Increase ticket sales, first time attendees and attract younger audiences to the Arts

• ENO had suffered years of declining audiences.
• The average age of the attending audience was 69 and productions lacked appeal to new and infrequent attendees.
• With a reduced subsidy from Arts Council England ENO given 36-months to improve audience numbers and maintain production quality
• Every aspect of the strategy needed to drive growth

• Reviewed audience research to identify gaps in previous methodologies
• Mapped inhouse database to UK customer profiling database to identify key characteristics of the ENO audience segments and provide a picture of them in terms of lifestyle behaviours, values and attitudes.
• Segmented audiences against production genres, attendance frequency and attitudes to engagement with opera and operetta sung in English
• Developed motivation and messaging mapping to create attendance / ticket schemes to increase attendance
• Led the revamp of the booking journey by creating in depth personalisation and a 360 view for improved customer experiences
• Led discussion and communications across the organisation to get it to think differently about audiences, ensuring it understood the benefits of an audience first approach to commissioning productions and scheduling revivals across the season.
• Created a measurement, evaluation and learning framework to report to senior management and the Board. This tracked interactions across channels with audience surveys and Post campaign analysis reports
• Regular analysis of each campaign within a framework provided a deeper understanding of the ROI for each campaign.

Student membership up 40%

in first 12 month period and continued to grow

First-time attendees annual return rate 20%    

10% return rate over 36 months