The Rochester Symphony Orchestra (RSO) began in 1961 as part of the Department of Adult Education of the Rochester Board of Education. The small group of musicians was determined to share the enjoyment of making music with the people of their community. The RSO is proud of its role as a major contributor to the active cultural and arts environment.
Prior to seeking marketing assistance, the RSO’s online visibility was a basic HTML site that was not responsive. To spread awareness of their events and generate a larger audience, the RSO needed to set up a user-friendly online presence that also functioned as a box office.
Strategy & Planning
Generally, older generations are the leading ticket-purchasing population for classical music. While a responsive website was necessary regardless of target audience, the RSO board agreed that social media was also needed to capture the attention of the generations who turn to the internet to find events. Younger internet users expect a certain caliber of ad design and mobile-friendliness, requiring professional marketers and designers.
The RSO utilized the expertise and resources of Imply By Design’s marketing and web design team to create a website and build a presence on Facebook. The website is primarily designed to sell tickets online in order to increase the RSO’s revenue. It also showcases upcoming concerts, events, and involvement within the greater Rochester community.
After a new Facebook page was created for the RSO, Imply By Design began building up an ad history with branded, attractive images. These were boosted to increase visibility on social media and targeted towards an audience between 30-60 years old, living in a 25-mile radius of Oakland Township, and interested in both classical music and the Detroit Symphony Orchestra specifically.
From the RSO’s move to Imply By Design’s Facebook service, both their page follows and likes increased. The RSO’s followers spiked with the ads for the first concert of the season and continued an upward trend with each new event until doubling their original numbers in December 2017 from where they began in May of the same year. The Facebook page itself received consistent views throughout the fall season before spiking the weekend of their Christmas concert.
The engagement with the new website is clear with 100% increase of online revenue, compared to their previous site, which did not offer this service. 22% of customers who bought tickets also created an account on the website, increasing the likelihood of returning customers.