cim presentation: april 2010 "marketing the rsc"

Marketing the RSCMarketing the RSC

Amy Clarke, Marketing Officer (Corporate)

Mary Butlin, Head of Market Planning

Amy Clarke, Marketing Officer (Corporate)

Mary Butlin, Head of Market Planning

Amy Clarke and Mary Butlin 1

OverviewOverview

Introduction to the RSC

Audience Objectives

Marketing the RSC online

Online sales and Select Your Own Seat Emarketing Social Media

Marketing the new theatres

Introduction to the RSC

Audience Objectives

Marketing the RSC online

Online sales and Select Your Own Seat Emarketing Social Media

Marketing the new theatres


Our ProfileOur Profile

The RSC is the best known theatre in the UK 82% of the UK population are aware of the RSC. This

awareness rises to 87% amongst those of AB social grade. Those of AB social grade and aged 16-24 are amongst

those most likely to have seen advertising from the RSC. 44% of the general population recognise the RSC logo,

placing the RSC ahead of all theatre organisations 16% of the population have seen a production by the RSC

This figure rises to 1 in 5 of those in social grade ABC1. In the 08/09 financial year, the RSC generated £61.2m in

Advertising Value Equivalent

The RSC is the best known theatre in the UK 82% of the UK population are aware of the RSC. This

awareness rises to 87% amongst those of AB social grade. Those of AB social grade and aged 16-24 are amongst

those most likely to have seen advertising from the RSC. 44% of the general population recognise the RSC logo,

placing the RSC ahead of all theatre organisations 16% of the population have seen a production by the RSC

This figure rises to 1 in 5 of those in social grade ABC1. In the 08/09 financial year, the RSC generated £61.2m in

Advertising Value Equivalent


Our BrandOur Brand

The majority of the UK population perceive the RSC as: High Quality, Successful, Entertaining, For Everyone, Admired, Creative.

Amongst 16-24 year olds the strongest perceptions of the RSC are: High Quality, Successful and Creative.

40% see the RSC as Upmarket.

More favourable and broader perceptions are to be found amongst ABC1s.

The majority of the UK population perceive the RSC as: High Quality, Successful, Entertaining, For Everyone, Admired, Creative.

Amongst 16-24 year olds the strongest perceptions of the RSC are: High Quality, Successful and Creative.

40% see the RSC as Upmarket.

More favourable and broader perceptions are to be found amongst ABC1s.

4Amy Clarke and Mary Butlin


Stratford-upon-Avon TheatresStratford-upon-Avon Theatres

Royal Shakespeare Theatre (>1000 seats) and Swan Theatre (>430 seats)

currently under transformation – reopen November 2010

The Courtyard Theatre (> 1000 seats)

temporary performing space 2006 – 2011

Royal Shakespeare Theatre (>1000 seats) and Swan Theatre (>430 seats)

currently under transformation – reopen November 2010

The Courtyard Theatre (> 1000 seats)

temporary performing space 2006 – 2011


Audience ObjectivesAudience Objectives


New Audience Target Market SummaryNew Audience Target Market Summary

Age equality 16 – 25 years 26 – 34 years 35 – 44 years

Social equality social grade C2

Race equality black and minority ethnic groups

Age equality 16 – 25 years 26 – 34 years 35 – 44 years

Social equality social grade C2

Race equality black and minority ethnic groups

New RSC AudiencesNew RSC Audiences


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)

10%

15%

19% 19%

0%

5%

10%

15%

20%

25%

2006/7 Complete Works Festival

2007/8 Productions 2008/9 Stratford 2008/9 Stratford, London and Touring

% new to RSC

Introducing Audiences to ShakespeareIntroducing Audiences to Shakespeare


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)

7%6%

9%10%

0%

5%

10%

15%

20%

25%


2007/8 Productions 2008/9 Stratford 2008/9 Stratford, London and Touring

% new to Shakespeare

Adult age profile 2006 – 2009Adult age profile 2006 – 2009


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)

7% 6%9%

20%

34%

24%

7%5%

11%

25%

29%

23%

5%

9%

16%

25%27%

19%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 Over 65


2007/8 (UK performances)

2008/9 (UK performances)

Social Grade ProfileSocial Grade Profile


Although social grade is broadly unchanged from 2006 – 2009, there was a statistically significant increase in the proportion of C2 households from 2007/8 to 2008/9 from 3% to 5%.

Base size: 2006/7 (1879), 2007/8 (3414), 2008/9 Productions (6264)

70%

24%

4%1%

68%

26%

3% 2%

73%

25%

5%2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

AB C1 C2 DE


2007/8 Productions

2008/9 Productions

EthnicityEthnicity


The diversity of Stratford productions has been maintained with a welcome increase to 5% of respondents from Stratford, London and on tour being from a Black or Minority Ethnic (BME) group.

This means that over 26,000 individuals from BME backgrounds have enjoyed the work of the RSC in 2008/9.

Base size: 2006/7 (1879) and 2007/8 (3414)

2.0%2.5%

2.0%

5.0%

0.0%1.0%2.0%3.0%4.0%5.0%6.0%7.0%8.0%9.0%

10.0%


2007/8 Productions 2008/9 Productions Stratford

2008/9 Productions All locations

% BME

Online InitiativesOnline Initiatives


Collecting email dataCollecting email data


Short data collection process using drop down menu to collect contact preferences

For email sign ups and for online bookers.

Email MarketingEmail Marketing

Currently there are 130,000 people the RSC can contact by email

In 09/10 sent 188 emails, with 1.9m individual sends Higher than average open rate (34%) and click

through rate (14%), less than 1% unsubscribe rate Detailed segmentation of data, based on booking

history and behaviour, age, geography, mosaic Use email marketing software integrated with Box

Office system to create HTML emails

Currently there are 130,000 people the RSC can contact by email

In 09/10 sent 188 emails, with 1.9m individual sends Higher than average open rate (34%) and click

through rate (14%), less than 1% unsubscribe rate Detailed segmentation of data, based on booking

history and behaviour, age, geography, mosaic Use email marketing software integrated with Box

Office system to create HTML emails


Select Your Own SeatSelect Your Own Seat

In September 2008 the RSC introduced Select Your Own Seat as part of the online booking process

At the same time, we implemented a campaign to RSC Members to increase online ticket booking

In September 2008 the RSC introduced Select Your Own Seat as part of the online booking process

At the same time, we implemented a campaign to RSC Members to increase online ticket booking



http://www.rsc.org.uk/buyonline/booktickets/tickets/reserve.aspx?performanceNumber=9838

Select Your Own Seat - EvaluationSelect Your Own Seat - Evaluation

18

These initiatives have more than tripled online booking for RSC Members.

Amy Clarke and Mary Butlin


Cash Value from Online Tickets £Cash Value from Online Tickets £

£925,795.00

£536,085.25

£1,113,625.00

£902,806.50

£-

£200,000.00

£400,000.00

£600,000.00

£800,000.00

£1,000,000.00

£1,200,000.00

Apr - June 09 July - Sept 09 Oct - Dec 09 Jan to March 10

Cash Value from Online Tickets £

£3.5 million taken in online orders for 2009/10, compared to £2.1 million in 2008/9.


% Cash Value based on monthly orders including events% Cash Value based on monthly orders including events

52% 51% 49% 50%46%

39%

55%

43%

55%50% 52%

57%

0%

10%

20%

30%

40%

50%

60%

Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10

Web Sales as a % of Cash Value Total

The RSC and social mediaThe RSC and social media

In 2008 the RSC had a Facebook Group with over 3500 members with some presence on MySpace and Bebo

The organisation needed to focus upon the most relevant social media channels: identified as Facebook and Twitter, followed by YouTube and Flickr

Decision was made to create a Facebook Page with a modest investment of £300 and phase out the Group

In 2008 the RSC had a Facebook Group with over 3500 members with some presence on MySpace and Bebo

The organisation needed to focus upon the most relevant social media channels: identified as Facebook and Twitter, followed by YouTube and Flickr

Decision was made to create a Facebook Page with a modest investment of £300 and phase out the Group


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%


Social media summarySocial media summary

RSC currently has 11,314 RSC fans on Facebook and 7,612 followers on Twitter

From 1 April 2009 – 31 March 2010

Facebook generated 15,219 visits to the RSC website, generating revenue of £10,771 (according to Google Ecommerce)

Twitter generated 10,940 visits to the RSC website, generating revenue of £5,480 (according to Google Ecommerce)

RSC currently has 11,314 RSC fans on Facebook and 7,612 followers on Twitter

From 1 April 2009 – 31 March 2010

Facebook generated 15,219 visits to the RSC website, generating revenue of £10,771 (according to Google Ecommerce)

Twitter generated 10,940 visits to the RSC website, generating revenue of £5,480 (according to Google Ecommerce)

http://www.facebook.com/thersc

http://www.twitter.com/theRSC

Social Media - interactionsSocial Media - interactions

84% of RSC fans on Facebook are under the age of 44

On average over 100 fans will interact with us per week

Each post receives approximately 20,000 page impressions

Invest time in keeping the Page active, interesting and up to date – visits and interaction is driven by the content

84% of RSC fans on Facebook are under the age of 44

On average over 100 fans will interact with us per week

Each post receives approximately 20,000 page impressions

Invest time in keeping the Page active, interesting and up to date – visits and interaction is driven by the content



Where is Matilda?

Social Media - interactionsSocial Media - interactions

Respond to tweets about the RSC on Twitter

Search for what people are saying about us

Twitter is now part of the artistic programme – Such Tweet Sorrow

Gained media attention through Hamlet plot summary competition

A glimpse behind the scenes at the RSC

Finalist in Shorty Award for Cultural Institution

Respond to tweets about the RSC on Twitter

Search for what people are saying about us

Twitter is now part of the artistic programme – Such Tweet Sorrow

Gained media attention through Hamlet plot summary competition

A glimpse behind the scenes at the RSC

Finalist in Shorty Award for Cultural Institution


http://shortyawards.com/

Transforming our TheatresTransforming our Theatres


mailto:[email protected]

Transforming our TheatresTransforming our Theatres

Our Vision To establish the RSC’s new home as an iconic cultural

and visitor destination in the heart of England

Additional Objectives include: To encourage the local community and wider west midlands to

celebrate their world class cultural destination To meet and exceed sales and income targets, whilst attracting a

broad range of audiences and visitors from our target groups To establish the new theatres as belonging to everyone

“Everyone’s space” To establish the RSC’s new home as a visitor attraction for the

first time, attracting and retaining visitors and encouraging visitors to see a performance

Our Vision To establish the RSC’s new home as an iconic cultural

and visitor destination in the heart of England

Additional Objectives include: To encourage the local community and wider west midlands to

celebrate their world class cultural destination To meet and exceed sales and income targets, whilst attracting a

broad range of audiences and visitors from our target groups To establish the new theatres as belonging to everyone

“Everyone’s space” To establish the RSC’s new home as a visitor attraction for the

first time, attracting and retaining visitors and encouraging visitors to see a performance


Campaign PlanCampaign Plan

With preview events planned in the new theatre for November and December 2010, our focus is to:

The Campaign has now raised a total of £107.3 million, so we now focus on raising the remaining £5.5 million with our ‘We’re Coming Home’ video trailer

build excitement about the new theatre for audiences, visitors and our new audience targets

plan for marketing the Tower, Restaurants, Exhibitions and Events

preparing our data capture, social networks, email contacts and other routes for the opening

With preview events planned in the new theatre for November and December 2010, our focus is to:

The Campaign has now raised a total of £107.3 million, so we now focus on raising the remaining £5.5 million with our ‘We’re Coming Home’ video trailer

build excitement about the new theatre for audiences, visitors and our new audience targets

plan for marketing the Tower, Restaurants, Exhibitions and Events

preparing our data capture, social networks, email contacts and other routes for the opening


Royal Shakespeare Theatre, Stratford-upon-Avon

150 coversOne dining terrace facing the Bancroft GardensDestination restaurant outside of show timesDemocratic and open to allUnique, friendly and professional 30

SummarySummary

Understand your brand and people’s perceptions of it

Set clear audience/customer objectives

Optimise digital routes and prioritising social media

Recognise key moments – for example, preparing for one of the most important marketing campaigns in the RSC’s history

Understand your brand and people’s perceptions of it

Set clear audience/customer objectives

Optimise digital routes and prioritising social media

Recognise key moments – for example, preparing for one of the most important marketing campaigns in the RSC’s history


Further InformationFurther Information

Please contact us if you have any questions;

[email protected]

[email protected]

Please contact us if you have any questions;

[email protected]

[email protected]






cim presentation: april 2010 "marketing the rsc"

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