Rochester Lilac Pageant: Blooms and Native Fare

Function they will’t stay with out: Canva integration

Every year, the Rochester Lilac Pageant gathers flora and native fare right into a ten-day extravaganza in Highland Park, Rochester, NY. A staple for the residents of the neighborhood, its surrounding counties, and guests from throughout New York, the pageant is an opportunity for attendees to cease and odor the lilacs and perhaps add a ticket to the craft beer expo or a music efficiency to their free pageant ticket. 

Supporting 85+ artists and 500,000+ attendees, the Rochester Lilac Pageant is the biggest of its variety in North America and takes year-round planning to supply. Moreover occasion logistics, the pageant group’s digital advertising and marketing technique emphasizes a robust lean on e-mail advertising and marketing and software program integrations to centralize on-line purchases for merchandise. 

Producing occasions that foster neighborhood 

Jeff Springut is the president of Rochester Occasions and the brains behind the Rochester Lilac Pageant. “I’ve been producing occasions since I used to be in highschool, truly, and small ones within the neighborhood,” stated Jeff. After transitioning from hobbyist to big-time occasion producer, Jeff’s resume features a laundry listing of awe-worthy acts, from The Commodores and Lionel Richie.

A bit of over thirty years in the past, Jeff determined to create his personal manufacturing firm, Rochester Occasions, which has produced the Rochester Lilac Pageant for the final twelve of its hundred-and-twenty-five years entertaining and supporting the neighborhood. Moreover the Lilac Pageant, Rochester Occasions additionally hosts Occasion within the Park, a summer time live performance sequence held yearly in Martin Luther King Jr. Park in downtown Rochester. 

Speaking with their viewers 

Speaking with a various and ever-expanding viewers is prime of thoughts for Lexany Rivera, Manufacturing Supervisor and Director of Advertising and marketing for Rochester Occasions. “I’m consistently advertising and marketing the enterprise, and it’s primary on my listing of priorities, so I take advantage of Fixed Contact each day,” stated Lexany.

“Fixed Contact has helped us discover higher methods to speak with extra individuals.”

Jeff Springut

The pageant’s longevity has manifested into e-mail subscriptions — individuals desperate to study concerning the distributors, leisure, exhibitions, actions, and meals featured on the pageant. As many enterprise house owners know, the most important problem upon getting a wholesome e-mail listing is studying find out how to maintain it. “You don’t wish to see individuals leaving your e-mail listing,” stated Lexany. “Nothing makes my coronary heart extra unhappy than seeing us [Rochester Events] dropping followers.”

To make sure their e-mail listing continues to thrive, Lexany has the problem of coordinating messages to interact an viewers with various pursuits. “Given the truth that we now have so many various demographics that we attempt to hit, Fixed Contact does assist us type of slim that down with their capability to phase.” 

Lexany put a course of in place to phase the pageant’s subscribers based mostly on preferences, lowering what number of emails are despatched to their viewers and subsequently selling relevance. Area of interest e-mail lists ensure that subscribers obtain the knowledge they’ve requested for, whether or not they’re searching for details about the Lilac Pageant or one other of Rochester Occasions’s festivals and concert events. 

To assemble information, Lexany and the pageant group created a sign-up kind that permits subscribers to opt-in to self-select their notification preferences. Subscriber opt-in triggers an automatic welcome e-mail, introducing readers to the Rochester Occasions model and the person occasions which have captured their curiosity. “Having the ability to phase your self proper off the bat makes positive that they’re getting precisely the knowledge they need from us,” stated Lexany. 

Moreover their sign-up kind, the pageant group creates lists based mostly on ticket purchases and registrations to assist goal their emails. 

Utilizing integrations to centralize their processes

As advertising and marketing director, Lexany must be fast on her toes. Gaining access to an e-mail advertising and marketing platform with software program integration capabilities cuts down on the time she has to spend within the design phases to craft informative emails which might be additionally fantastically designed. “I’m the Canva queen. I really like utilizing Canva, so having the ability to take my designs and smack them proper into our blast helps a ton.” 

Their integration with WooCommerce helps them preserve monitor of gross sales they make on merchandise linked to emails — for instance, posters of upcoming and previous festivals. 

“Because of these two integrations, we’re higher in a position to goal our viewers. By having the ability to make aesthetically pleasing campaigns, we hope that it’s going to encourage our subscribers to remain on our e-mail listing. The WooCommerce integration is nice too as a result of we will see precisely who, from our e-mail listing, has bought what from us up to now, so we will higher goal and perceive the purchaser,” stated Lexany.

Development targets

Rochester Occasions is at all times looking for new methods to develop its enterprise, viewers, and advertising and marketing efforts. Jeff and his group sort out the problem head-on by networking with related corporations. Lexany takes cost by conserving the pageant’s advertising and marketing technique on top of things by profiting from Fixed Contact’s instructional companies. “I get so excited each time you guys have a webinar. I’m there and signed up,” stated Lexany. 

Moreover brushing up on the newest advertising and marketing developments, Lexany is trying to broaden the corporate’s advertising and marketing attain by way of channels like SMS texting message advertising and marketing. “We’ll at all times be utilizing e-mail, however that textual content possibility — that’s going to be a recreation changer for us.” 

From sustaining its viewers by way of interest-specific lists to centralizing manufacturing by integrating design and e-commerce software program, the Rochester Occasions group is ready to attain their advertising and marketing targets with Fixed Contact. By conserving their supporters knowledgeable and related, the Rochester Lilac Pageant group is fostering development and selling the native artwork that brings tradition to the neighborhood. 

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