Objectives & Marketing Strategy

Promote awareness and drive ticket sales for performances at the Adrienne Arsht Center year-round using social media platforms and digital marketing tactics.

Marketing Strategy:

Engaging the local Miami community and building strong connections with  supporters of the performing arts from all over the world is key the success of the Arsht Center. Using social media marketing channels is a great way to reach out and stay connected with everyone interested in the performing arts calendar in Miami.

Green Dot Advertising has more to offer than simply social media management services and value added extras. We can help the Arsht Center launch, manage and optimize integrated digital marketing campaigns designed to promote awareness and sell tickets!

Green Dot can:

• Manage, track and report on posts for social platforms
• Setup, manage, optimize and report on social ad campaigns
• Setup & manage campaign specific landing page content
• Setup & manage campaign specific retargeting ads
• Setup & manage campaign specific tracking dashboards

We have learned that digital marketing campaigns outperform when the agency has control over the audience, the ad creative, the landing page creative and the retargeting ads. We also realize that not every campaign has the budget or lead time needed to deploy all of these tactics.  However, if the Arsht Center is serious about reaching the performance goals outlined in the RFP, all touch points will have to be integrated and work together.

In that spirit, this proposal is structured with modular components, so that the client and the agency can explore engagement scenarios that range broadly in scope and cost with ease. Rather than viewing this document as a proposal – consider it a starting point for a conversation about how to work together towards common goals.

1. All social media ads and posts are managed individually, with custom sized  creative written and styled for the specific platform and post. We don’t use Buffer or HootSuite type automation. 
2. Social media page management for the main three platforms is broken out and separated from all other costs and includes Facebook, Instagram & Twitter. This service is provided year-round.
3. Social media advertising is priced by the campaign (event), and varies depending on  the number of platforms that will require content, management, tracking and reporting. Each campaign has a setup charge, and a management charge. Campaigns that run less than one month are billed once for setup, and then once for management.
4. Social media ad campaigns can use “in-house” or “outsourced” creative. In-house campaigns use Arsht Center landing page content provided by the client, and no retargeting ads managed by the agency. Outsourced campaigns include a custom event landing page and retargeting banner ads created by the agency.

Beyond social media marketing, Green Dot Advertising can help with email design and email drip workflow setup and management. If weekly or monthly promotional emails are needed, we have designers, developers and expertise with a variety of email marketing and automation platforms. We also have Google Adwords certified marketers on staff to assist with paid search engine marketing campaigns if needed.

Onsite and Offsite Activites are priced as half day or full day engagements and can be sourced by the client as needed with some advance notice. Green Dot will supply an marketer to accompany the Arsht Center staff to an event ready to take snapshots and post from the event or upon returning to the office (client’s choice).