CIM presentation - April 2010 - Marketing the RSC

Marketing the RSC Amy Clarke, Marketing Officer (Corporate) Mary Butlin, Head of Market Planning Amy Clarke and Mary Butlin

Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Amy Clarke and Mary Butlin

Our Profile ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Amy Clarke and Mary Butlin

Our Brand ,[object Object],[object Object],[object Object],[object Object],Amy Clarke and Mary Butlin

Stratford-upon-Avon Theatres ,[object Object],[object Object],[object Object],[object Object],Amy Clarke and Mary Butlin

Audience Objectives Amy Clarke and Mary Butlin

New Audience Target Market Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Amy Clarke and Mary Butlin

New RSC Audiences Amy Clarke and Mary Butlin There has been a year on year increase in the proportion of new audiences to the RSC with 19% of 2008/9 respondents seeing an RSC performance for the first time. Over 92,000 people saw the RSC for the first time at a UK 2008/9 production. Base size: New to Shakespeare: filtered on Shakespeare plays only 2006/7 (1879) and 2007/8 (2210). New to RSC: 2006/7 (1879) and 2007/8 (3414)

Introducing Audiences to Shakespeare Amy Clarke and Mary Butlin We continue to introduce audiences to Shakespeare with one in ten respondents in 2008/9 having never seen a live Shakespeare performance before. The RSC introduced over 46,000 people to live Shakespeare in 2008/9. Base size: New to Shakespeare: filtered on Shakespeare plays only 2006/7 (1879) and 2007/8 (2210). New to RSC: 2006/7 (1879) and 2007/8 (3414)

Adult age profile 2006 – 2009 Amy Clarke and Mary Butlin We have significantly increased attendance from 25 – 34 year old and 35 – 44 year old age groups. Base size: 2006/7 (1879), 2007/8 (3414), 2008/9 Productions (6264)

Online Initiatives Amy Clarke and Mary Butlin

Collecting email data Amy Clarke and Mary Butlin Short data collection process using drop down menu to collect contact preferences For email sign ups and for online bookers.

Email Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],Amy Clarke and Mary Butlin

Select Your Own Seat ,[object Object],[object Object],Amy Clarke and Mary Butlin

Select Your Own Seat - Evaluation These initiatives have more than tripled online booking for RSC Members. Amy Clarke and Mary Butlin

Cash Value from Online Tickets £ Amy Clarke and Mary Butlin £3.5 million taken in online orders for 2009/10, compared to £2.1 million in 2008/9.

% Cash Value based on monthly orders including events Amy Clarke and Mary Butlin

The RSC and social media ,[object Object],[object Object],[object Object],Amy Clarke and Mary Butlin Figures from Winter 09/10 General popn* RSC Audience Facebook 52% 34% You Tube 39% 22% Friends Reunited 10% 6% Twitter 9% 5% MySpace 7% 1% Flickr 4% 4% LinkedIn 4% 4%

Social media summary ,[object Object],[object Object],[object Object],[object Object],Amy Clarke and Mary Butlin

Social Media - interactions ,[object Object],[object Object],[object Object],[object Object],Amy Clarke and Mary Butlin

Amy Clarke and Mary Butlin Where is Matilda?

Social Media - interactions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Amy Clarke and Mary Butlin

Transforming our Theatres Amy Clarke and Mary Butlin

Summary ,[object Object],[object Object],[object Object],[object Object],Amy Clarke and Mary Butlin

Further Information Please contact us if you have any questions; [email_address] [email_address] Amy Clarke and Mary Butlin

CIM presentation - April 2010 - Marketing the RSC

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