Hudson Valley Shakespeare Festival
Over 22 years, the Hudson Valley Shakespeare Festival has
built a strong and loyal audience base. However, the organization
was aware that they had barely scratched the surface in terms
of maximizing their marketing efforts and we were brought
in to create a dynamic online presence for the 2008 season.
We designed a multi level
on-line marketing plan that was implemented along with outreach
to traditional print and broadcast media.
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Google
AdWord Campaign
Our first step was to build a dynamic online presence
for HVSF by designing a Google AdWord campaign. Within
5 months the Festival received over 1,900 click-thrus
to their website.
Email Marketing
We custom designed promotional emails throughout the
season to market special performances, ticket discounts
and events. The ‘E-blasts’ were distributed
to the Festival’s entire database. In addition
to reaching current subscribers, the email platform
also allows recipients to forward the email, thus increasing
distribution. (We also designed email promotions for
the Festival’s Education Program) Below are links
to samples of these ‘E-blast’s.
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E-blast 1
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E-blast 2
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E-blast 3
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E-blast 4
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E-blast 5
On-line Calendar Listings
We researched the most commonly visited websites with
calendar features in a number of categories including
travel & tourism; arts & culture; theatre &
performance and posted information about the 2008 season.
Result:
Ticket sales increased by 12% in 2008
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Open Door Family Medical Centers
When we first began working with Open Door back in 2000 they
were a 30 year old, federally qualified not for profit community
health center with 3 offices serving the uninsured and underinsured
in Westchester County New York. They were also one of the
best kept safety net secrets in the county. When you are trying
to serve an at-risk population and raise money simultaneously
the last thing you want to be is one of the communities best
kept secrets.
Through the development
of a simple strategic communications plan that included creating
a branded message and look for the organization, Open Door’s
profile has steadily been on the rise and they are now recognized
as a community leader and one of the strongest safety net
health care organizations in the county. This goal was reached
through a close collaboration with Open Door’s senior
staff and through our creation of a consistent media relations
plan. In addition we worked closely with Open Door to develop
a unique bi-annual fundraiser. Realizing that the community
was saturated with traditional dinner galas, we created the
bi-annual Open Door Benefit concert that has featured internationally
acclaimed recording artists including The B-52s, Toots &
The Maytals, Joan Osborne and India. Shameless Promotions
brought award winning rock radio station 107.1 The Peak in
as lead media sponsor for the event and on-air personality
Jimmy Fink has served as the MC for the concerts.
Today Open Door operates
4 full service health centers and 3 school based health centers
seeing over 34,000 patients annually. They are now recognized
as an expert resource for the media when reporting about issues
that include:
Covering the uninsured and providing quality medical care
to the under and uninsured
Healthcare policy issues
The care of at-risk youth
Childhood Obesity
Teen pregnancy
Providing HIV/AIDS outreach, education and treatment to an
at-risk population
Providing health care to a diverse immigrant community
Women’s health issues
Result:
Open Door Family Medical Centers has been featured
in local publications as well as regional and national publications
including:
The
New York Times < click for article
CBS Evening News
NBC Nightly News
Telemundo
Univision
News 12 Westchester
The Journal News
Parent Guide
Westchester Magazine
The Wag
Forum Magazine (the national publication of the National Association
of Community Health Centers)
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