MEASURE, ASK, ACT—Laying the Foundation for a Sustainable Audience
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Segmentation Strategy
In this collaborative engagement, we devise strategies to reach your marketing, fundraising, and audience engagement goals through targeting the right people, at the right time, with the right message. We do this through:
- Discovery – Categorizing your patrons according to their behaviors and motivations.
- Planning – Identifying goals for each audience segment and tactics to reach them.
- Action – Tagging your patrons’ accounts with their segments (using the Segmentation Engine) and activating plans.
- Reporting – Tracking and reporting results throughout the year.
Campaign Planning
Leveraging audience segmentation and industry expertise, we’ll create tailor-made campaigns to help you reach your attendance, revenue, and engagement goals, while saving your team valuable time. We offer campaign planning for:
- Subscriptions & Memberships – We deliver subscriber or member renewal, acquisition, and reactivation campaigns that identify and engage your best prospects.
- Single Tickets – Whether for a weeks-long run or a one-off production, we leverage audience segmentation for effective targeting to reach sales and audience engagement goals.
- Email Strategy – We’ll help you develop email creative, lists, automations, timelines, and tracking to engage the right audience, at the right time, with a message that resonates.
Email Marketing Support
Whether you’re implementing a new platform or want to enhance your email strategy and processes, we’re here to help. We’ll develop a roadmap for your email usage that supports your digital marketing initiatives and makes effective use of your people and technology. We’ll help you:
- Launch a New Platform – We’ll develop a game plan and guide you through the email implementation process, incorporating your marketing strategy within your new technology, right from the launch.
- Improve Your Processes – We’ll review your email marketing processes and help optimize your templates, segmentation, workflow, and reporting to achieve better results.
- Implement Automations – We’ll show you how to automate emails based on individualized customer data that results in more effective communications with less staff time.
- Track Results – We’ll work with you to create a custom reporting approach, allowing you to track email KPIs through your email platform (Prospect2 and Wordfly), Tessitura, and Google Analytics.
Hear From Our Clients
Fresh eyes and an external perspective can make a world of difference, and it certainly has in our work. From house filling strategies to maximizing revenue without friction, JCA's strategic eye—complemented with advanced analytic tools—has helped us test and embrace new strategies and make decisions more confidently. We've found great value working with JCA's consultants and look forward to continuing to work with this knowledgeable industry thought partner.
Erika Nelson, former Senior Marketing Director
Steppenwolf Theatre Company
JCA’s findings have helped us grow in our understanding of how we can better serve existing audiences, while shining a light on how we might expand our reach and impact with new audiences in the future.
Joseph Specter, President and General Director
Arizona Opera
It was an absolute pleasure to work with JCA Arts Marketing to fill in as an Interim Director of Marketing. During the transition, they not only kept things running smoothly, but also added great insights and ideas that pushed our marketing efforts forward in meaningful ways. JCA Arts Marketing has strong expertise in content, leadership, and creativity, and they were incredibly productive. I would hire JCA Arts Marketing again in a heartbeat!
Emika Abe, former Managing Director
Woolly Mammoth Theatre Company
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