MARKETING REPORT
Prepared by Julie Butterworth Interim Marketing, PR & Sales Manager October 2021
SEASON 2021 SALES DATA HIGHLIGHTS Number of Tickets Sold
Total Number of Tickets Sold - 2216 (636 tickets sold in 2019 season) Picnic Prom - 355 MezzoCav & Pag - 722 New Gen Pagliacci - 254 Peter & the Wolf - 629 Acis & Galatea - 256 Value of Tickets Sold
Total Value of Tickets Sold - £89,096 (Average ticket sale £40.20) Picnic Prom - £13,455.00 (Average ticket sale £37.90) MezzoCav & Pag - £47,327.50 (Average ticket sale £65.56) New Gen Pagliacci - £4,913.50 (Average ticket sale £19.34) Peter & the Wolf - £8,649.00 (Average ticket sale £13.76) Acis & Galatea - £14,751.00 (Average ticket sale £57.63) (PLEASE NOTE THIS IS BEFORE BOX OFFICE FEES ARE DEDUCTED AND INCLUDES DISCOUNTS AND FREE SEATS) We reduced the price of tickets for the following groups:
Under 18's (free) 50@50 Cooper Hall Opera Club (50 tickets at 50%) 'What If' Local music groups (50 at 50%) Total value of reductions: £1096 (42 tickets) People tended to book in groups of 2 or 4 with peak booking period being around 4.5 months prior to performance with over 60% choosing to book online and almost 90% choosing not to receive printed tickets in the post. The majority of our audiences were local: 64% from within a 10 mile radius 19.3% of bookings were from Bradford on Avon
I would like to see this increase next season. This is achievable with a series of targeted brand awareness campaigns/events and more accessible events and ticketing.
If Opera
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BRAND LAUNCH Website
The If Opera website is due to go live on 1/11/2021. The board meeting for which this report is prepared will be after launch date. Fingers crossed it all went without a hitch! ifordarts.org.uk will no longer be visible but those visiting the site will be automatically redirected to the ifopera.com site. It will take some time for people to be aware of the change and so this redirect will stay in situ for the foreseeable future. We will review redirection data regularly to ascertain how many people are still searching for and trying to visit Ifordarts.com and this will help inform brand awareness marketing. I suggest we retain the ifordarts domain names for the foreseeable future to ensure brand integrity. Social
Social media channels will switch to If Opera on the evening of the 31st October. A countdown campaign will run from the preceding week and a celebration will follow. All existing followers will be retained. Events
The brand launch event taking place at Belcombe Court will focus on reassuring existing patrons and promoting giving from new and existing supporters. We will curate a series of events in the lead up to the 2022 season to promote both brand awareness and our upcoming season. Free events in Bradford on Avon, Bath and surrounding towns will create excitement and brand recognition. A meeting with senior team to curate a series of events is due to take place on the 29th October. Collaborations
We are currently in discussion with Bath Spa University, Bath Festivals, St Georges in Bristol, Cooper Hall in Frome, the Holburne Museum and the American Museum in Bath with a view to potential collaborations in the coming festival seasons (most likely from 2023). Collaboration with LOT Productions on the production of the If Opera short film 'Adjustment' a short film that focuses on how music – and specifically opera – impacts the grieving process of the main protagonist, Maya. The film will feature on our YouTube Channel and ifopera.com Contact has been made with bereavement organisation CRUSE who are currently reviewing the film with a view to collaborating with us on project reach. PR & Communications
A general mailing is imminent reflecting on season 2021 (OCT) Launch of If Opera mailing to mailing list (NOV) PR Mailing to all PR contacts re If Opera (NOV) Social comms campaign 'What if?' Currently working with local designer Marc Bessant (marcbessant.com) on visual brand awareness campaign creative. Customer Journey Mapping
Once the initial launch has taken place I will be looking to map our customers journey from initial awareness through to brand advocate and identify all touchpoints. This will enable me to curate a seamless customer journey for our audiences ensuring timly and relevent comms, building trust and advocacy. Please shout if you'd like to know more about this! Any ideas or comments please do email me - Always happy to talk!
If Opera
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THANK
YOU!
Contact me at juliebutterworth@ifopera.com