Case Study: Renaissance Faire
Situation: A regional Renaissance Faire had engaged with a large digital agency known for its great progress reports, as well as a social media expert who specialized in large outdoor social events to drive more attendance to their outdoor event. However, the combination of both still didn’t drive substantial traffic or sell enough tickets.
Organizers of the Renaissance Faire felt attendance at their unique, magical celebration had hit a castle wall. They wanted to increase sales and expand attendees beyond “Rennies,” the passionate, costumed re-enactors who frequented such events, and attract newcomers, including families with children, dating couples looking for a different first (or second or third) date, and others simply seeking a fun day in a bucolic setting. So they turned to First Impressions to slay that dragon.
Solution: And slay it, we did. Conceiving a vibrant digital marketing campaign focused on social media, First Impressions developed a new social media strategy that included a better-defined target market, new lead-gathering tools, and redefined messaging. Highlighting the family-friendly aspects of the Ren Faire, we hung our lances on two key elements: the promotion of Family Packs and add-on experiences, such as a whiskey tasting and faerie tea parties for kids. Complementing the new social media strategy was a revamped website, including landing pages and a modified menu system for easier navigation. We did all this with a smaller budget than the previous year.
Our alchemy resulted in helping the Ren Faire nearly double its revenue from the previous year.
It also produced:
- A big jump in revenue from Family Pack sales, from our focus on families and couples
- Delivered three times the number of views on Facebook and more than double the video engagement on social media vs. the previous year
- Increased organic traffic by 17% more visitors compared to the prior year
