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Agenda & Speakers

Engaging with the Arts: NJ Performing Arts Center's Blueprint for Building Loyalty with Theatergoers

In marketing, a majority of attention is paid to the biggest brands operating big-budget programs to engage millions of consumers. The stories that are less told, though often just as compelling, are those of smaller companies that are able to use strong alignment to put together loyalty initiatives in the face of tight resource constraints.
This was the case behind the New Jersey Performing Arts Center. Newark-based NJPAC was tasked with creating a program to engage patrons while operating almost literally in the shadow of the theater capital of Broadway just across the river. The result is an innovative program that utilizes white-glove service (including a dedicated customer service contact person) and unstructured rewards to provide top-tier personalized care for the organizations most valuable customers. VP of Marketing Katie Sword will share this story, and provide insight into the design, launch, and operation of this innovative and unique program.

Key Takeaways:

- Building CX initiatives while dealing with constrained resources
- Using unstructured rewards and white-glove handling to provide exceptional customer experience to members
- Leveraging small-scale customer data to effectively segment consumers and target laser-focused marketing efforts


Katie Sword, VP of Marketing & Communications, New Jersey Performing Arts Center

Katie Sword is Vice President of Marketing & Communications at the New Jersey Performing Arts Center (NJPAC) in Newark, N.J., a position she has held since 2011. As VP of Marketing, she is responsible for Performance and Institutional Marketing, including creative services, CRM, loyalty services, digital content and public relations, and directs a department of 19 staff members.

Agenda Overview

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