NORTH TEXAS PERFORMING ARTS

The Challenge

North Texas Performing Arts wanted a forward-thinking way to increase donations and public awareness of the organization’s mission, open auditions and upcoming shows at its Plano Children’s Theatre (PCT) and McKinney Youth Theatre (MYT) locations.

“Although we are on-stage, as opposed to on-screen, digital technology provides our theatres innovative ways to raise funds and spread our mission to local communities and performance-loving youth,” said Hollie Hongosh, Managing Director of the Plano Children’s Theatre and McKinney Youth Theatre. “Through Blue Calypso’s technology, we believe we will reach our goals and engage with tech-savvy participants in a personal way, re-connecting them with the love of off-screen performances.”

Our Solutions

Using our KIOSentrix® solution, we incorporated NTPA’s creative content to develop a customized microsite for each of NTPA’s three locations (Frisco, Plano and McKinney). These microsites were designed to provide information around upcoming shows and auditions as well as quick links to become a member, donate and purchase tickets. In addition to that, the microsites enabled and encouraged advocates of the theatre to share their support within their social communities, thereby, amplifying the message through word-of-mouth marketing.

Once the microsite was established, NTPA created awareness using pop-up signs, seat tents, flyers and program inserts to invite their guests to text in based on the preferred theatre location to receive a link to the location specific microsite with more information about the organization and to double opt-in to the text program to win free tickets.

Visitors who reached the microsite would have access to the “app-less” mobile platform via the microsite that provides information about NTPA, including its mission, methods of donation, audition opportunities and show schedules. By not requiring an app, NTPA could reach a much broader audience because anyone with a mobile phone could text in to access the microsite without having to download something that would take up storage space on their phones.

From there, theatre-goers could reply “Yes” to opt in to the text program and they would receive a text reply with a link that took them to a graphic displaying the coupon code for a free ticket to an upcoming show. This now allowed NTPA with an opportunity to include these guests in future marketing initiatives and promotions.

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Activation Opening Night
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Activation Double Opted-In to Text Program

In the weekend of the very first show, NTPA was hoping for at least 20% engagement from the attendees and the results exceeded that expectation with just over 25% of the audience activating via SMS. Over the course of two shows, nearly 34% of the activations also double opted-in to the text program. This growing list of contacts gives NTPA a tremendous opportunity to stay connected and send relevant content to their advocates and grow their following.

NTPA was able to utilize Blue Calypso’s platform to capture real-time, in-depth analytics such as location intelligence, reporting and insight on participant’s content interaction, attribution and conversion. The comprehensive analytics will allow NTPA to access key information relevant for marketing and fundraising purposes, such as post-click engagement, foot traffic, pre and post-visit engagement and demographics.

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