Star Performance: Atlanta Ballet’s 2012 Nutcracker, a Case Study

by | Oct 16, 2013 | digital advertising |

Star Performance: Atlanta Ballet’s 2012 Nutcracker, a Case Study

As we gear up for this season’s Nut­crack­er and retail­ers stock their shelves with hol­i­day mer­chan­dise (even before Hal­loween), Search Dis­cov­ery is in strat­e­gy mode to beat last year’s suc­cess.

CASE STUDY: A Systematic Approach to Success

Our results are the prod­uct of a sys­tem­at­ic test and learn approach to dig­i­tal mar­ket­ing designed to dri­ve con­tin­u­ous improve­ment:

  1. Redesign the expe­ri­ence for cross chan­nel
  2. Effec­tive­ly man­age dig­i­tal mar­ket­ing
  3. Scale vol­ume through new chan­nels
  4. Improve per­for­mance by a test and learn approach 

  5. Use ana­lyt­ics to dri­ve opti­miza­tion

1. Atlanta Ballet Redesign

Using respon­sive design, the new Atlanta Ballet’s artis­tic design and usabil­i­ty allowed for eas­i­er nav­i­ga­tion to deep­er con­tent to meet needs across devices

Ballet Case Study - NEW redesign

Search Discovery’s redesign of AtlantaBallet.com increased site vis­i­ta­tion by 51% year-over-year, while report­ing a 163% increase in mobile vis­i­tors through a bet­ter respon­sive design expe­ri­ence.

Ballet Case Study - NEW redesign stats

2. Effective Digital Marketing

Tar­get­ed ads across rel­e­vant dig­i­tal chan­nels and touch-points result­ed in a surge of tick­et sales ahead of goal from the begin­ning of the quar­ter

  1. SEO and Site Redesign ini­ti­at­ed strong per­for­mance
  2. Paid Media and Retar­get­ing sus­tained sales growth 
  3. Social Media and Video helped sup­port pre & post show engage­ment and social inter­ac­tion to extend the con­ver­sa­tion

Ballet Case Study - cross channel marketing

3. Scale Through New Channels

Expand­ing mar­ket­ing chan­nels in Q4 2012 scaled the pro­gram to effi­cient­ly find new prospects and tick­et sales.

Ballet Case Study - scaled channels

4. Test and Learn

Search Dis­cov­ery built an intu­itive and effi­cient design to push prospects into the fun­nel. Ongo­ing A/B test­ing strength­ened paid media and site per­for­mance.

Ballet Case Study - est and learn

5. Sophisticated Analytics

Search Dis­cov­ery lever­ages best-in-class dig­i­tal ana­lyt­ics prac­tices and new tech­nolo­gies to help Atlanta Bal­let make bet­ter busi­ness deci­sions.

  1. Uti­lized Satellite’s (now Adobe Dynam­ic Tag Man­age­ment) effec­tive tag man­age­ment process to make ana­lyt­ics track­ing more effi­cient mov­ing into 2013 1. Major imple­men­ta­tion effi­cien­cies gained (time and resources) 
  2. Enabled seam­less data col­lec­tion for an array of user behav­iors nev­er explored on the site 
  3. Decreased lead time for data avail­abil­i­ty for more rapid deci­sion mak­ing
  4. Inte­grat­ing test and learn strate­gies drove more informed con­tent choic­es mov­ing into 2013 

  5. On-going analy­sis and strat­e­gy ses­sions inte­grat­ed with media teams

RESULTS: A Systematic Cross Channel Approach Surpassed Goals

The 2012 dig­i­tal mar­ket­ing pro­gram for the Atlanta Ballet’s Nut­crack­er was wild­ly suc­cess­ful due to a mul­ti-chan­nel test and learn approach.

  1. Redesign allows for easy nav­i­ga­tion to con­tent deep­er with­in the site and through to pur­chase
  2. Scaled dig­i­tal mar­ket­ing pro­grams were done effi­cient­ly and effec­tive­ly
  3. A/B test­ing and ana­lyt­ics pro­vid­ed fur­ther insights to improve per­for­mance and guide deci­sion-mak­ing

Ballet Case Study - 104percent of goal

The Search Dis­cov­ery team cred­its:

  1. Omri Levin
  2. Angela Jones
  3. Car­oli­na Bel­tran
  4. Jor­dan Sil­ton
  5. Mor­gan Yates
  6. John Williams