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Reducing churn by connecting theatre to its fans

CHALLENGE

The show must go on (and on and on…)

National Theatre at Home’s challenge was that audiences were dropping off after just a month of using the service. 

Their largest audience segment was women over fifty. To grow their following, National Theatre at Home needed to appeal to younger viewers, without alienating their loyal existing fans. Could refreshing their CRM reactivate disengaged users and keep more people subscribing to world-class theatre? 

SOLUTION

Opening up the theatre for everyone, everywhere

We created highly personalised content for National Theatre at Home’s different audiences – developing a five-stage welcome journey to onboard new subscribers and guide them through the platform. 

Audience data showed younger viewers had lower viewing times because three-act plays felt too long. So for them, we positioned longer shows, like a Netflix binge. 

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Working with Action Rocket has greatly improved our approach to CRM strategy for National Theatre at Home. The team were thorough and thoughtful, taking the time to understand our organisation, goals and needs.
 
With their help, we were able to create automations that put our audience needs first. The project taught us a lot about what the sticking points were in our current journeys and how we could better respond to where audiences were in their lifecycle.
 
I would highly recommend Action Rocket, particularly for their attention to detail and thoroughness to get the best results

Miki Govedarica

Senior CRM Marketing Manager
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RESULTS

Always leave them wanting more

Subscribers grew by 13%, but more importantly, the number of people leaving fell by 9%. That’s less churn, even while National Theatre continued growing its audience. 

The new structure and messaging are driving real engagement – showing subscribers the value of their membership and giving them more reasons to stay and enjoy it in a way that works for them. 

The Stats

+13%

increase in subscribers

+4%

revenue growth

+8%

members resumed subscriptions