Paciolan Community Portal. Your tickets, your way.

Your Guide to Successful Season Renewals

To plan and execute a successful renewals campaign, use these how-to guides.

Plan

Successful renewal campaigns always start with good planning.

How do you plan for success?

• e.Checks
  Increase your profits by reducing credit card fees
• Incentives and Promotions
  Provide compelling prizes and incentives that your fans WANT
• Marketing Calendar
  Make your plans into reality by creating a marketing calendar
• Internet Early
  Get your customers to conveniently renew early through online renewals
• Staff Training
  Equip your staff with knowledge to help them drive your customers online

Promote

Once your revenue goals, incentives/promotions and renewal period are determined, it is imperative that you employ effective communication techniques to get the word out at the right time.

Four effective ways to reach your customers

• Email Marketing
  Reach your customers quickly and easily
• Website
  Leverage your “online box office” to promote online renewals
• Call Center/Box Office
  Promoting the benefits of online renewals during each telephone interaction will drive customers to your website
• Press Release
  Promoting your online renewal through a press release is an easy way to create buzz

Measure

By comparing your database at the beginning of your campaign to the end results, you’ll be able to identify how many customers made the jump to online renewals.

Continually monitor the results of your campaign and make necessary refinements to offers and tactics by analyzing:

• Increases in overall renewals
• Increases in online renewals
• Campaign costs to promote your events
• Response and conversion rates of your communications

Campaign costs

Consider the following costs when analyzing your campaign to ensure a good ROI:

• Email blasts – no costs, other than development time
• Your website – no costs, other than time to develop
• Mailings – printing, fulfillment and postage
• Call Center – call costs and staff costs (if outsourcing)

Response and Conversion Rates

For emails, analyze:

• Open rates – how many people actually opened the email
• Click rates – how many people clicked-thru to the embedded URL(s)
• Transaction rates – did your communication convert into an online season renewal
• Bounced emails – check email addresses to ensure that they’re valid. If you have a high bounce rate, you will want to scrub the list and update it accordingly. People often change their email addresses every 1-2 years.

For your website’s effectiveness, analyze:

• Visits – how many individuals visit your site, based on promotions, events and seasonality
• Click rates – how many different pages they view, and for how long they stay
• Transaction rates (if measurable)

For mailings, analyze:

• Renewals resulting from sending the paper applications
• Return mail – get the current address or pull from your database to reduce costs on future mailings

Details/Examples

The goal of Paciolan’s Green Partnership Program is to help educate and drive our client community into adopting and implementing environmental friendly business practices while increasing your business efficiency.

For details on how to achieve this goal, please download our blueprint document.

Please contact your Client Partner if you have any questions.