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Enlightening Research for a Major Toronto Arts Organization

Challenge: In its first year, one of Toronto’s premier arts organizations commissioned The Strategic Counsel to conduct a benchmark study to help the organization understand who attends the events, what communications are most effective at reaching potential patrons, and to assess overall impressions. The research also examined awareness among the general public of the GTA and awareness of the event’s corporate sponsors.

Solution: The Strategic Counsel developed a cost-effective, four-phase research project that consisted of a pre-festival telephone survey, intercepts at festival events, a telephone survey among ticket-buyers, and a post-festival telephone survey among the general public.

Results: Research results were used to develop the clients marketing and communications plans. They helped the festival determine how its core audience has changed from year to year and how best to attract new and existing patrons to the festival. The research also provided a valuable assessment of the awareness and “fit” of corporate sponsorship.