work / Membership Campaign

We helped our client, The Grand Rapids Public Museum, articulate their vision “to instill passionate curiosity and a deeper understanding of the world around us” in a new tagline, Be curious.

In order to increase museum membership, a simple and fun premise was devised: by buying a museum membership, you become the owner of the Museum and all it has to offer - including over 250,000 scientific, cultural and historical artifacts.

The “Become a proud owner” campaign featuring the new tagline includes magazine, outdoor and digital advertising, radio ads, direct mail, and guerrilla tactics – lamppost tear sheets, mock Craigslist ads and eBay listings – as well as a social component.

The Museum relies on the goodwill of the West Michigan community and this campaign encourages a sense of individual ownership.

A poster series humorously depicts some of the museum artifacts as part of real-life situations

A poster series humorously depicts some of the museum artifacts as part of real-life situations

A poster series humorously depicts some of the museum artifacts as part of real-life situations

A poster series humorously depicts some of the museum artifacts as part of real-life situations

Billboards promote museum membership via mock-classifieds

Transit ads promote museum membership via mock-classifieds

Outdoor ads promote museum membership via mock-classifieds

A series of posters, featuring some of the items currently on display at the museum

Radio ads, including spots on Pandora, encourage listeners to “become a proud owner”

Radio ads, including spots on Pandora, encourage listeners to “become a proud owner”

The campaign extended its reach via mock Craigslist ads

The campaign extended its reach via tear-away lamppost fliers

A social component generated engagement and helped connect the museum with its audience

Bumper stickers with tongue-in-cheek messages given as a receipt for membership renewal

Campaign wearables display the “Proud Owner” label

Invitations to "become a proud owner" were sent in the mail

Invitations to "become a proud owner" were sent in the mail

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