Client Spotlight: New Jersey Symphony Telemarketing
What takes a subscription telemarketing campaign from good to great? New Jersey Symphony shines a light on how we partnered to achieve the highest conversion rate for new subscriptions among all of DCM’s 2025-26 season telemarketing campaigns.
Here’s what other organizations can learn from their success.
The Foundation: True Partnership
DCM’s partnership with New Jersey Symphony began in 2020 in support of subscription sales, with a primary focus of generating new subscriptions each season.
Much of DCM’s team, including the campaign manager and calling agents, have worked with the symphony for several years, bringing continuity, a high level of service, and institutional knowledge.
Geoff Anderson, VP of Marketing & External Affairs, highlighted the sense of partnership with the team: “They know us well and we have worked together many times. The constant communication and feedback loop is incredibly helpful. What's happening on the calls helps us determine if we need to address a particular event or adjust our approach.”
DCM wasn’t a hired hand, but rather acted as an extension of the organization.
The Tactics
Advanced List Segmentation: As a traveling orchestra performing varied programming, New Jersey Symphony built highly segmented calling lists based on concert preferences, venue proximity, and patron history. This gave DCM agents the detail they needed to create genuinely personalized conversations.
Real-Time Reporting: NJ Symphony utilized 24/7 access to DCM reports, enabling mid-campaign pivots based on what was actually working.
Strategic Campaign Pacing: DCM scaled calling hours up and down throughout the campaign based on response rates, deadlines, and announcements, keeping operations efficient and aligned with when patrons were actually engaged.
Personalized Email Follow-Up: After phone conversations, DCM sent tailored emails with package recommendations and details matched to each patron's interests. These were not generic blasts, but truly customized follow-up.
Voicemail with Call-to-Action: DCM crafted a specific voicemail script with a clear call to action and dedicated callback number, letting patrons respond when they were ready and eliminating rounds of phone tag.
Experiments with Texting: NJ Symphony tested peer-to-peer texting with a specific new-to-file audience segment. The low-budget pilot paid for itself and delivered valuable insights about the channel's potential.
Take-Aways
New Jersey Symphony's success came from combining strategic thinking, tactical innovation, and genuine partnership.
From refined segmentation to cross-channel follow-up and strategic scheduling, what shone through was a trusting partnership and the willingness to go above and beyond the status quo.
In a world where arts organizations are striving to grow subscriptions, this shows that growth is achievable with a personalized and strategic approach.
Photo credit: Rob Davidson