CIM West Midlands branch presentation given by Amy Clarke and Mary Butlin on 28th April 2010

1. Marketing the RSC Amy Clarke, Marketing Officer (Corporate) Mary Butlin, Head of Market Planning Amy Clarke and Mary Butlin

6. Audience Objectives Amy Clarke and Mary Butlin

8. New RSC Audiences Amy Clarke and Mary Butlin There has been a year on year increase in the proportion of new audiences to the RSC with 19% of 2008/9 respondents seeing an RSC performance for the first time. Over 92,000 people saw the RSC for the first time at a UK 2008/9 production. Base size: New to Shakespeare: filtered on Shakespeare plays only 2006/7 (1879) and 2007/8 (2210). New to RSC: 2006/7 (1879) and 2007/8 (3414)

9. Introducing Audiences to Shakespeare Amy Clarke and Mary Butlin We continue to introduce audiences to Shakespeare with one in ten respondents in 2008/9 having never seen a live Shakespeare performance before. The RSC introduced over 46,000 people to live Shakespeare in 2008/9. Base size: New to Shakespeare: filtered on Shakespeare plays only 2006/7 (1879) and 2007/8 (2210). New to RSC: 2006/7 (1879) and 2007/8 (3414)

10. Adult age profile 2006 – 2009 Amy Clarke and Mary Butlin We have significantly increased attendance from 25 – 34 year old and 35 – 44 year old age groups. Base size: 2006/7 (1879), 2007/8 (3414), 2008/9 Productions (6264)

11. Social Grade Profile Amy Clarke and Mary Butlin Although social grade is broadly unchanged from 2006 – 2009, there was a statistically significant increase in the proportion of C2 households from 2007/8 to 2008/9 from 3% to 5%. Base size: 2006/7 (1879), 2007/8 (3414), 2008/9 Productions (6264)

12. Ethnicity Amy Clarke and Mary Butlin The diversity of Stratford productions has been maintained with a welcome increase to 5% of respondents from Stratford, London and on tour being from a Black or Minority Ethnic (BME) group. This means that over 26,000 individuals from BME backgrounds have enjoyed the work of the RSC in 2008/9. Base size: 2006/7 (1879) and 2007/8 (3414)

13. Online Initiatives Amy Clarke and Mary Butlin

14. Collecting email data Amy Clarke and Mary Butlin Short data collection process using drop down menu to collect contact preferences For email sign ups and for online bookers.

17. Amy Clarke and Mary Butlin

18. Select Your Own Seat - Evaluation These initiatives have more than tripled online booking for RSC Members. Amy Clarke and Mary Butlin

19. Cash Value from Online Tickets £ Amy Clarke and Mary Butlin £3.5 million taken in online orders for 2009/10, compared to £2.1 million in 2008/9.

20. % Cash Value based on monthly orders including events Amy Clarke and Mary Butlin

24. Amy Clarke and Mary Butlin Where is Matilda?

27. Transforming our Theatres Amy Clarke and Mary Butlin

30. Royal Shakespeare Theatre, Stratford-upon-Avon 150 covers One dining terrace facing the Bancroft Gardens Destination restaurant outside of show times Democratic and open to all Unique, friendly and professional

32. Further Information Please contact us if you have any questions; [email_address] [email_address] Amy Clarke and Mary Butlin