2006 ECommerce Incubator

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2006 E-Commerce Incubator The Decision to Partici
pate / The Arts Experience Email and Website Mark
eting Case Study for Luna Negra Dance Theater

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It helped us think strategically and put all
the elements of our marketing plan into place.
- Maryam Arai, Marketing Manager
, Luna Negra Dance Theater
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Who We Are
Luna Negra Dance Theater creates, performs and
teaches contemporary dance by Latino
choreographers. The company's distinctive style
artfully blends ballet and contemporary dance
movements strongly flavored by Latin and
Afro-Caribbean dance forms. 
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Engage Now!

• The Decision to Participate The Arts
  Experience
  
• Project Goals
• Deepen engagement with ticket buyers
• Increase attendance at performances
• Turn ticket buyers into repeat patrons and donors

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Engage Now!

• The Decision to Participate The Arts
  Experience
  
• Challenges
• Little insight into who is our audience
• Difficult to fit tasks into workload
• Very low click through under 1

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Engage Now!

• The Decision to Participate
• Strategies and Tactics
• Develop e-communications plan/schedule to ensure
  effective frequency and relevancy of messages
  
• Revamped newsletter
• Improve organization, shorter copy, and include
  links
  
• Average click through rates - Old 0.8 New
  2.8

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• Old E-newsletter
• No call to action above the fold
• All internal links
• Heavy type

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• New E-newsletter
• Multiple calls to action above the fold
• Brighter/cleaner design
• More color
• Active imagery

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Engage Now!

• The Decision to Participate
• Strategies and Tactics
• Develop e-communications plan/schedule to ensure
  effective frequency and relevancy of messages
  
• Targeted messaging
• Targeted email lists

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Engage Now!

• The Decision to Participate
• Strategies and Tactics
• Develop e-communications plan/schedule to ensure
  effective frequency and relevancy of messages
  
• Sent out email preference update in June 2006 and
  had 151 email subscribers update their
  preferences that month
  
• Offer to be entered in a ticket drawing

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Engage Now!

• The Arts Experience
• Tactics
• Re-designed website to be consistent with brand
  image and create more audience interest and
  engagement
  
• Added more specific information about
  performances and about the company
  
• Sent out email announcing new website and asked
  for feedback from patrons on an impression page

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• Old Website
• No active imagery
• Poor layout/ navigation
• Copy heavy, doesnt feel interactive

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• New Website
• Easy navigation
• Active imagery
• Good use of color
• Call to action

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• New Website
• Each page features clean layout, good use of
  color and different active images
  

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Engage Now!

• The Arts Experience
• Patron Impressions
• Beautiful. Congratulations. It is almost as
  beautiful as Luna Negra.
  
• The new site looks fantastic! Nice to see Luna
  Negra doing so well!
  
• It is much better.. Good job