Shared at the Ontario Presents Spring Retreat on June 22, 2016, this presentation shares a case study of the City of Kingston's Grand Theatre's use of Environics Analytics data.

1. Using Environics data for the
Grand Theatre, Kingston
By Julie Fossitt

2. Hello!
I am Julie Fossitt
I am the Marketing Manager of
Cultural Services at the City of Kingston
You can find me at @juliefossitt on Twitter &
Instagram

3. Grand Theatre case study
1) Backgrounder
2) Baseline data
3) Most recent data
4) Results
5) Recommendations
6) Actions

4. Kingston snapshot
Population: 169,606
(152,358 in 2006)
Canadian citizenship: 164,612
English speaking only: 148,082
Avg. household income: $87,428
Top public sector employers:
Queen’s University and
Department of National Defence:
16,289
Top private employer: Invista with
750 employees

5. Backgrounder
- Renovations and theatre re-opened in 2008
- Presenting season and subscriptions launch for first time ever in 2008-
2009
- Had no research who was coming so we had challenges relating to
programming, marketing messages, marketing mix and sponsorship
- Released an RFP and had 16 responses – Environics Analytics was
awarded the contract

6. Environics Analytics
▪ Geodemography: profiling, segmentation, targetting,
database enhancement
▪ Infer individual population / household socio-ecomonic
and demographic attributes from small-area data
▪ One of the their research tools is PRIZM C2, a
segmentation system that provides insights into the
behaviour and mindset of Canadian consumers

8. Observations from 2008-2009 data
▪The 6 clusters making up Culture Families comprise 40% of the 08-09
audience and index above average on almost every genre of performance
▪The 3 clusters making up Everything but Comedy are only 14% of the
audience but index high on everything, but… you guessed it, comedy!
▪The 4 clusters making up Out for a Laugh really only attend comedy
performances

9. Meet Culture Families
Key Characteristics:
• Well-off, educated households
• Middle-aged, married couples
with children of all ages
• Some empty nests
• Almost exclusively homeowners
Locations:
• Suburbs of Kingston
• Coronation Blvd to Days Road
• Highway 15 to Deer Ridge Drive
• Along the north side of Hwy 15
• Some downtown

11. Culture Families – Traditional Media
▪ Television: Light to moderate
viewers; children’s, sports,
documentaries, newscasts & news
magazines, reality, drama, nature
type programs;
▪ Radio: Moderate listeners; percent
penetration is high but it’s average
compared to Kingston
▪ Newspapers: Heavy readers;
printed copy or online; all news,
business/finance, arts &
entertainment, travel sections
are popular; spend about the
same time reading papers as
last year

12. Ongoing
• Continue to run database through Envision every three years to account for
changing neighbourhoods, programming changes, media changes

14. Most recent data –2012-13, 2013-14 and 2014-
15 subscribers
▪The postal codes used for this reports were pulled from Tixhub and all
three years were collated into one document. This means that repeat
subscribers would be counted again as this one snapshot of our GTP
subscribers over a three year period.
▪It may be of interest to do a merge of individual accounts and only count
each patron once if they are a renewing subscriber to get a more accurate
patron overview for this exercise.

16. Distance decay –2012-13, 2013-14 and 2014-15
subscribers
The distance decay demonstrates how far away patrons are travelling from
their homes to visit the theatre. You can see that 90% of visitors are within
19-20 km from the Grand Theatre.
I don’t know why there is a that huge spike on the distance decay graph at
46 km, but if you look at the bottom – cumulative percent of customers –
you will see most of our GTP subscribers are within a 23 km radius of the
Grand Theatre.

18. Highest indexing clusters –2012-13, 2013-14 and
2014-15 subscribers
Based on the count and highest indexing clusters, I am suggesting that the
key target clusters are:
▪Cluster 8 – Boomerang City - upscale, multi-generational urban
households
▪Cluster 9 – Satellite Burbs – older, upscale exurban couples and families
▪Cluster 10 – Emptying Nests – older, upper-middle-income suburban
couples
▪Cluster 12 – Street Scenes – younger, upper-middle-income singles and
families
▪Cluster 36 – Exurban Homesteaders – exurban, middle-aged and middle-
income homeowners

19. Potential commonalities:
▪Income to purchase experiences is not
a barrier as the average household
income is very high
▪All are using digital media for a variety
of purposes
▪Almost all own their own home
▪All enjoy good food and drink
▪There is low cultural diversity

20. Grand Theatre Presents 2016-17 subscription
goals
▪Develop a brand identity package for Grand Theatre Presents 16/17
season.
▪To generate $225,000 net subscription revenue by August 31, 2016.
▪Generate a minimum of $65,978.58 in first 7-days of regular ticket sales
▪Survey 2,500 patrons in the 16/17 season to gauge their customer
experience with a goal of 70% satisfaction.

21. Subscription campaign objectives
Relationship building
▪Meet the net subscription revenue goal
of $225,000. A stretch goal of 5% would
be 236,250.
▪Achieve fiscal responsibility by providing
an advertising budget which is delivered
at or under spending limits.
▪Work in tandem with the box office
coordinator to enable, motivate and
empower the team while providing
excellent customer service.
▪Maintain or exceed the average 46%
percent of returning subscribers.
▪Offer a sales process which is customer
friendly and easy to complete.
Digital engagement
▪Update and maintain the Grand Theatre
website content
▪Deliver content through a regular
posting schedule on social media
platforms
▪Increase engagement by 5% of Facebook
visitors through sharing and commenting
during the subscription period
▪Utilize contesting to promote sales
awareness
▪Repurpose content on all platforms as
regular practice (COPE)

22. Example: Boomerang
City
Boomerang City is a natural fit for the Grand
Theatre Presents program. The average
household income is $126,000 and these
educated and upscale Baby Boomers enjoy
museums, live theatre, working out and
travel.
They have a fondness of newspapers, but
are very comfortable with digital media and
listen to podcasts and share photos on
social media. They are excited by new
technology and enjoy trying new things
from the ‘cultural mosaic’ that is Canada.

23. Boomerang City
tactics
▪Update ticketing system with PRIZM clusters with each patron, so targetted emails can
be implemented
▪Develop video and blog content that can be repurposed on other websites
▪Do a bounce-back postcard that is specifically sent to this cluster to test
▪Execute Early Bird Contest with prizes for subscribing that are of interest to this
demographic: overnight at a four star hotel with dance tickets, $500 downtown business
shopping spree
▪Partner with Agnes Etherington Art Centre and Isabel Bader Centre for the Performing
Arts to package some cultural weekends to similar types of people in Ottawa and Toronto

24. Thanks!
!
Any questions?
You can find me at @juliefossitt &
jfossitt@cityofkingston.ca