portfolio

Milwaukee Ballet

Revamped imaging and fun promotions boost ticket sales for local arts group

The struggling Milwaukee Ballet presented a terrific marketing challenge. Tickets for the beloved Nutcracker were in decline for the last five years. The performance, which doesn’t change much from year to year, needed a serious boost to help cover financial losses. Buzz Monkeys shook things up in a big way, using traditional marketing and promotion with a twist. Tired promotional ads got a retro feel, redesigned with an iconic imaged framed in bright pink and wintry blue snowflakes. In addition to a strong media relations push, fun promotions with media partners allowed Milwaukee Ballet to break through the clutter. A “Meet the Snow Queen” contest with local FOX TV generated nearly 400 online sign-ups in just one week. The promotion and revised imaging helped the Ballet reach and exceed its ticket sales goal by more than 18%.

Mix of research, strategic planning and relationship-based direct marketing sells subscriptions

With efforts focused mainly on selling individual performances through local advertising, Milwaukee Ballet’s season subscription sales were on the decline. National trends showed a similar picture, with many arts groups facing the same hurdle. Buzz Monkeys conducted extensive audience research through focus groups and a mailed subscriber survey. The response was overwhelming; over 50% of the Ballet’s passionate group of supporters responded to share their thoughts about the organization. Armed with invaluable knowledge about the patron base, Buzz Monkeys developed a strategic marketing plan focused on relationship-based marketing combining refreshed branding and messaging, insider communications and events, reinvigorated direct mail, and engaging promotions. New, flexible subscription packages were added, to better serve a changing patron base. For the first time in its history, the Ballet offered a Family Subscription Package including the beloved Nutcracker. At the end of the season campaign, Milwaukee Ballet’s total subscriptions grew for the first time in 10 years. Despite a tough economic climate, 600 new subscribers signed up to put the Ballet back on an upward trend.

 

Dancers: Tatiana Jouravel, Michael Linsmeier, Diana Stetsura, and Patrick Howell. Photographer: Rick Brodzeller.