A sophisticated rebranding helped this storied social club attract attention and new members
Petroleum Club of Fort Worth
Southwestern Baptist Theological Seminary, founded in 1908 and located on Seminary Hill in Fort Worth, is one of the largest seminaries in the world, and one of the last to champion the field of biblical archaeology.
After acquiring seven fragments of the Dead Sea Scrolls – the oldest known copies of the Old Testament – Southwestern Baptist Theological Seminary curated an exhibition of biblical artifacts from throughout history, including 21 total scroll fragments. The seminary selected Balcom to promote that exhibition with a multimedia campaign. The challenge was drawing museum-like crowds to a traditionally educational venue.
89,640 exhibition visitors
181 million total impressions
367,011 total web visitors
11,845 Facebook fans – double the goal
Ranked #8 of 75 attractions in Fort Worth on TripAdvisor
Four live broadcasts on CBS (which boasts DFW’s largest evening audience) on opening day.
Coverage by high-profile publications such as The New York Times.
2013 PRSA Worthy Awards
2013 Local American Advertising Awards