Simple Strategies forFirst-Time BuyerRe-Engagement

2003

2003Moneyball

“The pleasure of rooting for Goliath is that you canexpect to win.”

“The pleasure of rooting for David is that, while you don’t know what to expect,you stand at least a chanceof being inspired.”

ConversationsWith Your Boss

ConversationsWith Your BossAbout The Sizeof Your Budget

Lately

LatelyWe’ve BeenTalking

About the Weather

“…it’s been a long, cold, lonely

winter…”

But I have good news

Saturday

SaturdayPitchers & Catchers

First Permanent Home

First Permanent HomeAugust 2008

2008-09 Season

2008-09 SeasonEveryone was new

Now

Now60 to 70% new

August 2008

$1.5 Million Dollar Budget

OvernightEverything Changed

Expenses

ExpensesRevenue

ExpensesRevenue

Expected Audience

Theatre Communications Group

Theatre Communications GroupGroup 3

Theatre Communications GroupGroup 3

$1 to $3 million

2009-10 Season

2009-10 Season

CST

2009-10 Season

CST

154

2009-10 Season

CST

154

14,800

2009-10 Season

CST

154

14,800

TCG

2009-10 Season

CST

154

14,800

TCG

1,700

2009-10 Season

CST

154

14,800

TCG

1,700

30,400

Challengesand

Opportunities

Audience InitiativeMay 2012

Where are audiences coming from?

Audience InitiativeMay 2012

Where are audiences coming from?

How often are they coming back?

Audience InitiativeMay 2012

Where are audiences coming from?

How often are they coming back?

What opportunities are we missing?

Audience InitiativeMay 2012

First Two Seasons

First Two Seasons35% first-time buyers

returned

Growth inMarketing Assets

Growth inMarketing Assets

Direct Mail

Growth inMarketing Assets

Direct MailEmail

33%

33%Hadn’t attended

in over one season

Growth

GrowthBalanced

With Retention

Develop ReactivationProspect List

Develop ReactivationProspect List

No attendancein 12 months

End of Production Run

IdentifyFirst-Time Buyers

End of Production Run

IdentifyFirst-Time Buyers

Invite them back

End of Production Run

IdentifyReactivations

End of Production Run

IdentifyReactivations

Invite them back

End of Production Run

2-for-1 Tickets

End of Production Run

Everyone Else

End of Production Run

Everyone Else

Buy 1Second Ticket 50% off

End of Production Run

Everyone Else

Buy 1Second Ticket 50% off

25% Discount

End of Production Run

2012-13 Season Results

27,700 Patrons

2012-13 Season Results

27,700 Patrons

Multibuyer Households

2012-13 Season Results

27,700 Patrons

Multibuyer Households578 to 944

2012-13 Season Results

27,700 Patrons

Multibuyer Households578 to 94463% increase

2012-13 Season Results

27,700 Patrons

Multibuyer Households578 to 94463% increase

670 Households Reactivated

2012-13 Season Results

First-Time BuyerRetention

10% Returned as Multibuyers

First-Time BuyerRetention

10% Returned as Multibuyers1% Subscribed

First-Time BuyerRetention

10% Returned as Multibuyers1% Subscribed6% Returned for Single Tickets

First-Time BuyerRetention

10% Returned as Multibuyers1% Subscribed6% Returned for Single Tickets

17% Returned So Far

First-Time BuyerRetention

Creating Multibuyers

How Do WeIncrease Our

Subscription Base?

6% of MultibuyersConverted to Subscribers

6% of MultibuyersConverted to Subscribers

vs.1% of Uniques

PrimingOur

Audience

Multibuyer Conversion

Multibuyer Conversion

578

Multibuyer Conversion

578

6%

Multibuyer Conversion

578

6%

944

Multibuyer Conversion

578

6%

944

9%

An Additional Wrinkle

An Additional WrinkleFundraising

Loyalty Path

First-Time Ticket Buyer

Loyalty Path

First-Time Ticket BuyerMultibuyer

Loyalty Path

First-Time Ticket BuyerMultibuyerMultibuyer/Donor

Loyalty Path

First-Time Ticket BuyerMultibuyerMultibuyer/DonorMultibuyer or Subscriber/Donor

Loyalty Path

First-Time Ticket BuyerMultibuyerMultibuyer/DonorMultibuyer or Subscriber/DonorSubscriber/Donor

Loyalty Path

End of Production Run

First-Time Ticket Buyer

End of Production Run

First-Time Ticket BuyerReactivated

End of Production Run

First-Time Ticket BuyerReactivated

Everyone Else

End of Production Run

End of Production RunAppeals

End of Production RunAppeals

7% Response Rate

End of Production RunAppeals

7% Response RateAll New Donors

End of Production RunAppeals

7% Response RateAll New Donors

Matching Challenge

End of Production RunAppeals

7% Response RateAll New Donors

Matching ChallengeHerman & Frieda L. MillerFoundation

Stronger Segmentation

Created Personalized Messages

Created Personalized Messages

Marketing & Development

Retained First-Time Buyers

Retained First-Time Buyers

Created Multibuyers

Retained First-Time Buyers

Created MultibuyersIncreased Subscription

Base

Retained First-Time Buyers

Created MultibuyersIncreased Subscription

BaseIncreased Patron Loyalty

Attention to Detail

Attention to DetailCustomer Experience

Focus on Hospitality

Inspiring

“Great ReckoningsIn Little Rooms”

Nicholas PetersonDirector of MarketingCentral Square Theaterndp@CentralSquareTheater.org617.576.9278 x205