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Company: TAWANI Enterprises, Chicago, IL
Company Description: A visionary umbrella organization with an entrepreneurial outlook, TAWANI Enterprises is focused on connecting people to the history in their midst and creating opportunities for growth and knowledge to help forge stronger, healthier communities. TAWANI Enterprises manages a portfolio of startup and mature innovative businesses in various industries; and not-for-profit interests.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Culture & The Arts
 Nomination Title: Pritzker Military Museum & Library’s Drawn to Combat: Bill Mauldin & The Art of War
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Pritzker Military Museum & Library’s Drawn to Combat: Bill Mauldin & The Art of War was launched on May 15, 2021.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words)
Total 248 words used.
- The campaign was created during the pandemic to launch a new exhibit and gain a more diverse audience for the Pritzker Military Museum & Library (PMML). The PMML changed its mission in 2021 to be inclusive of and offer programming to wider audiences through content that connects history to politics, current events, and national security. This campaign targeted the downtown Chicago population and tourists and a national audience with the virtual exhibit.
- We created a campaign slogan to pique curiosity with ‘Who is Bill Mauldin?’ and the associated whoisbillmauldin.com, and #whoisbillmauldin to encourage people to visit the Museum. We also used ‘Mauldin’s Usual Suspects’ in a lineup design to increase interest. Using bright colors, bold text and Mauldin’s cartoons of famous people, our campaign wooed people to learn about the Pulitzer Prize winner for the first time or to relive history through his famous political cartoons.
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This campaign integrated a cross-section of mediums to create wide visibility. We leveraged digital, print, outdoor, bus, rail, and radio. Additionally, we launched a social media contest and a PR campaign that secured media across the region, landing more than 270 media mentions with a reach of 18,530,904.
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The campaign produced the most successful foot traffic in the Museum’s history.
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Starting in December of 2021, we promoted a virtual tour of the exhibit narrated by Geoffrey Baer (WTTW-TV) to reach a national audience and those who preferred to experience the exhibition from their homes as a COVID-19 precaution.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 164 words used.
Dealing with a limited budget, we carefully selected geographic areas downtown and the surrounding neighborhoods. We began planning by investigating the best omnichannel options to attract locals and tourists. We landed on outdoor billboards, digital, print, tourist centers, bus shelters, tails and kings, radio, flag poles outside of the Museum, window decals, sponsorship at Pride in the Park, Sundays on State, and a media partnership with the Sun-Times. Media was negotiated and purchased to roll out simultaneously. Copy, imagery, and design followed, built with each specific tactic in mind. ‘The Who Is Bill Mauldin?’ campaign ran for 12-weeks and integrated a public relations campaign and a social media ‘selfie’ contest, Mauldin & me’ designed to engage area foot traffic and social media followers for the Museum. Press was contacted via releases, outreach, and a media preview event held directly before an intimate launch event for Museum Board Members. The Mauldin family and the Museum & Library Curator, James Brundage participated in press opportunities.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 169 words used.
The Drawn to Combat: Bill Mauldin & The Art of War was the most successful exhibition of all time for the PMML based on online and digital campaign analytics, walk-in traffic, revenue and overall positive brand recognition in new, more diverse populations and with our core audience. The programmatic and social ads yielded over 6 million impressions with an average CTR of 0.36%. Organic social efforts resulted in an overall reach of 151,413 and CTR on Facebook and Twitter was 0.34%. Email open rates were above average at 27.65% with an average click-through rate of 45.84%. Website users increased by nearly 16% from the previous year with an increase in new visitors, female visitors, and younger visitors. Our press outreach efforts yielded 270 media mentions and a reach of 18,530,904. Stories and mentions came from Chicago Sun-Times, WGN Radio, Chicago Magazine, Chicago Tribune, WTTW and a segment from ABC 7 to name a few. Tickets sold outperformed all other exhibits to date.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 19 words used.
Please review the attached/linked file to review the elements of our campaign.
Website: Whoisbillmauldin.com
Files: Mauldin Campaign Video
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