SALLY’S FIRST SHOW

CASE STUDY

CAMPAIGNSally’s First Show

CLIENTArts Centre Melbourne

AGENCIESOgilvyOne Melbourne

BACKGROUNDTo give as many Victorian primary and secondary students access to as many live performances as possible, Arts Centre Melbourne set up the First Call Fund. Since 2008, the Fund has enabled over 15,000 Victorian students to experience the performing arts at Arts Centre Melbourne, many for the first time. This inspiring program is funded through the generosity of donors.

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OBJECTIVESThe objective of the ‘Sally’s First Show’ campaign developed by OgilvyOne Melbourne was to increase donations by about 23% on the previous year, while mailing to a smaller audience.

Full case study at: marketingmag.com.au/case-studies

STRATEGYOgilvy’s insight was simple: the audience (people on Arts Centre Melbourne’s mailing list) want to share their passion for the performing arts with others. So the key message was that a donation to the First Call Fund would bring children closer to the performing arts.

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EXECUTIONOgilvyOne Melbourne developed a direct mail pack and follow-up postcard to be sent to the Arts Centre Melbourne database to drive donations. The follow-up postcard was sent a week later to those recipients that had not yet donated to the fund. The messaging was tailored to past and new donors.

Full case study at: marketingmag.com.au/case-studies

RESULTSThe pack achieved an 88% increase on the donation increase target and 132% increase on the previous year.

Response rates increased 232% year on year and the average donation amount increased by 106%.

Full case study at: marketingmag.com.au/case-studies

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