Marketing Campaigns
For over 11 years, Candace has been creating, executing, and managing multi-channel marketing campaigns of various budget sizes. Most recently in her role as Vice President of Marketing at the Charlotte Symphony, she managed budgets for the Marketing department that included single ticket marketing campaigns, subscription marketing campaigns, and brand campaigns. She was responsible for writing organizational budgets in partnership with other leadership team members, and built budgets for individual performances. Below is an example of a marketing campaign that Candace wrote and produced to support the single ticket revenue campaign of an individual performance.
This performance marketing campaign was for a Holiday Special performance at the Charlotte Symphony. The budgeted revenue goal for the performance had a lot of potential behind it with the addition of a third show, so extra marketing dollars were added beyond the traditional 18% cost of sale.
A multi-channel approach, this plan included multiple direct mail pieces to both general and targeted audiences, digital marketing on Facebook and Instagram, sponsored content with local media sources, radio advertisements (talk and commercial), and sponsored eblasts with local publications.
The performance was budgeted at a goal of $90,000. After the three performances were over, ticket sales amounted to $267,727, or 297% of budgeted goal.