California Shakespeare Theatre
Build awareness around their upcoming show and ultimately bring in ticket sales
Cal Shakes Success Story
Cal Shakes was looking to use a multi-channel approach to help build up awareness around their upcoming show and ultimately bring in ticket sales.
Redefining the Classical Theatre for the 21st Century
Cal Shakes was reopening for their first season following the pandemic. After over a year of no in-person performances and many people in the community still wary about the safety of in-person events, they needed support in re-engaging old audience members and finding new people to attend their shows.
Strengths -- Well-known in the local community and had a strong organic presence on Facebook.
Cal Shakes had run ads on Facebook prior to Community Boost but did not have tracking fully built out to understand the full impact that the channel was having on their sales. Beyond that, this was their first time using paid search, display, or conversion design elements.
Build Awareness and Increase Ticket Sales
Cal Shakes was looking to use a multi-channel approach to help build up awareness around their upcoming show and ultimately bring in ticket sales.
The Solution
Google Ad Grant
We utilized the Google Ad Grant to help build up top of funnel traffic that we could remarket to on Facebook and with Display ads. We also had a ticket sales campaign running within the Google Ad Grant as tickets went on sale.
Facebook & Instagram
At the same time, we started a multi-tiered approach to ticket sales on Facebook & Instagram. When the 2021 show was announced we launched an engagement campaign that optimized for on-Facebook post engagement. The campaign allowed us to reach thousands of people for pennies and build up the socially engaged audience that we would remarket to later based on post engagement (likes, comments, shares, video views, etc.).
Paid Search Campaign
When tickets went on sale we launched a Facebook & Instagram Conversion Campaign optimizing for people to purchase tickets on Cal Shakes’ site, a Paid Search Campaign for ticket sales, a Display campaign for remarketing, and on-site Conversion Design elements to call attention to the ticket sales.
Display Ads
We used Display Ads to remarket to those that had already visited the Cal Shakes page but had not yet converted.
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