Jubilee Auditoria

Contesting

Challenge

The Jubilee Auditoria wanted to introduce people to the new website and drive the interactive online experience. William Joseph and the Jubilee agreed that this would be a challenge, as market research revealed patrons were not actively using the Jubilee’s website and, for the most part, it was going unnoticed.

The monthly e-newsletter -- highlighting upcoming events, special offers and more -- also needed to be addressed. This online tool was a great way to communicate with patrons; however, the Jubilee wanted to increase the number of subscribers.

William Joseph Thinking

To tackle these challenges, William Joseph recommended a quarterly online and on-site contest. The contest campaign was designed to achieve two primary objectives: drive interaction with the new Jubilee website and increase the e-newsletter subscribers.

Results

Guests attending events at both the Northern and Southern Jubilee Auditoria were encouraged to fill out a ballot to enter the contest. The key marketing tools to promote the on-site contest were ballots, ballot boxes and signage, all integrating the Jubilee’s new creative branding. Once patrons filled out their ballots, their information was entered into the Jubilee’s e-newsletter database.

However, we wanted to drive those on-site patrons to the newly designed website. To integrate the experiences, patrons who entered the contest were asked for their email addresses and then received a note of thanks for their entry and an invitation to enter the online contest housed on the website.

The online contest was promoted via the Jubilee e-newsletters. William Joseph proposed a ”forward-to-a-friend” functionality, which allowed online entrants to forward the contest to ten of their friends to increase their chances of winning. This kind of integrated approach to marketing communications was extremely successful.

As a result of the on-site contest in both Q1 and Q2, an additional 8,376 email addresses have been added to the Jubilee’s email list and the list continues to grow.