C R E AT I V E E XC E C U T I O N S Outdoor: Our target audience members live a fast-paced life. Outdoor ads conveniently allow us to grab their attention while they’re on the move. These pieces will be located at bus stops, subway stations and on billboards. Ads will either place everyday people in famous art pieces or subjects from famous pieces in everyday situations to display how their daily lives and the world of art can come together. Art and design will focus primarily on the idea of becoming a part of the art while the copy executes the message of becoming a part of the culture and exclusivity, without limit. Magazine: Art is the center of the Become A Part campaign, therefore our ads are highly visual. Advertising in magazines will allow us to execute high quality print ads and deliver them through a variety of outlets, therefore reaching a wider range of our target audience. Ads will be found in magazines such as, New York Magazine, TIMES and artistic trade magazines (i.e. Interior Design, Architecture Today, etc.) Direct Mail: A direct mail envelope will be mailed to all local (tri-state) museum visitors that paid for a one-day admission ticket. The purpose of the letter is to remind the consumer of their visit to the museum and to re-establish the MoMA culture in the mind of the consumer. A direct mail package will also present a more personal touch to the campaign. Apple Wallet Ticket: A digital version of a MoMA membership card/event ticket is a step forward into a current movement of paperless admission. Our target audience appreciates simplicity, ease of use and comfort knowing that our non-profit is up to date with the most recent technology and processes. We are pleased to offer this benefit to our consumers free of charge with ease of access. Below the Line: BTL advertising will allow this campaign to fully immerse consumers in the world of art and the artistic community. The purpose of the BTL concepts are to grab the attention of busy professionals who are constantly on the move, make them pause, and consider art. The campaign title suggests interaction, and our BTL strategies will ensure this campaign is interactive. Become A Part of The Scream: Posted at consumer eye level both inside and outside of the MoMA building, people passing by will be able to see their reflection in a poster ad of Edvard Munch’s, The Scream painting. By pausing to see their face reflect in the image, they’re truly becoming a part of the piece, and a part of art. Furthermore, they can press a button located near the poster to capture the moment and then use a touch screen computer next to the ad, log in to their Facebook or Instagram, like MoMA’s page and share their image with friends. When near the MoMA, this “scream” filter will unlock on Snapchat, allowing everyone to join in on the fun. Automatic hashtags will copy into the post: #BecomeApART #TheScream #MoMA Pollock in the Subway: As New Yorkers make their way into the subway station they will notice what looks like dripping paint on the walls and down the steps. There will be a poster on the floor directly in front of the subway car doors which will read, “Enter a World of Expression.” The subway doors will be covered in a decal displaying Jackson Pollock’s famous painting One: Number 31, 1950. As the train doors open it will seem as though travelers are entering the painting itself. MoMA Celebrates: On November 7, 2016, MoMA will celebrate its 87th anniversary. To honor 87 years of modern art, The Empire State building will project hundreds of images captured throughout the Become A Part campaign using campaign hashtags. Pictures that members and visitors have taken will be displayed on one one of the world’s most famous buildings for one hour.
Direct Mail: Kicker: Become A Part Keeper: Wine Glass Coaster
Dear Adrienne, Thank you for your recent visit to The Museum of Modern Art. We hope you enjoyed your time exploring our exhibition and all that modern art offers. Here at MoMA we strive to fuel imagination and seek to inspire all those who enter our doors and take a step into the world of modern art. With that being said, we would like to invite you to become a part of MoMA’s culture by joining us as a MoMA member. Through the MoMA membership program you’ll be able to enjoy unlimited visits to the museum, extended member-only hours, largely discounted guest tickets, exclusive invitations to MoMA events, previews for all major exhibitions, free entry to MoMA films and exclusive gallery talks and tours. Please visit our website at www.moma.org/membership, or contact us the Department of Membership toll-free at 888-999-8861 during our regular business hours, or send us an e-mail at membership@moma.org We hope to see you again soon. Thanks for becoming a part of the MoMA.
With a MoMA membership, you’ll get to know modern art on a more personal level. Experience our exhibitions on your time, take part in exclusive gallery talks, and join us for special members-only events. Visit moma.org for more information and take your place in the world of modern art.
B E H I N D T H E C A M PA I G N Our magazine and outdoor ads were created with the intention of being interchangeable. They will communicate the campaign message across both mediums. Magazine ads will consist of more copy than the outdoor ads. Extended magazine body copy for interchangeable ads is as follows: Starry Night Ad: With a MoMA membership, you’ll be able to enjoy endless paintings and sculptures, exclusive access to MoMA films, and join us for members-only events. Experience the world of modern art from a new perspective. Visit moma.org for more information, and experience the culture of modern art. Sunday Afternoon Ad: Become a MoMA member and immerse yourself in the world of modern art every Sunday, or every day. Explore our exhibitions without limit and join us for exclusive members-only events. Visit moma.org for more information on how to become involved in your local artistic community. The monochromatic theme of the visuals support exclusivity, minimalism and sophistication. The absence of color unifies the images and ideals across all chosen mediums. This choice was the most parallel to our research and campaign vision.
EVALUATION Part of the Museum’s mission is to always reevaluate itself and respond to new ideas. We made a measurable objective of increasing individual and dual memberships by 20 percent over the year. To evaluate the effectiveness of the campaign, Become A Part, we would meter and monitor the percentage of new memberships on a six month and one year basis. In addition, we would have new members fill out surveys answering the following questions: • Did you know that MoMA offered year-long memberships? • Have you seen the ads and where? What worked for you? • What, if anything, held you back from buying a membership versus a daily admissions ticket? • Would you gift a membership? We will also measure increases in the email list, event participation, social media followers and the campaign hashtag, and local or national media attention created through press releases and media advisory for events or increased hours of operations for members.
Timeline
January The premiere of the Become A Part campaign Outdoor ad goes up (for three months) Below The Line: Pollock Magazine ad placement Send out direct mail Social Media sponsored posts
July Promotion heavy month New outdoor ad goes up (for three months) Magazine ad placement Send out direct mail Social Media sponsored posts
February Magazine ad placement Send out direct mail Social Media: Valentine’s Day (Heavier focus on dual membership)
August - Direct Mail, Magazines August 6 at 8 p.m. The Museum of Modern Art Membership Mixer event Live tweeting for the Mixer Professional Photographers and Videographers for the Mixer
March Magazine ad placement Send out direct mail
September Magazine ad placement
April New outdoor ad goes up (for three months) Send out direct mail May Promotion heavy month Magazine ad placement Send out direct mail, Social Media sponsored posts May 7 at 7 p.m. Sunset under the Stars Gala. Live tweeting for the event Professional Photographers and Videographers for the event June Promotion heavy month Magazines Direct Mail Social Media sponsored posts
October New outdoor ad goes up (for last three months) November Nov 7th - Below The Line: MoMA Anniversary Social Media: Holidays (*Give the gift of…) December Continue Social Media: Holidays (*Give the gift of…)