MISSION SUPPORT: Digital Advertising Campaign
With its primary annual fundraising event just six weeks away, Sherman Library & Gardens (Sherman) found itself facing two critical challenges: low ticket sales and an unexpected medical leave for its event manager. The nonprofit reached out to Rocket Launch for help promoting the fundraiser.
Sherman’s goal for its 2022 Summer Garden Party – its first return to in-person since the start of the Covid-19 pandemic – was to host a record sell-out crowd of supporters for the event featuring a custom three-course dinner from 608 Dahlia, Sherman’s on-site farm-to-table restaurant, live art and music experiences, a silent auction, and more.
Faced with a short runway and limited budget, our Rocketeers crafted a campaign rooted in digital advertising that would reach new audiences, generate interest, and drive additional ticket sales. The plan, a first-of-its-kind for Sherman, would use Facebook and Instagram, rely on look-a-like and locally targeted audiences, and optimize for ticket purchases.
We also helped to optimize the entire sales funnel from top to bottom – from seeing the first eye-catching ad, through the interest and consideration stages, all the way to the purchase decision.
To help augment the advertising components of the campaign, the Rocket Launch team also executed a public relations effort to garner media coverage leading up to the event.
The result was a highly successful campaign, which exceeded Sherman’s objectives for the event, attaining an overall cost per click of $0.58, a click through rate of 2.95% and record ticket sales and attendance. Most importantly, Sherman’s leadership noted the abundance of new supporters at the event and shared great enthusiasm around meeting their record sell-out sales goals.
“It was exciting to shine a light on such a vibrant nonprofit in our community that is often referred to as a ‘best kept secret’. The Sherman’s beauty and purpose, paired with a well-thought-out strategy, made building this campaign a lot of fun. We knew this event would quickly gain momentum – and it certainly did.”
Erin Gibbons, VP/Account Director Marketing & Advertising