Leverage the Power of Digital to Effectively Reach & Activate Your Audiences

by Doug Mowbray

in National Conference

Post image for Leverage the Power of Digital to Effectively Reach & Activate Your Audiences

(This post is part of the 2014 TCG National Conference: Crossing Borders {Theatre | Technology} blog salon, curated by Jacqueline E. Lawton.) 

JACQUELINE LAWTON: First, please tell us a bit about yourself and your organization.

DOUG MOWBRAY: As President of MogoARTS Marketing , I bring 20+ years of marketing and media experience developing cutting edge digital solutions that help arts organizations connect, engage and activate their patrons in today’s complex and growing online environments.

JL: Next, please share the title and description of your breakout session.

DM: Leverage the Power of Digital to Effectively Reach & Activate Your Audiences 

With today’s rapidly shifting technologies and fragmented media environment, it’s difficult to cut through the “noise” and effectively engage and activate the diverse audiences you’re after, especially with limited resources. This session covered comprehensive information around media consumption and digital technology use. Leaders from San Diego Repertory Theatre and Phoenix Theatre shared examples of integrated campaign tactics using data-driven strategies to target existing, lapsed and prospective new audiences where and how they interact online. These included tips and tools for leveraging search, online targeting using CRM data, creative testing and best practices, look-a-like modeling to prospect for new audiences, as well as tracking campaign conversions and revenue. We examined the cost-effectiveness and synergies of integrating display, social, search, video & mobile to leverage total media mix, with time for Q & A with the San Diego Rep, Phoenix Theatre and MogoARTS Marketing teams.

​JL: Now, what inspired this breakout session?

DM: The adoption of technology has created a massive change in the way patrons consume media. Where patrons were once easy to connect with across traditional media like print, TV & radio these audiences are now hyper fragmented across the ever changing digital landscape.  ​This has made arts marketing harder than ever before. Arts marketers that embrace this change can learn how to use data and technology to connect, engage and activate their patrons in ways that were never before possible. In this session we learned about patron online behavior, digital strategies and tactics and how marketers from Phoenix Theatre and San Diego Repertory Theatre have embraced digital marketing to activate their audiences.

JL: Finally, what do you hope participants learned from this breakout session?​

DM: A deeper understanding of the challenges and opportunities for organizations to connect, engage and activate their audiences online.


As President of MogoARTS Marketing, Doug Mowbray brings 20+ years of marketing and media experience developing cutting edge digital solutions that help arts organizations connect, engage and activate their patrons in today’s complex and growing online environments. Doug has stayed on the edge of new media technologies innovating Mogo’s Interactive Network that provides clients with the ability to reach broader targeted audiences through digital Display, Search, Social, Mobile and Video. A native of the San Francisco Bay Area, Doug is a frequent speaker at arts marketing conferences across the US & Canada including NAMP, Tessitura Users Conference, Dance USA, and more.


conf13_jacqueline_lawton

Jacqueline E. Lawton received her MFA in Playwriting from the University of Texas at Austin, where she was a James A. Michener fellow. Her plays include Anna K; Blood-bound and Tongue-tied; Deep Belly Beautiful; The Devil’s Sweet Water; The Hampton Years; Ira Aldridge: Love Brothers Serenade, Mad Breed and Our Man Beverly Snow. She has received commissions from Active Cultures Theater, Discovery Theater, National Portrait Gallery, National Museum of American History, Round House Theatre and Theater J. A 2012 TCG Young Leaders of Color, she has been nominated for the Wendy Wasserstein Prize and a PONY Fellowship from the Lark New Play Development Center. She resides in Washington DC and is a member of Arena Stage’s Playwrights’ Arena. jacquelinelawton.com