1. Chris Moseley
SVP Product Management & Brand
Oversight
Case Study
Rockettes, MSG Entertainment
“Creating the Rockettes Strategic Narrative”
Tom Troja
Founder & CEO
The Social Symphony

2. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
CREATING THE ROCKETTES STRATEGIC NARRATIVE
CHRIS MOSELEY SVP, Product Management & Brand Oversight, Rockettes, MSG Entertainment
TOM TROJA
CEO and Founder - the Social Symphony

3. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
CHALLENGE- BUILD LOVE & COHESIVE BRAND VOICE
The Rockettes
Radio City Christmas Spectacular
Heart and Lights

4. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
ROCKETTES BUSINESS OBJECTIVE
EXPAND FROM VENUE BASED PERFORMANCE
TO NATIONAL – GLOBAL LIFESTYLE BRAND
@TROJAHORSE
@ROCKETTES

5. POSITIONING: MOVE WITH PASSION
BRAND PILLARS
Rockettes DNA
Cultural Relevance
Dream Big, Achieve Big
Every Rockette has achieved her
dream via self-discipline, focus on
goals, training, health and wellness,
and teamwork.
Brand Rockettes will encourage more
people to have big dreams and move
to achieve them.
Believe in Yourself
Every Rockette believes in her
abilities, recognizes her own
potential.
Brand Rockettes will motivate more
people to have confidence in
themselves and their dreams.
Every individual contributes her
unique talent. And when this
sisterhood comes together as
a team, in synchronicity, one
plus one equals three.
Brand Rockettes will make more
people realize that working in
harmony will help achieve dreams.
Together We’re Better

6. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
GOALS:
Grow social fan base
Increase engagement
Attract younger audience
@TROJAHORSE
@ROCKETTES

7. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT

8. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
BIG CHALLENGEKEEPING FANS ACTIVELY ENGAGED AS WE GROW

9. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
Marketing to the New Consumer
WE BELIEVE People are Searching for Human Connection and Meaning

10. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
STRATEGYCreate Strategic Narrative to build meaningful
relationships with people everyday
USING STORYLINES WE ALL UNDERSTAND
connecting with new consumers via digital

11. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
FOR MULTIPLE ROCKETTES SOCIAL PLATFORMS:
ROCKETTES
RADIO CITY CHRISTMAS SPECTACULAR
HEART AND LIGHTS

12. THE MODERN ARCHETYPE
• Narrative of all humankind
• Universally understood symbol
used to illuminate personality
– Already in all of our heads
• Multiple Archetypes humanize
brands in social
Copyright - Social Symphony 2013
CONFIDENTIAL

13. BRAND CORE
Copyright - Social Symphony 2013
CONFIDENTIAL

14. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
KNOWING WHO YOU ARE
HERO Athlete
CREATOR Artist
EXPLORER
ENTERTAINER
MAGICIAN
- ROCKETTES
- ROCKETTES
- ROCKETTES & H&L
- HEART & LIGHTS
- RCCS

15. ROCKETTES STRATEGIC NARRATIVE
SURPRISE THEM WITH YOUR HUMANITY
BE FEARLESS IN MAKING BRAND MORE HUMAN
•
•
•
•
•
Life isn’t handed to you, you need to go get it
Keep strong and dance on
From childhood with a big dream
Turning dreamers into doers
A hero isn’t born, she decides to be one

16. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
Grown from 50K Facebook fan base in Sept. ’13 to
nearly 500k now (10x)
-Engagement at launch of new voice + digital advertising was 8%
-Engagement today remains steady at 8% after 10x growth rate

17. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
Rockettes Facebook "Likes" and Engagement Rate
Facebook “Likes”
Engagement Rate
478,356
500,000
450,000
35%
378,648
400,000
30%
350,000
25%
300,000
238,529
250,000
20%
200,000
150,000
15%
8.9%
9.1%
118,573
10%
6.9%
100,000
39,052
39,415
July-13
50,000
40%
Aug.-13
8.7%
51,659
9.4%
7.93%
7.4%
0
5%
0%
Sept.-13
Likes
Source: Facebook Insights
Oct.-13
Nov. -13
Engagement Rate
Dec.-13
27-Jan

18. ROCKETTES STRATEGIC NARRATIVE
SOCIAL BRICK AND MORTAR OF BRANDS

19. ROCKETTES STRATEGIC NARRATIVE
FOCUS ON THE HUMAN CONNECTION

20. ROCKETTES STRATEGIC NARRATIVE
BRAND SPEAKS LIKE A PERSON

21. ROCKETTES STRATEGIC NARRATIVE
ROCKETTES FAN BASE IS GETTING YOUNGER
25%
20%
15%
10%
Oct 2013
5%
Dec 2013
0%
Age
Source: Facebook Insights
% of Total Engagement with
Facebook Posts
% of Facebook Fan Base
From October to December 2013, as community size grew, ages
of both fan base and overall post engagement got younger
30%
25%
20%
15%
10%
Oct 2013
5%
Dec 2013
0%
Age

22. ROCKETTES STRATEGIC NARRATIVE
BRAND CORE CODIFIED IN MULTIPLE ARCHETYPE
UNDERSTAND YOUR BRAND CORE –
COMING TO LIFE IN MULTIPLE ARCHETYPES

23. ROCKETTES STRATEGIC NARRATIVE
MOBILE ACCESS IS 50%?
MOBILE SUCCESS IS….
MATCHNG THE RIGHT WORDS AND IMAGES
MATCHING ARCHETYPAL VOICE AND IMAGES….
IS THE ENGAGEMENT GOLD

24. ROCKETTES STRATEGIC NARRATIVE
ENGAGE PEOPLE AT THE HUMAN LEVEL
MARKETING TO THE NEW CONSUMER
Passion comes from Brand Narrative
Orchestrating passion, spirit, feelings, humanity
EVERY DAY