Yakima Symphony Orchestra (YSO) contracted to perform a live-to-screen version of the classic Disney In Concert: Tim Burton's THE NIGHTMARE BEFORE CHRISTMAS. Although offered during subscription renewals, it was not included in the subscription packages except as an add-on. As of one month prior to the performance, only 481 tickets of the 1,385 goal had been purchased. The theatre has a capacity of 1,500 seats.
To raise $55,000 in sales (1,385 tickets) for the The Nightmare Before Christmas performance.
Because the YSO website was difficult to navigate, FG developed a vanity URL and directed purchasers to the event posting on the Capitol Theatre website, where tickets could be purchased and the URL tracked. Disney prohibited QR codes. FG sent 10,800 direct mail postcards to carrier routes in neighborhoods with average household incomes over $100,000. We also ran two weeks of radio, television, Google Search and Display, and Meta advertisements.
The Nightmare Before Christmas event grossed $58,500 in all, with only 26 tickets remaining on the night of the event. This was $3,500 over the goal! The Event page received 14,736 visits, with the vanity URL directing to the page 222 times. We assume the vanity URL usage comes from traditional media since online media clicks directly through to the site. Meta ads had a VERY strong Click-Through Rate (CTR) of 4.06%, with the video having a 5.23% CTR. There was great post engagement, with 110 comments and 1,315 reactions. The Facebook event also did amazing, with a 10% CTR and a reach of almost 50K.
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