3. Fast Facts
Agency founded in 1996
108+ full‐time staff
Offices in Seattle and New York
Clients across North America, UK and Australia
Key partnerships with Tessitura Network,
Ektron, and Google
Dedicated Arts Marketing team
4. Notable Clients
Consumer Brands Performing Arts
Target Sydney Opera House
National Geographic Steppenwolf Theatre
Nintendo Royal Opera House
Hachette Book Group USA Metropolitan Opera
Amazon.com San Francisco Symphony
Microsoft National Theatre (UK)
Ubisoft Lyric Opera of Chicago
Pokémon USA San Francisco Opera
Brown‐Forman Melbourne Theatre Company
5. Goals
• Understand current marketing landscape
• Provide ideas for how the internet can be
integrated into your marketing strategy
• Understand best practices in website design
and email marketing
• Share ideas & trends for the near future
• Prepare you to apply for funding
12. Seven Internet Realities
source: Pew Internet & American Life Project
How the Internet is Changing Consumer Behavior and Expectations
1) Media and gadgets are part of everyday life.
2) The Internet, especially broadband connectivity, is
driving the revolution.
3) New gadgets allow people to enjoy media, gather info
& communicate anywhere.
4) Ordinary citizens have a chance to be content creators.
5) All those content creators have an audience.
6) Sharing online is building community.
7) Online Americans are customizing their experience.
44. Analytics Provides Answers to Difficult Questions
Where and why are visitors Where are my visitors
abandoning my shopping cart? coming from?
Is my website design What do people do while
driving on my site?
people away?
Which marketing initiatives What keywords resonate
are the most effective? with prospects and have the
power to convert them?
45. Reasons for Analytics
• Bad reasons:
– “We need web stats!”
– “How many hits did we get last month?”
– “There are lots of reports and pretty graphs… it
even has an Excel integration wizard…”
46. Reasons for Analytics
• Good reasons:
– “We need to improve marketing effectiveness!”
– “Online sales seem to be lagging – we need to
determine why”
– “I don’t know which marketing channel is most
valuable”
– “What kind of content helps drive more sales?”
47. What’s the Point?
• Web Analytics is about behavior not numbers
• Track what impacts your business
– “Hits” are not the same as people
– “Hit reports” are often over inflated by 2x – 3x
– Conversion rate, content value, traffic source
matter
55. Search Marketing
Banner Advertising
Email Marketing
Determine which
marketing initiatives are
driving the best traffic to
your site
Search Engine Optimization, Referrals, Traditional
Media
63. Podcasts
Provide a richer experience for patrons; deepen
relationship with audience; help position your
organization as forward‐looking
Solution
Create and distribute 10‐20 minute podcasts that
can be delivered via the website.
92. Drama student at NYU, City Opera Intern
HS Student from Brooklyn
Freshman at St. John's University,
studying pharmacology
Homeschooled high-school senior
Medical student at Yale University,
Opera fanatic
103. Auctions
Capture lost revenue from secondary
re‐sell market; Increase donations
Solution
Allow patrons to bid on a select number of
premium location seats with the additional
cost recognized as contributed income