Project Description

Taylor Automotive Group
Taylor Automotive Group

Date: May 2016 – Jan 2017

Market: London, Ontario

Tactics:

  • Print – The London Free Press
  • Native content
  • Social media ads
  • SEM
  • SEO

 

Goal

  • Increase awareness of client’s summer theatre productions
  • Increase online ticket purchases from current and new attendees

 

Solution

  • Print ads in two of Postmedia’s brands in London
  • Professionally-written content about their theatre productions
  • Social media ads driving customers to their article
  • Search engine marketing (SEM) ads targeting individuals in London area and those who attend other theatres in the area
  • Search engine optimization (SEO) to help theatre gain better visibility in search engine listings

 

Results

Conclusion

  • Victoria Playhouse Petrolia sold a total of 640 tickets as a result of their campaign, increasing their sales by 2%
  • Their campaign performed exceptionally well against industry standards; their SEM ads had a click-through rate of 8.73% vs. the 2% industry standard, their social media ads received 3.05% engagement (likes, comments and shares) vs. 1.9%, and visitors spent 4 minutes 35 seconds reading their article vs. the industry standard of 2 minutes.

 

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