Loayalty program

1. Gulzhauhar Smakova, Sudong Cho, Huy Nguyen, Hanna
Coloma
Team #5
Final Project

2. Business Overview
Brand Voice:
- Energetic
- Inspiring
- Exciting
Brand Colors:
- Black
- Off-White
- Pink
Creation of
extraordinarily
diverse range of top-
quality entertainment
Our mission is to bring
the very best in live
entertainment to the
largest possible
number of people
Mission Statement
Value Proposition

4. Marketing Strategy
The Data

5. Marketing Strategy
The Data

6. 6
Loyalty Program
Musical Insider

8. 8
Digital Channel Plan and Marketing
Funnel

9. Digital Channel Plan
Paid Search
Display Ads
Social Media
Email Marketing
Awareness
Objective: Increase the audience’s
awareness of the loyalty program
KPI: CTR
Interest
Objective: Increase the target audience’s
interest about the benefits of the loyalty
program.
KPI: CPC
Consideration/Conversion
Objective: Turn customers into fans by increasing their
loyalty and appreciation of the product
KPI: Sign-up Rates (Counts)
Conversion
Objective: Increase the conversion rate
KPI: Click to Sales Conversion

10. Visualizing the Funnel
10
Broadway SF Digital Funnel
Channels used: Paid Search, Social Media, Website
Channels used: Social media, Display Ads
Channels used: Email marketing, Social Media (Influencer Marketing)
Channels used: Email Marketing
Channels used: Social media
Awareness
Interest
Consideration
Conversion
Advocacy

11. 11
Paid Search Campaign

12. Keyword Research
Group 1:
#musical deals
#seasonpass
#musicalinsider
#exclusive deals
#discounts
Group 2:
#musicals near me
#broadway sf
#moulin rouge
#new musicals
#best musicals
#orpheum sf
Source: https://www.thehoth.com/
Source: https://www.semrush.com/projects/

13. Campaign Structure
Ad
Group 1
Campaign
Account
Ad
Group 2
Keywords
Ad Ad
Landing Page
AD Group 1:
Objectives: Conversions ( Increase Musical Insider sign ups)
● Target at an audience with transactional search intent
● Conversion is the Goal
● Keywords
KPI: Number of Sign Ups
AD Group 2:
Objectives: Increase Loyalty Program Awareness
● Target at an audience with navigational and informational search
intent
● Awareness is the Goal
● Keywords
KPI: Number of Clicks
Ad Schedule:
● Tuesday to Saturday: 8 AM - 9 AM
5 PM - 9 PM
● National Holidays: Labor Day, Independence Day, Christmas and
Thanksgiving, Black Friday
Campaign Details
Keywords

14. Search Campaign
14

15. 15
Display Advertising Campaign
Google Ads

16. Display Advertising Campaign: Google Ads
16
Interest Habits:
● Media and Entertainment
● Music Lovers
● Love Art and Performances
Demographics:
● Gender: Male and Female
● Age: 45~65
● Parental Status: Parents
● Household Income: 30%~Top 10%
● Education: Bachelor Degree or Higher
Why Google?
The Google Display Network reaches 90% of Internet users worldwide, across millions of
websites, news pages, blogs, and Google sites like Gmail and YouTube.
● Over 700 Million Results related to Broadway - Increase Awareness and Reach
● Optimized Audience Targeting
● Reach prospects in different places

17. Display Advertising Campaign: Google Ads
Ad #1
Ad #2
Ad #3
Objectives: Website traffic
We want to increase loyalty program awareness by
advertising sign ups to new season
KPIs:
● Number of Clicks
● Number of Impressions
● CTR
Placement:
- Websites that are related to broadway and musicals
- Competitor Websites

18. 18
Social Media Campaign

19. Facebook
19
● Campaign Objectives: Increase the conversion rate
● KPIs: CPC, Number of Sign Ups
● Audience Targeting: 45-55 years old, all genders, USA
● Placement: Facebook Stories and Feed
● AD Schedule: 1-3 pm (Facebook prime time base on statusbrew.com Analysis)
Ad creative:
● Ad format: 1x1 Images with text - Include
images of our new shows throughout the
campaigns utilize color identity: Pink, Black
and White
● Brand voice: Friendly, Fun and Exciting
● Brand visuals: Include images of our new
shows.
● Use the colors of our brand: Pink, Black and
White
Why Facebook?
● 3 Billion Users
● Improve visibility for the content and boost
traffic to owned media content.
● The Facebook stories and feed are best
channels to visually depict what the
context is about and keeps audience up to
date

20. Facebook
20
AD#1 AD#2
● Images that convey Broadway SF
the best.
● Well Crafted Message
● User Action:
○ Clicks (CTA)
○ Likes
○ Comments
○ Shares

21. Twitter
21
● Campaign Objectives: Website Traffic
● KPIs: Click Per Cost, Number of Sign Ups
● Audience Targeting: 25-45 years old, all genders, USA
● Placement: Twitter feed
● Main Hashtags: #broadwaysf #musical insider
#newseason
Ad creative:
● Ad format: Text with image or video - A twit
with the promotion of the New Season 22/23
and Loyalty Program
● Brand voice: Friendly, Fun and exciting
● Brand visuals: Include images of our new
shows.
● Use the colors of our brand: Pink, Black and
White
Why Twitter?
● 397 million active users interact and
engage with the audience in the real time
● Only platform where you can create a
Customer Service
● Tracks the analytics (mentions, retweets
and comments)

22. Twitter
22
● Images and videos of seasonal title musicals in a different
aspect ratio
● Well crafted message
● User Action: Comment, Follow, Retweet, Like
AD#1 AD#2 AD#3

23. 23
Retargeting Planning
Facebook

24. How retargeting will help us meet our program
objectives?
● Our main Target Audience is 40-55 year olds
● 72% of 45 - to 64-year-olds are Facebook Users
Why Retargeting?
● It will help to reach the customers who are already aware of
our program, but haven’t yet become a part of it
● Encourage them to move further ahead in the conversion
funnel
● Awaken their interest again and motivate to take a CTA
(Join Musical Insider)
● Metrics:
○ Increases retention rate
○ New leads
○ New members
Facebook Retargeting
28%
72%

25. Facebook Retargeting

26. 26
Landing Page Wireframe

27. Landing Page Planning
Objectives
● Lead generation and increase sales
● Encourage people to take action
KPI’s
● Number of subscribers
● Abandoned Cart
● Retention rate
Call to Action
● Join Today for new customers
● Renew Now for returning customers
Promotion Code
Landing Page - Wireframe
Image
Shopping Cart
Logo Shows Ticketing Venues Login Membership
How It Works | Perks | Pricing | Join Today| FAQ
Call to action
Call to action
Image Image Image Image
Image Image Image Image
Video
Text
Video
Perks
Pricing
Dates
Join Now

28. 28
Workflow

29. Audience: Musical Insider Member
29
Attributes:
● Located: Bay Area
● Age: 45 - 55
● $150K +
● All Genders
● Undergraduate Degree
● California
Behaviors:
● Clicked on Google Search Campaign Ad
● Clicked on display Ad
● Clicked on Social Media Post
● Brought to Broadway SF landing page
● Navigated to Musical Insider page
● Paid to become a Musical Insider
Audience: Newsletter Subscribers
Behaviors:
● Clicked on Google Search Campaign Ad
● Clicked on display Ad
● Clicked on Social Media Post
● Brought to Broadway SF landing page
● Explore the Seasons Showings
● Follow on social media
● Subscribe to Newsletter on the bottom of Season Showings Web page
Attributes:
● Located: Bay Area
● Age: 30 - 55
● $70K +
● All Genders
● Undergraduate Degree

30. 30

31. GET IN TOUCH.
(888) 746-1799 ∙ feedback@broadwaysf.com
THANK
YOU !
Educational Purposes Only :)

32. Resources
32
https://www.nytimes.com/2018/10/19/theater/broadway-league-theater-audience-
demographics.html#:~:text=The%20audience%20remains%20disproportionately%20female,percent%20had%20a%2
0graduate%20degree
https://www.broadwayleague.com/press/press-releases/the-broadway-league-reveals-the-demographics-of-the-
broadway-audience-for-20172018-season/
https://www.smartinsights.com/online-brand-strategy/multichannel-strategies/implement-cross-channel-marketing-strategy/

33. 33
Appendix

34. DIGITAL MEDIA OBJECTIVES KPI
PAID SEARCH Increase the audience’s understanding of the
loyalty program.
CTR (Reach)
DISPLAY AD Increase the target audience’s interest about
the benefits of the loyalty program.
CPC (Traffic)
SOCIAL MEDIA Turn customers into fans by increasing their
loyalty and appreciation of the product
Numbers of Sign-up
EMAIL
MARKETING
Turn customers consideration to conversion Click to Sales Conversion
Objectives and KPI

35. Digital Cross Channel Plan
Cross-channel marketing improves the shopping experience of customers through
personalization. It allows you to reach out to your customers across multiple channels to
ensure that your brand remains in front of their eyes at all times. With the increasing number of
marketing channels, having an efficient cross-channel marketing strategy in place for your
marketing campaigns is a necessity. You need to ensure that your brand is in front of your
audience at all times. This way, there are better chances of converting them.

36. Data Chart
36
User Behavior Tracking Data Source example
Click on Google Search Ad Link Click Google Ads Tracking Code
Featured Highlight Page Page View Website w/ Track Code
Download 2022 -2023 Theatre
Calendar PDF
Form Fill Website w/ Track Code
and CRM
Subscribe to updated Newsletter Form Fill Mail Chimp
Pay to become Musical Insider Payment / Form Fill Payment Processor
Click on Instagram Paid Ad Link Click Instagram Ads Tracking
Musical Insider Page Page View Website w/ Track Code
Broadway SF Page Page View Website w/ Track Code
Follow Broadway SF on Instagram Instagram Follow Instagram

37. Search Ads (Google)
37

38. Display Ad 1 (Google Ads)
38

39. Display Ad 2 (Google)
39

40. Social Media Ads (Facebook)
40

41. Social Media Ads (Twitter)
41

42. Retargeting (Facebook)

43. Marketing
Brief

44. Marketing Brief - The Business
Business Category: Musical Theatre Venue
Company Name: BroadwaySF
Brief description : Broadway SF, part of The Ambassador Theatre Group, is the preeminent theatrical
entertainment company in the Bay Area, bringing live entertainment experiences to San Francisco’s
premier venues, the Orpheum and Golden Gate Theatres.
Value Proposition:Creation of extraordinarily diverse range of top-quality entertainment Our mission is
to bring the very best in live entertainment to the largest possible number of people.
The Scenario
In the past, our marketing team has averaged a 20% ROAS across all channels in our funnel. However,
recently, marketing costs have gone up, while the average amount each customer spends has stayed the
same, dragging our ROAS down to 0%.
Our company’s head of marketing has decided that the best tactic to increase customer spending is through
a loyalty program. The hypothesis is that by creating incentives and rewards for customers, you can increase
the number of times customers make purchases.

45. Marketing Brief - Loyalty program
The Solution
The best way to make advertising profitable again is to increase the average sale amount per customer. We
decided that the best tactic to achieve our goal is to create a loyalty program. Our hypothesis is that by creating
incentives and rewards for customers, we can increase the number of times customers come into the store and
make purchases.
Loyalty Program - Musical Insider
Includes three different types of seasonal membership:
● Diamond ($149)
● Gold ($99)
● Seniors and Students ($19.90)
The membership offers deals, discounts and early bird access to our events.

46. Marketing Brief
The Data
Persona name Demographics Life circumstances
Motivations and
considerations
Moulin Rouge Age - 50
Pronouns -
(she/her/hers)
Income - $150k a year
Education - Masters in
Arts
Location (city,
suburbs, rural) - Urban
Work experience level -
Manager
Relationship status -
Married
Parent status - 1 boy
(college) and 1 girl
(college)
● Loves the arts
● Loves music
● Loves Reading
classic literature
● Create own work
schedule
● Exclusive feeling
● Enjoys quality time
Our Customers:
Our top customers are represented by Moulin Rouge. Our
product makes their lives better because: Quality, exclusive
experience, pleasure

47. Marketing Brand
Emotion Excitement
Inspirational
Tone Classy
Friendly
Iconic
Color Off-white, pink, and black
Our Brand:

48. GET IN TOUCH.
(888) 746-1799 ∙ feedback@broadwaysf.com
The end!
Educational Purposes Only :)