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Case Study: North Carolina Museum of Art

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“We worked with the Etix and Rockhouse Partners teams to develop a contesting strategy that helped us achieve our goals of promoting our Summer Concert Series and growing our email database.”

Jimmy Nguyen, Digital Marketing Specialist, North Carolina Museum of Art

The Challenge

  • Organically grow the NCMA email database through a well-crafted contesting strategy.
  • Promote awareness for the Summer Concert Series to drive website traffic and increase ticket sales.
  • Increase fan engagement through social media integration, including¬†Facebook and Twitter.

The Plan

1. Strategy & Planning
  • Working with the North Carolina Museum of Art, Rockhouse helped develop a contesting timeline to organically collect email addresses and drive awareness for the popular Summer Concert Series.
2. Designed, Built & Measured
  • Created simple contesting forms to capture essential fan information (email, name, phone number).
  • Designed custom graphics tailored for each performance to promote awareness for specific shows and artists.
  • Incorporated specialized sharing functionality to increase social reach and drive more contest entries.
3. Finalized & Fine-tuned.
  • Integrated with NCMA’s Facebook timeline using “fan-gated” functionality to increase fans of the page.

The Wins

  • A larger email database: 1,100 total email addresses collected through contesting.
  • More engagement and traffic: 2,000+ tracked clicks to contest forms.
  • A growing social audience: 42% increase in Facebook following since implementing contesting in 2013.

Next Steps

  • Maintain engagement by sending segmented emails to contest entrants after the contest ends to drive ticket sales for concert performances.
  • Knowing that “Welcome” emails produce 4x the open rates of standard promotional campaigns, send an automated welcome email to all contest entrants.

 

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