Sold Out!

Concert Promotional Campaigns Fill the House

The Frederick Symphony Orchestra (FSO), located in Frederick, Maryland, is a community orchestra composed of professionally trained musicians that perform a series of concerts each year that include classical masterworks, contemporary composers, pop concerts and educational programs.

The FSO, as part of their 20th anniversary celebration, partnered with Illumine8 to boost ticket sales to their classical concerts in an ambitious effort to sell out their entire concert season, which would be a first in the organization’s history.

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85%

Of Tickets Sold in Advance

400%

Increase in Audience Attendance

120%

Increase in Leads Over a 6 Month Period

The challenge

The FSO’s website needed to be revamped and their tickets sales had historically relied predominantly on strong word-of-mouth lead generation within the community and a loyal fan base. Moreover, the FSO had enjoyed only 3 sell out concerts over the prior 5 years and its advanced tickets sales rate hovered around 45%.

We owe many thanks to Illumine8. In large part to their multifaceted approach to marketing, we have been able to reach a new generation of fans, making our 20th anniversary season our most successful ever. We are on track to sell out every concert this season - a first for our organization.

-Brooke Burnette, Frederick Symphony Orchestra 

Illumine8 Services:

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Ticket Sales Consulting

Illumine8 deployed a new Customer Relationship Management (CRM) system and integrated it with the new website.

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Website Design and Development

Website design, content and functionality improvements were made, as well as successful migration to the HubSpot COS Platform.

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Illumine8 helped the Frederick Symphony Orchestra boost their ticket sales program with sales consulting services
Content Strategy

Illumine8 handled content strategy, creation, implementation and results tracking, as well as developing a new, automated ticketing email workflow.

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The Process

The Illumine8 team conducted in-depth discovery sessions with the FSO leadership team to identify their pain points and new concert season goals. The Illumine8 team then worked closely with the FSO to identify website areas of improvement and to manage account coordination and technical implementation of the required changes.

What’s more, the Illumine8 content team built out a new approach to marketing and promoting FSO concerts via systematic email campaigns, an FSO Patron Newsletter email, consistent blog posts, musician features and social media programming.

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Results

The FSO increased advanced sales from 45% to 85% and sold out the entire concert series, reaching their ambitious goal for their 20th anniversary. The improved website and integrated marketing approach with automated processes, seamless marketing and sales alignment and more focused messaging built upon strong existing word-of-mouth lead generation to grow FSO’s core audience by nearly 400%.

15% increase organic search traffic

15% increase organic search traffic

15% increase organic search traffic

15% increase organic search traffic

New Leads? Music To Your Ears.

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