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WirelessDevNet.com Press Release
TxtLocal SMS Service Delivers New Student Population to The Royal Theatre
Cheltenham, UK: September 21, 2006 -- Leading SMS marketing companyTxtLocal [http:www.txtlocal.com] is working with The Royal Exchange Theatre, Manchester’s premier theatre and performing space, to target the student population in the city and the surrounding areas. The integrated campaign also uses peer-to-peer marketing and as well as direct mail, e-marketing, and distribution to encourage students to opt-in to the new service.
SMS marketing has been identified as the best way to target the transient student population, and The Royal Exchange Theatre is working closely with TxtLocal to build its relationship with students.
The Royal Exchange Theatre is situated in the centre of Manchester in an impressive nineteenth century classical building. “Perhaps due to our name and our locality, our audience traditionally tends to be older and more affluent. However, we have a very diverse programme and are committed to new writing for the stage as well as the production of new plays and therefore needed to develop our reputation with students. SMS marketing is the natural way to achieve this and we are undertaking a proactive campaign where text messaging plays a central role,” says Carl Wormald, Marketing Assistant at The Royal Exchange Theatre.
“We initially trialled SMS marketing through TxtLocal in June 2006 with a sample of students who had opted in to receive text messages. The results were very impressive, with one campaign achieving a 26% response rate. We found that young people were forwarding the message to their friends and then presenting them at the box office to redeem special offers. We see this success continuing during Freshers’ Week 2006, where we will be hosting stands at universities and institutes inviting students to opt-in to the TxtLocal service.”
TxtLocal provided The Royal Exchange Theatre with the keyword CHEEP free of charge. Students and under-25s could then text the keyword to a designated number, which is highly publicised on all marketing material.
The company is also launching a new interactive print campaign where leading actors’ names can be texted for details about forthcoming shows. “TxtLocal has worked closely with us in developing the campaign,” comments Carl. “We couldn’t fit all the relevant details onto our promotional material, now students can text WILL for Will Young’s appearance in Noel Coward’s The Vortex in the New Year, for example, and receive details of the show and special offers.”
Darren Daws, Managing Director of TxtLocal, comments, “It’s been great to work with The Royal Exchange Theatre. The student population is notoriously difficult to market to through traditional channels and create long-term relationships, but they will always have their mobile. With text messaging you can provide something of value to students and it helps put ‘bums on seats’ – vital for any theatre.”
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