MUSEUM LIGHTS

A prominent Chicagoland museum welcomes more than one million visitors a year and is a major attraction for children and visitors to the area.

With big numbers coming through the doors each year, membership is a point of emphasis. To retain more members in a changing landscape, the museum asked us for help.

Pain Point? Where was the museum losing members in the renewal process and why?

Membership data alone didn’t reveal the hidden truth. Our team enhanced their renewal file with our consumer data before constructing a series of decision trees seeking to uncover the secret.

Family memberships were underperforming thanks to divorces and “graduation” of children out of homes.

We recommended re-engaging these audiences with new membership category options that addressed the life stage change, re-opening the relationship with their lapsed members.

Archeologists aren’t the only ones that can uncover hidden treasures in the dirt.