CASE STUDY: SFJAZZ Dives Deep into Buyer Behavior to Grow Audience and Memberships
SFJAZZ has enjoyed fantastic success since its new building opened in 2013. The organization is now one of the largest jazz producers in the United States and is poised for growth. Recently, SFJAZZ received a grant from The Andrew W. Mellon Foundation to support artist residency programs, new work, developing digital platforms, and exploring the expansion of their membership program. SFJAZZ commissioned JCA Arts Marketing for a research project to give the team a baseline understanding of audience behavior and explore the questions of who are SFJAZZ’s best customers and how they behave. Read the case study to learn more.
[STUDY] Trends in Audience Behavior: Digital Performances in the Growth Stage
In October of 2020, the team at JCA Arts Marketing launched an initial study on the behavior of digital audiences during the first six months of the pandemic. Now, organizations have further developed their approach to digital performances and many are in the midst of producing an all-digital 2020-21 season. We have updated our original analysis to review the effect that this advancement of the digital platform has had on audience behavior. Read the study to learn more.
A Tale of Two Digital Membership Programs: Steppenwolf and SFJAZZ
With the popularity (and necessity) of digital programming during the pandemic, marketers are thinking about how to develop a loyal digital audience. That instinct, paired with the need to continually engage audiences during the halt of in-person performances, has prompted organizations to develop new and innovative membership models for digital programming. We spoke with industry leaders Steppenwolf Theatre Company and SFJAZZ about their digital membership programs and early results. Spoiler alert: the insights are fascinating!
SUCCESS STORY: How Kitchener-Waterloo Symphony Maximized Revenue on Digital Performances
JCA Arts Marketing worked with the Kitchener-Waterloo Symphony (KWS) on a pricing structure for their new season of digital performances, as a response to COVID-19. We recently spoke with Director of Audience Engagement, Kari Hueber, about the company’s entry to digital performances and the early results of its tiered pricing structure.