BetsySmithWorldwide.com

Contemporary Arts Center, Cincinnati

Audience: Lapsed members of the CAC
Items Produced: Membership Renewal Postcard, PURL, E-mail

Looking to maximize membership renewals, the CAC asked me to develop a fresh approach and a more cost-effective format for its renewal efforts. Since the quantity was right for digital printing, I proposed a personalized URL/postcard/email campaign with two goals: to survey lapsed members to learn more about their preferences, and drive more of them online to renew.

The postcard invited recipients to an online video preview of the upcoming season’s exhibitions, with a chance to win prizes such as opening night tickets or a private party for 25 at the CAC. A brief survey preceded the video, and a renewal landing page followed. Response was on par with previous campaigns, but at a much lower cost per member. Just as valuable: the insight culled from survey responses, and email opt-ins for future CAC promotions.

Design: Mark Weinstein


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POSTCARD EXCERPT:

re-connect with contemporary art
and experience Styrofoam cups in a whole new light

We’ve missed you, [Firstname].

And we hope to welcome you back as a supporting member of the CAC.

Join now and you’ll be just in time for the Opening Night members-only preview and celebration of one of the year’s most anticipated exhibitions: the work of American sculptor Tara Donovan.

Donovan transforms large quantities of mass-produced items—toothpicks, adhesive tape, straws, buttons, pins and Mylar—into stunning sculptural objects and installations. She is the recipient of a 2008 MacArthur Genius Award.

Visit FirstnameLastname.CACpreview.org for a sneak peek at the work of Donovan and other thought-provoking artists exhibiting this season. While you’re there, enter to win a private party and preview artwork for silent auction at the CAC’s 70th Anniversary Gala in May!

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