Solution: My parents have taken me to see the Nutcracker every year since I was three. When they were too old to go, the cost of the Nutcracker became my responsibility. Not only did I want to continue seeing the Nutcracker, but my daughter had developed a love for the art. If I wanted to feel good about taking over this investment for my own family, a flexible season pass and benefits would definitely ease this transition.

I used the phrase “Make Your Own Magic” to empower people to proactively create good memories and plenty of verbiage like customize, hand pick, and 20% off to ensure the purchase is exciting and care-free, rather than a scary financial commitment.

The benefits and offer are listed on both sides of the direct mail piece to ensure that whichever way the patron picks up their mail, they know what the offer is.