What do undergraduate students need from their local theatre? Marketing to your local higher education community Tim Friesner Chris Grover Dr. Paul Sheeran

Business plan - Theatre Royal Winchester 2001 Strategic Objectives: fulfil its potential as the leading middle scale presenting theatre in the region placing education, participation and community partnership at the centre of its activities be welcoming and accessible to all members of its community exploit commercial opportunities, and operate efficiently with the highest standard of customer service to maximise benefits to its community and funding partners.

Research objectives To measure the leisure behaviour of King Alfred’s students To measure their awareness of Winchester-based leisure activities To understand King Alfred’s Student’s perceptions of Theatre Royal Winchester To establish the needs of King Alfred’s students for Winchester-based local theatre

Research methodology Target population: Students following a 3 year degree programme but excluding those studying English, Drama or Media & Film Studies as a single subject Different students were used for each stage of the research Emphasis on International Students on last focus group Timing: October 2001 - February 2002 Theatre Royal re-opened its doors after a 6 year closure in October

Structure of research Stage 1: A large focus group to generate themes for further research: Perceptions of students towards the theatre Opinion on publicity and brochure for Theatre Royal’s first season Stage 2: Questionnaire filled in by 153 students from across disciplines: Students’ leisure time activity and interests Awareness and use of local arts venues Marketing issues - promotion and booking Stage 3: Small focus groups examined students’ relationship with the theatre: Interest and demand for the theatre and other arts provision Knowledge and perception of the Theatre Royal Marketing issues - price, availability of tickets

Percentage of students Percentage of students Top three preferences [from fifteen] Type of production Percentage of students Dance 72 Alternative Comedy 67 Rock Concert 55 Bottom three preferences [from fifteen] Type of production Percentage of students Opera 9 Poetry Folk Music 4

Marketing to Higher Education Community Price E.g last minute booking rates for students Place E.g Introduce late night minibus to student villages E.g CRM/Back office systems for online bookings Promotion Brochure with section for youth/student segment Product Product development [85% of students are aware of Theatre Royal but do not pay to visit it]