Case Study
“Creating the Rockettes Strategic Narrative” Rockettes, MSG Entertainment
The Social Symphony
Chris Moseley SVP Product Management & Brand
Oversight
Tom Troja Founder & CEO
CREATING THE ROCKETTES STRATEGIC NARRATIVE CHRIS MOSELEY - SVP, Product Management & Brand Oversight, Rockettes, MSG Entertainment
TOM TROJA CEO and Founder - the Social Symphony
ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
CHALLENGE- BUILD LOVE & COHESIVE BRAND VOICE The Rockettes
Radio City Christmas Spectacular Heart and Lights
ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
ROCKETTES BUSINESS OBJECTIVE
EXPAND FROM VENUE BASED PERFORMANCE TO NATIONAL – GLOBAL LIFESTYLE BRAND
ROCKETTES STRATEGIC NARRATIVE
@TROJAHORSE
@ROCKETTES
GROWTH AND ENGAGEMENT
Rockettes DNA Cultural Relevance
Every Rockette has achieved her
dream via self-discipline, focus on
goals, training, health and wellness, and teamwork.
Brand Rockettes will encourage more
people to have big dreams and move to achieve them.
Dream Big, Achieve Big
Believe in Yourself Every Rockette believes in her
abilities, recognizes her own
potential.
Brand Rockettes will motivate more
people to have confidence in themselves and their dreams.
Together We’re Better
Every individual contributes her
unique talent. And when this
sisterhood comes together as
a team, in synchronicity, one plus one equals three.
Brand Rockettes will make more
people realize that working in
harmony will help achieve dreams.
POSITIONING: MOVE WITH PASSION BRAND PILLARS
GOALS:
Grow social fan base Increase engagement Attract younger audience
ROCKETTES STRATEGIC NARRATIVE
@TROJAHORSE
@ROCKETTES
GROWTH AND ENGAGEMENT
ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
BIG CHALLENGE- KEEPING FANS ACTIVELY ENGAGED AS WE GROW
ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
Marketing to the New Consumer WE BELIEVE - People are Searching for Human Connection and Meaning
ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
STRATEGY- Create Strategic Narrative to build meaningful relationships with people everyday
USING STORYLINES WE ALL UNDERSTAND
connecting with new consumers via digital
ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
FOR MULTIPLE ROCKETTES SOCIAL PLATFORMS:
ROCKETTES RADIO CITY CHRISTMAS SPECTACULAR HEART AND LIGHTS
ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
THE MODERN ARCHETYPE
• Narrative of all humankind
• Universally understood symbol used to illuminate personality
– Already in all of our heads
• Multiple Archetypes humanize brands in social
Hero, Lover, Ruler, Magician, Sage, Outlaw etc.
CONFIDENTIAL Copyright - Social Symphony 2013
CONFIDENTIAL Copyright - Social Symphony 2013
BRAND CORE
KNOWING WHO YOU ARE
HERO Athlete - ROCKETTES CREATOR Artist - ROCKETTES EXPLORER - ROCKETTES & H&L ENTERTAINER - HEART & LIGHTS MAGICIAN - RCCS
ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
BE FEARLESS IN MAKING BRAND MORE HUMAN
• Life isn’t handed to you, you need to go get it • Keep strong and dance on • From childhood with a big dream • Turning dreamers into doers • A hero isn’t born, she decides to be one
ROCKETTES STRATEGIC NARRATIVE
SURPRISE THEM WITH YOUR HUMANITY
Grown from 50K Facebook fan base in Sept. ’13 to nearly 500k now (10x)
-Engagement at launch of new voice + digital advertising was 8% -Engagement today remains steady at 8% after 10x growth rate
ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
39,052 39,415 51,659
118,573
238,529
378,648
478,356
9.1%
6.9%
8.9%
7.4%
8.7% 9.4% 7.93%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
July-13 Aug.-13 Sept.-13 Oct.-13 Nov. -13 Dec.-13 27-Jan
Rockettes Facebook "Likes" and Engagement Rate
Likes Engagement Rate
Engagement Rate Facebook “Likes”
Source: Facebook Insights
ROCKETTES STRATEGIC NARRATIVE
SOCIAL BRICK AND MORTAR OF BRANDS
ROCKETTES STRATEGIC NARRATIVE
FOCUS ON THE HUMAN CONNECTION
ROCKETTES STRATEGIC NARRATIVE
BRAND SPEAKS LIKE A PERSON
ROCKETTES STRATEGIC NARRATIVE
ROCKETTES FAN BASE IS GETTING YOUNGER
From October to December 2013, as community size grew, ages of both fan base and overall post engagement got younger
0%
5%
10%
15%
20%
25%
% o
f Fa
ceb
oo
k Fa
n B
ase
Age
Oct 2013
Dec 2013
0%
5%
10%
15%
20%
25%
30%
% o
f To
tal E
nga
gem
en
t w
ith
Fa
ceb
oo
k P
ost
s
Age
Oct 2013
Dec 2013
Source: Facebook Insights
UNDERSTAND YOUR BRAND CORE – COMING TO LIFE IN MULTIPLE ARCHETYPES
ROCKETTES STRATEGIC NARRATIVE
BRAND CORE CODIFIED IN MULTIPLE ARCHETYPE
MOBILE SUCCESS IS…. MATCHNG THE RIGHT WORDS AND IMAGES MATCHING ARCHETYPAL VOICE AND IMAGES…. IS THE ENGAGEMENT GOLD
ROCKETTES STRATEGIC NARRATIVE
MOBILE ACCESS IS 50%?
MARKETING TO THE NEW CONSUMER Passion comes from Brand Narrative
Orchestrating passion, spirit, feelings, humanity EVERY DAY
ROCKETTES STRATEGIC NARRATIVE
ENGAGE PEOPLE AT THE HUMAN LEVEL
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