Marketing Strategy, Integrated Multi-Channel Campaign Design & Execution
Small theater company Terra Mysterium had been marketing itself inconsistently, making little use of its social media outlets. In June 2011 a campaign was launched to increase its visibility and fanbase by focusing on the channels with the strongest potential, committing to consistent daily Facebook and Twitter management, and contributing content continuously to its blog. Incorporating such tactics as keyword targeting and educational video, these efforts saw steady organic growth over three months: Facebook monthly active users increased by over 270% with 97 new Likes, Twitter followers nearly tripled, and blog traffic increased almost eight-fold. A subsequent campaign for their 2012 Chicago Fringe Festival show included teaser videos and photos released on social media, print materials, and press outreach. In two months they saw 55 new Twitter followers, 66 new Facebook Likes and a nearly 2000% uptick in weekly reach, generating almost $2000 in sales and $3300 in donations.
They continued to cultivate their community throughout 2013, developing and implementing an email marketing strategy, as well as hosting live monthly educational events for Chicago's Steampunk community. Building upon their previous successful strategies, they incorporated this community outreach, social video, and email marketing into their Fall 2013 fundraising campaign. Having doubled their funding goal, they monitored the campaign progress carefully, sending social and email messages at strategic points. They once again met their goal a week before the campaign closed; and took that opportunity to communicate both gratitude and clearly defined stretch goals to their community via multiple channels. As a result, they exceeded their goal by more than $1500, for a total of $8040. This campaign funded an ambitious theatrical production which included live magical effects and projected animation, for a completely sold-out run.
In April 2014 they reached 1000 Likes on their Facebook page, all of which were earned organically.