CLIENT: Ojai Playwrights Conference
The Ojai Playwrights Conference is one of the premier new play development programs in the United States. However, this important artistic conference is funded entirely by donations, ticket sales and the annual benefit gala which were languishing when Ruth was brought on as the contract Marketing Director in late 2009.
With an annual marketing budget of just $30,000 (including all agency fees and support services), Ruth turned things around for the OPC – and then some. By focusing on a strategy of improved visuals (including a new website), enticing copy, increased electronic communication, social media engagement, data base development, and thoughtful PR angles, she increased earned income for the 2010 Benefit by 20%, and generated the highest ticket sales in OPC history for 2012 – a 29% increase over the previous year. Her 2013 results were equally impressive, with sold out tickets for the annual Benefit and nearly all of the 11 events during the Summer New Works Festival.