Paciolan Community Portal. Your tickets, your way.

Plan

Whether you’re trying to convert existing single ticket buyers into season subscribers or acquire new season subscribers, planning your campaign is critical to its success.

What is a compelling incentive or offer?

• Discount on order fees
• Prizes like autographed footballs or tickets to big games
• VIP access to pre-sale tickets

How do you plan for success?

• Define your campaign goals

  What do you want to accomplish?

• Define your offer and target audience

  What kind of benefits are you offering to attract season subscribers and who are you trying to reach?

• Develop your communications strategy

  What are the best ways to reach your audience?

• Build your campaign tactics

  How will you roll-out your plan?

Tips

• Once you’ve defined your campaign goals, it’s essential that your offers are structured and promoted to the right audience.
• Make sure your tactics align with your campaign goals align.

Promote

• Online Communications

  Reach patrons through the email, electronic newsletters, your web site and search engine marketing.

• Offline Communications

  Leverage traditional media to drive patrons online.

Tips

• Use multiple media channels to drive site traffic.
• Appeal to your patrons’ interests in all communications.
• Build a strategic communications calendar to market your site throughout the year.

Measure

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

• Increases in season subscribers
• Increases in online season subscriptions
• Campaign costs to convert patrons into season subscribers and retaining them
• Response and conversion rates of your communications

Overall campaign costs

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

Online communications

• Email: usage fees and development time
• Electronic newsletter: no costs other than development time
• Search engine optimization (SEO) and marketing
  • SEO: no costs other than time to write and code
  • Search engine marketing: keyword purchase
• Your website: hosting fees and time to develop

Offline communications

• Direct mail: printing, fulfillment and postage
• Telesales: call costs and staff costs (if outsourcing)

Offline communications costs

For emails and electronic newsletters, 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 a new season renewal, online season renewal, ticket purchase, etc.
• 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
• Click rates: how many different pages they view, and for how long they stay
• Transaction rates (if measurable)

For direct mail campaigns, analyze:

• Response and transaction rates
  • if a special website or phone number was offered in the mailer, you can track these
  • if your mailer contained promotion codes, you can measure its effectiveness in generating purchases
• Return mail: get the current address or pull from your database to reduce costs on future mailings

Tips

• USPS handles 293 million pieces daily — your direct mailings need to be well thought out and distinctive to get attention.
• Direct mail typically generates a 0.5% – 5% response rate (source: Message Media).
• Email (targeting existing customers) normally generates a 10% – 17% response rate. The more compelling your offer, the higher the response rates will be.
• PACMail 2.0 allows you to easily track open, click and transaction rates so that you can monitor your campaigns in real-time.