Carnegie Hall
The Client
For 130 years, the iconic Carnegie Hall in New York City has been the primary destination for audiences seeking to experience the emotional thrill of the world’s greatest music. In addition to presenting an annual concert season on its three stages, Carnegie Hall creates innovative education and social impact programs through its Weill Music Institute and connects with audiences around the world through live broadcasts and the premium Subscription Video on Demand channel, Carnegie Hall+.
The Need
The marketing leadership at Carnegie Hall recognized the need for a strategic thought partner to review current practices, make recommendations, and advance projects that the internal team had not been able to prioritize, particularly as they sought to rebuild audiences post-pandemic. TOCG’s Senior Vice President, Rani Haywood, had previously served as a marketing leader at two other major New York institutions, The Metropolitan Opera and Roundabout Theatre Company, and was able to bring that experience to our work with Carnegie Hall.
The Process
Since 2020, Rani has provided strategic guidance and support to Carnegie Hall’s marketing team on a variety of projects. Acting as an extension of the internal team, Rani has developed and supported implementation of marketing strategies for the Hall’s annual subscription season, student ticket program, and Carnegie Hall+. Rani also worked with TOCG’s partners at Baker Richards on a comprehensive analysis of ticket buyer data which helped inform subscription package offerings and campaign timing and messaging.
The Outcome
Over the last three years, Rani has built a deep understanding of Carnegie Hall’s audiences and program, and developed strong working relationships with the internal team, which enables her to jump into new projects quickly and act as a sounding board as needed.
Specifically, Rani has:
Delivered a marketing strategy for Carnegie Hall’s student ticket program, informed by market research conducted with current and potential student audiences.
Crafted and overseen initial implementation of a marketing plan for Carnegie Hall+ that identified activity to support the channel year-round, maximize provider marketing opportunities, and create consistent brand moments for the channel.
Worked with Baker Richards to provide in-depth analysis of recent ticket sales data to help inform subscriptions and ticketing strategies in the aftermath of Covid interruptions.
Provided ongoing advisory on subscriptions campaign strategies and rollout, including guidance on timelines, messaging and tactics, and recommendations for improving customer experience; as well as embedding regular data analysis and audience surveying.
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