Case Study: The Cleveland Orchestra grows loyalty and attendance with Tessitura

The Cleveland Orchestra - Customer Case Study

The Cleveland Orchestra sought to build long-term loyalty and increase attendance frequency among key demographics like students and young professionals, with the ultimate goal of cultivating future donors. To achieve this, they partnered with Tessitura and leveraged its comprehensive ticketing and customer relationship management (CRM) platform to design and manage targeted marketing programs.

Using the flexibility of the Tessitura system, the orchestra created two successful programs: the 'Frequent Fan Card' for students and 'The Circle' for young professionals. Tessitura provided the crucial data analysis and marketing tools to tailor these offerings and track their effectiveness. The results were significant: student attendance frequency rose from 1.8 to 5.5 times per year, and overall student attendance grew from 8,000 to over 23,000. The young professionals' program grew to 300 members, with some attending up to 12 times a year. This increased engagement successfully created a stronger pipeline for future donations.

The Cleveland Orchestra

Jim Sector

Assistant Director of Loyalty Marketing