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Getting what we measure: Return-on-Investment at TimeLine Theatre
National Arts Marketing Conference November 15, 2010
About TimeLineMission: To present stories inspired by history that connect with today’s social and political issues
Founded in 1997 - celebrating 14th season
90-seat flexible black-box theater located in Chicago’s north side Lakeview East neighborhood.
4 productions per season
6 full-time employees
1011 annual budget ~ $1 million
GoalsConnect specific tactics from marketing (and development) plans directly to income
Identify which tactics are most effective
Replicate/magnify effective tactics
Consider discarding or modifying tacticsthat underperform
First StepsROI formula
Consistent measurement
Apply to select marketing and development initiatives
Started with what we could do
Building gradually
ImplementationTracking Codes
Ticket sales source codes
Color marks on donor envelopes
Codes on subscription order forms
Code direct mail lists
ImplementationDatabase
Mechanisms to record codes in database
Connects codes (tactics) to dollars earned
ImplementationURL Buildergoogle.com/support/googleanalytics
Common tasks: tagging links
Overview: Tool: URL Builder
Connects emails, social media to Google Analytics
Go beyond open rates, click-throughs
ImplementationGoogle Analytics (w/Goals enabled)
So far, TimeLine has set up 2 goals:
Mailing list sign-ups ($1 per conversion)
Referral to OvationTix ($10 per conversion)
These form the basis for much of our online measurement
Not “real” numbers, but indicator
“Apples to apples”
Analyze ResultsNow look at tactics and directly relate to income
Example: Email Marketing
In this time period $3,113.31 income vs. $512.40 costs = ROI of 508%
Analyze ResultsExample: Email Marketing
Dig down and review which performed best
Assess potential reasons why
Replicate. Test. Improve.
Analyze ResultsExample: Single-ticketsales sources
Example: SubscriptionCampaign tactics
Provides basis for measuringROI of individual tactics
Ask specific questionsSeason Brochure?
In comparison to other subscriptioncampaign tactics for 1011:
Ask specific questionsSeason Brochure?
Consistency over time provideshistorical view
Review across seasons
Note differences
Examine variables thatimpact results (design, mailing lists, timing)
Ask specific questionsSeason Brochure?
New subscribers?
o 0910: 83% of brochure sales are new subs
o Brochure achieved 77% of new sub goal
o Lifetime value in play (can dramatically change the ROI picture)
Strategic Decision?
o Continue to reduce cost of brochure
o Target to new subscribers who don’t respond to email promotions
Make decisionsExample: Online advertising
Spend less on small, niche sites for greater return
Example: Paid advertising
Few measurable returns; advertising dollars, when spent, must bring other benefits
Search Engine Optimization of website
Strong return for small changes; warrants additional investment
Fundraising Campaigns
Testing more segmented approach to Annual Fund
ConclusionDoesn’t have to be complicated!
Formula is simple, find simple ways to use it
With Google Analytics, top line results are helpful
Dig deeper when you have specific questions
Use ROI measurement to improve grant proposals
Don’t just say you’ll measure!
Test. Measure. Adjust. Test again. Repeat.
Rejoice when you get get what you measure: Return on your Investment!
