1. In partnership with: Turning Data Into Action The ArtsBoston Audience Initiative #artsdata

2. Founded in 1975, ArtsBoston helps build and sustain demand for Greater Boston’s live arts experiences. We serve 170+ performing and visual arts organizations Boston Children’s Chorus What Is ArtsBoston Champion to Help Develop Audiences Resource For Affordable Access Connector/Creative Partner Research-Driven Organization

3. Identifying Needs In The Community Who Are We Reaching Now? Who is Missing? How Can We Get Them To Come Back? How Can We Find More? … and Afford To Do It All?

4. Unlocking Knowledge

5. Greater Boston’s first resource for actionable data about arts audiences. 1 in 3 Boston metro households included 56 Participating Organizations 1.4 Mil Unique Households 750+ Reports Run 1Mil+ Addresses Traded ArtsBoston Audience Initiative Today

6. Audiences are people

7. MEET CUTE THE FIRST FEW DATES LONG-TERM COMMITMENT PERSONAL RELATIONSHIPS The Data Behind Relationships

8. MEET CUTE THE FIRST FEW DATES LONG-TERM COMMITMENT PERSONAL RELATIONSHIPS The Data Behind Relationships

9. MEET CUTE THE FIRST FEW DATES LONG-TERM COMMITMENT PERSONAL RELATIONSHIPS The Data Behind Relationships

10. MEET CUTE THE FIRST FEW DATES LONG-TERM COMMITMENT PERSONAL RELATIONSHIPS The Data Behind Relationships

11. MEET CUTE THE FIRST FEW DATES PERSONAL RELATIONSHIPS The Data Behind Relationships

12. MEET CUTE THE FIRST FEW DATES PERSONAL RELATIONSHIPS The Data Behind Relationships

13. MEET CUTE THE FIRST FEW DATES PERSONAL RELATIONSHIPS The Data Behind Relationships

14. MEET CUTE THE FIRST FEW DATES PERSONAL RELATIONSHIPS The Data Behind Relationships

15. Sector-wide community findings geography

16. Overall, 90% of Households are within 45 miles of Boston. Organizations can zero in on zip codes that match their goals. Community Benchmark: Geography

17. Sector-wide community findings demographics

18. Community Benchmark: Age

19. * Census Bureau 2009-2011 ACS Community Benchmark: Income

20. * Census Bureau 2009-2011 ACS Community Benchmark: Ethnicity

21. Sector-wide community findings behavior

22. 14% - 2 Organizations 5% - 3 Organizations 2% - 4 Organizations 3% - 5+ Organizations Behavior: Multi-Buyers 76% - 1 Organization

23. Who else’s patrons attend our performances? 30% of Boston Baroque patrons have attended A.R.T. 70% are HOT PROSPECTS Where else do our patrons attend? Behavior: Crossover

24. Existing But New To You Behavior: First-Time Buyers More than ½ of your audience attended for the first time.

25. Existing But New To You Behavior: First-Time Buyers 4 out of 5 first-time buyers don’t come back

26. Identifying Needs In The Community Who Are We Reaching Now? How Can We Get Them To Come Back? How Can We Find More Like Them? … and Afford To Do It All?

27. January 1, 2013 – December 15, 2013 Members Pulled:  491 Targeted Prospect Lists Created  399 Demographic Reports  84 Segment Penetration Reports  148 Zip Code Penetration Reports Quarterly NCOA on 2,098,923 records Average savings for each organization: Over $8,200 Total savings: Over $462,945 ArtsBoston Audience Initiative: Value

28. ArtsBoston Audience Initiative: Usage

29. Case Studies

30. 1. Capture data 2. Invite back immediately  Direct mail  Email 3. Acknowledge participation  Thank you  We know you’re new 4. Incentivize the behavior  Appropriate invitation  Time sensitive 5. Evaluate 6. Adjust 7. Repeat! Results  63% increase in multi-buyers  50% increase in new subscription revenue Quick Wins To Address Churn

31. 2012 / 2013 Season  Marie Antoinette  The Lily's Revenge  Pippin  Hansel and Gretel  The Glass Menagerie  Beowulf - A Thousand Years of Baggage  Pirates of Penzance Results  1-2% bought subscriptions  20% purchased single tickets at some point during the season Finding the Best Prospects

32. Using reporting tools in the AAI to track participation/demographics of new Community Membership program, which reaches out to clients of local social service agencies. Using the AAI to track diversification efforts through the Heart Strings program and marketing. H&H uploads lists after every performance and download demographic reports to analyze audience make-up. Diversifying Audiences

33. Thank You John Beck Deputy Director ArtsBoston johnb@artsboston.org @johnwbeck

34. ArtsBoston Audience Initiative Video http://vimeo.com/74380040