History Colorado was transitioning from an old, dusty institution to a new, experience based History Center in downtown Denver. Just as the doors closed on the old museum, fiveseed was hired to help the organization rejuvenate its membership experience online.
With slightly over 5,000 members, the goal was to retain as many members as possible during a two year closure and then grow the program to new heights at the time of grand opening. With the ability to join the History Colorado team in all aspects of project implementation fiveseed - working alongside our strategic partner, Membership Consultants - was able to help History Colorado grow by 90% in number of members, 120% in revenues, and engage whole new audiences of families and children with innovative social media strategies combined with traditional direct mail, telemarketing and on-site sales.
- Grand Opening
- Membership Audit and Strategic Plan
- Direct Mail Acquisition
- Lapsed Member recapture
- Upgrade Campaigns
- Social Media Contests
- On-site sales
History Colorado brought in our strategic team to develop and implement a membership acquisition campaign. in preparation for the grand opening of the new History Colorado Center. Our plan integrated traditional direct mail with online marketing including QR codes and social media as well as mobile scavenger hunt. We designed a 6-page interactive Facebook microsite to allow audiences to discover all that History Colorado has to offer. Since the campaign launch, History Colorado has seen tremendous growth and engagement on the Facebook page including an increase from approximately 1,419 fans prior to the campaign launch to more than 10,000 fans, and a conversion rate of 10% of contest participants to members.
The Share Your Story photo contest, in conjunction with a Facebook advertising campaign, generated exposure to more than 5 million people. Garnering interest from 66 people, the contest produced 43 qualified entries - exceeding the campaign goal by 72%. Additionally, 71% of contest entrants signed up for the History Colorado e-newsletter and the History Colorado Facebook page saw a 63% increase in target audience fans between September to December alone. Overall, the Share Your Story social media campaign resulted in a significant increase in awareness, and has laid the foundation for History Colorado to build an engaged community of brand advocates.
Importantly, the campaign allowed the History Colorado to expand the awareness of its Charter Membership to new audiences. The Facebook page drove 67% of pageviews to the “join today” page and 23% of pageviews to the “new membership” page. We also ran a trivia contest for History Colorado that received 154 unique entries over 30 days; none of whom were yet members. And our online scavenger hunt “The Gold Rush Puzzler” received 61 qualified entries, 539 new likes in 4 days, and a 472% increase in Facebook timeline page views.