case study: “creating the rockettes strategic narrative”

Case Study

“Creating the Rockettes Strategic Narrative” Rockettes, MSG Entertainment

The Social Symphony

Chris Moseley SVP Product Management & Brand

Oversight

Tom Troja Founder & CEO

CREATING THE ROCKETTES STRATEGIC NARRATIVE CHRIS MOSELEY - SVP, Product Management & Brand Oversight, Rockettes, MSG Entertainment

TOM TROJA CEO and Founder - the Social Symphony

ROCKETTES STRATEGIC NARRATIVE

GROWTH AND ENGAGEMENT

CHALLENGE- BUILD LOVE & COHESIVE BRAND VOICE The Rockettes

Radio City Christmas Spectacular Heart and Lights

ROCKETTES STRATEGIC NARRATIVE

GROWTH AND ENGAGEMENT

ROCKETTES BUSINESS OBJECTIVE

EXPAND FROM VENUE BASED PERFORMANCE TO NATIONAL – GLOBAL LIFESTYLE BRAND

ROCKETTES STRATEGIC NARRATIVE

@TROJAHORSE

@ROCKETTES

GROWTH AND ENGAGEMENT

Rockettes DNA Cultural Relevance

Every Rockette has achieved her

dream via self-discipline, focus on

goals, training, health and wellness, and teamwork.

Brand Rockettes will encourage more

people to have big dreams and move to achieve them.

Dream Big, Achieve Big

Believe in Yourself Every Rockette believes in her

abilities, recognizes her own

potential.

Brand Rockettes will motivate more

people to have confidence in themselves and their dreams.

Together We’re Better

Every individual contributes her

unique talent. And when this

sisterhood comes together as

a team, in synchronicity, one plus one equals three.

Brand Rockettes will make more

people realize that working in

harmony will help achieve dreams.

POSITIONING: MOVE WITH PASSION BRAND PILLARS

GOALS:

Grow social fan base Increase engagement Attract younger audience

ROCKETTES STRATEGIC NARRATIVE

@TROJAHORSE

@ROCKETTES

GROWTH AND ENGAGEMENT

ROCKETTES STRATEGIC NARRATIVE

GROWTH AND ENGAGEMENT

BIG CHALLENGE- KEEPING FANS ACTIVELY ENGAGED AS WE GROW

ROCKETTES STRATEGIC NARRATIVE

GROWTH AND ENGAGEMENT

Marketing to the New Consumer WE BELIEVE - People are Searching for Human Connection and Meaning

ROCKETTES STRATEGIC NARRATIVE

GROWTH AND ENGAGEMENT

STRATEGY- Create Strategic Narrative to build meaningful relationships with people everyday

USING STORYLINES WE ALL UNDERSTAND

connecting with new consumers via digital

ROCKETTES STRATEGIC NARRATIVE

GROWTH AND ENGAGEMENT

FOR MULTIPLE ROCKETTES SOCIAL PLATFORMS:

ROCKETTES RADIO CITY CHRISTMAS SPECTACULAR HEART AND LIGHTS

ROCKETTES STRATEGIC NARRATIVE

GROWTH AND ENGAGEMENT

THE MODERN ARCHETYPE

• Narrative of all humankind

• Universally understood symbol used to illuminate personality

– Already in all of our heads

• Multiple Archetypes humanize brands in social

Hero, Lover, Ruler, Magician, Sage, Outlaw etc.

CONFIDENTIAL Copyright - Social Symphony 2013

CONFIDENTIAL Copyright - Social Symphony 2013

BRAND CORE

KNOWING WHO YOU ARE

HERO Athlete - ROCKETTES CREATOR Artist - ROCKETTES EXPLORER - ROCKETTES & H&L ENTERTAINER - HEART & LIGHTS MAGICIAN - RCCS

ROCKETTES STRATEGIC NARRATIVE

GROWTH AND ENGAGEMENT

BE FEARLESS IN MAKING BRAND MORE HUMAN

• Life isn’t handed to you, you need to go get it • Keep strong and dance on • From childhood with a big dream • Turning dreamers into doers • A hero isn’t born, she decides to be one

ROCKETTES STRATEGIC NARRATIVE

SURPRISE THEM WITH YOUR HUMANITY

Grown from 50K Facebook fan base in Sept. ’13 to nearly 500k now (10x)

-Engagement at launch of new voice + digital advertising was 8% -Engagement today remains steady at 8% after 10x growth rate

ROCKETTES STRATEGIC NARRATIVE

GROWTH AND ENGAGEMENT

ROCKETTES STRATEGIC NARRATIVE

GROWTH AND ENGAGEMENT

39,052 39,415 51,659

118,573

238,529

378,648

478,356

9.1%

6.9%

8.9%

7.4%

8.7% 9.4% 7.93%

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10%

15%

20%

25%

30%

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50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

July-13 Aug.-13 Sept.-13 Oct.-13 Nov. -13 Dec.-13 27-Jan

Rockettes Facebook "Likes" and Engagement Rate

Likes Engagement Rate

Engagement Rate Facebook “Likes”

Source: Facebook Insights

ROCKETTES STRATEGIC NARRATIVE

SOCIAL BRICK AND MORTAR OF BRANDS

ROCKETTES STRATEGIC NARRATIVE

FOCUS ON THE HUMAN CONNECTION

ROCKETTES STRATEGIC NARRATIVE

BRAND SPEAKS LIKE A PERSON

ROCKETTES STRATEGIC NARRATIVE

ROCKETTES FAN BASE IS GETTING YOUNGER

From October to December 2013, as community size grew, ages of both fan base and overall post engagement got younger

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Oct 2013

Dec 2013

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Source: Facebook Insights

UNDERSTAND YOUR BRAND CORE – COMING TO LIFE IN MULTIPLE ARCHETYPES

ROCKETTES STRATEGIC NARRATIVE

BRAND CORE CODIFIED IN MULTIPLE ARCHETYPE

MOBILE SUCCESS IS…. MATCHNG THE RIGHT WORDS AND IMAGES MATCHING ARCHETYPAL VOICE AND IMAGES…. IS THE ENGAGEMENT GOLD

ROCKETTES STRATEGIC NARRATIVE

MOBILE ACCESS IS 50%?

MARKETING TO THE NEW CONSUMER Passion comes from Brand Narrative

Orchestrating passion, spirit, feelings, humanity EVERY DAY

ROCKETTES STRATEGIC NARRATIVE

ENGAGE PEOPLE AT THE HUMAN LEVEL