Case Study: Kansas City Theater League achieves 50% higher click-through rates and 50% lower campaign costs with Ticketmaster

Kansas City Theater League Getting the Right Message to the Right Patron

Kansas City Theater League, which operates eleven venues and serves more than 35,000 season members and 250,000 patrons annually, faced the challenge of understanding an unfamiliar market after acquiring a new venue. To move beyond basic demographics and pinpoint who their new patrons were, the Theater League turned to Ticketmaster for data-driven audience insight.

Ticketmaster’s Data Analytics team enriched the League’s audience profiles with past purchase history, propensity scores, income and other behavioral signals, enabling highly segmented email campaigns. The result was a 50% increase in click-through rate and a reduction in mailed-brochure cost from $0.34 to $0.17 (a 50% decrease in campaign spend), while improving the efficiency of the small marketing team.

Kansas City Theater League

Bethany Nesbitt

Associate Senior Marketing Director