Case Study: California Symphony

California Symphony
Brahms Obsessions


Client: California Symphony
Campaign: Brahms Obsessions
Date: Spring 2024
Agency: WE INC. MARKETING

Marketing Lead: Jennifer Hubbart
Social Media & Email Marketing: Nicolette Yarbourgh
Senior Strategist: Kara Whittington


 

Strategic Objectives

Integrated Marketing Campaign
Utilized a mix of postcard distribution, limited paid media advertising budget, owned channel marketing (email and social media)

Local Partnerships
Collaborated with local organizations to promote the concert.

Target Audience
Past California Symphony subscribers, single ticket buyers, adults aged 45-65+ within 25 miles of Walnut Creek, California. 


Results

  • Exceeded Sales Goals: Surpassed goal by +12%.

  • Increased Momentum: Significant sales surge in the final two weeks before the concert.

  • Paid Advertising: limited paid budget $2,977.94 spent resulted in 158,698 impressions and a 3.55% CTR.

  • Overall Impressions: Estimated 210,618 impressions from combined marketing efforts.

  • Promo Codes: Discount codes generated $6,353 in revenue from 83 purchases.

  • Partnerships: community groups shared concert information, contributing to awareness and sales.

  • Email Campaigns: Sent to 39,220 recipients with a 49.84% open rate and 5.91% CTR.

  • Social Media: Total reach of 85.3K, with organic posts garnering 12.7K impressions and paid ads 73.9K impressions.

  • Print Ads: Ran ads in local publications reaching an active senior community.

  • Sponsored Posts: Boosted posts on Facebook and Instagram, including concert GIFs and reels.

 

“[WE INC. Marketing] did a great job of taking the challenge and running with it. I appreciated the new strategies and tactics you brought to the table… the additional brainpower on this task, and you were all great to work with! We exceeded our ticket sales goal!”

–Theresa Madeira, California Symphony Director of Patron Loyalty & Engagement 

“WE INC. Marketing is easy to work with and was able to successfully step in quick to help keep our marketing on track while we were down a staff member. Knowledgeable and trustworthy.”

–Lisa Dell, California Symphony Executive Director

 

Recommendations & Future Opportunities

Creative Assets: Increase diversity in photography and use dynamic imagery.

Data Tracking: Improve tracking of promo codes and daily sales analysis leading up to events.

Email Marketing: Streamline segmentation and perform A/B testing on subject lines.

Social Media: Adopt a more playful tone and enhance engagement through innovative content.

Lead Generation: Run digital campaigns twice a year to generate new leads.

SEO and Website Optimization: Conduct SEO audits and maintain optimization for better web traffic and conversions.

Enhanced Social Media Strategy: Focus on playful, engaging content to boost user interaction and brand visibility.

 

 

This case study provides a snapshot of the California Symphony’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! 

 
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