The VORTEX
Fostering innovative and progressive artists
About the Client
The VORTEX is a repertory theater company based in Austin, Texas. Their mission is to serve as an inclusive space for performance artists to stage their work and for their Austin community to develop deeper ties to the arts. As a nonprofit, they stand for social justice and their productions are centered around BIPOC, LGBTQ+, and women’s narratives.
The Challenge
The VORTEX had been using the Google Grant for a few years but they struggled to get meaningful results while running it on their own. They wanted to use the Grant to increase ticket sales and promote all the services the theater offers. However, they felt that their main fundraising arm, the Butterfly Bar, sometimes overshadowed the actual theater.
Though the Butterfly Bar was bringing a lot of people to their space, they weren’t resulting in attendance and increased program membership. The VORTEX wanted to bring more support to the mission while at the same time, being careful not to lose valuable revenue from the bar patrons.
They also needed to drive more traffic to their website to draw in more donors. Their first dilemma was that they had not set up a system for collecting donor profiles. Secondly, their website was garnering almost no clicks monthly using the Grant.
The VORTEX came to Getting Attention because they knew that we could help them achieve the conversions that they needed, improve their Grant spend, and expand their donor base.
We immediately started an account audit to assess their past and current campaigns. From there, we strategized a few ways their ad approach could be improved.
We set their website up for dynamic search ads alongside thorough keyword research to target key audiences in Austin. We made sure that their ad copies would show for searches on the city’s cultural and recreational scene. We also made sure that campaigns highlighted The VORTEX’s focus on intersectional diversity.
Next, we worked to build proper tagging and tracking actions for conversions. This included collecting donor profiles to learn more about and target key audiences. It also meant putting ticket booking trackers on event campaigns and tagging membership buttons for those who are looking to provide ongoing support to the organization.
Through this strategy, The VORTEX went from two clicks to 3.78k clicks to their website in just six months. With such a drastic increase in traffic, they were able to garner 219 conversions and maximize their ad spend.
By partnering with Getting Attention, The VORTEX successfully improved their community’s awareness about their organization and garnered wider and stronger support for their mission’s goal of supporting the artists of Austin.
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