Establishing a brand identity
In just a few months, Meow Wolf will open its fourth permanent exhibition in Grapevine, Texas, located outside of Dallas and Fort Worth. And the company is already planning its fifth exhibition, which is currently scheduled to launch in Houston in the summer of 2024.
Because ticket sales from these exhibitions comprise the majority of Meow Wolf’s revenue, a large part of Schoeffel’s role will involve marketing the company’s new artistic experiences in a way that builds off the surrealism contained in its past campaigns and simultaneously celebrates the “different dynamics” of each unique exhibition and its surrounding city, she said.
Meow Wolf’s marketing goals for 2023 extend beyond solely promoting these new, individual exhibitions. Schoeffel’s primary aim is to unite the company’s distinct exhibitions under an overarching, national brand identity.
“We have to start thinking from a brand perspective more and more, now, in what the brand stands for in people’s minds and in the marketing we put out in the world,” she said. “Everything we've done [in the past] has really been at an exhibition-by-exhibition level, and moving forward, there's going to be a brand layer that stitches it all together.”
Meow Wolf’s first step in bringing together its various exhibitions under a single brand umbrella will revolve around an app the company plans to launch at the end of this year, Schoeffel said. The app will serve as a “content platform” for Meow Wolf, providing an interactive hub to highlight the stories and characters that underscore each of the company’s exhibitions—providing consumers who may not be able to visit the exhibitions with an opportunity to still engage with Meow Wolf, she said.
The company already has a subgroup of fans who have never visited one of its exhibitions but are “still fascinated by the idea” and closely follow the narratives shared across the Instagram accounts of Meow Wolf’s three exhibitions. For example, the Omega Mart account, which has about 124,000 followers, parodies the social media presence of a real supermarket and posts bizarre photos of products and unnerving videos of the store’s “employees.”