Business Challenge: Tampa Bay Performing Arts Center (TBPAC) wanted to effectively promote performances, drive donations and communicate with their patrons. Additionally, TBPAC wanted to leverage rich graphical emails to reflect their brand and drive ticket sales. Previously, TBPAC relied on bulk email and were growing frustrated with the inability to capture rich patron data for targeted campaigns.

Solution: TBPAC implemented PACMail and created the eCenter affinity club.

• Implemented an Integrated PACMail Solution

• Leveraged integrated PACMail with t.Res and t.Fund back office system.
• Targeted patrons based on purchase and donation history, demographic or opt-in data.
• Offered a sign up page on the TBPAC website for patrons to request information.

• Created the eCenter Affinity Club

• Leveraged PACMail to promote membership and increase eCenter membership awareness.
• Enabled eCenter affinity club members to purchase Internet-only tickets before the general public.
• Charged a $50 donation for membership, significantly increasing donations

• Created and Executed Marketing Calendar

• Created and delivered targeted, monthly campaigns.
• Encouraged members to continually update their opt-in preferences.
  • Featured enter to win tickets to premier shows i.e., Phantom of the Opera.
• Leveraged the eCenter memberships to "paper the house".
  • Offered new members free tickets to unsold performances.

• Captured $80,000 in donations from eCenter membership fees during the 2003-2004 season!
  • Matched the ticket office in donation revenues.
  • Achieved results with little to no labor costs.
• Eclipsed the 2002-2003 donation total of $3,450.

• Grow the Customer Database

• Grew the eCenter membership to over 60,000 patrons.
  • Started with only 3,000 people in 2003 before moving to PACMail.
• Increased the eCenter membership by over 5,000 patrons during 2003-2004 season.

• Drive Ticket Sales

• Broadway "Moving Out" Example
• Targeted patrons based on purchase history.
  • Pulled data from purchases of similar performances.
  • Created a list of 30,000 names that fit profile.
• Sold 1,138 tickets in one week due to email.
  • Roughly 800 of those were in the first 24 hours.
  • Hit revenue goal before going on sale for the general public.

• Effectively Communicate with Patrons

• Sent a total of 2.58 million opt-in, rich graphical e-mails to patrons.
• Achieved an open rate well above the industry average.
  • Average unique open rate of 26% during 2004.
• Reached 1.1 million web visits due to email marketing.
  • Hit a monthly average of 91,789 visits.