Transit Museum Society

Digital Infrastructure and Top-of-Funnel Rebuild

Redesigned the digital entry points across website, social, and multimedia content to be mobile-first and SEO-optimised. Replaced inconsistent, ad-hoc posting with structured content calendars that gave the organisation a systematic, always-on top-of-funnel presence. Mapped AR and app-based experience concepts to engage tech-forward demographics and shorten the path from discovery to membership conversion.

Audience Expansion: From Niche to Broad

The existing membership base skewed heavily toward older transit enthusiasts. Growing it required building entirely new funnels targeted at audiences who needed a different reason to care. The strategy was not to abandon the core audience but to layer new entry points on top of it, each designed for a specific demographic with a specific hook.

School Partnerships and Field Trip Programming

Developed a school collaboration framework positioning the museum as a curriculum-aligned field trip destination for primary and secondary students. Created outreach materials, educator guides, and on-site programming concepts that connected Vancouver's transit history to social studies, geography, and urban development curricula. The field trip programme became a structured pipeline: students experienced the museum young, parents came along, and the institution planted its flag in a generation that had never considered membership before.

Corporate Partnerships: Nostalgia as an Experience Product

Identified an underserved opportunity in the corporate events market by building a nostalgia-driven programming tier centred on 80s and 90s themes. Developed partnership outreach and event concepts for corporate clients seeking unique, memorable team experiences beyond the standard offsite format. The museum's vintage fleet and authentic transit environment made it a genuinely differentiated venue, and the 80s and 90s framing gave corporate bookers a clear, marketable concept to sell internally to their teams.

80s and 90s Themed Bus Parties

Conceptualised and developed the bus party format as a standalone revenue and awareness product. Vintage buses transformed into themed event spaces for private and semi-private bookings, targeting millennials and Gen X audiences for whom the era carried strong emotional resonance. This format served double duty: it generated direct revenue and it introduced the museum to a demographic that would never have engaged through a traditional membership pitch. Attendees experienced the physical collection in a social, celebratory context and left with a relationship to the institution that a brochure could never have built.

Local Artist Collaborations and Limited Edition Releases

Developed a collaborations strategy with local artists to produce limited edition merchandise and collectibles tied to the museum's archive and fleet. These releases functioned as both a revenue stream and a cultural marketing tool, positioning the museum within Vancouver's creative community and generating organic social coverage each time a new collaboration dropped. The scarcity and artist association gave younger, design-conscious audiences a reason to engage with transit history on their own terms.

Membership Funnel Redesign

Rebuilt the membership acquisition journey to reflect the expanded audience strategy. Rather than a single membership pitch aimed at a single demographic, the funnel was restructured around multiple entry points: school visits converting families, corporate events converting professionals, bus parties converting social groups, and artist collaborations converting the creative community. Each pathway had its own awareness hook, its own consideration content, and its own conversion moment, all feeding into a unified membership programme with tiered benefits designed to retain across age groups.

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