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Measuring the effectiveness of digital marketing and advertising
Our engagement rate is up significantly in a year that the national average engagement per post has dropped. Our engagement rate averaged 15% in 2020.
2020 Average Engagement 15%
Converting Social Media Engagement into Sales
Social media engagement and sales are more closely linked than you might think. Almost half of us turn to social media when making a buying decision, and 71% of social media users are more likely to purchase from a business they are connected with online.
When COVID-19 shut down theatres in March of 2019, we increased our online presence with over 70 online programs including live play readings, free online classes, interviews and stories. Creative new virtual programming allowed us to obtain that 15% engagement rate.
When the year-end giving season arrived, our audience responded. According to a recent New York Times article, "total giving to Northern American arts organizations has slackened by 14% on average." Our 2020 year-end giving campaign brought in over 100% more than 2019.
Phoenix Theatre Cultural Centre Wins
Region's Top Theatre Awards
We were also able to leverage that engagement into awards for the theatre. The Phoenix swept the BroadwayWorld.com Indianapolis Regional Awards for 2020 with the Phoenix winning many of the top categories including:
Theatre Company of the Decade
Best Ensemble - 2020 (The Agitators by Mat Smart)
Production of a Play of the Decade (The Agitators by Mat Smart)
Director of a Musical of the Decade (Bryan Fonseca, Avenue Q)
Best Theatre Staff - 2020
First Theatre You Want to Go Back To
Two of Phoenix's Collective members also won in major categories including: Lighting Design of the Decade (Corbin Fritz, PHOENIX RISING DANCE COMPANY's Nina Simone: High Priestess of Soul) and Performer of the Decade (Carrie Ann Schlatter for Summit Performance Indianapolis' Silent Sky).
Plus our production of The Agitators by Mat Smart received top recognition in this 2020's "Most Impressive Theatre (Mitty) Awards" (Professional Theatre Division) from the critics at A Seat on the Aisle. It was named "Most Impressive Production of a Play," Director Mikael Burke was awarded for "Most Impressive Direction of a Play," and Jerome Beck and Lauren Briggeman were named "Most Impressive Actor and Actress in Lead Roles in a Play" for their portrayals of Frederick Douglass and Susan B. Anthony.