Marketing Objective: Improve ticket sales for subscriptions

Background: The genesis of this micro-targeting direct mail project was that non-Broadway show sales were lagging and we had received feedback that “everything looked the same” with our standard advertising frame.

 

Last push for season sales before the season launched to reach the goal, we created “suggested series” in order to target specific groups with suggested line-ups that they might enjoy. We pushed an existing subscription option, “Make Your Own Series” but took it a step further to curate series that might be attractive to segments who had previously purchased shows we deemed popular date night shows, girls night out shows and comedy shows.

 

For each suggested series we included at least one Broadway show to continue to capitalize on Broadway sales and to make the suggested packages more appealing and recognizable.

 

Deliverables: 8.5" x 5.5" postcards, web assets, emails with same messaging to targeted lists

 

Budget: $500 total in printing/postage for each mini-campaign direct mail postcard and mailed them to targeted groups of around 500-600 households each.

 

Results: Sold 735 “Make Your Own” subscriptions in 2016/17 up from 2015/16's total sales of 483 subscriptions.