Help us—Rijksmuseum, with 2.4 million visitors in its reopening year of 2014—consolidate and expand this successful number of visitors. Develop an approach aimed at encouraging repeat visits from residents in the Netherlands and attracting international visitors when they come to the country.
Execution
The foundation
- Thorough analysis: Conducted an in-depth analysis of the existing marketing strategy, the channels and resources used, and the state of the technological infrastructure. This included discussions with all stakeholders across the organization.
Strategy development
- CRM & loyalty strategy: A data-driven approach was essential to engage potential and existing visitors effectively. I developed the CRM strategy as part of the broader marketing strategy. This included the necessary marketing technology infrastructure and integration with existing ICT applications, along with an implementation and roll-out plan.
- Marketing (communication) strategy: Developed the core marketing (communication) strategy with examples of how to use digital technology innovatively within both the physical and online museum environments.
- Creating buy-in for data-driven approaches: Since not everyone within the organization was initially on board with this approach, I developed multi-step campaigns around the Modern Times and Late Rembrandt exhibitions, covering the journey, design, and implementation.
Results
- Data-driven projects demonstrated significant ROI and a strong increase in email subscribers, proving the value of a CRM approach and gaining wider organizational support.
- Developed a pragmatic marketing and CRM strategy, ready for (pilot) implementation.
- Provided customer experience optimization advice across various channels.