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239 SW 41st Street
Renton, WA

(206) 728-8181

Trio Group is a full-service marketing communications agency that assists its clients in successfully bringing their unique voices to the marketplace. 

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Experience Music Project

BACKGROUND

Our first project with the Experience Music Project (EMP) was a rush project with a two-week deadline. The task was to completely rebuild the museum’s member publication to better reflect the diversity and vibrance of EMP’s exhibits. We renamed, rebranded, redesigned, and published a newly-christened Imprint magazine in just 10 days.

Following hot on the heels of our work on Imprint, EMP hired Trio to develop an integrated campaign for their upcoming The Music Behind the Magic exhibition of Disney music from 1928 to today. Concurrently, we were invited to consult with EMP on their merger with the Science Fiction Museum (SFM) and strategize how to improve their membership roster and overall museum development.

Trio redesigned and published Imprint, the member publication of EMP|SFM, within a two week deadline.

Trio redesigned and published Imprint, the member publication of EMP|SFM, within a two week deadline.

 
Updated membership materials for the newly merged Experience Music Project and Science Fiction Museum.

Updated membership materials for the newly merged Experience Music Project and Science Fiction Museum.

PROCESS

We began with an extensive historical review of the museum from a visual and visitor standpoint, with a comparison of how the museum’s visitors had changed since opening.

We delved into visitor and membership data to determine trending demographics; the primary insight was that the museum was overwhelmingly frequented by tourists, while the percentage of visitors from the Seattle metro area were in decline.

Our goal was to broaden the appeal of the museum to local visitors and reposition EMP as a cornerstone of the Seattle music scene.

The Disney campaign provided the ideal opportunity to sell EMP as a local attraction. Coupling the unique style of Frank Gehry’s architecture with the iconic Mickey Mouse ears, we created an instantly recognizable symbol that was spread across Seattle as part of one of EMP’s largest campaigns to date.

Trio designed and executed all supporting materials for the campaign, from internal graphics and signage, to billboards, bus wrap graphics, outbound marketing pieces and even a redesigned visitor services booth.

Iconic imagery melded together to created an instantly recognizable campaign graphic for the Music behind the Magic exhibit of Disney memorabilia.

Iconic imagery melded together to created an instantly recognizable campaign graphic for the Music behind the Magic exhibit of Disney memorabilia.

Our work with EMP|SFM continued with notable exhibits Out of this World and American Sabor. Trio provided creative design and print execution services for everything from identity design and museum signage to visitor guides and marketing materials.

In addition to the standard performance indicators of membership and ticket sales numbers, our long-term goal was to develop a marketing department in-house for the museum and return control of creative to that group. In the meantime, our creative director stepped in as the museum’s interim marketing director.

 

DELIVERABLES

Imprint Magazine branding, design, templates, and publication
Integrated marketing campaigns: The Music behind the Magic, Out of this World, American Sabor

Membership and development consulting

Media buying

Print production

Direct mail

 

OUTCOME

The museum was successful in attracting new local visitors by changing their admission and membership fee structure and combining EMP and SFM together. At the time of its completion, The Music behind the Magic was EMP’s most successful exhibit to date. Membership had nearly doubled from approximately 3,000 to over 5,000 when we returned marketing operations to the museum’s in-house creative team and EMP|SFM was well on its way to becoming a center of music and culture in Seattle and the Puget Sound.