Marketing Strategy of Retargeting and Loyalty Program for LACMA, Los Angeles, CA. Lead Scoring System, CRM, Google Ads Structure and Social Media.

1. COME BACK TO LIFE - AT LACMA

2. Ingrid Tafuro
SEM Specialist
Lana Carlson
Creative Director
Gaby Romero
Partnerships Manager
Cody Treybig
Content Manager
Shane Duffy
SEO Specialist
Peyton Malesky
Content Manager

3. Overview
The Los Angeles Museum of Art (LACMA) is a 501 c (3) non-profit. Established in 1910, the LACMA mission is to
serve the public through the collection, conservation, exhibition, and interpretation of significant works of
art from a broad range of cultures and historical periods, and through the translation of these collections
into meaningful educational, and cultural experiences for the widest array of audiences.
LACMA derives its revenue from a variety of grants and 1:1 channels including; individual and corporate
contributions, program services, fundraising events and membership dues. And at nearly 34%, programs
services and membership dues represent a third of annual primary revenue.

4. Achieve 65% of 2019 attendance figures by May 2022.
Increase basic patronage membership 15% by Dec 2021
Having spent much of 2020 closed due to the COVID-19 pandemic, LACMA’s reopening will be further impacted by the ongoing renovations
to the LACMA campus that began in March of 2020, and which will limit LACMA’s available gallery space to 50% through early 2022.
Additionally, the gradual reopening of art institutions in California also means that safety protocols – i.e. social distancing measures and
capacity limits – will impact LACMA visitor numbers and thus we do not expect to achieve pre-pandemic attendance figures for the 2021-
2022 season.
Given the unique set of constraints and obstacles we have over the next 12 months, the challenge we need to address is how to re-package
our art offerings, events, and programs services in a manner that will increase visitors throughout the next 12 months.
As we pivot to a leaner offering during our renovation, we will leverage historical LACMA programming in innovative ways to support and
reward the community that supports us.
To that end, LACMA will focus on the following business objectives in 2021:
Business Objectives

5. A distinct advantage LACMA has over comparable museums in the area is that over 70% of the museum’s annual visitors are from Los Angeles
and surrounding counties. This means that a sizable percentage of our attendance is from repeat, in-market, visitors.
These art enthusiasts have spent the last 10 months consuming art mostly online and have keenly missed the immersive and sensory pleasure
of experiencing art in real life.
And our patron members, accustomed to the robust variety of interaction with other patrons, visiting artists, curators, and experts, are also
eager to re-engage with peers in the art community.
In launching a new loyalty program, the goal for LACMA is to meet the pent-up demand from all the audiences we historically serve as we re-
engage with art (and life!).
Because Art is Life. Come Back to Life - at LACMA.
Value proposition

6. Style of campaign minimal, white background
focused on pictures of the events / exhibitions
/collector dinners and artists talks /museum interiors
& exterior.
Joyful / sophisticated / intellectual / creative /
immersive / experiential
LACMA color scheme, various shades of blue / red /
grey
Fonts Bebas Neue / Open Sans
Branding examples

7. LACMA loyalty
”There was once a magnate from a powerful banking family who was taken with the extraordinary talent of a young artist.
He was so impressed that he paid for the artist’s education and even gave the young man’s father a job. The wealthy
patron was Lorenzo de Medici and the young artist was Michelangelo”..
There are two reasons why joining our LACMA loyalty programs matters.
The program invites the enthusiast or patron into the world of art, allowing them much more exposure to the up and coming art and
artists. Engaging with such things can enrich our lives and our souls, and this is increasingly important in our ever more secular
world.
Supporting artists matters. It used to be that the church and courts were the main supporters of art, but this has changed. Through
museums, it has become more collective, and we all have a chance to give them an opportunity to share their genius.

8. Be an enthusiast
Swag Bag
Welcome Packet
Once a Quarter Dinner w/ Other Enthusiasts
Happy Hours
Once a Month Raffle For Art Work
Networking/Socializing Events
Newsletter
Referral Code Program Access
A True Enthusiast loves art! They want to live the artistic lifestyle, talk about all forms of art with anyone who will listen. Are you a person that
would want to join a community of people from all walks of life, that are simply bonded by the love of art? If the characteristics above sound like
you then you are a true Enthusiast, and we want to provide you with the resources and opportunities to make this lifestyle a possibility at an
affordable cost! When you become an Enthusiast with LACMA you gain access to a plethora of benefits and adventures just waiting for you!
Bellow is a just a quick shot of what you get when you become a LACMA Enthusiast:

9. be a city patron
As a City Patron art is not just an integral part of your identity, it is so much more. Art is your community and your lifestyle. You want to
know who is the up and coming artist, meet them, and exchange ideas, etc. You want to give back to the community and support them
making a difference in the world through visual beauty.
Bellow are just a quick shot of what benefits a LACMA City Patron will get:
Enthusiasts Benefits
Bi-Monthly Exclusive Dinners w/ The Artists
Bi-Monthly Exclusive Cocktail Events w/ Other Patrons
Additional Access to Partnered Museums Across The Country
Exclusive Pre-Access to Exhibits
Fee: $2,000

10. Traveling patron
Traveling Patrons have many similarities to City Patrons when it comes to the importance of art, but they yearn for even more!
They want to LIVE on the road with their art. We have partnered with Burning Man, Coachella, and MARFA festivals to create a
series of art villages. Traveling patrons get exclusive access to these LACMA Villages, and have the opportunity to join on our
annual road trip where Traveling Patrons and artists alike travel together from village to village.
More specifically, Traveling Patrons get:
Enthusiasts and City Patrons Benefits
Exclusive Access to LACMA Villages w/ Partnered Art and Music Festivals
Invitation To Our Yearly Art Road Trip
Fee: $5,000

11. Audience Analysis and Segmentation
Concerns
Benefits
sought
values
Enthusiast patron
Is looking for a robust membership program at a
museum with extensive offerings.
They're looking for more than just discounted entry
to their preferred art museum, they're looking to
jump back into art experiences.
Art inspires their daily work and they look to engage
with it regularly.
The patron is looking to support an arts institution
that does more than provide showcase events.
The patron is looking for intimate experiences with
creators, curators and the artist community in Los
Angeles.
The patron is very philanthropically focused and wants to
support Los Angles as a premiere art destination

12. Competitive analysis
basic membership offering
limited art focus
plural art focus
robust membership offering

13. competitive Analysis
lacma
thegetty
center&
Museum
the broad
strengths weakness
Extensive free event offerings.
Basic membership programs provide access to
interactive educational programming.
Patron membership offered on-site/off-site
artist engagement.
Largest art museum on the west coast with art
from a wide variety of genres and periods.
Patronage level membership programming
comparable to LACMA.
Extensive research library
Incredible views from both sites in West L.A.
and Malibu.
Classical and neo-classical art, photographic
collections from 1830s to present and rotating
contemporary art exhibits.
Robust presence in the community through
programming that supports young and
emerging artists in Los Angeles.
Museum general admission is free for
permanent collection galleries.
Largest collection of contemporary art on the
west coast.
Ongoing renovation has reduced
gallery space to 50% and will
continue to do through early 2022.
No dedicated benefits or basic level
membership program.
Membership recruitment exclusively
focused on patronage level.
Basic level offers limited number of
artist engagement.
Does not currently offer any
membership level programs through
the museum or foundation.
threat
Reduced gallery space and on-
campus construction will impact to
attendance capacity.
Historically all programming typically
offered on-site.
Multiple sites are operational. Both
the Getty Center and Getty Villa
facilities are fully open.
Not yet open but conducting
programming at partner sites
throughout Los Angeles.

14. Personas
Enthusiast Evelyn
20-30 years old
junior interior designer
30-50k / year
Misses art and culture in
general and communication
with other enthusiasts
Patron Paul
48+
Architect
150k+
Wants to support culture
but also status and
charitable tax deductions.

15. Secondary Objective: Get 500 Enthusiasts to switch over to the paid Patron program within the first year of the program.
KPI: # of Enthusiasts who switch over to becoming Patrons one year after the loyalty program is started.
Tracking: Email/Text response combined with form completions in Google Analytics.
Secondary Objective: Get 500 people from outside our current network to sign up for the Patron program with a donation included between Q1 and Q2.
KPI: # of new sign ups with a donation at start of Q1 compared to the end of Q2.
Tracking: Form Completions in Google Analytics.
Primary Objective: Get 1,000 people to sign up for the Enthusiast program with an email address between Q1 and Q2.
KPI: # of sign ups with an email address between beginning of Q1 and the end of Q2.
Tracking: Form Completions in Google Analytics.
KPI's

16. digital channel Mix & marketing funnel
awareness
Organic for Google and Instagram
Interest &
consideration
Paid Google and Instagram ADS
Organic Google search
conversion
lANDING pAGE, eMAIL, sms

17. Google ads campaign Structure

18. Budget:$9,000
$100 daily
Lenght:90 days
Search campaign Negative Keywords
Bookstore
Art Restoration
Libraries
Art Banners
Reproductive Collectors
Music Festival
Restaurants
Art for Sale
Prints
Books for sale
Printed Art Pieces
Art Posters for Sale
Bars
Night Club
67%
female
63% non
parents
Age: 24-35

19. Keyword Conversion Funnel
AWARENESS cONSIDERATION
Enthusiasts
Patrons
cONVERSION
Things to do in LA
Art scene in la
artsy things at LACMA
exclusive benefits
travel with artists
sign up for rewards
Private dinners with
artists
privatE access art
exhibitions
get tickets
sign up for discount
refer a friend
lacma art classes
find ticket deals
cocktail with artists
yoshimoto
naraexhibition
lacma art festival
lacma exhibitions

20. google ads mock up
PATRON
enthusiasts

21. content ideas

22. Sign up for email
Follow all social accounts
Threshold
User behavior
Attent any event
Sign up for text alerts
Refer a friend (1-5)
Refer a friend (6-10)
Refer a friend (11-20)
5
5
35
Points
3
5
2 points each
3 points each
4 points each
Lead Scoring

24. One way we would like to thank our Enthusiasts for their support is by offering them a 30% off
discount to upgrade them to a City Patron level!
Once an Enthusiast brings at least 7 guests that join our loyalty program the retargeting email
will be triggered and sent to the Enthusiast notifying them that they are only 3 guests joining
away from getting their 30% off upgrade to become a City Patron, since they need to have at least
10 of their guest join our Loyalty Program!
Bridge (RETARGETING)

26. Create a seamless funnel to get more patrons
Have more money to fund future projects and give back to shareholders
Get people involved in art with a truly unique “get back to culture” tour program
Help LACMA be a place for community
Help re-open the economy post COVID
LACMA Loyalty Program has a variety of key benefits:
LACMA loyalty is a brand new way to create an immersive art community, and at the same time it provides a better return
to shareholders. Finally, we feel that art is life, so come back to life with us at LACMA.
conclusion

27. Appendix
Paid Search Mockups
Patron Ads
Enthusiasts Ads
Organic SERP Listing

28. Appendix
Google Ads Structure