Unwrapping a Successful Gift-Buying Season

Award-winning museum surpasses sales goals with of gift memberships

Gallery Case Study

Heading into the 2014 holiday shopping season, The Children’s Museum of Indianapolis set its sights on increasing sales of 2015 gift memberships. They engaged Williams Randall to develop a targeted online campaign to reach shoppers as they made their holiday gift-buying decisions.

Case Study

Target media to reach holiday shoppers

The Children’s Museum of Indianapolis is the world’s largest children’s museum and a very popular destination for families. The museum wanted to spread the word about giving gift certificates for museum memberships as holiday gifts. A combination of targeted online display advertising and search engine marketing was launched to reach the target audience right at the moment they were shopping for holiday gifts.

Ads and emails focused on conversion

We started by designing banner ads that focused on raising awareness of Children’s Museum gift memberships, but also had a call-to-action designed to generate clicks to The Children’s Museum website. We also crafted a variety of search campaigns designed to reach highly qualified holiday shoppers. Lastly, these awareness and acquisition mediums were supplemented with targeted email messages specifically designed to generate sales.

The results

A lot of stockings were stuffed, as the campaign was a success! Online sales of gift memberships increased 25% compared to the prior year, contributing to a 25% increase in revenue. In addition, the average click-through rate of the online contextual and behavioral ad placements was 14 times the industry average. The campaign’s success laid the groundwork for continued investment in online advertising tactics to promote the museum throughout the year.


Our Responsibilities: Analytics, Concept Development, Copywriting, Design, Media Buying, Media Planning, Online Advertising Strategy

Client: The Children's Museum of Indianapolis

Industry: Travel/Tourism/CVB