MPX // Case Study

Minnesota Landscape Arboretum

The MPX Group seizes an opportunity with the Minnesota Landscape Arboretum.

The Minnesota Landscape Arboretum, a top visitor attraction in the metro area that features more than 1,200 acres of gardens, model landscapes and natural woodlands enlisted The MPX Group to help generate buzz around their summer exhibit, Nature Connects: Art with LEGO Bricks. The challenge? Get visitors to the Arboretum gardens and ultimately the membership desk. The solution? A multi-versioned direct mail campaign that would help the Minnesota Landscape Arboretum break their all-time attendance record and exceed their annual membership drive goal.

Success starts with the list. The MPX Group identified the target markets that would allow for the highest conversion rate possible and purchased the mailing lists matching specific demographics within a 15 mile radius of the Arboretum. Color coded mailers were tested in different markets to determine which one would grant the highest response rate.

Creativity matters. The MPX Group designed multiple tri-fold mailers incorporating a familiar LEGO element, the LEGO brick. Each die-cut brick was a voucher for entry to the grounds and required at the gatehouse for admission.

Call to Action. Creating compelling copy with a creative call to action that inspired recipients to visit the Arboretum was vital to the success of the campaign. Each LEGO brick gave the recipient a chance to win up to 50% off an annual arboretum membership during their visit with a select few receiving the Golden LEGO brick and free admission for the entire year.

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