Balancing exclusivity & inclusivity
THE MINISTRY
THE BRIEF
Make the exclusive, vibey & inclusive
The Ministry of Sound’s members’ club & workspace, The Ministry, asked for our help in diversifying their target audience and attracting new members. At the same time, they wanted help engaging existing members with each other to create a culture of connection & collaboration.
OUR SOLUTION
Design a sales & culture strategy underpinned by our programming
We partner with The Ministry and act as an extension of their sales, marketing, and experience teams, combined, in order to raise awareness of the space and organically market them to new audiences. To do this, we bring in WDN-owned formats, RAW, NOISE, and BARE, among others.
What Does Not has its own established and growing community who are drawn to our events and trust our curation.
Because of this, we are able to organically showcase the spaces and offerings of The Ministry to 400+ people at a time, increasing sales and brand visibility, while diversifying their demographic.
Meanwhile, we’ve been creating bespoke culture programming for their membership in the form of language clubs, and special activations (e.g. for Burns Night).
By using our approach to curation, we’ve broken down barriers between the diverse tenant companies and individuals to build new friendships and bonds – and stimulated a culture of purpose, connection, and fun.
“Brilliant team of women shaping the music, entertainment and culture industry. They are a dream to work with and always surprise me with what they are able to pull together. Couldn’t recommend them more as suppliers and as people”
Our public facing events draw in 300 to 400 people at a time, and act as an organic form of IRL marketing for the space.
Our external facing events have a steady mix of 50% regulars from the WDN community and 50% newcomers, which creates organic exposure for The Ministry
Through thought provoking, soul-enriching, and fun programming we are building loyalty that firmly puts The Ministry on the map as a home for exceptional happenings. (Photo by Philip Behrends)
Programming for Ministry members focuses on building engagement, loyalty and bonds between members, and across tenant businesses. See here, making dako salad at Greek culture club (our immersive way of teaching languages)
Many of our events acts as platforms for emerging brands looking to build authentic 1 on 1 relationships. Seen here, tasting at a RAW
RAWs take over all the spaces in The Ministry. Emerging artist, Pujan Gupta, took over the swanky yoga studio for an art exhibit that creatively showcases the waste of a society addicted to meds. In her own words, "the act of discarding a pharmaceutical blister pack is tied to larger questions about everyday human existence."
Emerging art market takeover in the Ministry's cafe / deli area at the RAW on the theme of HEROES
Platforming up-and-coming food pop-ups to leverage their own following and expand the reach of our activations
Platforming emerging talent and attracting diverse audiences (Photo by Jess Jennebach)
Mini concert by emerging artist, Retropxssy, at the end of RAW on the theme of WILD
Building connection through WDN formats (RAW, BARE, WIP & NOISE)
Emerging brand and makers' market in the deli/cafe area at the RAW on the theme of WILD
Adding depth and meaning to Ministry's programming. Seen here, the cohort from the BARE workshop, exploring intimacy and consent – and facilitated by intimacy coordinator, Lidia Ravviso
WHAT WE DID
Brought in over 2,500 new visitors
Demographics:
18-25, 25-35, 35-45, 45+
Curated external-facing event programming to bring in new audiences and attract members
35% uptick in new membership enquiries
Increased member engagement with Ministry events by 60%
Designed bespoke experiences for members to build community and sense of belonging
Knitted together over 15 tenant businesses who built strong bonds and friendships
Enhanced brand perception positioning The Ministry as a hub for creativity, connection, and collaboration
Members' only Spanish culture club overview. Learning the language through the lens of culture, in interactive ways including, making sangria, role playing travel scenarios, games, speed dating, and karaoke.
Role playing travel scenarios during members' only Spanish culture club
Live flamenco guitar music to kick off the final members' only Spanish culture club.
Members' only Greek culture club overview. Learning about the language and culture through live music, making tzatziki and dakos salad, mountain iced tea and food tasting with Greek ready meal brand, Gaia Pulses, role playing travel scenarios, and Greek dancing.