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NewPath provides monthly, pay-as-you-profit service packages to small businesses that combine advice with the best cloud based tools.
CAMP Award Submission Category -- Digital
This category rewards the effective use of marketing in all categories of digital, including (but not limited to) SEO, SEM, social media, video production, market research, and data analysis/integration
Name: Alex Sirota Address: 2241 Dundas Street West Toronto, Ontario M6R 1X6 Canada
newpathconsulting.com | CAMP Award Submission 2016 | [email protected]
ContentsDocument 1 CAMP Marketing Awards 2016 Submission for Digital Category
Document 2Gala Concert Fundraising System Analytics Dashboard
Document 3Online Ticket and Sponsorship Purchasing System
Document 4Email Marketing Campaign Snapshots and Key Performance Indicators
Document 5The Resa’s Pieces Digital Workplace
Document 1CAMP Marketing Awards 2016 Submission for Digital Category
Resa’s Pieces is a not-for-profit amateur musical group formed in 2010 by Resa Kochberg, a Toronto musician and teacher. The organization has 3 intergenerational ensembles with musicians aged 20 to 95. In 2012, Resa’s Pieces became a NewPath Consulting customer with three goals: increase the awareness of the organization within the community, sell more tickets and sponsorships, and add new musicians.
NewPath first focused on helping the organization generate revenue. The first step was a strategic: build the Resa’s Pieces website to both increase awareness and provide a platform for online ticket and sponsorship sales. Resa’s Pieces’ website reached a larger audience through search engines and sharing and amplified the existing word of mouth. The CBC broadcast a radio documentary featuring the band’s music and history on The Sunday Edition called “Watch My Stick!” In 2012, NewPath created an online gala fundraising system to sell concert tickets and sponsorships. Using Formstack, a cloud-based form builder service, NewPath built a powerful and easy to use application that employs a step-by-step selection process (see document 3) to offer each customer a choice of concerts dates and sponsorship packages.
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NewPath next shifted its attention to another method in which cloud technology could help the organization achieve its goals: email marketing. Using the data from the fundraising system, Resa’s Pieces compiled an ever expanding customer email database. With a targeted and high quality customer database, the organization began to use ‘digital’ word of mouth and, in the process, scale the sales of concert tickets and sponsorships to reach a far wider audience. This database continues to grow and the opt-in nature ensures that Resa’s Pieces can continue to communicate with new and existing customers every year. Using the email marketing system Mad Mimi, the organization created 5 eblasts which, over the course of a fundraising cycle starting in April ending in June of every year, promotes the annual annual concert galas (see document 4). Since 2012, the mailing list has more than doubled in size, and the customer lifetime value (CLV) is over $500 per customer.
With the growth of the customer database and a steady increase in sales, NewPath’s next objective was to build a key performance indicator dashboard. (see document 2). NewPath connected the online gala fundraising system to a Google Docs spreadsheet to record online and offline customer transactions in real-time. The dashboard displays the types and quantities of tickets and sponsorships sold, year over year weekly sales targets, and website traffic and email marketing analytics. The dashboard is used by Resa’s Pieces board of directors to schedule in-person and online fundraising efforts and ensure fundraising goals are met every year. Instituted in 2015, the dashboard is now a critical component of the organization’s fundraising and operational efforts.
Lastly, NewPath also introduced social media as another means to raise awareness for Resa’s Pieces. With LinkedIn, Twitter, and Facebook, Resa’s Pieces now can widen the age demographic of their audience, which currently is 60+ years old split between both genders. Social media provides up-to-date information, encourages online sharing, and allows for direct interaction with the organization. The social media reach is now over 300 people and will only grow as the organization attracts younger musicians and fans.
Technology has enabled the organization to have a better understanding of who their customers are and how they behave. By using the analytics collected from the online sales campaigns in the four previous years, the organization continuously improves the content and timing of emails. Not only has the email format and style been refined, the schedule of emails — not too many and not too
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few — has been optimized. For example, NewPath determined that peak sales occur on Mondays and Thursdays during the fundraising campaign, and therefore emails are scheduled around these particular times. Mondays happen to coincide with the weekly practice schedule for Resa’s Pieces 3 ensembles. More people are being reached based on their buying habits and the organization has experienced a dramatic increase in online sales (document 4).
Resa’s Pieces now employs a digital platform, developed by NewPath Consulting, to conduct its business. Since 2009, the 18-member concert band has grown into an organization of more than 150 musicians with more than 1000 patrons attending 3 concert galas each year. The organization has become sustainable with over $40,000 in yearly sales (see document 5).
Resa’s Pieces is now able to deliver on their mandate: to provide an opportunity for like-minded adults within the Greater Toronto community to return, relearn, reawaken and rediscover playing wind and string instruments and singing in supportive and fun-filled ensembles.
Related Links:
Resa’s Pieces Press Clippings < http://www.resaspieces.org/press-clippings.html >
Award-winning CBC Documentary on Resa’s Pieces – “Watch my stick!...Please!” < http://www.cbc.ca/player/play/1515698915 >
“And the winner is…” CBC Documentary Showcase < http://www.cbc.ca/player/play/2319988754 >
Resa’s Pieces key performance indicators between 2010 and 2016 < https://docs.google.com/spreadsheets/d/1sLi0m6O8GBgI5BiyUZBFMLAkbTw7eDu17RiM2biEvls/edit?usp=sharing >
2016 Gala Concert Fundraising System < http://www.resaspieces.org/gala >
Formstack.com Webinar Video featuring Resa’s Pieces Analytics Dashboard < https://www.formstack.com/videos/small-business-online-forms >
About Resa’s Pieces < http://www.resaspieces.org/resas-dream.html >
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Document 2Gala Concert Fundraising System Analytics Dashboard
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06
Document 3Online Ticket and Sponsorship Purchasing System
The online gala fundraising system uses conditional logic to present each specific customer with options that are only relevant to them. The application sorts through a multitude of options that include: the concert date and ensemble, the level of sponsorship, whether a custom or stock photo will be uploaded for the program publication, and the ability to provide a donation. To further ensure that the customer’s experience is enhanced, the inventory of each event’s tickets and sponsorships is checked. The inventory levels are displayed and “SOLD OUT” sponsorships communicate availability to customers. The data is sent in real-time to a shared analytics dashboard available in Google Docs.
Last year’s system can be viewed at www.resaspieces.org/gala.
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Online Sponsorship Purchasing System
Online Ticket Purchasing
Document 4Email Marketing Campaign Snapshots and Key Performance Indicators
The email campaigns are used to build pent up demand, spread the news of the gala concerts virally. The campaigns have been sent over the past 4 years with an ever increasing customer base based on previous years online sales. Resa’s Pieces knows their customers well and using data from previous years has continuously improved the timing and schedule of emails.
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Feb 20 (Saturday) - save the date < https://madmimi.com/s/07a027 >
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Mar 1 2016 (Tuesday) - gala sales open April 1 < https://madmimi.com/s/e55957 >
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April 14 2016 (Thursday) - Have you Booked your Gala Seats? (reminder 1) < https://madmimi.com/s/236297 >
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April 28 (Thursday) - Seats are filling up fast (reminder 2) < https://madmimi.com/s/c9cf97 >
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Document 4 ContinuedThank you emails, post concert. For accolades - emails go to: < http://www.resaspieces.org/2016/05/share-your-gala-accolades-with-us.html) >
June 1- Accolades Singers < https://madmimi.com/s/1b8ed7 >June 6 - Accolades Strings < https://madmimi.com/s/bd57e7 >June 8 - Accolades Concert Band < https://madmimi.com/s/7e97e7 >
Accolades are posted online after the event: Strings < http://www.resaspieces.org/strings-accolades.html > Concert < Band http://www.resaspieces.org/concert-band-accolades.html > Singers < http://www.resaspieces.org/singers-accolades.html >
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June 1- Accolades Singers < https://madmimi.com/s/1b8ed7 >
June 6 - Accolades Strings < https://madmimi.com/s/bd57e7 >
June 8 - Accolades Concert Band < https://madmimi.com/s/7e97e7 >
Document 4 Continued
Note that April 1 saw one of the 4 peak sales dates. Peak sales were on Mondays, Thursdays and weekends were not busy at all indicating that e-commerce and sharing of material is done after the organization’s Monday night rehearsals. After May 13 sales all peaked on Tuesdays and towards the end of the work week. This data will inform next year’s campaign as previous years have informed the right number of emails to send. Previously more emails were sent but Resa’s Pieces learned that only 5 emails accounted for the majority of traffic and sales so the timing was carefully planned in 2016 as the driving force behind email marketing rather than sending more sends, potentially overloading the customer base.
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Document 5The Resa’s Pieces Digital Workplace
“Alex gives 100% and is attentive to every detail. He knows when to offer advice and when to sit back and listen. He understands the needs of his clients and seems to have endless amounts of patience.”
Ruth Fishman, Executive Director Resa’s Pieces
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Formstack + Google
Sheets/Docs + Stripe
Mad M
imi
TypePad + SoundCloud + Google D
ocs/PhotosFacebook + Tw
itter + LinkedIn
Google Analytics
Patrons (Concert Attendees)
Musicians (Singers,
Strings and Concert Band)
Board of Directors and Conductors
Buy tickets and sponsorships
Make donations
Recruit musicians
Receive and respond em
ail campaigns
Generate awareness
via email
campaigns
Schedules & sends
email cam
paigns and track response
Visit and engage with
a public website
Learn about future concerts, organizational announcem
ents, what
to practice
Manage w
ebsite content and design
Share Resa’s Pieces content and announcem
ents
Analyze year over year w
eb traffic to shape w
ebsite design
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Resa’s Pieces Activities and Tasks by Customer Audience
Audience Cloud Toolset
Metrics
20102011
20122013
20142015
2016# of ensem
bles1
12
33
33
# of RP mem
bers40
5080
120130
135155
# of General Admission
Tickets sold500
600700
750800
10001100
Online Gala Concert
Revenue (Tickets and Sponsorships)
00
1000025000
2895033325
35965
Percentage Sold Online
0%0%
40%60%
75%80%
90%
Email Link (Representative
email)
N/A
N/A
https://madm
imi.
com/p/7bc852
https://madm
imi.
com/p/5a5963
https://madm
imi.
com/p/b68464
https://madm
imi.
com/p/ccdeb5
https://madm
imi.
com/s/1f7077
Overall Cam
paign Email
Rate (VIewed/Engaged %
)N
/AN
/A35%
/12%54%
/21%54%
/15%55%
/15%45%
/12%
Website Traffic (visits per
year)4,381
5,1086,696
9,00814,125
17,135Tracking for ~21,000
Web Traffic %
increase YoY14%
24%26%
36%18%
18%
Notable Events
Website Built
CBC Docum
entarySingers Join
3 Gala concerts
Online Sales O
pen first tim
e
Strings Join
Mailing List
Assembled (~500)
Mailing List
(1000+)
Customer Lifetim
e ValueAverage O
rder Value118
Repeat Purchase Rate80
Customer Acquisition Cost
27(4000+
CLV563
Calculated from http://
customerlifetim
evalue.co/
The resulting revenue chart shows the expected peaks and how
they overlap with the em
ail campaign send dates.
newpathconsulting.com | CAMP Award Submission 2016 | [email protected]
