The direct mail package arrived in homes in early summer, a time when parents are typically looking for ways to keep their families engaged and entertained. Copy and design featured the vibrant Amazeum brand, with images and messaging designed to help recipients imagine their family experiencing the Amazeum’s interactive offerings with member perks. The value of membership was showcased throughout the package, with emphasis on savings opportunities for cost-sensitive family audiences.
An economical #10 package was mailed to house prospects, lapsed members, and select family-friendly rental lists.
With the COVID-19 pandemic’s drastic impact on hands-on children’s museums, conservative goals were set for the acquisition campaign to reengage the Amazeum’s audience. The campaign vastly exceeded projections, with a 16% higher response rate, 34% more income, and an ROI of $1.46.