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

4. 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.

5. 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

6. 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 February 2002
Theatre Royal re-opened its doors after a 6 year closure in October

7. 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

9. 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

12. 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]