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]
Contents
Document 1
CAMP Marketing Awards 2016 Submission for Digital Category
Document 2
Gala Concert Fundraising System Analytics Dashboard
Document 3
Online Ticket and Sponsorship Purchasing System
Document 4
Email Marketing Campaign Snapshots and Key Performance Indicators
Document 5
The Resa’s Pieces Digital Workplace
Document 1
CAMP 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.
02
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
03
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/1sLi0m6O8GBgI5BiyUZBFMLAkbT
w7eDu17RiM2biEvls/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 >
04
Document 2
Gala Concert Fundraising System Analytics Dashboard
05
06
Document 3
Online 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.
07
Online Sponsorship Purchasing System
Online Ticket Purchasing
Document 4
Email 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.
09
Feb 20 (Saturday) - save the date
< https://madmimi.com/s/07a027 >
10
Mar 1 2016 (Tuesday) - gala sales open April 1
< https://madmimi.com/s/e55957 >
11
April 14 2016 (Thursday) - Have you Booked your Gala Seats? (reminder 1)
< https://madmimi.com/s/236297 >
12
April 28 (Thursday) - Seats are filling up fast (reminder 2)
< https://madmimi.com/s/c9cf97 >
13
Document 4 Continued
Thank 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 >
14
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.
16
Document 5
The 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
17
Formstack + Google
Sheets/Docs + Stripe
Receive and respond
email campaigns
Mad Mimi
Learn about
future concerts,
organizational
announcements, what
to practice
Visit and engage with
a public website
TypePad + SoundCloud
+ Google Docs/Photos
Resa’s Pieces Activities and Tasks by Customer Audience
Buy tickets and
sponsorships
Generate awareness
via email
campaigns
Manage website
content and design
Cloud Toolset
Patrons (Concert
Attendees)
Make donations
Schedules & sends
email campaigns
and track response
Audience
Musicians (Singers,
Strings and Concert Band)
Recruit musicians
Board of Directors and
Conductors
Facebook + Twitter
+ LinkedIn
Share Resa’s
Pieces content and
announcements
Google Analytics
Analyze year over year
web traffic to shape
website design
18
N/A
0%
0
500
40
1
2010
N/A
N/A
0%
0
600
50
1
2011
6,696
35%/12%
https://madmimi.
com/p/7bc852
40%
10000
700
80
2
2012
9,008
54%/21%
https://madmimi.
com/p/5a5963
60%
25000
750
120
3
2013
14,125
54%/15%
https://madmimi.
com/p/b68464
75%
28950
800
130
3
2014
17,135
55%/15%
https://madmimi.
com/p/ccdeb5
80%
33325
1000
135
3
2015
Tracking for
~21,000
45%/12%
https://madmimi.
com/s/1f7077
90%
35965
1100
155
3
2016
The resulting revenue chart shows the expected peaks and how they overlap with the email campaign send dates.
N/A
5,108
18%
Metrics
# of ensembles
4,381
18%
3 Gala concerts
36%
Singers Join
26%
CBC Documentary
(4000+
Mailing List
(1000+)
24%
Website Built
Online Sales Open
first time
Strings Join
27
Calculated from http://
customerlifetimevalue.co/
Mailing List
Assembled (~500)
563
80
118
14%
# of RP members
# of General Admission
Tickets sold
Online Gala Concert
Revenue (Tickets and
Sponsorships)
Percentage Sold Online
Email Link (Representative
email)
Overall Campaign Email
Rate (VIewed/Engaged %)
Website Traffic (visits per
year)
Web Traffic % increase YoY
Notable Events
Customer Lifetime Value
Average Order Value
Repeat Purchase Rate
Customer Acquisition Cost
CLV
newpathconsulting.com | CAMP Award Submission 2016 | [email protected]