Dundee Rep Theatre 2002
| Organisation |
Dundee Repertory Theatre Ltd. |
| Project |
To set up a Friends of Dundee Rep scheme |
| Artform |
Theatre |
| Location |
Dundee and Tayside region |
| Application type |
Full Project |
| Date |
2000 - 2002 |
| Status |
Completed |
| Grant |
£24,242 |
| Total project cost |
£54,121 |
Dundee Rep’s activities include producing a repertory programme of in-house and visiting productions, being the home base for Scotland’s only full-time contemporary dance company, and providing a well-established community drama and dance programme.
To maximise the local and visitor audience potential by creating a Friends of Dundee Rep scheme comprising a package of discounts, benefits and incentives, tailored to the city and the region.
- to increase the number of visits from existing audiences
- to create increased loyalty
- to extend the range of offers to attract visitor and tourist audiences
- to enhance the organisation’s relationship with other local visitor attractions and hotels and theatres across Scotland
The project was launched in December 2000 with the spring season programme. 130,000 events brochures were produced with two pages dedicated to promoting the Friends scheme. 103,000 of these were door-dropped to households in specific postcode sectors. The postcodes selected were a combination of the Rep’s most ‘successful’ postcode sectors in terms of attracting an audience, and sectors they wished to improve upon. Brochures were also distributed at various pick-up points in Tayside, Angus and Fife. In addition, an advertising campaign was mounted, and reciprocal discount schemes set up with other Scottish theatres and local tourist attractions.
- 164 new Friends were recruited during the spring season, somewhat less than the figure originally anticipated.
- The door-drop proved successful in attracting new attenders (35%) but the current Rep mailing list proved to be the most successful tool in recruiting new Friends.
- 85% who joined the Friends scheme were on the mailing list with 11% being recruited through the door-drop.
- By June 2002 the Friends scheme had succeeded in recruiting 466 members (500 was the original target).
- The Rep has since found that upselling, not an original aspect of the project, has proved to be the most successful method of selling the Friends scheme. Around 20% of those who have been upsold to, have joined the Friends scheme
- Reciprocal agreements have been established with 10 Scottish theatres and other local visitor attractions.
Nicola Young
Marketing Manager
Dundee Rep Theatre
Tay Square
Dundee
DD1 1PB
Tel: 01382 227684
Fax: 01382 228609
E-mail: nyoung@dundeereptheatre.co.uk
Web: www.dundeereptheatre.co.uk |