Opportunities for Engagement in the Digital Age
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AMMC / Opportunities for Engagement in the Digital Age Opportunities for Engagement in the Digital Age
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Digital communications are becoming a key channel for reaching more diverse demographics. They also provide opportunities for organizations to affordably target a range of audiences through email, microsites, online advertising, and social media. Learn how different organizations were able to break down membership and marketing silos through integrated campaigns that enabled them to meet institutional goals, including engaging new audiences, driving ticket sales and membership revenue, gathering data, and enhancing the success of other marketing channels.
Transcript of Opportunities for Engagement in the Digital Age
- 1. AMMC / Opportunities for Engagement in the Digital AgeOpportunities for Engagement in the Digital Age
2. AMMC / Opportunities for Engagement in the Digital AgeMulti-Channel vs. Integration 3. AMMC / Opportunities for Engagement in the Digital AgeBreaking down silosmembershipmarketing 4. AMMC / Opportunities for Engagement in the Digital AgeBreaking down silosmembership development 5. AMMC / Opportunities for Engagement in the Digital AgeTwo prime examples 6. AMMC / Opportunities for Engagement in the Digital Age 7. AMMC / Opportunities for Engagement in the Digital AgeFounding Member Campaign New Barnes: Construction began in 2010; newbuilding opened in May 2012 Campaign Goals: Capitalize on excitement surroundingthe new building to acquire newmembers, build awareness and selltickets Channels: direct mail digital advertising (Google Grant,paid advertising and cookie matching) email social media website 8. AMMC / Opportunities for Engagement in the Digital AgeDirect MailBarnes InstitutionalCarrierLetterReply FormBrochure 9. AMMC / Opportunities for Engagement in the Digital AgeDigital Advertising 10. AMMC / Opportunities for Engagement in the Digital AgeGoogle Grant 11. AMMC / Opportunities for Engagement in the Digital AgeCookie Matching Input File: 341,514 households Cookie Matched: 221,799 households Served Impressions: 74,917 households Total Impressions: 2,327,425 Conversions: 255 purchases Gross Revenue: $28,990.00 12. AMMC / Opportunities for Engagement in the Digital AgeMicrosite 13. AMMC / Opportunities for Engagement in the Digital AgeEmail Conversion Series 14. AMMC / Opportunities for Engagement in the Digital AgeSocial Media 15. AMMC / Opportunities for Engagement in the Digital AgeWebsite 16. AMMC / Opportunities for Engagement in the Digital AgeCampaign Summary7,765 newmembers108 renewmembers244 newmembers1,115 emailscollectedNet Revenue: $676,477Average Gift: $169.35Net Revenue: $10,4902.67 million impressions(paid/search only)Net Revenue: $18,4591,657 page likesNet Revenue: $3,015 17. AMMC / Opportunities for Engagement in the Digital AgeOne year later Message beginning to shift Continue to have an aggressive directmail program with email follow-up Continue to utilize our Google Grant Continue to use our same microsite foronline conversions Continue to send email conversionseries 18. AMMC / Opportunities for Engagement in the Digital AgeFinal Tips Collect email addresses in digital andoffline channels following up with anemail conversion series will helpcontinue that interest Work with marketing to havemembership messaging woventhroughout website and digitalcommunications Make online purchase process asquick and painless as possible 19. AMMC / Opportunities for Engagement in the Digital AgeLongwood Gardens is the living legacy of Pierre S. duPont, inspiring people through excellence in gardendesign, horticulture, education and the arts. 20. AMMC / Opportunities for Engagement in the Digital AgeLight: Installations by Bruce Munro Installation: June 9 September 29 Campaign Goals: Drive Membership and ticketsales Channels: Digital Advertising Google Grant Advertising Remarketing Facebook engagement Email 21. AMMC / Opportunities for Engagement in the Digital AgeDigital Advertising Ticketing 22. AMMC / Opportunities for Engagement in the Digital AgeDigital Advertising - Membership 23. AMMC / Opportunities for Engagement in the Digital AgeGoogle GrantLongwood GardensMembers see Bruce Munros Lightfree. Join today and save $15!Join.LongwoodGardens.orgBruce MunroSee Munros Light at LongwoodGardens. Join today and save $15!Join.LongwoodGardens.orgLongwood Gardens MembersMembers enjoy great benefits.Join today and save $15!Join.LongwoodGardens.orgLongwood GardensDont miss Bruce Munros Light.Save 20% on tickets! Buy now.lighttickets.longwoodgardens.orgBruce Munro TicketsSee Munros Light at LongwoodGardens. Save 20% on tickets!lighttickets.longwoodgardens.orgLongwood Gardens TicketsFor a limited time only, save 20%on tickets to Bruce Munros Light.lighttickets.longwoodgardens.orgMembership Ads Ticketing Ads 24. AMMC / Opportunities for Engagement in the Digital AgeMicrosites 25. AMMC / Opportunities for Engagement in the Digital AgeDigital Advertising - Remarketing 26. AMMC / Opportunities for Engagement in the Digital AgeEmail Conversion SeriesEmail #1 Email #2 Email #3Date Sent July 12 July 26 September 18sent to: 90,428 90,990 6,611received 89,636 99.12% 90,599 99.57% 6,504 98.38%opens 14,363 16.02% 15,097 16.66% 2,092 32.16%clicks 1,392 9.69% 1,754 11.62% 264 12.62%Number sold 134 225 24Conversion ratebased on emailsopened .93% 1.49% 1.14% 27. AMMC / Opportunities for Engagement in the Digital Ageover 25 millionimpressions3,805 emailaddressescollected882 memberships purchased 499 online advertising 383 email series1,717 ticketssold$97,274 gross revenue($36,749 net ) $64,526 online advertising $32,748 email series 28. AMMC / Opportunities for Engagement in the Digital AgeOne year later Evergreen message aboutspring/summer Google Grant and paid advertisingcampaigns have continued Remarketing is the sole focus of ourdigital audience Beginning to use Facebooks newCustom Audiences Were testing video vs. static imagein our long form Continue with email conversionseries 29. AMMC / Opportunities for Engagement in the Digital AgeMembers See It Free We Miss You 30. AMMC / Opportunities for Engagement in the Digital Age30 31. AMMC / Opportunities for Engagement in the Digital AgeThank You for Your Support Email in Month 9 Pre-Renewal Cycle Thank you message Links to compelling videoshowcasing staff 32. AMMC / Opportunities for Engagement in the Digital AgeSpring Evergreen Campaign 33. AMMC / Opportunities for Engagement in the Digital AgeOne Video: Two different messages 34. AMMC / Opportunities for Engagement in the Digital AgeFinal Tips Loop in marketing during the very early planning stages and have aplan for what happens next Integrate ticket sales with efforts: we had success targeting ticketbuyers for membership Be sure that your digital advertising campaign is transactional dont just drive your audience to the home page, drive them to alanding page with a specific call to action Dont need a big budget to implement many of these initiatives 35. AMMC / Opportunities for Engagement in the Digital AgeFinal Thoughts & QuestionsWalter [email protected] Vega,Membership [email protected] DePietro,Guest Admissions Operations [email protected]
