After a decade of strong returns, the Kennedy Center’s acquisition control package was finally experiencing fatigue. Avalon’s challenge: create a more appealing package without increasing costs. Here’s how we did it.
After a decade of strong returns, the Kennedy Center’s top-performing control acquisition package was finally beginning to experience fatigue. A fresh package was needed that could boost response without increasing costs, but over the years no test had been able to beat the longstanding control. Avalon was ready for the challenge.
Positioned as an exclusive programming announcement for the upcoming season, Avalon’s test package moved away from broad benefits messaging, focusing instead on a single benefit that is highly valued by Members: Members-only advanced ticket priority for all Kennedy Center performances. The closed-faced carrier featured a faux-handwritten address. A peek-a-boo back window revealed vibrant four-color photos of an upcoming performance. A striking four-color brochure described highlights of the upcoming season and outlined Membership levels and benefits. And we redesigned the reply device to resemble an actual performance ticket.
Success! The test package improved the response rate by 83% over the control and the net/donor by 58%—a tremendous breakthrough for the Kennedy Center!
Note: The creative samples below do not include the peek-a-boo back carrier window and four-color brochure due to artist contracts that restrict image reproduction.