Hi all,
I'm more of a marketing Tessitura power user, so excuse my ignorance in advance.
We're preparing to build out the season for the 21/22 season. Before COVID, we had just begun our 20/21 renewal campaign. Fortunately, for us, we were able to renew over half of all our households during the pandemic. Nevertheless, there was a huge dip in numbers as there were many subscribers who didn't feel comfortable renewing their subscription. We're now in the process of working with our web vendor and our box office to prepare for our renewal campaign for the 21/22 season. We obviously want as many of our 20/21 subscribers to renew, but we also recognize that there's still a sizable chunk of lapsed subscribers who were active in 19/20 but did not renew for 20/21 due to COVID. Our senior leadership wants us to treat those folks as renewals versus as an acquisition/lapsed subscriber. While I think that's possible from a messaging/marketing strategy standpoint, that's not entirely possible from a Tessitura stand point.
It's a hard concept to explain to higher level leadership who don't know the ins and outs of Tessitura, but from my understanding, once a subscription renewal campaign is done seats from the roll over are released and ripe for the taking by others. Because un-renewed orders from the current season are never fulfilled, the following roll over (in this case, 21/22) can only contain the seats/households of members who did renew. There's nothing to rollover for those 19/20 subscribers who did not renew for 20/21. They would need to come in as an acquisition. The only other thing I can think of is to create orders for all those who did not renew, but that would be an extremely manual process and we would have to do that for thousands and thousands of households.
Rollovers and seats have always been a topic of contention and confusion so I'm trying to think of the best approach to explain all of this to those above me. My solution is to frame our 20/21 materials to be almost like a renewal even though on the back end, it'll be an acquisition. As much as I loath phone only transactions, it seems like the best thing to do is to tell those lapsed 19/20 subscribers that their seat may still be available and to renew over the phone if they want similar seats to what they had prior to the pandemic.
For those of you who did have a subscription renewal campaign during the pandemic, how are you approaching your next season from a customer service perspective for those who did not renew for the current season? I'm assuming we all have a lot of lapsed subscribers we really want to get back!
Hi there, I've only done a rollover once, but from what I recall, you can select the target package/season as what you want it to be. So, at my organization, I would select 20 Box Office instead of 21 Box Office and packages from FY 20 not 21.
I was going to suggest the same thing. However, the issue I could see with this, is if you upgraded any of her subscribers who did renew. They may lose those great seats to someone who did not renew with you this season. So, there's that to consider as well.