Orange County NC Website
Browse       Search
DocuSign Envelope ID:A8BFFD03-F94C-4EC5-9A3A-324A7D4890C4 <br /> How will you We are in constant dialogue with audiences and supporters with <br /> evaluate whether or active on-site volunteers who listen to feedback from audiences and <br /> not your goals have board and staff know what they hear. We also evaluate programs <br /> been met? with our collaborators. We look at attendance data: numbers of <br /> tickets sold (by film/as well as by week/month and other qualifying <br /> factors) as compared to the previous year's attendance. To assess <br /> marketing efforts, we will collect zip code data from film and special <br /> event attendees to see where audiences come from and how they <br /> learned about the event. <br /> Surveys and Focus Groups: We will conduct on site <br /> interviews/surveys and electronic questionnaires to determine <br /> attitudes about the Chelsea. <br /> Financial data: We will also look at our bottom line results -- <br /> membership renewals, annual giving, box office, allocation of ticket <br /> sales (i.e. members, seniors, adult, student, military, matinee). <br /> Results of the summer direct mailer (see below) will be analyzed <br /> through return on the investment—numbers of pieces returned, how <br /> utilized, etc. With direct mail, often the results will be seen over a <br /> longer time horizon and require repeat mailing, if this is deemed a <br /> viable approach. <br /> How do you promote We currently utilize the following outlets: <br /> and publicize the Consistent with other movie theaters, we promote films through our <br /> work of your website, and via Google, Fandango, Flickster, Yelp, and Facebook. <br /> organization? Advance tickets are sold through our website. <br /> Our weekly e-newsletter is sent to 2700 addresses. New email <br /> addresses are added regularly via the website, at theater signups <br /> and new members. <br /> We promote special screenings and programs through special <br /> emails, posters, flyers, events listings, social media, radio interviews <br /> and magazine or local newspaper features. <br /> features. <br /> This summer, we are piloting a direct mail campaign, utilizing EDDM <br /> (Every Direct Door Mail). We will use the 2019 ESRI Community Profile <br /> provided by our landlord, Timberlyne Shopping Center, to target <br /> within zip codes. The campaign will offer choices of various <br /> incentives such as 2-for-1 admission, discounted concessions, or <br /> trial memberships. Equipped with income, educational, age, and <br /> other information that lines up with our likely audience <br /> demographics, we expect to attract new audiences to the Chelsea. <br /> We work informally with UNC film-related departments, but this fall will <br /> more strategically approach UNC. Last fall we participated in UNC's <br /> CRASH campaign, which provided useful information on ways to <br /> connect with students. We hope to engage a student intern this fall <br /> through the APPLES student learning at UNC. <br /> Instagram is in its nascent stage for us and Twitter has not yet been <br /> show to be effective with our audience <br />