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Tenement Museum

The Tenement Museum shares stories of the immigrant and migrant experience through guided tours of two historic tenement buildings in NYC. The museum's two historical tenement buildings were home to an estimated 15,000 people, from over 20 nations, between 1863 and 2011.

  • Marketing Strategy

  • Creative + Brand Updates

  • Digital Advertising

  • SEO Management

  • Content Marketing

  • Marketing Strategy

  • Creative + Brand Updates

  • Digital Advertising

  • SEO Management

  • Content Marketing

Tenement Brand Update Color Guide

Goals

In 2023 Tenement Museum partnered with BBG&G to develop and execute a digital advertising campaign that focused on bringing awareness to the reopening, highlighting available tours, exhibits, and programs, and promoting the museum's 35th anniversary.

Our first step was to focus on a brand refresh, updating brand colors, and creating new design templates to be used across various mediums and platforms.

BBG&G is a thoughtful, responsive, and effective digital advertising partner. Their creativity and support have been crucial in driving awareness of our reopening and new programs.

Nate Goehring

VP, Marketing & Communications, Tenement Museum

Creative Services

Along with the creation of various design templates for digital ads and social media content, BBG&G also assisted in various creative concepts for both print design and website treatment. We helped conceptualize a window display showcasing a timeline of Tenement history between the 1800's and 1900's, highlighting the different families that lived there.

Tenement Museum Window Display Mockup
Tenement Museum Digital ads

SEO Audits + Implementation

BBG&G then shifted its sights to the Tenement Museum website. BBG&G started by crawling and thoroughly examining the website, compiling a comprehensive report summarizing the SEO findings, and proposing necessary enhancements. Over 3 months, we executed various updates across the site, including the optimization of page titles, meta descriptions, headings, alt descriptions, and other elements.

Tenement Museum SEO Results

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Overall Optimization Score

+ 27% since first crawl

+%
Tech & Meta
+%
Structure
+%
Content

Increased Awareness + Visitation

A unified brand combined with diverse marketing tactics, such as digital advertising, SEO, and utilization of Google Grants for SEM, resulted in increased web traffic, social engagement, and awareness of the museum’s re-opening, renovations, and new exhibits. Since the campaign's inception, Tenement Museum has seen significant growth and continues to work with BBG&G to expand upon that growth.

Tenement Museum Social Ad
Tenement Museum Social Ad
Tenement Museum Social Ad

Throughout an 8-month campaign, Tenement ads saw more than 2.5M impressions, almost 54k clicks, and over 3.6k conversions

27% increase in overall SEO score in just 3 months

During one month of the digital ad campaign, SEM saw 1,129 total conversions which included over 800 Ticketure Ticket Purchases

2.11% CTR across all digital ad tactics used and 55.04% CTR for SEM, in comparison to average 1.9% CTR for search and display ads

Awards

Hermes Awards

Gold Hermes Creative Award

Tenement Museum Digital Ad Campaign

Evaluating the creative industry’s best marketing and communication programs.