Geffen Playhouse Success Story

Client Overview

The Geffen Playhouse is a medium sized performing arts venue on the campus of UCLA. The Geffen is a not-for-profit theater company producing in two venues in the Westwood neighborhood of Los Angeles, California. Geffen has been a client of Tribune Direct since 2006.

Discover How

Situation

The Geffen Playhouse had been mailing to prospects for many years, but wanted to improve performance around ticket sales.

New Ticket Purchasers
Customer Acquisition

Approach

We wanted to help Geffen stand out in the mailbox, so we tested a booklet style mailing using our data selection recommendation. We were also curious to find out if the data they had been using was over saturated in use, because it was being shared through several other performing arts venues. The goal was to execute a proof of concept to show that there are other households out there that fit the lookalike model of their best customers.

Results

The Winter Booklet campaign drove 3X the number of new ticket purchasers using PRIZM and other targeting criteria to engage the people who were most likely to respond to their Direct Mail marketing messages.

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