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WME LIVE EVENTS

William Morris Endeavors (WME) is a multi-faceted agency, founded in 2009, after the merger of the William Morris Agency and the Endeavor Agency. 

WME Live Events - William Morris Endeavors Agency

WME Live Events

In 2014, WME formed WME Live – a live events division based in Dallas, TX. This division’s main focus was launching live events for WME clients and partners. These events were held on a variety of platforms including arenas, movie theaters, performance halls and online. 

WME Live event’s tours included: Oprah – The Life You Want Weekend Tour, Women of Faith, Together Live, AARP Life Reimagined – Reimagine You events, The BELONG Tour and Cosmo Fun Fearless Life Conference.

The talent roster for WME Live featured many household names, including: Oprah, Brené Brown, Jen Hatmaker, Glennon Doyle, Angela Davis, Nichole Nordeman, Arianna Huffington and many more.

In addition to the live event component, WME Live also developed each brand, brand awareness, managed public relations, developed all offline and online marketing, produced ticket sales, product sales thru e-commerce sales and live events sales, sponsorship generation and campaigns. 

 

WME Live Events

William Morris Endeavors (WME) is a multi-faceted agency, founded in 2009, after the merger of the William Morris Agency and the Endeavor Agency. 

In 2014, WME formed WME Live – a live events division based in Dallas, TX. This division’s main focus was launching live events for WME clients and partners. These events were held on a variety of platforms including arenas, movie theaters, performance halls and online. 

Director of Digital Media

As the Digital Marketing Director for the WME Live Events division of WME – Molly Thornberg was responsible for anything and everything digital. 

In addition to the normal day-to-day digital functions, Molly’s leadership oversaw app development, website builds, e-commerce sales and logistics, and the migration of both SalesForce and TicketMaster. 

Below are a few marketing highlights from Molly’s career at WME Live. 

Live Events Marketing

As new social media trends emerge, Molly and team were always developing creative ways to engage the live events audience.

Each weekend various aspects of the live events were photographed, streamed or recorded by talent, influencers and staff. This offered engaging, behind the scenes perspective and effective way to market the events. These opportunities allowed people not familiar with the events, a sneak peek and fun content.

User-Generated Content

As new marketing trends emerged, Molly and team were always developing creative ways to engage the live events audience thru SMS, Twitter, Instagram, email and Facebook.

Thru hashtags, mentions and geo-targeting, live event marketing created brand awareness thru user-generated content.

Live Streaming

Partnering with Live Stream, the first FB Live streaming of the BELONG Tour generated over 25k views in the first hour, with a total over 800k views over the video’s lifetime.

Live streaming became a fairly common practice within several entities of the WME Live Events division.

 

Social Media Marketing

Each social media platform was given a social brand identity and voice / personality, depending on that brand’s audience.

In addition to using social media for live events marketing – social was critical in introducing and building the WME Live Events brands.

A social calendar and timeline was created for each brand. Each week, content was analyzed to determine what was working and what wasn’t working. 

 

Email Marketing

With over 1.8 million active email subscribers, an email strategy was created to segment content and email sends.

With multiple brands and messages, segmenting significantly increased the email open rate. 

Email marketing generated significant revenue thru content marketing, e-commerce sales, ticket sales and sponsorships/partner opportunities. 

Fathom Events Launch

Women of Faith, a brand that toured for 20 years, ended their live events touring season in 2016. The final “event” was a documentary called “An Amazing Joyful Journey” based off of the titles of previous tours.

The Women of Faith “movie” was a  limited engagement thru Fathom Events. A digital launch strategy was established generating excitement and interest from the 20 years fanbase that the Women of Faith brand had built.

Landing Page Optimization and Sales Funnels

Utilizing sales funnels and landing pages, marketing initiatives were segmented to create optimal results for lead generation. 

Sales funnels were a key element in gather leads for the wide variety of product and event launches. 

Digital Campaigns

From Facebook ads, video ads, banner ads, and geo-targeted ads with Pandora – identifying where to best utilize ad money was always key. 

For the newer brands, Facebook ads helped grow Facebook numbers and introduce the brand to a new audience. 

For existing customers, finding ways to bundle and create added value helped sell tickets.