The Denver Center for the Performing Arts engaged Arts & Analytics, with a coalition of trusted partners, to execute a Precision Marketing pilot program in support of its overall mission of delivering excellence in theatre.

About DCPA

Since 1979, DCPA has entertained audiences with more than 475 Broadway hits, 11 fresh cabaret shows, and 375 locally produced plays – including 125 world premieres. Today the DCPA serves the community by entertaining over 750,000 patrons, providing community education to more than 50,000 students, and offering its stunning rental facilities resulting in millions of dollars returned to the surrounding local communities and businesses.

The Challenge

Determine how best to reactivate lapsed patrons who have not transacted with DCPA in two years.

The Strategy

Develop and execute a Precision Marketing campaign leveraging DCPA’s existing data to deepen and reactivate patron engagement.

Why Precision Marketing?

Today, many performing arts venues are confronting a new set of challenges, which require innovation to attract and retain their most valuable asset—the patron. In the past, many organizations could rely upon traditional marketing channels to sell individual tickets, seasonal subscriptions, and to raise funds. Today traditional marketing channels are no longer effective and now, the arts must innovate to activate.

Precision Marketing is the ultimate customer-centric approach to marketing and is driven by data-based customer insight and metrics, that clearly measure marketing effectiveness. Precision Marketing considers historic transactions to predict future outcomes. This insight enables the creation of relevant campaigns, meaningful patron segments and personas, and quantifiable ROI.

Key Program Goals

Create a reusable Response Model asset that would target the “best” lapsed patrons to respond to the “Welcome Back” reactivation campaign.

Implement an integrated marketing reactivation campaign that exemplified best practices in data, data cleansing, direct marketing design, and email to yield a measurable business outcome or ROI.

Execution and Process

1. Define Objective

The first step is to align the campaign goals with DCPA strategic business goals. The object was to reactivate lapsed patrons that have not purchased a show ticket in two years, further supporting the over-arching goal of increasing audience capacity.

2. Gather Data

The second step is to complete a data review to garner insight into the data at hand. In this case, over 21M lines of data had to be reviewed, cleansed, and appended with demographic attributes to create a data set of 366,000 unique patrons for the modeling effort.

3. Model

The third step is to build a predictive model to analyze current and past patron patterns including transactional purchasing behaviors, seasonality, ticket price classes, and demographics such as gender, home ownership, and marital status. The final model would select lapsed patrons with the highest propensity to transact with the center as recipients for the “Welcome Back” campaign.

4. Strategize

The fourth step is to create a new “Welcome Back” campaign to implement, leveraging direct marketing best practices. The content is fresh, warm, and welcoming. The offer is compelling and time sensitive. The layout supports a clear call to action for both the email and the direct mailer.

5. Deploy

The fifth step is to deploy the “Welcome Back” campaign. The model selected and scored the top 40,000 lapsed patrons that would receive the campaign in which 20,000 would receive direct mail in addition to email. The test group will consist of approximately 36,000 patrons and the control group consisted of 4,000 patrons.

6. Measure

Finally, after a four-week period, the “Welcome Back” campaign performance is analyzed and measured.

Outcome

Would you like these results for your organization?

We would love to chat with you about how data-driven methods like Precision Marketing can help your organization acquire and retain patrons.

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