Oregon Shakespeare Festival

How Grapeseed Media helped Oregon Shakespeare Festival increase ROAS by 780%

Background

In 2022, Oregon Shakespeare Festival engaged Grapeseed Media in a partnership to develop & deploy a comprehensive programmatic media strategy in order to drive increased ticket sales and take their digital marketing strategy to the next level.

In a critical period for the organization, Grapeseed Media helped simplify and consolidate Oregon Shakespeare Festival’s digital advertising by providing a single partner for all programmatic channels & services.

Project Goal

Drive ticket sales for The Legend of Georgia McBride
Achieve a $20 CPA or lower

Strategy

Beginning in 2023, Grapeseed Media launched an omni-channel, full-funnel programmatic campaign across Connected TV, Digital Out-of-Home, Programmatic Audio, Streaming Video, and Display.

In order to reach past ticket buyers and existing patrons, Grapeseed leveraged OSF’s Tessitura patron data for segmentation and targeting across programmatic channels.

To reach new audiences, Grapeseed utilized online user data such as we bsite browsing & purchasing activity to precisely target people interested in Arts & Entertainment, Theatre patrons, and Culture Enthusiasts.

Platforms

Display
Google
Facebook

Results

Online ticket revenue increased by 9% in 2023 compared to 2022
Ticket sales volume rose by 12% year-over-year
Achieved a 52% increase in total ticket revenue comparing H1 2022 vs. H1 2023
Earned a 780% Return on Ad Spend (ROAS) through the lifetime of the partnership