Rochester Lilac Pageant: Blooms and Native Fare

Function they will’t dwell 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 group, its surrounding counties, and guests from throughout New York, the competition is an opportunity for attendees to cease and scent the lilacs and perhaps add a ticket to the craft beer expo or a music efficiency to their free competition ticket. 

Supporting 85+ artists and 500,000+ attendees, the Rochester Lilac Pageant is the most important of its sort in North America and takes year-round planning to supply. Apart from occasion logistics, the competition crew’s digital advertising technique emphasizes a robust lean on e mail advertising and software program integrations to centralize on-line purchases for merchandise. 

Producing occasions that foster group 

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,” mentioned Jeff. After transitioning from hobbyist to big-time occasion producer, Jeff’s resume features a laundry checklist of awe-worthy acts, from The Commodores and Lionel Richie.

Somewhat 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 group. Apart from the Lilac Pageant, Rochester Occasions additionally hosts Celebration 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 for Rochester Occasions. “I’m continually advertising the enterprise, and it’s primary on my checklist of priorities, so I take advantage of Fixed Contact day by day,” mentioned Lexany.

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

Jeff Springut

The competition’s longevity has manifested into e mail subscriptions — folks wanting to be taught concerning the distributors, leisure, exhibitions, actions, and meals featured on the competition. As many enterprise homeowners know, the largest problem upon getting a wholesome e mail checklist is studying maintain it. “You don’t need to see folks leaving your e mail checklist,” mentioned Lexany. “Nothing makes my coronary heart extra unhappy than seeing us [Rochester Events] shedding followers.”

To make sure their e mail checklist continues to thrive, Lexany has the problem of coordinating messages to have interaction an viewers with different pursuits. “Given the truth that we have now so many alternative demographics that we attempt to hit, Fixed Contact does assist us type of slender that down with their means to section.” 

Lexany put a course of in place to section the competition’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 in search of details about the Lilac Pageant or one other of Rochester Occasions’s festivals and live shows. 

To collect information, Lexany and the competition crew created a sign-up kind that enables 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. “With the ability to section your self proper off the bat makes positive that they’re getting precisely the knowledge they need from us,” mentioned Lexany. 

Apart from their sign-up kind, the competition crew creates lists based mostly on ticket purchases and registrations to assist goal their emails. 

Utilizing integrations to centralize their processes

As advertising director, Lexany must be fast on her toes. Accessing an e mail advertising platform with software program integration capabilities cuts down on the time she has to spend within the design phases to craft informative emails which are 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 maintain monitor of gross sales they make on merchandise linked to emails — for instance, posters of upcoming and previous festivals. 

“As a result of these two integrations, we’re higher capable of 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 checklist. The WooCommerce integration is nice too as a result of we are able to see precisely who, from our e mail checklist, has bought what from us up to now, so we are able to higher goal and perceive the purchaser,” mentioned Lexany.

Progress objectives

Rochester Occasions is all the time in search of new methods to develop its enterprise, viewers, and advertising efforts. Jeff and his crew deal with the problem head-on by networking with related corporations. Lexany takes cost by holding the competition’s advertising technique on top of things by profiting from Fixed Contact’s academic providers. “I get so excited each time you guys have a webinar. I’m there and signed up,” mentioned Lexany. 

Apart from brushing up on the most recent advertising tendencies, Lexany is seeking to develop the corporate’s advertising attain via channels like SMS texting message advertising. “We are going to all the time be utilizing e mail, however that textual content choice — that’s going to be a recreation changer for us.” 

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

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