Skip to content
Follow Us

Get the best of Capacity Interactive delivered to your inbox.

How We Helped the Mondavi Center Drive Revenue for Post-Holiday Performances
Clients Mondavi Center for the Performing Arts

How We Helped the Mondavi Center Drive Revenue for Post-Holiday Performances

Services We Provided:
Digital Advertising
We helped the Mondavi Center for the Performing Arts beat the January doldrums with a wide-reaching Meta campaign that drove an outstanding return on investment (ROI) and built audiences for future programming.

461%

ROI

$21K

Revenue

$0.41

Cost Per Page View

Our approach

January is a notoriously quiet month in the arts. Audiences are recovering from the excitement of the holidays but are still deciding whether to dive into plans for the new year. If you’re a performing arts center with a packed programming lineup, though, you can’t take a breather.

AN EXPANSIVE STRATEGY FOR EXPANSIVE PROGRAMMING

Located on the UC Davis campus, the Mondavi Center presents a range of programming with an eye toward diverse cultures and disciplines. The organization offers an average of 100 performances annually and welcomes more than 100,000 audience members from across the region. With such a packed calendar, marketing has no time to slow down.

At the start of the new year, Mondavi needed to promote a slew of January and February events that ranged wildly in artistic genres. Guests included comedian Tig Notaro, jazz singer Cécile McLorin Salvant, and author and journalist Nina Totenberg.

As Mondavi’s digital partners since 2016, we understood the best social tactics to support their expansive programming. In partnership with their marketing team, we devised a wide-reaching Meta campaign with three key tenets:

1. Cast a wide net

Since the programming covered many genres, we tapped into Mondavi’s first-party data and used Meta’s behavioral and interest-based options. We promoted content to a range of interests, from “classical music” to “folk and bluegrass” to “humor.”

2. Utilize first-party data

We kicked off the campaign with a carousel post ideated by Mondavi’s marketing team, and worked with them to serve only to their email list, keeping costs low while targeting the people most likely to buy. We timed this post to coincide with a direct mail piece, which helped keep Mondavi top of mind for this audience.

3. Work with the algorithm

We served audiences outside of Mondavi’s email list a similar post that turned the still images from the carousel into a slideshow. This tactic provided two benefits:

The Results

With a smart social strategy, Mondavi was able to squash the winter blahs and start the new year off with a bang. Because of the campaign’s breadth, it also built up pools of interested audiences for future programming, which we can continue to communicate with in the coming months.

 

Meta campaign stats

461%

ROI

$21,000

in Revenue

$0.41

average cost per page view

READY TO Revamp your social STRATEGY? 

Let’s work together to bring your programming into the spotlight and craft campaigns that drive revenue.

 

Explore more

How We Helped Crystal Bridges Museum Of American Art Run Bilingual Campaigns

A bilingual approach

Crystal Bridges Museum

We used in-platform language preferences to serve both English and Spanish versions of our ad content to reach both new and existing audiences.
Read more
How We Helped Cincinnati Art Museum Unlock New Data Insights

$16K Increase in Revenue

Cincinnati Art Museum

As CAM's strategic partner since 2017, we helped them embrace the benefits of Meta’s newly widened attribution window and tap into the full potential of their data for a more holistic view of audience behavior.
Read more