Case Study: New Century Chamber Orchestra
New Century Chamber Orchestra
2024-2025 Season Mid-Year
Client: New Century Chamber Orchestra
Campaigns: Subscription Campaign, 2024/2025 Season Concerts
Agency: WE INC. Marketing
Date: 2024/25 Season Mid-Year
Project Lead: Jennifer Hubbartt
Project Manager: Shana Olson
Digital Advertising Partner: ASYMM Digital
Strategic Objectives
Subscription Segmentation Focus: Emphasized lead segmentation strategies to consistently communicate the monetary and intrinsic values of subscription package purchase unique to renewals, lapsed subscribers, recent ticket buyers, and new prospects.
Lead Generation Campaign: Partnered with ASYMM Digital to run a Facebook campaign to build email list, offering a chance to win tickets to the season’s opening concert.
Diverse Marketing Mix: Employed direct mail, paid digital media, and email to highlight concert information and encourage attendance.
Social Media Engagement: Optimize organic social media content to complement concert marketing campaign, increasing the quantity and quality of posts.
Results
Subscription Campaign: Achieved 143.17% of the subscription sales goal, with a +49% increase in units sold and a +45% increase in revenue from the prior season.
Lead Generation Success: Facebook campaign resulted in 278 new leads at a cost per lead (CPL) of $5.38, with 3.96% converting to ticket purchases for at least one concert in the season, resulting in $959 in total sales.
Concert Campaign Performance: The season’s first concert,”Vivaldi: Recomposed” in November 2024, surpassed its single ticket goal by 130% and nearly doubled its cumulative (season and single ticket) sales goals. The second concert of the season,”Musical Diversions” in January 2025, exceeded its cumulative sales goals by nearly 20%.
Shifting Audience Demographics: “Vivaldi: Recomposed” drew in younger audiences (30% ages 59 or younger, versus 23% in the 2023/24 season) and more diverse (23% identifying as non-white, versus 19% in the previous season).
Season Sales Goals Achieved: Following the first two concerts, the cumulative (subscription and single ticket) sales goal for the season has already been exceeded by 5.53%, with two concerts still remaining.
First Time Buyer Engagement: 23% of new single ticket buyers returned after the season’s opening concert.
“Our experience with WE INC. has been exceptional. Our partners, Jennifer and Shana, are highly organized, creative, and collaborative, bringing a level of professionalism and expertise that has transformed our marketing efforts. Their strategic approach and knowledge have directly contributed to a noticeable increase in ticket sales and a deeper, more meaningful engagement with our audiences. The results speak for themselves—we’ve seen real growth and a stronger connection with our community thanks to their work."
– David Taylor, New Century Chamber Orchestra Executive Director
Recommendations & Future Opportunities
Expand Audience Diversity: Continue efforts to attract a broader audience base, cultivating the next generation of New Century Chamber Orchestra fans.
Cross-Marketing Opportunities: Explore additional partnerships with other organizations frequented by New Century patrons to further develop audiences.
Nurture New Leads: Use email marketing and other tools to personally connect with new audiences, encouraging their return and building loyalty.
This case study provides a snapshot of New Century Chamber 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!
