The Australian Ballet, one of Australia’s most renowned cultural institutions, performs over 150 mainstage shows each year and reaches audiences through extensive education and outreach programs. Facing a complex range of communication needs, Mark Keevers-Hall, Head of Digital, sought a customer engagement platform that would simplify processes, enable personalization, and grow alongside their evolving digital marketing needs. 

Before Acoustic, the teams at The Australian Ballet were dependent on CRM analysts to pull customer data and segment audiences, which slowed down the campaign process. The organization also faced a high demand for tailored messaging, particularly for its philanthropic and subscription campaigns, to keep their theaters filled and donors engaged. They were looking to scale their digital engagement while reducing time and resource requirements, all without adding headcount. “We just want to do what we do smarter and quicker,” shared Keevers-Hall.

Acoustic offered The Australian Ballet a scalable, user-friendly platform that empowered its digital and campaign teams to execute personalized communications without heavy reliance on technical resources. Through Acoustic, the organization’s teams can segment audiences and automate customer journeys with pre- and post-show communications, subscription campaigns, and targeted philanthropic outreach. These journeys trigger communications based on behavior, allowing for a dynamic, data-driven approach that reaches audiences at the right moments with relevant messages. 

Since implementing Acoustic, The Australian Ballet has seen significant improvements in marketing efficiency and engagement. By enabling the campaigns team to independently create and send segmented communications, the organization has reduced reliance on CRM analysts and accelerated its campaign processes. The personalized journeys now enhance customer experiences, with automated pre-and post-show messages and targeted subscription prompts reaching the right audience at the right time. “We have some really great customer journeys happening right now... knowing that someone is about to turn up to a ballet, we can tailor what messages they get before and after, including any relevant sales messages,” Keevers-Hall explains. The result is a streamlined sales process and maximized theater attendance, with philanthropic supporters receiving tailored content that deepens their connection to the ballet’s mission. Overall, Acoustic’s partnership has empowered The Australian Ballet to deliver meaningful, efficient marketing campaigns while supporting their growth and evolving needs.