With stagnating audience attendance, Chandler Center for the Arts knew it needed to take a hard look at its marketing efforts. With a grant from the Virginia G. Piper Trust, Audience Magnets was engaged by the Chandler Cultural Foundation to do an assessment of the performing arts center’s marketing activities, and develop a multi-year plan to increase attendance and improve perception of the nearly 30 year old center.
Utilizing extensive market research and focus groups to inform its plan, Audience Magnets identified key areas for improvement and developed a three-year marketing strategy for Chandler Center for the Arts. The plan included recommendations for marketing department infrastructure and mentoring on best practices, identifying areas of opportunities and challenges for audience growth and recommendations for branding and messaging to engage new audiences. Following the Board of Directors' acceptance of the marketing plan, Audience Magnets oversaw the complete Chandler Center for the Arts rebrand including new creation of new logo, website, collateral materials, outdoor signage and key messaging.
The plan and implementation resulted in overwhelming success for the Center. Ticket sales following the launch of the new brand and marketing initiatives grew 130% - from an annual average of $780K to $1.8 million in 2019-29. Attendance increased by 10,000 new ticket buyers nearly doubling the annual attendance from 20,000 to 39,000.