The direct mail package arrived in homes in late April with a re-mail to the best names in mid-May, allowing for the inclusion of several exclusive events at all four Carnegie Museums of Pittsburgh, including The Art of the Brick and Science Pavilion grand opening.
The package featured several special offers to drive response and encourage members to join at higher levels. A combination of compelling copy and images portrayed the complete member experience at all four museums. This appealed to their strong family audience and enticed adults with descriptions of happy-hour events and upcoming art experiences.
The campaign received 26% more gifts and 34% higher gross revenue than the June 2017 acquisition. Despite mailing 34% more names, the net revenue was 43% higher and the ROI was 13% higher than the prior year.