Acquire and Retain Season Subscribers
Step Four: Build Your Campaign Tactics
Once your communication strategy is complete, you can build the supporting campaign tactics.
- Milestones
- Finalize agreements with your corporate sponsors: if you're leveraging sponsors to promote season subscriptions (e.g., if you're offering discounted dinners or limo rides), make sure all the details are planned.
- Finalize logistical details (e.g., if you're offering loyalty programs), make sure the terms are clearly defined.
- Make sure all collateral and communication materials are in place for timely promotions.
- Promotion period
- If you're offering a specific period for patrons to become a season subscriber, map out when they will need to receive their offer. Tip: Incent new and existing season subscribers to subscribe/renew online. This will reduce staff work load.
- Your promotion period will drive how far in advance you have to communicate to your patrons (the earlier the better.)
- Communication dates
- Make sure that your patron communications are sent in a timely manner.
- If your website needs to be updated by a certain date, make sure you provide your webmaster ample time to make the necessary updates.
- If you're sending printed materials, be sure to account for mail delivery time.
- Follow up
- Since you will leverage multiple promotion channels, make sure that follow-up communications are planned to maximize response rates.
- For online communications, send your follow-up email one to two weeks after your first email.
- For printed communications, send your follow-up a few days before your offer(s) expires.
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- Give your patrons at least two weeks' notice to respond to your offer and follow-up with them to maximize responses.
- Make sure all promotion details are finalized before executing your campaign.
- Encourage new and existing patrons to subscribe/renew online (via price incentives, automatic sweepstakes entries for great prizes, etc.) to reduce workload for your box office staff.
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