Better transportation… … focused destinations

1. American Music Theatre Developing Prospect and Customer Marketing Intelligence By integrating Website, Ticketing, Social Mediums, d-Mail and e-Mail Better transportation… …focused destinations

2. Objectives Personalized eMail and Direct Mail Marketing Social Media Program SMS / Text Messaging Club Website Updates and Maintenance

3. Example Audience Messaging Matrix Kevin’s group Kevin’s rational

4. Attributes and Sub Groups • Develop compressive list of attainable attributes • Develop messaging touch points and frequency for actionable attributes – birthday, repeat artist • Group Affiliation and Sub-Group Membership for Consumers and Group Tour Operators: • Social Groups • Seasonal Parties • School Groups • Church Groups, • Corporate Sales/ Facilities Rental • Event and Conference Planners groups lists and unique attributes • Discount to group operators who share email addresses with AMT • Send co-branded email about group event, ask for opt-in with AMT

5. Develop Intelligence from history Export all available history of purchasers and previous shows Segment and weigh each prior show for each persona group Build a database to group, by email address, the purchase history of all ticket purchasers Run propensity matrix on each email account above to determine the persona group Establish permanent link to sync automatically Integrate profile database with website, emails, surveys, checkout. Set cookie on web to recall.

6. Create AMT Personas A Persona is a fictitious character/personality Provides a consistent identity, tone, narrative and even a name. There is a persona for each subscriber audience segment who exemplifies the unique POV of target audience groups. This persona tweets, facebook posts, email messages. Even on-site avatars/caricatures Makes recommendations, blogs, tweets Speaks one to like-groups not one-to-all

7. Shopping Cart Abandonment Entirely dependent on if we can modify your showare software or host it locally Registration of an account has to be separated from checkout. Then must be integrated on site Wizard Concept must be created for check out. Must create a basic profile to pick seats with an email address. Fastest Way to Grow List! Checkout completes the profile then does checkout thru a fun multi-step wizard eMail capture and tracking is captured real-time

8. Tactics to Enrich the List • $2.00 off every ticket for completing surveys • Surveys! Follow-up Surveys after purchase and after show. Use branded SurveyMonkey platform or custom adapted for long-term use • Data captured in surveys added back into email profiles • eMail blasts with free tickets or major discounts for people who like us on facebook • Contests on the site for profiles, likes, emails, surveys, recommendations

9. FIRST STEP :: To-Do’s • Talk to Showare Tech Support • Can we modify check-out HTML – add calls to our system to capture emails and activity • Can we modify checkout and page ASP scripting? • Can we insert tracking scripts to track each page that is being monitored? • On profile create, can the account creation be separated from the actual checkout • How to dynamically submit/track/redeem checkout coupon codes • Decide on email Marketing Platform and Approach – ET, Listrak, Custom, ASP

10. Website Changes :: To-Dos Do we have access and ownership of source code developed by Scheffy? Where is it hosted? Where does that partnership stand? Create AMT “Your Way” – Promote and steer site visits to “Select their preferred experience” Need to filter shows entered into current CMS Brand this as your personal agent or AMT concierge Create personas for each segment that are used on the site and offer customized suggestions and reviews Consider video! Clips of shows, prior shows, talking head videos on-site, in persona Encourage email Friend Recommendations to create connections. Integrate with popular address books Integrate Live Chat and require email addresses RSS Feed of Show Schedules and details for syndication/sharing

11. Social Media : Primary Steps • Integrate with Showare’sFacebook Connect http://www.facebook.com/#!/pages/The-American-Music-Theatre/182548931766645 Get Custom Branded Moniker • Market heavily on Facebook • Pictures, Videos, Schedule • Wall posts and by each persona • Create Lists and Groups for each segment and • Push for 1000 friends in 6 months. Offer x free tickets for two at different intervals and facebook post and tweet the winners • Facebook connect on the website – encourage log in, post to wall for upcoming announcements. Includes name, profile picture, gender, networks, user ID, list of friends, and any other information I've shared with everyone.

12. Social Media Next Steps • Leverage Twitter, build groups/lists of followers by segment and announce events, shows, and more • Search/Read/Respond to online comments • YouTube Videos and Flikr photos Geo-coded • Create some Facebook Places Friend Deals – • Free tickets or half off vouchers for checkins • coupon codes need to be managed with Showare • Google Places Registration • FourSquare Setup and Monitoring • Yelp Registration, Google Maps updating • Find Syndication Partners for your show schedules • Setup AMT Blog and create areas by each persona

13. SMS Clubs Text Messaging Club is expensive Why SMS? Reminders to purchasers? Text Similar shows w/o permission? We can make additions to profiles, checkout, and email lists to capture cell-phone number. Need to integrate with 3rd party SMS provider $100-500 per month

14. Blogs • Phantom Personas blog about shows, reviews, recommendations • in-house and Spencer collaboration • Blogs are tweeted, posted on facebook, distilled for potential distribution throuh email • Dan, the Intern • Dan the intern (we get a real writer/creative intern) who blogs about every day at the theater and what he sees, go on. Follow AMT original productions through shows. • Edited professionally

15. ROI Track new and repeat purchases by email address from email marketing activities Track email opens, forwards, shares Track Facebook friends and interaction, Twitter replies, retweets and followers, comments Track and plot profile enrichment growth Track show schedule syndication partners

16. Tasks and Budgets

17. The Challenge We have to set realistic goals We have to bring it alltogether • We have to put in the time • We need meaningful resources • We have to partner with others who are best • We must think long term and be consistent • We have to document and train AMT staff