Illusion Theater and School, Inc.
About
Illusion Theater’s mission is to create theater that illuminates the myths and realities of our times and to catalyze personal and social change. Illusion is innovative, invests in writers and new work, creates community and change, bringing together these elements throughout its programming. Since 1974 when the theater was founded, it has generated over 500 plays, developed thousands of artists, and created groundbreaking educational works.
Marketing Initiative
The theatre is engaged in marketing strategies to deepen and enhance its relationship with two core female audiences, termed “Mary” and “Muriel” by Illusion, and to attract a third group – “Valerie” – that represents an expansion opportunity. The Mary group has these features: between 52-62 years of age, professional, married with older children, upper middle-class, MPR-listener, a joiner of educational and social clubs, and a theatre attendee with friends. The Muriel group has a similar profile, but is older. The Valerie segment is between 35-45 years old, professional, single, lives in an urban condo, with an active lifestyle and annual income of $75,000-$100,000.
Highlights, 2010-11
Illusion used focus groups, discussions, and input from an advisory group to develop strategies that engage and draw more people from the audience segments. One such strategy is offering incentives for people to bring friends, with an objective of tracking and gaining an increase in these sales by 25%. Illusion also contracted with WOWZA to audit Illusion’s existing social media, and implement a more robust social media platform
for the three segments. A preliminary report on the overall number of ticket sales in 2010-11 shows an increase of more than 30% over 2009-10.
Marketing Activities, Year Two
- Continue to learn about the three audience segments through surveys, focus groups, data-mining and analysis, adjusting tactics based on new information.
- Convert 10% of return ticket buyers from Mary and Muriel segments into new individual donors through activities such as special thank you events for donors, adding donation as an option when tickets are purchased, one-to-one donor relations efforts using members of the board of directors.
- Maintain and expand social media strategies, including through artists’ posts to fans, fan voices, and increased video footage.
