BACKGROUND: The Bob Jones University Museum & Gallery, recognized as one of America's finest collections of Italian paintings, is praised for its thorough presentation of the development of Western culture through paintings of the Old Masters. Located in Greenville, South Carolina, and housed on the campus of Bob Jones University, the Museum & Gallery displays Italian, Spanish, French, English, Flemish, Dutch and German sacred art from the 14th through the 19th centuries.
CHALLENGE: Help Bob Jones University enhance their image in the Upstate of South Carolina and give back to the community, by facilitating the brand positioning, funding and successful opening of a satellite off-campus art museum in downtown Greenville.
SOLUTION: Jackson Marketing Group's multifaceted strategic communications approach included:
- Renamed and rebranded Bob Jones University Museum & Gallery, Inc., including all communication and collateral materials.
- Created an overall vision and launch strategy for the Museum & Gallery at Heritage Green.
- Developed an overall fundraising plan including M&G fundraising battle plan, fundraising event at Heritage Green, follow-up fundraising plan, and all supporting communications materials.
- Created and executed a grand opening plan including PR, media plan, advertising, private grand opening event and public grand opening event.
RESULTS: Bob Jones University Museum & Gallery, Inc. has been successfully rebranded with the Museum & Gallery at Heritage Green and the Museum & Gallery at Bob Jones University. Over $1 million in donations were raised to complete the Museum & Gallery at Heritage Green. The M&G at Heritage Green was successfully opened with strong local newspaper and television coverage, over 500 attendees at the private grand opening event and in excess of 1,000 patrons at the public grand opening day.