|
Challenge
Even though it is one of the pre-eminent performing arts centers in the
world, our client faces continuing challenges such as audience development,
communications effectiveness, and market positioning and ticket sales.
The Strategic Counsel was asked to help the client meet those challenges.
Strategy
Since being retained in 1999, we have conducted several qualitative and
quantitative research projects for our client, using focus groups, telephone
surveys, and mail-back and intercept studies.
Results
We have developed an in-depth understanding of the challenges facing both
arts organizations in general and our client in particular. We have provided
the client with valuable insights, marketing recommendations and strategic-planning
advice. Surveys of non-patrons, for example, have led to new marketing
strategies for maintaining contact with occasional concert-goers. Research
among patrons of one performance series revealed an ineffective brochure
design and a desire for higher quality performers. Acting on that information,
the client found that its next season of that series was the best in many
years and that it sold substantially more tickets than in the previous
year.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
|
