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Marketing Campaign Structure Best Practices?

Hassab Gebremedhin
$organization

Hi all,

We are in implementation and are working on setting up the campaigns/appeals/sources for the Marketing department and were wondering if anyone out there would share what their structure is like and what has & hasn't worked for them in the past.  What are the pitfalls in setting up the campaign as single tickets/subscriptions?  Has anyone set up their campaign by series (ie, dance series, vs music series, etc) or some other way?  Would love to hear things that have/haven't worked.

Thanks!

-Hassab Gebremedhin

  • $organization

    I think that you have decide how granular you want to be with the information you collect.  I do recommend keeping your source codes as simple as possible (while still capturing the information that you want).  We have found that too many source codes (or sources that are difficult to find) result in source codes not being used correctly.  It is worth including your box office in the discussion so they understand what you want to track and why and can help develop a structure that works for everyone.

  • $organization

    I absolutely agree with Boann!  We only have one ticket campaign, with broad appeals based on type (printed material, advertising, digital/web, etc).  We don’t even set it up yearly.  Rather, it’s open-ended, because there are plenty of reports that will let us narrow things down by date. 

     

    Cheers,

    Kathleen

     

    From: Tessitura Marketing Forum [mailto:forums-marketing@tessituranetwork.com] On Behalf Of Boann Petersen
    Sent: 02 February 2012 17:43
    To: Kathleen Smith
    Subject: Re: [Tessitura Marketing Forum] Marketing Campaign Structure Best Practices?

     

    I think that you have decide how granular you want to be with the information you collect.  I do recommend keeping your source codes as simple as possible (while still capturing the information that you want).  We have found that too many source codes (or sources that are difficult to find) result in source codes not being used correctly.  It is worth including your box office in the discussion so they understand what you want to track and why and can help develop a structure that works for everyone.

    From: Hassab Gebremedhin <bounce-hassabgebremedhin8207@tessituranetwork.com>
    Sent: 2/2/2012 10:52:25

    Hi all,

    We are in implementation and are working on setting up the campaigns/appeals/sources for the Marketing department and were wondering if anyone out there would share what their structure is like and what has & hasn't worked for them in the past.  What are the pitfalls in setting up the campaign as single tickets/subscriptions?  Has anyone set up their campaign by series (ie, dance series, vs music series, etc) or some other way?  Would love to hear things that have/haven't worked.

    Thanks!

    -Hassab Gebremedhin



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    Royal & Derngate’s spring season is on sale, featuring the spectacular The King and I, gripping drama in Mogadishu and the No.1 greatest feel-good musical, Grease.
    Click here to discover more about Royal & Derngate’s 2012 Made In Northampton Subscription Season.


    Book your tickets now by calling 01604 624811 or visit www.royalandderngate.co.uk.

     

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  • Former Member
    Former Member $organization

    We now have a Campaign for each season and then Single Ticket Appeals and Subscription Appeals so that we can track our marketing expenses and ROI.  It took a bit work in the custom tabs, but has really helped us see how marketing expenses impact the bottom line.

     

    We still have some broad scope Campaigns which has the basic sources for Newspaper, Radio, etc.

     

    Have a great day!

    Nicole

     

    From: Tessitura Marketing Forum [mailto:forums-marketing@tessituranetwork.com] On Behalf Of Kathleen Smith
    Sent: Thursday, February 02, 2012 1:42 PM
    To: Nicole Keating
    Subject: RE: [Tessitura Marketing Forum] Marketing Campaign Structure Best Practices?

     

    I absolutely agree with Boann!  We only have one ticket campaign, with broad appeals based on type (printed material, advertising, digital/web, etc).  We don’t even set it up yearly.  Rather, it’s open-ended, because there are plenty of reports that will let us narrow things down by date. 

     

    Cheers,

    Kathleen

     

    From: Tessitura Marketing Forum [mailto:forums-marketing@tessituranetwork.com] On Behalf Of Boann Petersen
    Sent: 02 February 2012 17:43
    To: Kathleen Smith
    Subject: Re: [Tessitura Marketing Forum] Marketing Campaign Structure Best Practices?

     

    I think that you have decide how granular you want to be with the information you collect.  I do recommend keeping your source codes as simple as possible (while still capturing the information that you want).  We have found that too many source codes (or sources that are difficult to find) result in source codes not being used correctly.  It is worth including your box office in the discussion so they understand what you want to track and why and can help develop a structure that works for everyone.

    From: Hassab Gebremedhin <bounce-hassabgebremedhin8207@tessituranetwork.com>
    Sent: 2/2/2012 10:52:25

    Hi all,

    We are in implementation and are working on setting up the campaigns/appeals/sources for the Marketing department and were wondering if anyone out there would share what their structure is like and what has & hasn't worked for them in the past.  What are the pitfalls in setting up the campaign as single tickets/subscriptions?  Has anyone set up their campaign by series (ie, dance series, vs music series, etc) or some other way?  Would love to hear things that have/haven't worked.

    Thanks!

    -Hassab Gebremedhin



    --
    View this message online at http://www.tessituranetwork.com/COMMUNITY/forums/p/6526/20612.aspx#20612 or reply to this message
    --
    This message was sent automatically to you by www.tessituranetwork.com because you subscribed to the Tessitura Marketing Forum. You may reply to this message to post to the Marketing forum or visit the site to search, read and post to the forums. In the interest of keeping the forum posts from becoming cluttered, we encourage you to delete previous message text from your reply before sending. Thank you!

     

    Royal & Derngate’s spring season is on sale, featuring the spectacular The King and I, gripping drama in Mogadishu and the No.1 greatest feel-good musical, Grease.
    Click here to discover more about Royal & Derngate’s 2012 Made In Northampton Subscription Season.


    Book your tickets now by calling 01604 624811 or visit www.royalandderngate.co.uk.

     

    The Northampton Theatres Trust Ltd. Registered in England and Wales. Company Registration No. 3640915. Registered Office: Royal & Derngate, Guildhall Road, Northampton NN1 1DP

     

    Description: Image removed by sender. Royal & DerngateDescription: Image removed by sender. Mission

     

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    This message was sent automatically to you by www.tessituranetwork.com because you subscribed to the Tessitura Marketing Forum. You may reply to this message to post to the Marketing forum or visit the site to search, read and post to the forums. In the interest of keeping the forum posts from becoming cluttered, we encourage you to delete previous message text from your reply before sending. Thank you!