Case Study: Berkeley Symphony
Berkeley Symphony
2023/2024 Season
Client: Berkeley Symphony
Campaigns: Subscription Campaign, Symphonic & Chamber Series Concerts
Agency: WE Inc Marketing
Date: 2023/24 Season
Project Lead: Jennifer Hubbartt
Project Manager: Shana Olson
Additional Strategy: Kara Whittington
Web Development Partner: Cause Farm
Digital Advertising Partner: ASYMM Digital
Strategic Objectives
Lead Generation Campaign: Partnered with ASYMM Digital to run a Facebook campaign, offering a chance to win tickets to the “French Reverie” concert.
Subscription Renewal Focus: Emphasized renewal strategies for both the Symphonic and Chamber Series.
Targeted Ticket Promotions: Employed special pricing strategies to encourage first-time attendance and engage local students.
Results
Sold-Out Concert: "French Reverie" performed to a packed audience at First Presbyterian Church of Berkeley, issuing 650 tickets and achieving full capacity.
Lead Generation Success: Facebook campaign resulted in over 850 new leads with a $2.34 CPA, followed by a successful ticket offer to these leads.
Subscription Campaign: Met 101.6% of the subscription sales goal, with a 6% increase in units sold and a 78.5% renewal rate for the Symphonic Series, surpassing the previous year.
Symphonic Series Start: "American Kaleidoscope" concert saw a 38.9% increase in single ticket revenue and a 56% rise in ticket issuance compared to the previous season's opener.
Chamber Series Performance: The first concert of the Chamber Series reached 99% of its single ticket goal, reflecting strong engagement.
Email Campaigns: New leads from the January campaign received a welcome email, and further marketing efforts targeted retention and engagement.
Website Launch: Successfully launched a new, user-friendly website in partnership with web development team at Cause Farm on September 7, 2023, in time for a major ticket sales announcement.
Student Engagement: The "Students at the Symphony" program issued 150 tickets for the "American Kaleidoscope" concert, marking a 2400% increase in student participation compared to the previous year.
Recommendations & Future Opportunities
Sustain Lead Generation: Continue bi-annual digital lead generation campaigns to maintain audience growth.
Refine Subscription Strategies: Focus on further increasing renewal rates and converting new leads into long-term subscribers.
Enhance Website Experience: Regularly update the new website to optimize user experience and keep content fresh.
Expand Audience Diversity: Continue efforts to attract a broader, more representative audience base.
Strengthen Community Outreach: Build on the success of student and community programs to deepen local engagement.
This case study provides a snapshot of the Berkeley Symphony Orchestra’s campaign goals, strategies, outcomes, and recommendations for future improvements, showcasing WE INC Marketing's effective execution and impactful results. Reach out today to see how WE can support your marketing efforts!