2022-461-E-Arts Commission-Chelsea Art Theater INC-Outside agency

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How do you promote and publicize the work of your organization? Paid adv ertising and sponsorships will be judiciously selected and timed. The Chelsea’s program guide is sent weekly with additional editions sent for special program promotions. People can sign up for it at the theater or on the website. W ithin the past year, the number of subscribers has grown by nearly 1,200 to 4,200 and has a recent av erage open rate of 51%, high by industry standards. Use of social media platforms will enhance and support all marketing efforts. These portals offer a direct link to the community through posts, both organic and boosted, and through social sharing. The Chelsea’s Instagram account has more than 600 followers, and Facebook more than 1,250. Other paid adv ertising efforts will include media outlets such as W UNC radio, UNC student radio, the Daily Tar Heel, the Indy Week, Chapel Hill-Durham newcomer’s guides, and boosted social media posts; with an emphasis on platforms and opportunities where results can be tracked and analyzed. This year the Chelsea will also implement a direct mail campaign to target households within a ten-minute driv e of the theater. Through av ailable serv ices at the USPS, these mailings can be focused on communities who we are familiar with and match our known demographics for supporters, as well as new communities who will gain v alue from the theater but may be unfamiliar with what the Chelsea has to offer. Census figures identify 66.7% White, 14% Asian, 9% Black, 7.9% Hispanic Origin, and 7.5% other/2 or more races in the nearby communities. These demographics correspond well to the global focus of our offerings. Mailings will offer discounts and promotions, such as “bring a friend,” discounted concessions, and trial memberships. Seniors will be reached through retirement communities ev ent calendars, direct mail, and outreach including staff and v olunteers speaking to groups. College and post- college audiences are just beginning to dev elop lifelong habits. As many in this age group hav e primarily experienced film v ia personal dev ices, our goal is to introduce and reinforce the v alue of experiencing film as it was meant to be seen on a large screen in a communal setting. W e will reach students through onsite adv ertising (student newspapers and radio stations); departmental listserv s generously offered by the film program faculty leadership; and flyers/posters around campus. Please describe efforts by your organization to generate revenue. The Chelsea's operating budget is funded in the following ways: Earned income from ticket sales and concessions make up 70% of income. Ticket sales are a critical part of the Chelsea’s success and relies on consistently exceptional programming and careful consideration for each film shown. The emphasis on marketing to new and existing audiences through the promotion of upcoming film selections is critical to ensure this budget is reached through sales of tickets. Concessions are also an expected part of the mov ie-going experience, and the Chelsea striv es to prov ide high-quality options that the local audience lov es. Membership support currently makes up 17% budgeted rev enue. Memberships are on an annual, rolling basis and may be purchased online, by mail, or on site. Spring and fall membership campaigns solicit new members and seek to upgrade existing members and are followed by monthly renewal notices as needed. At our peak in 2019, there were 1,500 membership households. Post pandemic, we now hav e a current membership base of 750 households, which is rising steadily through our continued efforts. These memberships range from an annual cost of $50 for an indiv idual membership, to $2,500 for an Angel membership. At the current rate of growth, we expect the membership base to exceed 1,500 in 18-24 months. Unrestricted annual support is secured through direct solicitation, and requests for additional donations at the time of membership. W e had recently added monthly recurring donations and annually automatic renewing memberships to our offerings, as well as an option for the donor to pay the processing fees online. Additional fundraising strategies are being considered in order to build a strong foundation for dev elopment efforts and funding for operations and general programming throughout the year. Grants and special projects support is secured through formal requests to foundations and granting organizations. W e are in the early planning stages for a special campaign for the ev entual replacement of our projectors, and the creation of a technology fund, estimated to be $50,000. DocuSign Envelope ID: C51EB45F-B413-43B9-9219-D43177B9056D