Rochester Lilac Competition: Blooms and Native Fare

Function they’ll’t stay with out: Canva integration

Annually, the Rochester Lilac Competition gathers flora and native fare right into a ten-day extravaganza in Highland Park, Rochester, NY. A staple for the residents of the group, its surrounding counties, and guests from throughout New York, the pageant is an opportunity for attendees to cease and odor the lilacs and perhaps add a ticket to the craft beer expo or a music efficiency to their free pageant ticket. 

Supporting 85+ artists and 500,000+ attendees, the Rochester Lilac Competition is the biggest of its type in North America and takes year-round planning to supply. Apart from occasion logistics, the pageant staff’s digital advertising and marketing technique emphasizes a powerful lean on e mail advertising and marketing and software program integrations to centralize on-line purchases for merchandise. 

Producing occasions that foster group 

Jeff Springut is the president of Rochester Occasions and the brains behind the Rochester Lilac Competition. “I’ve been producing occasions since I used to be in highschool, truly, and small ones within the neighborhood,” stated Jeff. After transitioning from hobbyist to big-time occasion producer, Jeff’s resume features a laundry checklist of awe-worthy acts, from The Commodores and Lionel Richie.

A bit over thirty years in the past, Jeff determined to create his personal manufacturing firm, Rochester Occasions, which has produced the Rochester Lilac Competition for the final twelve of its hundred-and-twenty-five years entertaining and supporting the group. Apart from the Lilac Competition, Rochester Occasions additionally hosts Occasion within the Park, a summer season live performance sequence held yearly in Martin Luther King Jr. Park in downtown Rochester. 

Speaking with their viewers 

Speaking with a various and ever-expanding viewers is high of thoughts for Lexany Rivera, Manufacturing Supervisor and Director of Advertising for Rochester Occasions. “I’m always advertising and marketing the enterprise, and it’s primary on my checklist of priorities, so I take advantage of Fixed Contact every day,” stated Lexany.

“Fixed Contact has helped us discover higher methods to speak with extra folks.”

Jeff Springut

The pageant’s longevity has manifested into e mail subscriptions — folks wanting to be taught concerning the distributors, leisure, exhibitions, actions, and meals featured on the pageant. As many enterprise homeowners know, the largest problem after getting a wholesome e mail checklist is studying the way to maintain it. “You don’t need to see folks leaving your e mail checklist,” stated Lexany. “Nothing makes my coronary heart extra unhappy than seeing us [Rochester Events] dropping followers.”

To make sure their e mail checklist continues to thrive, Lexany has the problem of coordinating messages to have interaction an viewers with assorted pursuits. “Given the truth that we’ve so many alternative demographics that we attempt to hit, Fixed Contact does assist us sort of slender that down with their skill to phase.” 

Lexany put a course of in place to phase the pageant’s subscribers based mostly on preferences, decreasing what number of emails are despatched to their viewers and subsequently selling relevance. Area of interest e mail lists make sure that subscribers obtain the data they’ve requested for, whether or not they’re in search of details about the Lilac Competition or one other of Rochester Occasions’s festivals and live shows. 

To collect knowledge, Lexany and the pageant staff created a sign-up kind that enables subscribers to opt-in to self-select their notification preferences. Subscriber opt-in triggers an automatic welcome e mail, introducing readers to the Rochester Occasions model and the person occasions which have captured their curiosity. “Having the ability to phase your self proper off the bat makes positive that they’re getting precisely the data they need from us,” stated Lexany. 

Apart from their sign-up kind, the pageant staff creates lists based mostly on ticket purchases and registrations to assist goal their emails. 

Utilizing integrations to centralize their processes

As advertising and marketing director, Lexany needs to be fast on her ft. Accessing an e mail advertising and marketing platform with software program integration capabilities cuts down on the time she has to spend within the design phases to craft informative emails which are additionally superbly designed. “I’m the Canva queen. I really like utilizing Canva, so with the ability to take my designs and smack them proper into our blast helps a ton.” 

Their integration with WooCommerce helps them hold observe of gross sales they make on merchandise linked to emails — for instance, posters of upcoming and previous festivals. 

“Resulting from these two integrations, we’re higher in a position to goal our viewers. By with the ability to make aesthetically pleasing campaigns, we hope that it’ll encourage our subscribers to remain on our e mail checklist. The WooCommerce integration is nice too as a result of we are able to see precisely who, from our e mail checklist, has bought what from us previously, so we are able to higher goal and perceive the purchaser,” stated Lexany.

Development targets

Rochester Occasions is at all times searching for new methods to develop its enterprise, viewers, and advertising and marketing efforts. Jeff and his staff deal with the problem head-on by networking with comparable corporations. Lexany takes cost by conserving the pageant’s advertising and marketing technique on top of things by benefiting from Fixed Contact’s instructional companies. “I get so excited each time you guys have a webinar. I’m there and signed up,” stated Lexany. 

Apart from brushing up on the newest advertising and marketing developments, Lexany is trying to broaden the corporate’s advertising and marketing attain via channels like SMS texting message advertising and marketing. “We are going to at all times be utilizing e mail, however that textual content choice — that’s going to be a sport changer for us.” 

From sustaining its viewers via interest-specific lists to centralizing manufacturing by integrating design and e-commerce software program, the Rochester Occasions staff is ready to attain their advertising and marketing targets with Fixed Contact. By conserving their supporters knowledgeable and related, the Rochester Lilac Competition staff is fostering progress and selling the native artwork that brings tradition to the group. 

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