CASE STUDY.2/ THEATRE UNDER THE STARS
EMAIL MARKETING / CONTENT CREATION / COPYWRITING / DATA ANALYSIS
STRATEGY
MPMG CREATED & IMPLEMENTED AN EXTENSIVE MARKETING STRATEGY for the tuts 2022 season, which included Media reLATions, social media, digital & traditional ADVERTISING, promotions, email marketing, And sales reporting.
For more than 80 years, Theatre Under the Stars has lit up Stanley Park each summer with musical theatre magic.
The summer of 2022, TUTS made its much anticipated return to the stage after two years of pandemic closures with blockbuster musical hits We Will Rock You and Something Rotten!
As part of the TUTS Marketing Team, my role included Email Marketing, Promotions, and Sales Reporting for the TUTS 2022 Season.
As Email Marketing lead, I designed and distributed e-newsletters to TUTS’ 40k subscribers with the objective of driving traffic to the TUTS website, spreading awareness, and maximizing sales. In addition to the main e-newsletter campaign, an upsell email strategy was executed to cross-promote shows, and Opening Night invitations were designed and distributed to invitees.
Implementing an extensive e-newsletter strategy / Designing and scheduling e-newsletters in Constant Contact & Vertical Response / Copywriting / Executing an upsell email strategy / Creating online engagement campaigns on Tradable Bits / Liaising with community partners to coordinate contests / Designing and scheduling Opening Night invitations with RSVPify / Data analysis / Tracking ticket sales / Periodic sales reporting / Segmenting ticket sales data for upsell emails / Website updates and landing page design
RESPONSIBILITIES
My role also included Promotions and Sales Reporting. As part of the Promotions Team, I created online engagement campaigns – namely, Instant Win and Sweepstakes contests using the fan management platform Tradable Bits – which were leveraged to drive website traffic from e-newsletters and boost email subscribers.
Throughout the season, I tracked & analyzed ticket sales data and distributed periodic sales reports to the client and our internal team to guide marketing efforts. Ticketing data was carefully segmented for use in our Upsell Email campaign.
E-Newsletter Campaign
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Upsell Email Strategy
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Opening Night Invitations
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E-Newsletter Campaign | Upsell Email Strategy | Opening Night Invitations |
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RESULTS
Distributed eighteen e-newsletters, six upsell emails, and Opening Night invitations & reminders throughout the five-month campaign.
E-newsletters maintained an excellent average open rate of 49% and click-through-rate of 6% – well exceeding industry averages according to Capacity Interactive and Constant Contact.
Contests featured in e-newsletters drove 2.3k website clicks – representing 20% of the campaign total of 11.6k clicks.
Increased e-newsletter subscribers by 2k.
Upsell emails generated a strong open rate of 68% and click-through-rate of 5%.
Email marketing campaign drove highest website purchase conversion rate of all online channels at 7.83%.
Industry Average (Constant Contact) vs TUTS 2022 Season