Cleveland Ballet is one of the fastest-growing professional ballet companies in the world. A cultural staple in the city of Cleveland, the mission of the Ballet is to present world-class dance on stage through classical and contemporary works, ensuring that ballet works are accessible and relevant to audiences of all ages and backgrounds.
194%
Increase in Meta average CTR
Increase in Meta average CTR
84%
Click Cost less than Meta Average
Click Cost less than Meta Average
19%
Increase in Google average CTR
Increase in Google average CTR
Challenge
Cleveland Ballet had no digital presence in a world that lives and consumes content online. Accustomed to traditional marketing methodologies such as billboards and radio advertising, they recognized the need for a comprehensive approach to digital outreach that was easily measurable to demonstrate a return on investment and belay skepticism. They realized they did not have the in-house expertise to take advantage of the vast capabilities of online advertising.
Cleveland Ballet needed someone with the experience working with nonprofits, and that would take the time to understand their unique positioning in the space.
Solution
Enter Data Genomix. Cleveland Ballet turned to Data Genomix for the resources, expertise, and knowledge to initiate and optimize their digital advertising and maximize their ad spend, ultimately increasing website traffic to encourage ticket sales.
An expert in hyper-targeted, person-based advertising, Data Genomix used a variety of brand awareness, traffic-oriented, and conversion-driven ads to connect effective messaging with precise audiences.
“Our experience thus far working with Data Genomix has been effortless,” says Tze, “The team is highly organized and efficient in getting ads up and running immediately, making adjustments and offering helpful feedback when needed, and generating impressive results with every campaign they run. They have the unique ability to look to find ways in which they can improve, exceeding our expectations on what we originally partnered with them to accomplish.”
Not only was Data Genomix integral in getting an initial paid advertising program moving for Cleveland Ballet, DG worked to secure the Google Ad Grant for the nonprofit. Being a smaller organization with a limited advertising budget, securing and leveraging the grant was pivotal to a cost-effective cross-channel approach. The Ballet can now use up to $10,000 per month for search engine marketing, enabling them to leverage its ad spend on other platforms.
Creative Sample from the Campaign
The Results
“We decided to partner with Data Genomix because of the overwhelming support they have given us. The Data Genomix team took the time to learn the ins and outs of our organization to serve us to the best of their ability,” -Julia Tze, Marketing Manager and Dancer with the Cleveland Ballet
By using a hyper-targeted digital-first approach, Data Genomix was able to drive more traffic to the Cleveland Ballet’s website, resulting in more ticket sales. DG's strategic approach to audience targeting resulted in outperforming the average click-through rate (CTR) and cost-per-click (CPC) on both Meta and Google Ads. DG was able to track how audiences reacted to ads and capture key insights to optimize future campaigns.
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