Classical Actors Ensemble

Executive Summary

Campaign Overview: Classical Actors Ensemble (CAE) is a Minneapolis based non-profit theatre company that is dedicated to give life to the long forgotten English renaissance plays, and help the audiences re-discover the classical stories. The campaign goal was to increase CAE’s brand awareness and raise the traffic of CAE’s website in order to reach potential audiences. The campaign ran for 21 days (1– 21st May), and cost $250.44. During the campaign, we implemented 158 keywords, 27 negatives keywords, 7 Adgroups and 6 text ads. Initially there were three major objectives for the campaign; focused on branding, summer shows and ticket sales; and getting support (volunteers) for CAE. During the campaign, we brought changes in our budget, keywords, and date, Adgroup and text ads with the idea of further increasing awareness by visual means. Key Results: The campaign did not meet our overall expectation. The CTR is only 0.18%. The campaign generated total 281 clicks, and 159,779 impressions, $1.03 average CPC and 0.18% average CTR. We did meet our goal of reaching 7000-9000 impressions. However, we did not able to reach 3.0% CTR. We found that we failed to reach our target audience. Conclusion: We tried to provide alternative ways to promote performing art organizations through online marketing tools. Based on our experience, we emphasized a well thought campaign structure and well-defined AdGroups to understand searchers intention is keys to success. Future Recommendation: An important takeaway from the campaign was without brand awareness or reputation; it is not possible to attract audiences. CAE should inform their existence to the community, specially the cultural oriented community based on twin city area. Most of the time donations depend on the overall performance of the show. Most cases it is the number of audience. In brief, we recommend CAE to build a strong brand and promote the brand. It will eventually increase the number of audience.

Industry Component                     Table 1: Target and results of the Campaign

Campaign Overview:  

The campaign goal was to increase CAE’s brand awareness and boost the traffic of CAE’s website in order to reach potential customers. Our goal was to reach a CTR of 3.0% in Search Network and 1.0% at Display Network and reach 7,000-9,000 impressions. We had not set any goals for the number of clicks or CPC beforehand. During the campaign, we modified our pre-campaign assumption and response to the performance such as budget, keywords and AdGroups. We monitoring the keywords daily and filtered out ineffective keywords (negative) to enhanced the quality score. We also regularly monitoring the billing account to improve campaign’s performance and stop ads that not well performed. Our main goal was to increase brand awareness. Therefore we set CPM strategy for one of our campaign to ensure the customer see our messages. However, the branding campaign by using CPM bid strategy was not well performed in the display network and thus we only ran it for 4 days.