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The John F. Kennedy Center for the Performing Arts

Keeping Acquisition Fresh

The Kennedy Center’s prospecting needed a blockbuster package to announce the 2012/2013 season and improve on diminishing acquisition campaign performance.

Avalon came up with a show-stopping package that highlighted a tantalizing list of upcoming shows on the left side of the carrier. This design enticed potential new members’ interest in the coming Kennedy Center season, and got them to open the envelope. To further draw them in, the carrier also featured a peek-a-boo window that drew their attention to the vibrancy of Kennedy Center programming with full-color photos taken from the listed shows.

The messaging focused on member benefits that would enhance the prospects’ experience at the Kennedy Center – including the popular advanced-ticket priority for all performances. The reply device – designed to look like a Kennedy Center ticket – completed this messaging strategy.

We sent this package to a variety of outside lists, including arts, health, and catalogue genres, plus in-house lists including lapsed members, ticket buyers, and subscribers – with terrific results. The new season announcement package outperformed the old acquisition control with a 55% increase in response rate and a 9% increase in average gift. Additionally, this package had the highest acquisition response rate of any Kennedy Center acquisition package since 2004 and it is now the new control.


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