgeting/Costs –Cost per Click model –Cost per Thousand Impressions –Google Grant

ASTC/October 15, 2011 Case Study: Seattle Art Museum Picasso Exhibition: Oct 8, 2010-Jan 17, 2011 Leveraged Membership and Marketing research and coordinated efforts through integrated multichannel plan: mail, telephone, online and print advertising Online Advertising = End to silos –Test strategies: ticketing vs. list building vs. membership –Creative tests –Follow up series

ASTC/October 15, 2011 Market Research: Behavioral Indicators Shop at high end retailers Extremely literate (newspapers, magazines, books) Light broadcast TV users, more cable focused High online users particularly at home

ASTC/October 15, Opportunity Zip Data 30 Minute Market Area GrowMaintainAnalyzeIgnore # of Zips SAM HHs122,28118,7615,3615,414 SAM Members 8,5084,0162, Potential Members 113,77314,7452,9614,574 SAM Penetration 7.0%21.4%44.8%15.5% Target zip codes in the “Grow” and “Maintain” clusters.

ASTC/October 15, 2011 Track 1 : List building Enter to win a free Picasso print Enter to win 2 free tickets

ASTC/October 15, 2011 Track 2 : Membership Sales Picasso Focused Institution Focused

ASTC/October 15, 2011 Track 3 : Ticket Sales Standard Ticket Prices Discount Tickets

ASTC/October 15, 2011 Landing and Confirmation Pages Landing Page Confirmation/Re-Direction Page

ASTC/October 15, 2011 SAM Case Study: Campaign Results Over 35 million impressions Over 40,000 people who clicked through (0.12%) Discounted tickets ads had highest response, although collection ads (enter to win) also proved valuable Of the 40,926 who clicked through, 10,967 gave us their name and address (27%) Three part follow up series resulted in 180 new joins from ad campaign Membership at all time high (48,500 from 31,000) Highest attended exhibition (460,000); highest previous was 285,000 Ticket revenue of over $6 million

ASTC/October 15, 2011 Pacific Science Center: Case Study Star Wars exhibition: March 19-May 8, 2011 Coordinated direct mail acquisition and lapsed campaign in March Online ad campaign: –Institutional vs. Star Wars exhibition vs. IMAX (Born to be Wild): campaign ran April-May 2011 Discount offer on Membership Display and text ads ran on Google and Facebook networks Also included targeted placements based on member demographic profile and remarketing

ASTC/October 15, 2011 Display Ads Institutional Focus IMAX Focus

ASTC/October 15, 2011 Display Ads Star Wars Exhibition focus

ASTC/October 15, 2011 Text Ads

ASTC/October 15, 2011 PSC Case Study: Campaign Results Over 18 million impressions, 305 purchases and 1,432 s collected Star Wars track had highest number of impressions, purchases and click throughs Text ads had highest ROI, purchases and number of s collected Facebook had highest number of impressions (over 11 million); help build awareness Three part series currently in process