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Ryman Auditorium Rewards Program

Nashville’s Favorite Music Venue

Executive Summary

  • Increase Average Order Value to improve ROAS.
  • Create a Loyalty Program and educate audience of its perks.
  • Create a Social Media campaign directing audiences to our Rewards Landing page.
  • Create a retargeting plan that will increase loyalty program signups

The Ryman: Mother Church of Country Music

1892

Originally built as the Union Gospel Tabernacle

1963

Was renamed the Grand Ole Opry House

1994

Restored under the name “Ryman Auditorium”

Business goal

Become the house of live-performing artists in Nashville, Tennessee

Value of proposition

Celebrate all genres, backgrounds and people on its hallowed staged and every sacred pew

What’s going on?

What’s going on?

In total, the current digital marketing strategy is returning a 0% ROAS
At the current average order value ($134) and transactions (1,300) , Monthly Sales = Ad Spend

Business Objective

Increase the average order value and number of orders per customer, making your return on ad spend (ROAS) positive again.

Ryman Rewards Loyalty Program

Points Reward System

Customers will earn points per $ spent and upgrade their benefits once they reach certain amount.

How to access the program

By creating a user account they will start earning points with every purchase.

Audience Analysis

Customer Segmentation

Empty Nesters

  • Married with kids + 21.
  • All genders.
  • Upper class.
  • Go on a date once a week.
Music Lovers

  • Single.
  • Male.
  • Middle class.
  • Enthusiasts of live music shows
Socialites

  • Divorced.
  • All genders.
  • Middle class.
  • Always looking for a social event.

Kathy the mom

Age: 55
Location: Nashville, TN
Marital Status: Married
Occupation: Dentist
Income: $200.000
About: Their 2 kids left home for college. She has her own practice.
Goals and aspirations: Besides volunteering in charity, she likes to attend local events with her husband on the weekends
Challenges: With a tight schedule, she doesn’t have time to search for events.

Knute the music lover

Age: 45
Location: Nashville, TN
Marital Status: Single
Occupation: Graphic Designer
Income: $60.000
About: He plays the guitar in his spare time. Huge fan of music, specially country artists.
Goals and aspirations: Work life balance,  living fulfilling experiences.
Challenges: Lives on a budget. Interested in deals

Henrietta the socialite

Age: 50
Location: Nashville, TN
Marital Status: Divorced
Occupation: Middle School Teacher
Income: $70.000
About: Recently moved to Nashville. Joined local Facebook groups to meet people and find out about social events.
Goals and aspirations: After ending her marriage, she wants a fresh new start, enjoy her new routine and friendships.
Challenges: Finding activities of her generation.

Objectives and KPIs

Campaign Objective

Enroll 20K Loyalty members by the end of Q2 2022

Secondary Objectives

1.

Increase Average Order Value by +50% by end of Q2

2.

Increase total revenue by +50% by end of Q2

3.

Increase ROAS for Google ads campaigns to 20% by end of Q2

4.

Increase Paid Social ROAS to 20% by end of Q2

Marketing Strategies

Leverage Sponsored / Paid Ads / Social Media

  • KPI: CTR
  • KPI: Impressions
Targeted Email with a link to the landing page

  • KPI: CTR
  • KPI: Time on Page
Offer 10% off the next ticket purchase

  • KPI: Loyalty Member program count
  • KPI: Program Forms filled out
Offer 10% off the next ticket purchase

  • KPI: Loyalty Member program count
  • KPI: Program Forms filled out

Digital Channel Funnel

Facebook/ Instagram ads
Awareness
Interest
Google Display ads
Google Paid search Ads
Consideration
Conversion
Email Drip Campaign/ Display ads
Email/ SMS Marketing
Re-engagement

Digital Channel Plan

Instagram Paid Social

Objective: Reach 200k of monthly impressions

KPI 1: Impressions

Facebook Paid Social

Objective: Reach 200k of monthly impressions

KPI 1: Impressions

Google Display Ads

Objective: Reach 135k monthly impressions

KPI 1: CPM
KPI 2:  CTR

Google Paid Search

Objective: Reach 25k monthly site visits on the landing page

KPI 1: CPC
KPI 2: Bounce rate

Email/Text

Objective: Reach 4% of CTR to Loyalty Program Site Page

KPI 1: Open Rate
KPI 2:  CTR

Campaign Objective

Google Search Ads Campaign Structure

Keyword Research

  • Ryman theater
  • Ryman auditorium schedule
  • Ryman auditorium tour
  • Ryman nashville
  • Ryman auditorium seating chart
  • Ryman auditorium Nashville
  • Ryman auditorium events
  • Nashville concerts
  • Nashville concert venues
  • Nashville music venues
  • Nashville concerts 2022
  • Live music Nashville
  • Events in Nashville this weekend
  • Concerts in nashville this weekend
  • Upcoming concerts in Nashville
  • Nashville country music
  • Country concerts near me
  • Things to do in nashville
  • Discounts on concerts
  • Best life music venues nashville
Negative:

  • Country music hall of fame Nashville
  • Country music songs
  • Outdoor music venues nashville
  • Nashville municipal auditorium
  • Ascend amphitheater
  • Kid friendly music venues Nashville
  • Rock ‘n’ roll Nashville

Paid Search Mock Ad

Display Mock Ad

Paid Search Mock Ad

Digital Channel Plan

Ticket Buyers
Non Ticket Buyers

Who?

People who bought tickets but didn’t sign up
People who visited page and didn’t sign up

When?

A day after after they attended the show
3 days after they visited the website

How?

Email/ Text
Social media paid ads

Why?

They can experience the venue first
Gives them time to consider the program benefits

Landing Page Wireframe

Automated Workflow

Next Steps

Meet with cross functional teams to visit on:
Finance

Create a budget to fund the rewards program

IT

Strategize on systems and data collection

Operations

Create SOP for the execution of the rewards

Thank you

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