A New Approach to An Age-Old Problem
September 16, 2025
The Richard Nixon Presidential Library and Museum in Yorba Linda, California, has partnered with Majority Strategies since 2023 to develop and execute a strategy that would drive interest and visitors to the museum’s limited-run exhibits.
Case Study:
A New Approach to an Age-Old Problem
Successfully Driving Ticket Sales & Revenue for the Nixon Foundation Library
The Problem
In the post-pandemic world, museums and libraries continued to face the challenge of getting the public back to our nation’s treasured learning institutions. The Richard Nixon Presidential Library and Museum in Yorba Linda, California, has partnered with Majority Strategies since 2023 to develop and execute a strategy that would drive interest and visitors to the museum’s limited-run exhibits. Known for its interactive and highly engaging exhibits, the Nixon Library needed help competing for summer visitors in a community where more than one large-scale, family-themed outdoor amusement park is just a short drive away.
The Goal
Our goal was to increase online ticket sales through exhibit-specific landing pages built for conversions and the main website ticket page. To start, we worked closely with The Richard Nixon Foundation Library team to develop specific target audiences, using our proprietary data to build custom universes of potential visitors who would be interested in unique exhibits like the 2023 Vietnam POW exhibit, 2024 George Bush Art exhibit, the most recent Ancient Worlds exhibit, and world history. We then crafted a digital advertising campaign to reach those people on the right devices at the right time with the right message to encourage them to click through to the landing pages and on to purchase exhibit tickets.
The Details
The Majority Strategies team built audience-specific digital advertising campaigns that included the exhibit-specific landing page, unique creatives, social media advertising, streaming video, display ads, and YouTube.
The Audiences
The Results
At the end of multi-week campaigns for all of the exhibits, our client surpassed the $1 million mark in revenue – a revenue level not seen since pre-COVID.
Overall visitors to the museum increased by 22%, with overall ticket revenue increasing by 26%.
Overall Visitors:
Up 22%
Overall Ticket Revenue:
Up 26%
Overall “Buy Ticket” Website Page Visits:
Up 49%
Key Takeaways
By identifying the right people to talk to and then delivering the right message to them on the right medium with eye-catching creative content, the Majority Strategies team was able to meet and far exceed the initial goals of the museum and the overall campaign.
