TMTP Board of Trustees Meeting September 11, 2010 Summary of Market Research Presented by: Jane Neubauer, President

Research Value/Expected Benefits 1. Increase number of new TMTP memberships 2. Increase level of TMTP membership (move “connected” members to “core” members) 3. Increase number and/or amount of TMTP donations 4. Increase SIY audience 5. Increase KLM bookings/offerings 6. Inform TMTP programming 7. Increase local awareness of TMTP offerings

Research Value/Benefits (cont’d) Research ItemActual CostExpected Benefit(s) Demographic/industry research $3006 SIY attendee survey$15001, 2, 3, 4, 6, 7 KLM focus groups, competitor research $24001, 4, 5, 6, 7 Northeast Ohio FP listener survey $80001, 2, 3, 4, 6, 7 TMTP member survey$10002, 3, 4, 6, 7 Marketing focus group (added to original list) $18001, 2, 3, 4, 5, 7 Total Cost$15,000

1. Increase new membership Ample existing and future market potential for this genre Ample existing and future market potential for this genre Most growth potential: Most growth potential: Younger demographic (<55 years old) Younger demographic (<55 years old) Still plenty of opportunity to grow membership in current audience/membership base of 55+ as well Still plenty of opportunity to grow membership in current audience/membership base of 55+ as well Develop targeted messages towards different potential segments; and potentially a more targeted membership program for specific demographic groups, such as teachers, college students, professional musicians, etc. Develop targeted messages towards different potential segments; and potentially a more targeted membership program for specific demographic groups, such as teachers, college students, professional musicians, etc. Better inform SIY audience members of membership program; loyal audience is low hanging fruit! Better inform SIY audience members of membership program; loyal audience is low hanging fruit! Further engage educators in TMTP’s work – be sure they get materials about all programming & membership Further engage educators in TMTP’s work – be sure they get materials about all programming & membership

2. Increase level of membership Current members have the funds to participate at a higher level; tend to be over 65, retired, very well educated, higher income; ask them to step up! Current members have the funds to participate at a higher level; tend to be over 65, retired, very well educated, higher income; ask them to step up! Offer a season ticket subscription to bring them to the next level Offer a season ticket subscription to bring them to the next level Continue to offer high quality “member only” opportunities – adds more value than any other benefit. Continue to offer high quality “member only” opportunities – adds more value than any other benefit.

Discussion Questions 1. What are some ways that board members can identify and secure new TMTP Members? 2. What are some possible “messages” TMTP advocates can use with current TMTP Members to try to increase their level of membership?

3. Increase $ contributions Most opportunity for contributions is through current members. So, need to focus first on growing membership. Most opportunity for contributions is through current members. So, need to focus first on growing membership. Most SIY and FP listeners contribute regularly to other arts & cultural organizations, so there is opportunity! Most SIY and FP listeners contribute regularly to other arts & cultural organizations, so there is opportunity! Be sure current members have a solid understanding of all that TMTP does (they may engage at a higher level if they realize, for example, what TMTP is doing with students) Be sure current members have a solid understanding of all that TMTP does (they may engage at a higher level if they realize, for example, what TMTP is doing with students)

4. Increase SIY audience Additional marketing efforts aimed at building awareness are needed; could be venue and program specific. Some broader media, other more grass roots/local Additional marketing efforts aimed at building awareness are needed; could be venue and program specific. Some broader media, other more grass roots/local Newspaper and other print, radio, online, flyers, posters Newspaper and other print, radio, online, flyers, posters Consider expansion to new venues to grow audience geographically Consider expansion to new venues to grow audience geographically Where possible, give away tickets (BOGO, etc.) in venues where can afford to do so. Once they “get it” they will come back! Where possible, give away tickets (BOGO, etc.) in venues where can afford to do so. Once they “get it” they will come back! In the long run, consider adding programs/changes to content that might have more appeal to younger audiences. In the long run, consider adding programs/changes to content that might have more appeal to younger audiences.

5. Increase KLM bookings Continue to reach out to teachers as primary focus. Attend conferences and trade shows, use and mail communications. Continue to reach out to teachers as primary focus. Attend conferences and trade shows, use and mail communications. Focus message on what matters most to teachers and principals – quality of teaching artists, flexibility, interactivity, suitability for ALL students, alignment with state standards. Focus message on what matters most to teachers and principals – quality of teaching artists, flexibility, interactivity, suitability for ALL students, alignment with state standards. Consider offering a professional development program for music and/or classroom teachers. Consider offering a professional development program for music and/or classroom teachers. Update KLM section of website to be more dynamic, include video of the program. Update KLM section of website to be more dynamic, include video of the program. After school programming trends indicate opportunity for expansion of program; further research needed on funding, recommend a pilot. After school programming trends indicate opportunity for expansion of program; further research needed on funding, recommend a pilot.

6. Inform TMTP programming All research indicated an overwhelming positive response to the programming – including SIY, FP and KLM. All research indicated an overwhelming positive response to the programming – including SIY, FP and KLM. Some specific suggestions made regarding programs, but overall confirmed that programming is solid and is not holding back growth in ticket sales, listenership or membership. That’s good news! Some specific suggestions made regarding programs, but overall confirmed that programming is solid and is not holding back growth in ticket sales, listenership or membership. That’s good news! Received specific feedback on several new SIY concepts (single or lesser known musicals, foreign musicals). Received specific feedback on several new SIY concepts (single or lesser known musicals, foreign musicals). Collected info on favorite musicals – interesting (and varies widely by venue/demographic) Collected info on favorite musicals – interesting (and varies widely by venue/demographic)

7. Increase awareness of TMTP Opportunity among all audiences to further educate them on TMTP’s mission, programming and ways to be engaged. Look for and take advantage of opportunities to “cross sell” programming. Opportunity among all audiences to further educate them on TMTP’s mission, programming and ways to be engaged. Look for and take advantage of opportunities to “cross sell” programming. Branding, branding, branding - work to ensure that members are aware of all that TMTP does and that it is TMTP behind the programming they love. Emphasize the TMTP brand, not the Bill Rudman name. Branding, branding, branding - work to ensure that members are aware of all that TMTP does and that it is TMTP behind the programming they love. Emphasize the TMTP brand, not the Bill Rudman name. Continue to market with the Overture newsletter (very well received) and online newsletter, Facebook, etc. Use these venues to reinforce the brand, mission (clearly state it), value Continue to market with the Overture newsletter (very well received) and online newsletter, Facebook, etc. Use these venues to reinforce the brand, mission (clearly state it), value

7. Increase awareness of TMTP (cont’d) Issue regular press releases to relevant print, radio and online media Issue regular press releases to relevant print, radio and online media Increase ownership in the promotion of SIY programs (to the extent possible) in order to further the TMTP brand/ensure consistency Increase ownership in the promotion of SIY programs (to the extent possible) in order to further the TMTP brand/ensure consistency Always look for ways to collect information about audiences – run contests, provide sign up sheets, ask for info on the website, etc. Always look for ways to collect information about audiences – run contests, provide sign up sheets, ask for info on the website, etc. Potential for collaboration with other arts organizations w/similar audience to raise awareness Potential for collaboration with other arts organizations w/similar audience to raise awareness

Discussion Question What organizations should TMTP partner with to provide more opportunities to create and retain audience members, program participants and friends/supporters? Examples might be organizations that are media related, professional associations, arts or cultural organizations, etc.

Next Steps Internal prioritizing for phased implementation Internal prioritizing for phased implementation Marketing task force follow-up Marketing task force follow-up Project Friendship Project Friendship