Work Create hype and awareness for a venue’s shows with a conversion-focused campaign

THE BIG IDEA

Starmark was tasked with promoting the Mainstage events taking place throughout the 2018-2019 season at Broward College’s Bailey Hall. The signature event series represents some of the most awe-inspiring, imaginative and evocative performances currently touring the nation. The multilevel performing-arts center is a prestigious arts and culture venue as well as a beacon for arts education in Broward County. While Bailey Hall hosts many exciting shows each year, many in the South Florida community are unaware of all it has to offer.

THE APPROACH

Up for the challenge, the Starmark team created a cohesive marketing campaign to elevate the Bailey Hall brand and generate awareness for the Main Stage’s upcoming shows: SNL’s Colin Jost, Lee Ann Womack , Urban Bush Women, renown Flamenco dancer Farruquito, the Broadway’s Next Hit Musical improv show and Bella Gaia. The campaign tailored targeting to the shows’ wide and diverse range of audience appeal. Centered around conversion rates, it consisted of a landing page, emails, display banners and social media. All of the assets for each distinct show maintained the same look and feel. The black and white photo treatment became the campaign’s signature style, adding focus and brand recognition for the audience.

THE RESULTS

  • Urban Bush Women at Broward College's Bailey Hall
  • Broward College's Bailey Hall presents Urban Bush Women
  • Lee Ann Womack
  • SNL’s Colin Jost

 

Starmark designed the landing page system as a template, granting Bailey Hall the ease of versioning it for future shows. They created a variety of paid and organic social media posts on Facebook and Instagram, including cinemagraphs and event campaigns, to further drive engagement and ticket sales. The campaign also leveraged local radio interviews with the talent, promoting their soundbites on the station’s websites, as well as Bailey Hall’s social channels leading up to their performance.

Creating this hype and anticipation created an increase in turnout, allowing niche audiences, like those interested in the Urban Bush Women, to learn about Bailey Hall and attend the world-class performances in Davie. Starmark is excited to continue working with Bailey Hall in the future to increase ticket sales for their 2019 shows.