Sales & Marketing Alignment: How to Synergize for Success
Case Study: “Creating the Rockettes Strategic Narrative”
1. Chris Moseley
SVP Product Management & Brand
Oversight
Case Study
Rockettes, MSG Entertainment
“Creating the Rockettes Strategic Narrative”
Tom Troja
Founder & CEO
The Social Symphony
2. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
CREATING THE ROCKETTES STRATEGIC NARRATIVE
CHRIS MOSELEY SVP, Product Management & Brand Oversight, Rockettes, MSG Entertainment
TOM TROJA
CEO and Founder - the Social Symphony
3. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
CHALLENGE- BUILD LOVE & COHESIVE BRAND VOICE
The Rockettes
Radio City Christmas Spectacular
Heart and Lights
4. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
ROCKETTES BUSINESS OBJECTIVE
EXPAND FROM VENUE BASED PERFORMANCE
TO NATIONAL – GLOBAL LIFESTYLE BRAND
@TROJAHORSE
@ROCKETTES
5. POSITIONING: MOVE WITH PASSION
BRAND PILLARS
Rockettes DNA
Cultural Relevance
Dream Big, Achieve Big
Every Rockette has achieved her
dream via self-discipline, focus on
goals, training, health and wellness,
and teamwork.
Brand Rockettes will encourage more
people to have big dreams and move
to achieve them.
Believe in Yourself
Every Rockette believes in her
abilities, recognizes her own
potential.
Brand Rockettes will motivate more
people to have confidence in
themselves and their dreams.
Every individual contributes her
unique talent. And when this
sisterhood comes together as
a team, in synchronicity, one
plus one equals three.
Brand Rockettes will make more
people realize that working in
harmony will help achieve dreams.
Together We’re Better
6. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
GOALS:
Grow social fan base
Increase engagement
Attract younger audience
@TROJAHORSE
@ROCKETTES
9. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
Marketing to the New Consumer
WE BELIEVE People are Searching for Human Connection and Meaning
10. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
STRATEGYCreate Strategic Narrative to build meaningful
relationships with people everyday
USING STORYLINES WE ALL UNDERSTAND
connecting with new consumers via digital
11. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
FOR MULTIPLE ROCKETTES SOCIAL PLATFORMS:
ROCKETTES
RADIO CITY CHRISTMAS SPECTACULAR
HEART AND LIGHTS
12. THE MODERN ARCHETYPE
• Narrative of all humankind
• Universally understood symbol
used to illuminate personality
– Already in all of our heads
• Multiple Archetypes humanize
brands in social
Copyright - Social Symphony 2013
CONFIDENTIAL
14. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
KNOWING WHO YOU ARE
HERO Athlete
CREATOR Artist
EXPLORER
ENTERTAINER
MAGICIAN
- ROCKETTES
- ROCKETTES
- ROCKETTES & H&L
- HEART & LIGHTS
- RCCS
15. ROCKETTES STRATEGIC NARRATIVE
SURPRISE THEM WITH YOUR HUMANITY
BE FEARLESS IN MAKING BRAND MORE HUMAN
•
•
•
•
•
Life isn’t handed to you, you need to go get it
Keep strong and dance on
From childhood with a big dream
Turning dreamers into doers
A hero isn’t born, she decides to be one
16. ROCKETTES STRATEGIC NARRATIVE
GROWTH AND ENGAGEMENT
Grown from 50K Facebook fan base in Sept. ’13 to
nearly 500k now (10x)
-Engagement at launch of new voice + digital advertising was 8%
-Engagement today remains steady at 8% after 10x growth rate
21. ROCKETTES STRATEGIC NARRATIVE
ROCKETTES FAN BASE IS GETTING YOUNGER
25%
20%
15%
10%
Oct 2013
5%
Dec 2013
0%
Age
Source: Facebook Insights
% of Total Engagement with
Facebook Posts
% of Facebook Fan Base
From October to December 2013, as community size grew, ages
of both fan base and overall post engagement got younger
30%
25%
20%
15%
10%
Oct 2013
5%
Dec 2013
0%
Age
23. ROCKETTES STRATEGIC NARRATIVE
MOBILE ACCESS IS 50%?
MOBILE SUCCESS IS….
MATCHNG THE RIGHT WORDS AND IMAGES
MATCHING ARCHETYPAL VOICE AND IMAGES….
IS THE ENGAGEMENT GOLD
24. ROCKETTES STRATEGIC NARRATIVE
ENGAGE PEOPLE AT THE HUMAN LEVEL
MARKETING TO THE NEW CONSUMER
Passion comes from Brand Narrative
Orchestrating passion, spirit, feelings, humanity
EVERY DAY
