Broward Center for the Performing Arts
goal: Increase customer loyalty
challenge: Membership program had stagnant growth and low renewal rates. We were tasked with generating interest, increasing renewals, and increasing new registrations.
insight: The relatively affluent patrons of the arts enjoy the idea of exclusivity and special benefits.
strategy: An eye catching campaign was launched using the slogan “You Belong in Our Entourage” with modern illustrations in the brand colors, addressing the target’s desire to be part of the “inner circle” and receive perks such as advance seating and backstage access.
results: Within three months of the campaign launch, new Entourage membership increased by 20%. This was the biggest increase in registrations since the program’s inception in early 2000. Membership renewals saw a healthy increase of over 12%.
