Design Museum:
Membership Campaign
- Client
- Design Museum
- Sector
- Museums & Galleries
- Services
- Solus Door to Door, Ultra Local Blanket, Print
Growing membership from the streets around the building
The Design Museum in Kensington wanted to grow membership by engaging the community on its doorstep. A museum's most loyal members usually live within walking distance, so the catchment was drawn tight rather than wide.
Two methods, one catchment
Leaflets were printed on a high quality stock, because a membership ask has to feel like it came from the institution making it. We then ran solus door to door distribution into higher value households in the W8 6 postcode.
Running alongside it, an ultra local blanket run put the same message into the businesses people actually pass through: Kensington High Street, Earls Court Road, Notting Hill Gate and the surrounding streets. Cafes, takeaways, pubs, boutiques, barbers, hairdressers, bookshops, libraries and dry cleaners, with the print displayed at the point of sale rather than left in a pile.
What happened
Membership applications and enquiries spiked, and awareness of the museum lifted across the neighbourhood. The method was simple: reach the people closest to the venue twice, once at home and once while they are out.
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