Black Friday Membership Sale Campaign Support Plan
This campaign support plan was developed for a limited-time Black Friday membership sale for a nonprofit children’s museum. The goal was to drive membership purchases during a short promotional window by pairing a clear discount offer with family-focused messaging, upcoming exhibit updates, and direct calls to purchase.
The campaign was designed to support multiple touchpoints across email, landing page content, SMS, on-site signage, and organic social. Each channel reinforced the same core offer while adapting the message for the format, audience behavior, and level of urgency.
Campaign Objective
Drive new and renewed membership purchases during the Black Friday and Cyber Monday sale window.
Audience
Families, caregivers, museum visitors, past visitors, current email subscribers, and local community members looking for family-friendly holiday deals.
Offer
10 percent off eligible memberships.
Sale Window
November 29, 2024 through December 6, 2024
I would use December 6 here since that is the range you listed. Your original copy says December 5 in one place, so I would clean that up for consistency.
Promo Code
Friday24
Primary CTA
Purchase a membership.
Strategy
Promote the membership sale as both a limited-time savings opportunity and a way for families to enjoy a full year of museum access. The messaging highlights upcoming museum additions, existing membership benefits, and the value of giving families more opportunities to learn through play.
The campaign keeps the purchase path simple. Each asset directs users to the membership landing page or renewal page with a clear call to buy.
Key Message
Save 10 percent on a museum membership during the Black Friday and Cyber Monday sale. Membership gives families a full year of hands-on learning, play, special benefits, and access to new museum experiences coming soon.
Messaging Priorities
Limited-time Black Friday savings
Year-round value for families
Upcoming exhibits and new museum features
Simple purchase path through a direct membership link
Campaign Tactics
Send a promotional email to the museum database announcing the Black Friday and Cyber Monday membership sale. The email should highlight the 10 percent discount, sale dates, promo code, membership options, upcoming museum additions, and a direct CTA to purchase.
Landing Page
Create a focused campaign landing page that explains the sale, outlines available membership options, lists key benefits, and gives users a simple path to purchase. The page should feature the offer near the top and repeat the CTA throughout the page.
SMS
Send a short SMS reminder with the promo code and a direct membership purchase link. This should be used during the final stretch of the sale window when urgency is highest.
Sample SMS copy
Black Friday membership deal ends soon. Save 10 percent on a [Children’s Museum] membership with code Friday24. Buy here [link]
Signage
Use on-site signage to reach current visitors while they are already engaged with the museum. Signage should include the sale offer, promo code, sale dates, and QR code linking directly to the membership purchase page.
Organic Social
Support the sale across Instagram, X, TikTok, and Facebook using short-form promotional posts. Content should focus on the sale, upcoming exhibits, membership value, and the limited-time nature of the offer.
TikTok Video Direction
Create a short, family-friendly video that moves quickly through museum experiences, exhibit details, and membership benefits. The video should open with the Black Friday offer, show quick clips of children and families engaging with museum spaces, then close with the promo code and purchase CTA.
Suggested structure
Open with the sale offer
Show fast clips of museum play and learning moments
Highlight upcoming additions
Close with the promo code and membership link
Landing Page Copy
Black Friday Membership Sale
Come see what is growing at [Children’s Museum] this year.
For a limited time, save 10 percent on eligible memberships during our Black Friday and Cyber Monday sale. Use code Friday24 from November 29 through December 6.
A museum membership is a great way for families to learn through play all year long. Members enjoy easy visits, hands-on exhibits, free parking, discounts, special invitations, and more opportunities to explore together.
[Family Membership]
[Trio Membership]
Coming Soon
Stillson River Train Company
Children’s Rooftop Garden
An exciting new feature in the Macey’s exhibit
New additions to the dinos and fossils experience, including interactive drawers, microscope activities, and a Pteranodon display
Trio Membership
Unlimited free admission for up to 3 people
1 adult cardholder plus 2 guests
Easy museum check-in
Free parking for up to 2 hours
10 percent discount on birthday parties and facility rentals
Discounts on museum summer camps and classes
Exclusive invitations to exhibit openings
[Buy Trio Membership]
Family Membership
Unlimited free admission for up to 6 people
2 adult cardholders from the same physical address plus 4 guests
Easy museum check-in
Free parking for up to 2 hours
10 percent discount on birthday parties and facility rentals
Discounts on museum summer camps and classes
Exclusive invitations to exhibit openings
50 percent off general admission for up to 6 people at participating U.S. Association of Children’s Museum locations
[Buy Family Membership]
Email Copy
Subject
Exclusive Black Friday Membership Deal
Preview
Save 10 percent on a [Children’s Museum] membership for a limited time.
Dear [First Name],
For a limited time, save 10 percent on a [Children’s Museum] membership during our Black Friday and Cyber Monday sale.
Use code Friday24 from November 29 through December 6.
Membership gives your family more opportunities to learn, play, and explore together throughout the year. It also includes benefits like easy check-in, free parking for up to 2 hours, discounts on birthday parties and classes, and exclusive invitations to exhibit openings.
There is even more to look forward to this year, including the Stillson River Train Company, Children’s Rooftop Garden, updates to the Macey’s exhibit, and new interactive additions to our dinos and fossils experience.
[Join Now and Save 10 Percent]
Choose the membership that works best for your family.
[Family Membership]
[Trio Membership]
This offer is only available from November 29 through December 6.
We hope to see you at the museum soon.
Best,
[Children’s Museum]
Roadblocks and Considerations
The main challenge with a short promotional campaign is timing. All assets need to be approved, scheduled, tested, and ready before the sale window opens.
Promo code setup also needs to be tested before launch. The code should work correctly across all eligible memberships, and the landing page should clearly explain when the offer starts and ends.
SMS should only be sent to contacts who have opted in. Because the message is short, it should stay focused on the discount, code, deadline, and purchase link.
The landing page should be mobile-friendly. A large share of traffic from email, SMS, and social will likely come from mobile users.
Measurement
Success would be measured by membership purchases, promo code redemptions, landing page visits, email clicks, SMS clicks, social engagement, and conversion rate from landing page traffic to completed membership sales.
Jared Ray Conger 