Seattle Art Museum

Picasso Multi-Channel Campaign
The Challenge

The Lukens Company worked with the Seattle Art Museum (SAM) to craft a strategic multi-stage, multi-channel campaign with a goal of increasing membership during the blockbuster “Picasso: Masterpieces from the Musée National Picasso, Paris” exhibition. The campaign began with a market research study and included, direct mail, online advertising, telemarketing, and email outreach efforts over a six-month period.

TLC Solution

By helping to break down silos between the membership and marketing departments and coordinating efforts with the marketing media and advertising schedule, TLC created a multi-channel campaign with three goals: list building, membership sales, and ticket sales. An initial market research study was also undertaken in order to best target prospects.

    Direct Mail,Email Outreach,Market Research,Digital Advertising,Telemarketing

Campaign Highlights

Phenomenal Results Online
The campaign realized over 35 million online advertising impressions, with over 40,000 clicks, a 27% conversion rate, and 64% return on investment.

New Revenue Streams
Email campaigns to names collected through online advertising brought in an additional $10,000 in ticket revenue for SAM.

Record High Membership
Coordinated efforts across all channels increased membership from 31,000 to 48,500 – a record high for SAM.


“Our long term relationship with The Lukens Company has continued not only because of their expertise in direct marketing, but their willingness to help us look to the future and what’s next in new techniques and technologies to help us achieve our goals.”

- Tiffany Tessada, Seattle Art Museum