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The Power of Goals

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As the sole marketing staff member for TimeLine Theatre, a non-profit theater in Chicago with just four full-time employees and a budget well south of $1 million, I’m all too familiar with the need to do more and more with less and less. As TimeLine has worked to meet this need by becoming more sophisticated in tracking the effectiveness of our marketing tactics, I’ve discovered a number of return-on-investment (ROI) tools we use to maximize our resources. The ROI tool that really seems to get folks’ attention is Google’s Goals function.

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