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ArtsBoston Audience Initiative: Turning Data Into Action

ArtsBoston Audience Initiative provides valuable data about arts audiences in Greater Boston, helping organizations grow and sustain demand for live arts experiences. Learn how to identify, reach, and engage diverse audiences effectively.

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ArtsBoston Audience Initiative: Turning Data Into Action

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  1. Turning Data Into Action The ArtsBoston Audience Initiative In partnership with: #artsdata

  2. What Is ArtsBoston Champion to Help Develop Audiences Resource For Affordable Access Connector/Creative Partner Research-Driven Organization Founded in 1975, ArtsBoston helps build and sustain demand for Greater Boston’s live arts experiences. We serve 170+ performing and visual arts organizations Boston Children’s Chorus

  3. Identifying Needs In The Community Who Are We Reaching Now? Who is Missing? How Can We Get Them To Come Back? How Can We Find More? … and Afford To Do It All?

  4. Unlocking Knowledge

  5. ArtsBoston Audience Initiative Today Greater Boston’s first resource for actionable data about arts audiences. 56 1 in 3 1.4 Mil 750+ 1Mil+ ParticipatingOrganizations Boston metro households included UniqueHouseholds ReportsRun AddressesTraded

  6. Audiences are people

  7. The Data Behind Relationships LONG-TERM COMMITMENT THE FIRST FEW DATES PERSONAL RELATIONSHIPS MEET CUTE

  8. The Data Behind Relationships LONG-TERM COMMITMENT THE FIRST FEW DATES PERSONAL RELATIONSHIPS MEET CUTE

  9. The Data Behind Relationships LONG-TERM COMMITMENT THE FIRST FEW DATES PERSONAL RELATIONSHIPS MEET CUTE

  10. The Data Behind Relationships LONG-TERM COMMITMENT THE FIRST FEW DATES PERSONAL RELATIONSHIPS MEET CUTE

  11. The Data Behind Relationships THE FIRST FEW DATES PERSONAL RELATIONSHIPS MEET CUTE

  12. The Data Behind Relationships THE FIRST FEW DATES PERSONAL RELATIONSHIPS MEET CUTE

  13. The Data Behind Relationships THE FIRST FEW DATES PERSONAL RELATIONSHIPS MEET CUTE

  14. The Data Behind Relationships THE FIRST FEW DATES PERSONAL RELATIONSHIPS MEET CUTE

  15. Sector-wide community findings geography

  16. Community Benchmark: Geography Overall, 90% of Households are within 45 miles of Boston. Organizations can zero in on zip codes that match their goals.

  17. Sector-wide community findings demographics

  18. Community Benchmark: Age

  19. Community Benchmark: Income * Census Bureau 2009-2011 ACS

  20. Community Benchmark: Ethnicity * Census Bureau 2009-2011 ACS

  21. Sector-wide community findings behavior

  22. Behavior: Multi-Buyers 14% - 2 Organizations 5% - 3 Organizations 2% - 4 Organizations 3% - 5+ Organizations 76% - 1 Organization

  23. Behavior: Crossover Who else’s patrons attend our performances? Where else do our patrons attend? 30% of Boston Baroque patrons have attended A.R.T. 70% are HOT PROSPECTS

  24. Behavior: First-Time Buyers More than ½ of your audience attended for the first time. Existing But New To You

  25. Behavior: First-Time Buyers 4 out of 5 first-time buyers don’t come back Existing But New To You

  26. Identifying Needs In The Community Who Are We Reaching Now? How Can We Get Them To Come Back? How Can We Find More Like Them? … and Afford To Do It All?

  27. ArtsBoston Audience Initiative: Value January 1, 2013 – December 15, 2013 Members Pulled: • 491 Targeted Prospect Lists Created • 399 Demographic Reports • 84 Segment Penetration Reports • 148 Zip Code Penetration Reports Quarterly NCOA on 2,098,923 records • Average savings • for each organization: • Over $8,200 • Total savings: • Over $462,945

  28. ArtsBoston Audience Initiative: Usage

  29. Case Studies

  30. Quick Wins To Address Churn • Capture data • Invite back immediately • Direct mail • Email • Acknowledge participation • Thank you • We know you’re new • Incentivize the behavior • Appropriate invitation • Time sensitive • Evaluate • Adjust • Repeat! • Results • 63% increase in multi-buyers • 50% increase in new subscription revenue

  31. Finding the Best Prospects 2012 / 2013 Season • Marie Antoinette • The Lily's Revenge • Pippin • Hansel and Gretel • The Glass Menagerie • Beowulf - A Thousand Years of Baggage • Pirates of Penzance • Results • 1-2% bought subscriptions • 20% purchased single tickets at some point during the season

  32. Diversifying Audiences Using reporting tools in the AAI to track participation/demographics of new Community Membership program, which reaches out to clients of local social service agencies. Using the AAI to track diversification efforts through the Heart Strings program and marketing. H&H uploads lists after every performance and download demographic reports to analyze audience make-up.

  33. Thank You John Beck Deputy Director ArtsBoston johnb@artsboston.org @johnwbeck

  34. ArtsBoston Audience Initiative Video http://vimeo.com/74380040

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