CIM presentation - April 2010 - Marketing the RSC


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Presentation given by Amy Clarke and Mary Butlin at CIM West Midlands branch event on 28th April 2010

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CIM presentation - April 2010 - Marketing the RSC

  1. 1. Marketing the RSC Amy Clarke, Marketing Officer (Corporate) Mary Butlin, Head of Market Planning Amy Clarke and Mary Butlin
  2. 2. Overview <ul><li>Introduction to the RSC </li></ul><ul><li>Audience Objectives </li></ul><ul><li>Marketing the RSC online </li></ul><ul><ul><li>Online sales and Select Your Own Seat </li></ul></ul><ul><ul><li>Emarketing </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><li>Marketing the new theatres </li></ul>Amy Clarke and Mary Butlin
  3. 3. Our Profile <ul><li>The RSC is the best known theatre in the UK </li></ul><ul><li>82% of the UK population are aware of the RSC. This awareness rises to 87% amongst those of AB social grade. </li></ul><ul><li>Those of AB social grade and aged 16-24 are amongst those most likely to have seen advertising from the RSC. </li></ul><ul><li>44% of the general population recognise the RSC logo, placing the RSC ahead of all theatre organisations </li></ul><ul><li>16% of the population have seen a production by the RSC This figure rises to 1 in 5 of those in social grade ABC1. </li></ul><ul><li>In the 08/09 financial year, the RSC generated £61.2m in Advertising Value Equivalent </li></ul>Amy Clarke and Mary Butlin
  4. 4. Our Brand <ul><li>The majority of the UK population perceive the RSC as: High Quality, Successful, Entertaining, For Everyone, Admired, Creative. </li></ul><ul><li>Amongst 16-24 year olds the strongest perceptions of the RSC are: High Quality, Successful and Creative . </li></ul><ul><li>40% see the RSC as Upmarket . </li></ul><ul><li>More favourable and broader perceptions are to be found amongst ABC1s. </li></ul>Amy Clarke and Mary Butlin
  5. 5. Stratford-upon-Avon Theatres <ul><li>Royal Shakespeare Theatre (>1000 seats) and Swan Theatre (>430 seats) </li></ul><ul><li>currently under transformation – reopen November 2010 </li></ul><ul><li>The Courtyard Theatre (> 1000 seats) </li></ul><ul><li>temporary performing space 2006 – 2011 </li></ul>Amy Clarke and Mary Butlin
  6. 6. Audience Objectives Amy Clarke and Mary Butlin
  7. 7. New Audience Target Market Summary <ul><li>Age equality </li></ul><ul><ul><li>16 – 25 years </li></ul></ul><ul><ul><li>26 – 34 years </li></ul></ul><ul><ul><li>35 – 44 years </li></ul></ul><ul><li>Social equality </li></ul><ul><ul><li>social grade C2 </li></ul></ul><ul><li>Race equality </li></ul><ul><ul><li>black and minority ethnic groups </li></ul></ul>Amy Clarke and Mary Butlin
  8. 8. New RSC Audiences Amy Clarke and Mary Butlin There has been a year on year increase in the proportion of new audiences to the RSC with 19% of 2008/9 respondents seeing an RSC performance for the first time. Over 92,000 people saw the RSC for the first time at a UK 2008/9 production. Base size: New to Shakespeare: filtered on Shakespeare plays only 2006/7 (1879) and 2007/8 (2210). New to RSC: 2006/7 (1879) and 2007/8 (3414)
  9. 9. Introducing Audiences to Shakespeare Amy Clarke and Mary Butlin We continue to introduce audiences to Shakespeare with one in ten respondents in 2008/9 having never seen a live Shakespeare performance before. The RSC introduced over 46,000 people to live Shakespeare in 2008/9. Base size: New to Shakespeare: filtered on Shakespeare plays only 2006/7 (1879) and 2007/8 (2210). New to RSC: 2006/7 (1879) and 2007/8 (3414)
  10. 10. Adult age profile 2006 – 2009 Amy Clarke and Mary Butlin We have significantly increased attendance from 25 – 34 year old and 35 – 44 year old age groups. Base size: 2006/7 (1879), 2007/8 (3414), 2008/9 Productions (6264)
  11. 11. Online Initiatives Amy Clarke and Mary Butlin
  12. 12. Collecting email data Amy Clarke and Mary Butlin Short data collection process using drop down menu to collect contact preferences For email sign ups and for online bookers.
  13. 13. Email Marketing <ul><li>Currently there are 130,000 people the RSC can contact by email </li></ul><ul><li>In 09/10 sent 188 emails, with 1.9m individual sends </li></ul><ul><li>Higher than average open rate (34%) and click through rate (14%), less than 1% unsubscribe rate </li></ul><ul><li>Detailed segmentation of data, based on booking history and behaviour, age, geography, mosaic </li></ul><ul><li>Use email marketing software integrated with Box Office system to create HTML emails </li></ul>Amy Clarke and Mary Butlin
  14. 14. Select Your Own Seat <ul><li>In September 2008 the RSC introduced Select Your Own Seat as part of the online booking process </li></ul><ul><li>At the same time, we implemented a campaign to RSC Members to increase online ticket booking </li></ul>Amy Clarke and Mary Butlin
  15. 15. Amy Clarke and Mary Butlin
  16. 16. Select Your Own Seat - Evaluation These initiatives have more than tripled online booking for RSC Members. Amy Clarke and Mary Butlin
  17. 17. Cash Value from Online Tickets £ Amy Clarke and Mary Butlin £3.5 million taken in online orders for 2009/10, compared to £2.1 million in 2008/9.
  18. 18. % Cash Value based on monthly orders including events Amy Clarke and Mary Butlin
  19. 19. The RSC and social media <ul><li>In 2008 the RSC had a Facebook Group with over 3500 members with some presence on MySpace and Bebo </li></ul><ul><li>The organisation needed to focus upon the most relevant social media channels: identified as Facebook and Twitter, followed by YouTube and Flickr </li></ul><ul><li>Decision was made to create a Facebook Page with a modest investment of £300 and phase out the Group </li></ul>Amy Clarke and Mary Butlin Figures from Winter 09/10 General popn* RSC Audience Facebook 52% 34% You Tube 39% 22% Friends Reunited 10% 6% Twitter 9% 5% MySpace 7% 1% Flickr 4% 4% LinkedIn 4% 4%
  20. 20. Social media summary <ul><li>RSC currently has 11,314 RSC fans on Facebook and 7,612 followers on Twitter </li></ul><ul><li>From 1 April 2009 – 31 March 2010 </li></ul><ul><li>Facebook generated 15,219 visits to the RSC website, generating revenue of £10,771 (according to Google Ecommerce) </li></ul><ul><li>Twitter generated 10,940 visits to the RSC website, generating revenue of £5,480 (according to Google Ecommerce) </li></ul>Amy Clarke and Mary Butlin
  21. 21. Social Media - interactions <ul><li>84% of RSC fans on Facebook are under the age of 44 </li></ul><ul><li>On average over 100 fans will interact with us per week </li></ul><ul><li>Each post receives approximately 20,000 page impressions </li></ul><ul><li>Invest time in keeping the Page active, interesting and up to date – visits and interaction is driven by the content </li></ul>Amy Clarke and Mary Butlin
  22. 22. Amy Clarke and Mary Butlin Where is Matilda?
  23. 23. Social Media - interactions <ul><li>Respond to tweets about the RSC on Twitter </li></ul><ul><li>Search for what people are saying about us </li></ul><ul><li>Twitter is now part of the artistic programme – Such Tweet Sorrow </li></ul><ul><li>Gained media attention through Hamlet plot summary competition </li></ul><ul><li>A glimpse behind the scenes at the RSC </li></ul><ul><li>Finalist in Shorty Award for Cultural Institution </li></ul>Amy Clarke and Mary Butlin
  24. 25. Transforming our Theatres Amy Clarke and Mary Butlin
  25. 26. Summary <ul><li>Understand your brand and people’s perceptions of it </li></ul><ul><li>Set clear audience/customer objectives </li></ul><ul><li>Optimise digital routes and prioritising social media </li></ul><ul><li>Recognise key moments – for example, preparing for one of the most important marketing campaigns in the RSC’s history </li></ul>Amy Clarke and Mary Butlin
  26. 27. Further Information Please contact us if you have any questions; [email_address] [email_address] Amy Clarke and Mary Butlin