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ATC Subscription Campaign

Presented by AdWorks on 12/6/18

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The Challenge:

To encourage single-ticket buyers to become season subscribers

Salvador Huerta

salhuerta7@gmail.com

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The Consumers: Gerald and Rose

Demographic

Age: 66-75
Status: Married, empty-nester
HHI: $150,000+

Interests

Classical music
Painting
Reading

Personality

Established roots
Philanthropic
Cultured
Intellectual

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Reasons to Engage

Barriers to Entry

...with ATC:

...with subscription:

Arts appreciation
Enjoy live events
Prefer laid-back leisure

Like to plan ahead
Paying extra for quality goods/better value
Established roots in community

Prefer established brands
Not close to brand

Tech-shy/prefer human transaction
Information overload
Don’t understand discount/value of subscription

Salvador Huerta

salhuerta7@gmail.com

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Strategy

Community

Professional Quality

Simplification

Salvador Huerta

salhuerta7@gmail.com

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Creative & Tactics

Salvador Huerta

salhuerta7@gmail.com

Sal: Talk about the creative brief, what we did, and additional tactics/suggestions, introduce creative

Chelsea: The common theme throughout the designs we created is simplification. We used authentic ATC imagery so that patrons would get a chance to visualize the what it’s like to be part of the ATC community. We also utilized ATC’s brand guide to develop a modern verison of ATC’s current collateral that is ready to be used.

Taylor: With subscription information, full season information, along with additional details about ATC, the current copy for ATC collateral can be overwhelming for consumers. So our direction for copy, is rooted in the simplification of the benefits of subscribing, the history of ATC, and the quality of the theatre that ATC produces without overloading a recipient, all the while remaining relevant beyond one season.

The creative brief tasked us with:

Creative collateral: trifold brochure, postcard, e-blasts
Copy for various platforms
Consumer research

In addition, we are proposing:

TV Spot: Time-Lapse Video
Brand Ambassadorship

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Trifold

Art Direction strategy:

Our strategy: Adhering to ATC’s brand guidelines, but focusing on visual hierarchy and minimalism to mitigate risk of information overload. Short and snappy CTA’s are made
Using simple imagery of ATC Programs to highlight the production - imagery gives consumers a sense of what they can expect
Using the brand guidelines and colors to visually emphasize the copy, thus putting the focus on the important parts i.e. subscriptions and catchy copy

Kevin: As Chelsea mentioned, the strategy behind this trifold is simplicity and minimalism. I wanted to highlight the CTAs through colors and type hierarchy. As you can see, the CTAs are highlighted through ATC’s colors. The typography is presented in a hierarchical fashion to emphasize the copy. We also wanted to take ATC imagery of productions and implement that into the trifold, so patrons can get a better understanding of what they can expect. Furthermore, the panels were designed in a way that patrons who open the panel will immediately see the ways to subscribe, and the different types of subscriptions. The trifold will be distributed to patrons during the pre-show, where it will be tucked with a playbill, allowing them to view it prior to the show starting.

Taylor: The tri-fold copy illustrates the story of ATC. We are focusing on the quality of theatre that ATC provides. By the community for the community, ATC is really Arizona’s Theatre, so we invite single ticket buyers to join the family by subscribing. This trifold also includes concise information about the three ways to subscribe without overloading the recipient with information, so that navigating the path to subscription is clean cut we achieve this by saying ‘come by, click, or call’.

Copy strategy:

Current ATC collateral (52nd Season trifolds) creates information overload: listing all the season’s shows, all the subscription packages and additional info in one brochure
Our strategy: Create non-season specific collateral where copy focuses on ATC’s history in the community and how it meets Broadway quality through its full-production capabilities.

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Postcard/Direct Mailer

Chelsea: Using the strategy Kaylie and I found, we created this postcard that utilizes variable data printing. Variable data printing allows companies to directly target a specific population within their database, and using this tactic has been shown to exponentially increase response and action rates to company patrons. Specifically, ATC would take all the single ticket buyers in their database, and embed them into the design file. As you can see, we directly targeted patrons Lauren and Steve. We used the tag line, your stage awaits, to highlight that subcribing to ATC is more than just a seat. We also used this image from ATC to remind those single ticket buyer of their experience at ATC.

Copy: This mailer catches people after they have attended a show with the intent of inviting people back to ATC and ‘becoming’ apart of the next production. We have the call to action ‘your stage awaits’ on the front side. The other side details the benefits to subscribing,which including the quality of production, lost ticket insurance, and prologues that invite patrons to discuss production insights. At the core this copy is to entice and inform. We also included the three way to subscribe that will drive interested patrons to click, call, or come by.

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E-Blast

Chelsea: Our last piece of collateral that we created is an email blast. Ideally, this email blast would go out to patrons who just attended a performance. We chose to embed a video of the next performance that ATC is showing to give them a look at what is coming next. From a design standpoint, we utilized color blocking that adhears to ATC’s brand as well as sparks a modern art feel to tie into the arts community that ATC is involved with.

Taylor: If we did not catch a patron in the mail, we would like to reach them digitally. We wanted to capture them while they were still experiencing the excitement after a show and capitalize on these positive emotions. The copy invites patrons out not only to another show, but join ATC for the full season. The email blast copy focuses not only on iterating the multitude of benefits and components of a subscription like lost ticket insurance, seat upgrades, experience prologues and much more, but also the curation and dedication that goes into crafting each ATC performance! To round it off, the copy also informs recipients where to find more information on the full list of subscription information.

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TV Spot: Time Lapse

A traditional TV spot to reach the older audience demonstrating how an ATC show comes to life.

Slow zoom timelapse beginning with empty stage, through the crew’s set-up
End on black screen with ATC logo and tagline, with ATC: “Your Stage Awaits”

Salvador Huerta

salhuerta7@gmail.com

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Brand Ambassadorship

Audiences are emotional immediately after experiencing a show; larger purchases are typically driven by emotion. Take advantage of the post-show high by having “Brand Ambassadors” represent ATC in the lobby after each showing

Then-and-there subscription purchasing
Though this is technically available in the box office, the office is tucked away and may go unnoticed in the bustle after the show

Salvador Huerta

salhuerta7@gmail.com

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Further Recommendations

Web Revamp:

Seniors may struggle with smaller print
Too many options to see all show dates on one screen
No clear hierarchy of options
UI updates: color-coded calendar displaying what shows play on what dates

Salvador Huerta

salhuerta7@gmail.com

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Questions?

Salvador Huerta

salhuerta7@gmail.com