Audience Intelligence, Digital Media, Social Media, Content, Production, 9-11 Museum, Case Study
Asking New Yorkers—true local New Yorkers, not tourists—to visit the National September 11 Museum. Grow online ticket sales among residents of the tri-state area (NY, NJ, CT) and reduce the cost-per-acquisition (CPA) to where it’s stabilized.
New Yorkers want to move past the tragedy and want to be engaged in a more meaningful way that doesn’t make them feel sad, depressed or angry. Moving past tragedy often starts with engaging people by respecting and getting close to the people.
The museum offers an impressive experience, but unlike other museums, we didn’t focus on the artifacts. We focused on harnessing an intimate reaction of an actual museum guest’s experience-- testimonials epitomizing the local target audience.
We developed our story with a focus on the experiences of fellow New Yorkers. We used digital media that hyper targeted the right prospects by Zip Code or those who self-identified themselves as a fan of a local sports team, museum, theater, etc.
Grew return-on-investment in 9 months.
Reduction is cost-per-acquisition.
Share of tickets sales generated online-- up from single digits.