Best Arts Online Newsletter Campaign

For 15 years, The Rodgers & Hammerstein Organization (“R&H”) published a thrice-yearly print newsletter called Happy Talk for 35,000 musical theatre professionals and fans. In conjunction with the redesign of its website in 2008, the firm converted Happy Talk to a digital format.

The goals of the new email newsletter program were to:
• Reduce the production costs of the printed newsletter
• More effectively segment and communicate with the company’s primary audience segments: musical theatre professionals and fans.
• Create new opportunities to directly drive commerce transactions with subscribers
• Open new and more diverse ways to engage and retain customers.

The program consists of three highly-targeted and complementary newsletters:

1) Happy Talk – A quarterly newsletter targeted at musical theatre fans, with industry news, events and insider dish. It takes advantage of R&H’s status as a central institution of the musical theatre world and its access to content and editorial not available anywhere else.

2) Show Business – A quarterly newsletter targeted at musical theatre professionals, offering industry news, how-to articles, tips and resources to help theatre professionals manage their businesses more effectively. In doing so, R&H improves the business health its customers, deepens relationships and enhance its status as a source of industry expertise.

3) C’mon and Hear! – This is a short, event-driven blast email aimed at both musical theatre professionals and fans. C’mon and Hear! allows R&H to send timely alerts about events, new products and services based on the subscriber’s geography, preferences, customer segment and other parameters.

Contributors:

Erin Rech:	The Rodgers & Hammerstein Organization
Bill Gaden:	The Rodgers & Hammerstein Organization
Nicole Cadoret:	Team Creative Lead, Modus Associates
Traci Paris:	Content Strategist, Modus Associates
Matthew Fitzpatrick:	Project Manager, Modus Associates
Randy Kato:	Web Developer, Modus Associates

MODUS ASSOCIATES

Location: USA