The Challenge:

 Pass a millage renewal in Macomb, Oakland and Wayne counties to ensure the Detroit Institute of Arts could continue offering free field trips and transportation to local students, free senior programs and free general admission for residents.

The Strategy:

 Working with the DIA leadership team, Byrum & Fisk led the creation and execution of a winning strategic communications and millage renewal campaign for Yes for the DIA, a 10-year, 0.2 mills renewal in Macomb, Oakland and Wayne counties.

Byrum & Fisk used strategic sequencing and a multi-layered approach over several months that included a comprehensive suite of strategies and tactics to build upon the profile, reputation and brand of the Detroit Institute of Arts.

The campaign – which included TV, broadcast and digital ads, direct mail, yard signs, print materials, social media content, website, media relations and more – highlighted stories of the museum’s impact through students, teachers, principals, superintendents, senior centers, cultural groups and more.

Results:

 Byrum & Fisk successfully highlighted how the DIA provides students, seniors and residents access to art, culture and history they can’t experience in books, online or on TV.

The campaign – which built awareness among voters, particularly senior citizens and absentee ballot voters – resulted in:

  • 62% voter approval in Macomb County
  • 76% voter approval in Oakland County
  • 76% voter approval in Wayne County

In addition, when compared to the 2012 election, approval increased across the board, with a 11-point increase in Macomb County, a 12-point increase in Oakland County and an 8-point increase in Wayne County.  

TV

Direct Mail – Informational

Direct Mail – Advocacy

Social Media

Media relations

Campaign website

Behind the scenes