The Wilma Theater used geography to better understand their patron base and plan future marketing campaigns to increase patronage of the theater.

Client: The Wilma Theater

Challenge: Though it has a very strong and loyal patron base, as one of more than 80 theaters in the Greater Philadelphia region, The Wilma Theater faces significant competition to attract new patrons through its doors. Believing that a stronger understanding of their existing customer base would help them to better market themselves to potential new audience members, the Wilma set out to study their patrons, calling on Azavea to add a geographic component to the analysis.

Solution:  Azavea used the Wilma’s data on existing subscribers, donors, and single ticket buyers to map areas of high patronage for the theater.  Utilizing geographic data provided by the theater and specific census variables such as per capita income, household income, number of gay/lesbian couples, percent college educated, average family size, people per square mile, median age, and average household size, Azavea determined areas of Wilma high-density neighborhoods, and used this information to describe a “typical” Wilma neighborhood.  We then identified other areas in the Southeastern Pennsylvania region with similar populations and compared the two maps, highlighting the most promising areas for increased attendance of the theater.

Outcomes: The Wilma has used this analysis in conjunction with a focus group study to revamp their marketing campaign.  Armed with the knowledge that patrons come from farther away than realized, the Wilma has re-crafted its message, and has strengthened its campaign in areas identified as ripe with potential new audiences for the theater.

Publications:
Greater Philadelphia Cultural Alliance Newsletter