Membership in the San Francisco Asian Art Museum dwindled as outreach stagnated and members aged. The challenge: how to engage a new and younger audience to take the museum into the future.
The challenge began with a thorough assessment of the current position of the museum as well as surveys of the current and desired audiences. It continued with a complete re-imagining of their outreach to prospective members.
A major step was the redesign and repositioning of the museum’s member publication ‘Treasures.’ What was once a newsletter delivery was re-imagined as a glamourous consumer publication that anyone would display on their coffee table to inspire discussion about the Asian.
The membership solicitation mailing was redesigned into an intriguing story of a lone woman walking a path of discovery. The award-winning piece unfolds to the reader with each offering of the museum – much like rounding the next turn in a new exhibit reveals the next treasure.
Additional components included outdoor signage and a series of member gifts and gift shop items, rounding out a new image for an organization dedicated to ancient treasures that never go out of style.