Cultural institutions face decreasing sponsorship and ticket sales, and aging customers. Help the Pennsylvania Ballet engage with new audiences. Pennsylvania Ballet (PAB), founded in 1963, is one of the premier ballet companies in the United States. Like many cultural institutions, PAB is challenged with engaging new audiences and remaining culturally relevant.
We are offering a 19th Century product to a 21st Century consumer.
David Gray, Executive Director
Data from ticket sales and donations is an untapped resource for PAB to effectively reach the right audiences and be seen as an important form of entertainment in an increasingly competitive landscape. Marketing, advertising, and media campaigns at PAB focus on selling tickets and increasing awareness.
Help PAB by thinking through how they should spend $100,000 to grow the audience, and increase awareness and giving.
Your challenge is to characterize, quantify and visualize the best opportunities for PAB to grow their audience and increase charitable giving. Specifically, your analysis should address one or more of the following questions:
- How do ticket sales compare with what one would consider a traditional audience for the ballet? What are the potential untapped markets?
- What is the role of location in the products (i.e., ticket packages) sold?
- Is there are relationship between potential donors and ticket sales? By location? By other demographics?
- How can PAB use their advertising budget to increase public awareness and reach their target audience and potential donors?
Data
Ticket Sales, 2014-2016 Seasons (Excel file, ~7.5 MB) – data and metadata are on separate tabs
Leave a Reply