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.
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.