Victoria Theatre
Service aim - increase ticket sales for an English National Ballet performance of Angelina Ballerina on 5 November 2008.
Profiling
- Extracted addresses from the theatre database of people who had attended children's shows in the past and removed names / all other details.
- Our GIS team matched to Mosaic coding, analysed in comparison to Calderdale profile and mapped geographically.
- Analysis showed that Calderdale Group Bs are twice as likely to visit a children's show as any other group.
- Identified a Mosaic type - B11 - within the group that is most likely to have pre-school aged children, be interested in the arts and is receptive to direct mail as a communications channel.
- Worked with a professional creative agency to develop an innovative direct mailing to market the ballet to this audience and sent out to an anonymous address list.
- Supported the direct mail campaign with staff dressed as Angelina Ballerina handing out the leaflets in Halifax town centre during half term week
- Measured the results - how many tickets were sold for the shows over the two days.
Victoria Theatre Profile
© Crown copyright. Calderdale MBC. 100023069. (2009)
- A Career professionals living in sought after locations
- B Younger families living in newer homes
- C Older families living in suburbia
- D Comfortably well-off close knit and mixed age communities
- E Younger low income families likely to be on income support
- F Lowly paid factory workers in inner city terraces often of South Asian descent
- G People living in social housing with uncertain employment in deprived areas
- H Low income families living in estate based social housing
- I Upwardly mobile families living in homes bought from social landlords
- J Older people living in social housing with high care needs
- K Independent older people with relatively active lifestyles
- L People living in rural areas far from urbanisation
Victoria Theatre statistics
Results
- Sold four times as many tickets for the 5 November performance and positively affected sales for 4 November shows.
- Further promoted the theatre as a key target audience.
Further insight
- The theatre would like to use profiling to develop their audience profile and ensure that the programme of shows they attract is appropriate for Calderdale and maximises attendance.