COASTAL DISCOVERY MUSEUM - Hilton Head Island, SC
We came to the Coastal Discovery Museum to help get some marketing under control but quickly realized that the whole museum needed to update their brand. It did not show the essence of what this magical place is all about: the elegance of nature, history and art all coming together in a beautiful marshland setting.
We freshened up the logo, created a new color palette, chose a new font system. Then we taught the in-house team how to create their own graphics when we aren't available.
The result is a whole new identity that's elegant, natural and modern all at once.
The Breakdown
BRANDING
Because it has an established community presence, we kept the basic concept and updated it to create this lovely mark. We added blue to remind you of the sea and the sky, and chose fonts that mimic the arches of the oak tree's branches.
Nearly every item that gets distributed by the museum had to be redesigned: quarterly schedules and calendars, maps, rack cards, postcards, posters, stickers, volunteer t-shirts and magazine ads to name a few.
The result is an elegant and cohesive new brand that we are so proud of.
OLD LOGO
NEW LOGO
SOCIAL MEDIA
After analyzing the existing social media strategy, we refined the system to schedule 3-4 weeks out, and created social media post templates that made it easier for staff to share their department messaging in a visually appealing way. The campaign utilized a posting calendar that strategically cycled through the different departments and events that needed to be shared.
The next step was to connect targeted content with online audiences interested in viewing and sharing the content. The strategy drastically increased organic engagement and Facebook likes grew from 9k to 10k in less than four months. We then applied a similar strategy to Instagram, which was similarly successful.
MEMBERSHIP
Annual memberships play an important role in this organization's strategy, and a change in membership fee structure required a strong member re-engagement strategy. We implemented a 9-step campaign that utilized email, phone, and postcard mailings. By step 3 (no mailings yet), we had renewed 46% of lapsed members. The secret of our success is attributable to the nuanced follow-through and the overall personal feel of the messaging.