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
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
01.
Increase Average Order Value by +50% by end of Q2
02.
Increase total revenue by +50% by end of Q2
03.
Increase ROAS for Google ads campaigns to 20% by end of Q2
04.
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 a referral code to existing customers to send out to new customers to sign up and buy tickets
- KPI: CTR
- KPI: Offers Filled with Referral Code
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
Paid Search & Display Campaign
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
VIP Experience Focus Ad
Savings Focus Ad
Display 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
Home Page
Get Involved
Ryman Rewards Landing Page
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
