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Project Overview
Client: Colorado Springs Philharmonic
Methodology
The Colorado Springs Philharmonic Orchestra's revenues are dependent on single and season ticket purchasers. It currently uses a wide array of marketing methods to promote awareness and encourage purchases. This assessment consisted of identifying ways to use the marketing budget more effectively.
The two areas pursued were (1) identifying what is perceived as the significant factors in people's purchasing decisions, and (2) determining the ways in which customer segments receive information. If customer segments are isolated, marketing messages can be tailored to each audience and the marketing mix can be redesigned to focus marketing spend on the most effective channels.
An online survey was utilized and results were analyzed utilizing statistical models to determine significant relationships of the data. Interviews were also conducted to assess brand equity in the Pikes Peak Region.
Results
Segments were identified and the marketing mix adjusted to reflect media channels that are most effective for reaching Philharmonic audiences to generate awareness and ticket purchase. Partnering, promotional opportunities and long-range planning were also recommended as part of the final report.