2. • Produces all marketing and communications
materials for complex
• Advertising revenue, group sales, meetings
• Manages sponsors and member relations
• Ensures excellent customer service and
booking transactions
Marketing July 20, 2013
Marketing, Development
and Guest Services
8. Paid campaign - broadcast
• 30-second TV
version one
• 30-second TV
version two
• 5 nights/week CBC
• CTV in NB and NS
• Version one viewed
more than 3,000 times
on Youtube!
Marketing July 20, 2013
9. Paid campaign - broadcast
Marketing July 20, 2013
• Television Budget
– CTV $30,000
– CTV In-Kind $30,000
– Live Remotes $8,000
– CBC $25,000
– CBC Weather bonus
Total TV $93,000
• Radio Ads on Ocean 100, CFCY
• Live remotes Ocean 100 and CTV
12. Paid – online creative
Marketing July 20, 2013
• Leaderboard
• Big Box
• Pre-roll
13. Paid campaign- online
• Search Engine Marketing
• CBC
• The Guardian
• Chronicle Herald
• Tourism PEI
• Discover Charlottetown
• Travel Zoo
Marketing July 20, 2013
• Average 3.4% SEM click-
through three times higher
than industry average
• Average SEM cost per click
$.64 (well under the $1+
industry average)
• Total clicks 7,350 ++
• Total budget $40,000
15. Owned – new website design
Marketing July 20, 2013
16. Owned – E-newsletter campaigns
Evangeline – a world premiere
• 42 newsletters sent out
since December
• 1,400 new subscribers since
December
• 36,000 total subscribers
• 28% average open rate of
newsletters (well above
industry average!)
Marketing July 20, 2013
17. Owned - Publications
Season brochure
270,000 copies distributed on
and off-island
Enrichment guide
• 23,000 copies printed for
theatre patrons and schools
Marketing July 20, 2013
18. New mobile app
Marketing July 20, 2013
• Huge shift to mobile
devices
-ipad and Iphone
• Booking tools
• Download at Apple
store!
19. Owned – Evangeline micro-site
Marketing July 20, 2013
Total Clicks 4,583
Unique Clicks 3,090
Repeat visitors 1,493
Section Clicks 9,215
Average visit 18.28 minutes
20. Owned – Cradling Confederation
• Cradling Confederation
is now at the printers
• Copies will be sent to
Board members with
the Strategic Plan
Marketing July 20, 2013
21. Owned – organic search and web traffic
Marketing July 20, 2013
• 11 of 13 page-one results delivered by
Google search on July 13 for “Evangeline” are
owned by Charlottetown Festival!
• Visits to festival website over the past month
are up 47% in 2013 over 2012
• Page views are up 81%
• Pages per visit up 5%
• New visitors up 5%
22. Shared
Marketing July 20, 2013
• New Youtube content produced including
– Journey to a World Premiere
– Setting the Stage
– Discovering a classic
– Raising the banners
– Anne opening night
• Evangeline-related videos viewed more than
12,500 times
23. Shared - platforms
• 24% growth in facebook community since
September 2012
• Total “fan” base 7,711
• Paid promotion of some posts
• Organic reach growing
• Twitter – nearly 3,000 followers, high engagement
• Pinterest – adding new content
• Our seven-year-old backstage blogger o.cormier.me
Marketing July 20, 2013
24. Earned
• Consistent outreach to local media
• Wide outreach to off-Island media
• News conference in May in Moncton to launch
Evangeline in New Brunswick
• Registered at Canadian Tourism Commission’s
GoMedia event in Charlottetown in
September
Marketing July 20, 2013
25. Earned
• Highlight of the season
(or more!) Globe and
Mail cover of Arts
section
Marketing July 20, 2013
26. Coverage of Evangeline
• The Globe and Mail
• Toronto Star
• CBC (many)
• Radio Canada (several)
• Broadwayworld.com
• La Voix Acadienne
• The Buzz
• TecheToday
• Chronicle Herald
• Moncton Times Transcript
• The Guardian
Marketing July 20, 2013
Extensive coverage in Broadwayworld.com
27. Marketing - other
• Brochures
• Ads
• Menus
• Signage
• Website content
• Newsletters
• Centre map
• Posters
For
• Gallery
• Mavor’s
• Showcase
• Arts education
Marketing July 20, 2013
28. Sales
• Secured many events including
– Canadian Heritage Foundation in
2014
– awards dinner Canadian Tourism
Commission’s GoMedia marketplace
September, 2013
• Volume buyers and group sales
activities are ongoing
• Attended Saltscapes the annual
consumer show
• Charlottetown Chamber mixer at
the MACK
• Building-wide cruise promotion
plan
– paid advertising in cruise marketing
materials
– participation in a “shopper’s guide”
program.
Marketing July 20, 2013
29. LIVE @ the Centre
• $868,858 ticket sales
• 35+ performances
• October to April
• Most while under
renovation in balcony
• Randy Bachman
• Royal Winnipeg
Ballet
• Matt Andersen
• PEI Symphony
Orchestra
• Wizard of Oz
Marketing July 20, 2013
30. Development
• “Into the Spotlight” - an intimate concert by Measha
Brueggergosman at The Mack in March
• Proposals to attract a major sponsor for Evangeline
• Most festival sponsors are committed again for 2013
• Support continues for gallery and arts education programming
• 2013 is the last season for Major Festival Sponsor APM;
looking for new multi-year sponsor for 2014 and beyond
• “Meet us in the balcony” June Members’ event; 60+ members
tested out new balconies, and met 20 cast members
• Our Development Director has left for a one-year maternity
leave and Anita Mercier will fill the role until July 2014.
Marketing July 20, 2013
31. Guest Services
• The Box Office and Front of
House are now fully staffed
• Reconfigured theatre seating plan
• Two Heritage Guides
– Trial cooperation at kiosk space
– fresh paint and Festival graphics
– guides will assist patrons and cruise
passengers
• Handbook for new staff
• “let us know” emailed surveys
• Update our presence on
TripAdvisor, respond to reviews
Marketing July 20, 2013
32. Customer feedback via “Let us know” surveys
So far 97.5% rate Evangeline as good or excellent
Marketing July 20, 2013
33. Customer feedback via “Let us know” surveys
Excellent evening! Beyond my expectations! I was so caught up with the
emotion at the end of the show that it took me a while to bring my self
together and stand up to applaud with the rest of the audience. The actors
were very talented, the set was well thought out and the director of the
musical did a fabulous job! Never a dull moment, only quality acting and
singing! I highly recommend it!!! Thank you f or making me discover in a
beautiful way this famous story and the sad reality of the Acadian people...
who are my ancestors. It made me even prouder of their continuous fight to
preserve their language and culture.
Sara C. Lévis, Québec
Marketing July 20, 2013
34. • A marketing strategy was
completed at the end of
2012
• Awareness benchmark
• One year review on August
13
• Align with Confederation
Centre’s 2013-2018 plan
• Principal objectives
– Enhance the position and
scope of Confederation
Centre as ‘truly national’
– Play a key role in increasing
annual operating revenues
Marketing July 20, 2013
Marketing Strategy