driving year over year results for
CENTER FOR THE ARTS
AND
AT GEORGE MASON UNIVERSITY
HYLTON PERFORMING ARTS CENTER
In support of their 2023-24 Season, ASYMM partnered closely with George Mason University to assess goals and strategy in support of two performing arts venues; Center for the Arts & Hylton Performing Arts Center.
A custom campaign structure and shifts in year over year tactics yielded improved performance and lowered costs. Through testing of new tactics such as Dynamic Ads for prospecting, and leveraging the advanced capabilities of DV360 for Video, Center for the Arts & Hylton Center were able to meet and exceed revenue goals for 2023-24 performances.
TL;DR…
132%
lift in
roas
51%
decrease
in CPA
303%
increase in
revenue
…Okay, now check out how we did it…
goals
Promote multiple performances across two performing arts venues
Ensure digital strategy focused on prospecting for new patrons across channels
Deploy custom tracking tactics across venues to measure cross-campaign impact and correlation for Center for the Arts and Hylton Center
strategy
BUDGET ALLOCATION
Promoting various programming across 2 performing arts centers called for strategic and thoughtful budget allocation. By assessing and tiering priorities, ASYMM was able to allocate dollars where they would make the biggest impact.
STRATEGIC Tactics
By analyzing past years’ data, ASYMM deployed a shift in channel tactics, primarily around Programmatic Video and Meta ad formats with the goal of achieving an optimized funnel that was driven toward conversion.
formulated structure
ASYMM formulated a custom campaign structure that allowed for multiple messages across programming and PACS, as well as our channel mix, to bring a dynamic and flexible strategy built on the foundation of optimizing toward patron behavior.
RESULTS
132%
lift in
roas
FROM A 3x+ RETURN
ACROSS CHANNELS
FROM AN 253% YOY LIFT IN
CAMPAIGN CORRELATED
CONVERSIONS
51%
decrease
in CPA
WITH DEDUPLICATED &
CUSTOM/CONSERVATIVE
ATTRIBUTION MODELING
303%
increase in
revenue
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