Understanding Your Audience and Your Community – Mapping Software that Reveals Key Characteristics

Understanding Your Audience and Your Community –
Mapping Software that Reveals Key Characteristics
Presenter: Ken Coulter
Location: AL 124
• This session will demonstrate mapping/analytic
pp g y
software used by marketers to locate and segment
their audiences using key socio-economic and
psycho-demographic characteristics
psycho demographic characteristics. Two vendors
will be highlighted: MapInfo Inc’s PSYTE and
Environics Analytics’ PRISMce mapping systems.
The session will demonstrate the segmentation and
mapping of audience databases, and the strategic
thinking used by skilled arts marketers to identify
g y y
opportunities that will broaden, diversify and deepen
their audiences/audience experiences.

Technology & The Arts - May 2008

Today’s Audience
Today s
1. People’s behaviour has
People s
changed
2. Who is our audience?
3. What do they value = expect
from us?
4. How can we best deliver it?
5.
5 Can we change their
behaviour?


Changes changes, changes
Changes, changes

1. The pig in the python
2. The Great Depression/WWII
consumer vs post war consumer
t
1. Flexibility, choice and convenience
2. The value proposition ( time vs money
p p y
equation)
3. Brand loyalty ”Brand is the shorthand
used by today’s time starved
consumers” Brand = trust in your
implied promise


CCI – Ontario Presenting Network


• Membership based network Q=181
• Field of 600 presenting organizations
• P i
Province wide, not-for-profit
id tf fit
• Many municipal based, performing arts
venues
• High Level of Collaborative Learning
g g


Arts Presenting Development Principles
• Arts Presenters as Societal Architects
• Specialized and multi disciplinary
multi-disciplinary
presenting – wide range of societal
engagement
• Organizations that are seeking, sensing,
learning and adapting –The Learning,
The
Adaptive, Healthy Arts Presenter


Vision
A live performance for everyone in Ontario:
an active curator for the performing arts in
every community: a lively engagement
between the two.
two


Mission
To Lead and develop and leadership in the
Ontario arts presenting field
field.


Our Values
• Encouraging, supporting & developing those responsible for the
presentation of professional performing arts in the communities of
Ontario.
• Fostering networking, professional development, advocacy &
access to resources.
• Supporting our members’ curatorial visions.
• Fostering d
F t i and encouraging collegiality, t t and openness within
i ll i lit trust, d ithi
the membership
• Encouraging the presentation of new art forms and the appreciation
of quality and engaging performing arts performances
performances.
• Providing leadership.


Recent work on engagement
• RAND Building Arts Participation (2004)
• RAND Gifts of the Muse (2005)
• H ld C lt l V l
Holden Cultural Value: C i i i L iti
Crisis in Legitimacy
(2006)
• MUPS study (2007)


Attributes/ Practical Participation Reaction to
Perception of benefits
Backgrounds Barriers or Experience Experience
of participation
Enhancements

Socio-
demo-graphic Personal
characteristic beliefs
s about arts
participation Attitudes
Personality
factors toward Intention/
Participation Reaction to
arts decision to
Past
Experience Experience
Perceptions participat participate
experience
of ion
Social/ social norms
cultural toward arts
identity participation

Behavioral Model of Participation (by McCarthy & Jinnett -RAND)

The Value System Surrounding Arts Participation
Alan Brown, Values Study for Connecticut Arts Commission


Oakville Centre
&
The Oakville Market
Th O k ill M k


OCPA & TOURISM


Cultural
Policy

Community
Performing
Arts Centre
Recreational Economic
Policy Development
P li
Policy


Every
Seat
is a
Great
Seat!


PSYTE
& MapInfo


What is PSYTE?
• Classification of neighborhoods linked to Postal
Codes,
Codes household lists, consumer databases,
lists databases
location databases
• All of Canada has been placed into 1 of 60
different neighborhood types based on more
than 250 variables including: g
• Canadian Census
• settlement context
• retail opportunity
• vehicle registrations
• actual purchase& behaviour
Technology The Arts - May 2008

Oakville & PSYTE

• Provided list of approximately
1,780
1 780 Patrons

• Used the address to link to the
PSYTE Clusters, Map Patrons
Clusters
and Identify Preferences

Oakville
• Population 128,500
– 23% Children 0-14
– 56% of households have children. Of these, 31%
have children ages 0 – 14 years.
h hild
– 20% Age 55 Plus
– Significant Ethnic Groups
•P t
Portugall
• Indian
• Italian
• German
– Average Household Income - $97,500
– Average Household Expenditure-$86 000
Expenditure-$86,000
– 50% of population hold white collar jobs, 35%
grey collar and only 15% blue collar jobs.
– Of the 50% holding white collar jobs, 22% are in
business or finance and 17% hold management
positions. Technology & The Arts - May 2008

Oakville Centre
Oakville Centre Ticket Buyers Psyte Profiles
Cluster Number Percentage of buyers


OC & PSYTE
• Top PSYTE Clusters
– Suburban Executives
– Technocrats & Bureaucrats
– Suburban Nesters
– Stable Suburban Families
– The Affluentials
• These people have a high tendency to be
involved in high end outdoor leisure
activities, specifically golf and downhill
skiing.
• They are also frequent attenders of the
ballet,
ballet live theatre and popular music
concerts. Technology & The Arts - May 2008

2003
Oakville
Centre
Ticket
Buyers

Oakville Centre

Ranking of top 15 communities of ticket buyers
Number of ticket buyers
City Name


Oakville Centre
Oakville Centre area ticket buyers


Oakville Centre
19.07% of ticket buyers are Suburban Executives


Oakville Centre
9.85% of ticket buyers are Technocrats and Bureaucrats

13.78 % of Ticket Buyers are Rustic Prosperity.


Oakville Date Oakville Households

Oakville Centre

Green area indicates psyte clusters with growth potential

Coloured in boxes indicate clusters Arts - May 2008
Technology & The with significant growth potential

Demographic Report: Current
Oakville Centre Patrons
• Population split equally between males (49.7) and females
(50.3) with an equal spread of all ages levels.
• 62% of attendees are married, while 27.5% are single.
• 83.7% live in single family households. 62% of these
g y
households have children, 38% do not.
• 67% consider English their mother tongue while 24% call
their mother tongue “other”.
g
• Only 13.3% of attendees consider themselves a visible
minority and within that, only 2.2% are black.
• 57% of attendees earn more than $60 000 00 and within that
$60,000.00
number 23% earn more than $100,000.00
• 86% of attendees work in an office and 78% of those travel to
work in their own vehicles.
vehicles
• 86% of attendees own their own home and 77% of those live
in single family dwellings. & The Arts - May 2008
Technology

Oakville Centre
Oakville Centre high potential target groups media tendencies
M e d ia Ind e x

Readership Data: Mag. - Elm Street 171
Readership Data: Mag. - National Post Business 169
Readership Data: Mag. - Enroute 168
Readership Data: Mag. - T oronto Life 165
Readership Data: Mag. - FiftyPlus (Carp News) 165
Readership Data: Mag. - Leisureways/W estworld 156
Readership Data: Mag. - Report On Business Magazine 156
Readership D
R d hi Data: MMag. - C Canadian B i
di Business 154
1 4
T V Nws/Sprts/C. Aff.- W ch Nws Mag-Business W orld-2x/W k+ 150
Daily Nwsp- Sect. Usually Rd: Finance Business 149
Readership Data: Mag. - Profit 147
Radio Stn - Listen T o: Classical/Fine Arts/Educational 146
Readership Data: Mag. - Homemakers Magazine 143
PMB Publication Q i t (T tl Cd ) 1 (H
P bli ti Quints Cda.): (Heavy)- 6 I /M
) 6+ Iss/Mo. 140
PMB Publication Quints (Eng.): 1 (Heavy)- 7.5+ Iss/Mo. 138
Nwsp- Rd Lst Sunday Nwsp: Yes 138
T V Sprts (In Seas) - T ennis: 2x/Mo+ 136
Radio Prog. - Listen T o: T raffic 136
Readership Data: Mag. - Decormag 135
D il N
Daily Nwsp- S t U
Sect. Usually Rd T ravel
ll Rd: l 134
T V Sprts (In Seas)- NBA Basketbll- Playoffs:2x/Mo+ 134
T V - Quintiles (French): 4 134
T V Nws/Sprts/C. Aff.- W tch Nws Mag- CBC Sunday Report 133
This represents the top indexing Readership Data: Mag. - IE: Money 133
media tendencies for this target Readership Data: Mag - Golf Canada 133
group. Pl
Please see the attached
th tt h d P blic T rans (S m Cde) An T rips S b a /RT /Sk T rain In
Public rans.- (Sum. Any rips: Subway/RT /Sky 133
spreadsheet for further high Readership Data: Mag. - T V T imes 132
indexing tendencies. Radio Stn - Listen T o: All News 131
Campus/Student Nwsp.- At A Cdn. College/Univ.: Yes 2008
Readership Data: Mag. - Le Bel Age 130

High Oakville Centre Potential
• Demographically, the high potential target group is very similar to the
existing Oakville Centre patrons.
• These people have a high tendency to participate in “high end”
outdoor leisure activities such as golf downhill skiing and tennis.
golf, tennis
They also have a much higher than average tendency to own their own
sailboat.
• They enjoy attending the ballet, live theatre, opera and both classical
and popular music concerts.
• These people have a tendency to frequent high end shopping
institutions such as Eddie Bauer, Holt Renfrew and Birks.
• They travel extensively and frequent places like Disney World, Italy and
World
France, Arizona and Whistler.
• They are good investors and have a high tendency to invest in equity
funds, stocks and use the services of full service brokerage agents.
• Th are consumers of high end alcoholic beverages such as port,
They f hi h d l h li b h
sherry, scotch and expensive wine.
• They have a much higher than average tendency to use the internet to
make their purchasing decisions and on average, have a high tendency
p g g , g y
to spend over $1,500 per month on their credit cards.

Oakville Centre
High Potential Target Group Leisure Time Activities


What are the differentiating characteristics of my best customers?

Map Of Oakville By Cluster
Urban Gentry (U1)

Cluster 12 Urban Gentry (U1)
Some well-to-do urban neighborhoods are modest in lifestyle, though quite economically
secure. Urban Gentry exemplifies a more conservative lifestyle compared to some of their
high-flying neighbors, though their interests may range from foreign travel to the local jazz
scene An a erage ho sehold income of $96 000 will also buy a lot of theatre tickets
scene. average household $96,000 ill b tickets.
Urban Gentry indexes high on older homes built in the late-1950's and 1960's, university
education, and managerial employment.

Who may be my future customers?

Map Of Oakville By Cluster
Suburban Growth (S1)

Cluster 10 Suburban Growth (S1)

Some say quot;sprawlquot; while others say quot;development,quot; but both agree that the vast areas of emerging
metro Canada have changed the landscape forever. Families with children, including many recent
immigrants, populate
immigrants pop late this cl ster and pro ide a ne d namic for gro th Contin ed
cluster provide new dynamic growth. Continued….


Urban Gentry

PSYTE Clusters by Neighbourhood

D

L
AL
1999 PSYTE by EA

W
RN
Oakville CSD

CO
01
02
03

C
H
04

AR

D
W

LR
TW
05
RD

AL
EL
06

M
L
LE

W

O
R
07

RN

RR
D

D
ID

IS
CO
08
M

O
R

N
10 6T
PE

RD
12 H
UP

LI
13 N
E
RD
14
NEYAGAWA RD
16

TRA
17
21

C
FALG

E

HA
AV
23

RT
E

RD
28

W
L
AR R

AP

EL
D
29

M

L
L
NA

R
33 D W

D
DO
AT
35 SO

AC
40 N

M
41 OAKVILLE
OAKVILLE AV
E
RE
48 TR YN
51 AF OL
AL
GA DS
60 RR S
NC D T
R
D
4T
H
LI
N
E

AY
R

AY
D

W
W
H
TH
ET

RD
BE

NOTTIN
GHILL
RS
AB

KE
ZA

GATE
EE

RR
IIZ

SP
EL

ST
EL
NN
EE
EE
QUU
Q

ST
C CA
BE
RE

Lake Ontario
3R
D

2
2
4T
LI

YY
N

H

W
E

W
LI
RD

H
H
N
E
RD
RD
S
ER
PE

•Own Sailboat
•Drink Scotch
•Attend ballet &
•Classical concerts

Kindergarten Boom

PSYTE Clusters by Neighbourhood

D

L
AL
1999 PSYTE by EA

W
RN
Oakville CSD

CO
01
02
03

C
H
04

AR

D
W

LR
TW
05
RD

AL
EL
06

M
L
LE

W

O
R
07

RN

RR
D

D
ID

I
CO
08

SO
M
R

N
10 6T
PE

RD
12 H
UP

LI
13 N
E
RD
14
NEYAGAWA RD
16

TRA
17
21

C
FALG

E

HA
AV
23

RT
E

RD
28

W
L
AR R

AP

EL
D
29

M

L
L
NA

R
D
33 W

D
DO
AT
35 SO

AC
40 N

M
41 OAKVILLE
OAKVILLE AV
E
RE
48 TR YN
51 AF OL
AL
GA DS
60 RR S
NC D T
R
D
4T
H
LI
N
E

AY
R

AY
D

W
W
H
TH
ET

RD
BE

NOTTIN
RS

GHILL
AB

KE
ZA

GATE
EE

RR
IIZ

SP
EL

ST
EL
NN
EE
EE
QUU
Q

ST
C CA
BE
RE

Lake Ontario
3R
D

2
2
4T
LI

YY
N

H

W
E

W
LI
RD

H
H
N
E
RD
RD
S
ER
PE

•Shop Winners
•Spent $100-199 on
Children’s Show
•Go to movies

Oakville Centers of Performing Arts: Customer Base May 2006

Oakville Centers of Performing Arts:
Customer Base May 2006

Big Ticket Plus Clientele
Big, Little, Kids Clientele = Customer Base
Big Ticket Clientele
All Events Clientele


Target Group
Target Audience Geography of Oakville

Top Target Clusters PSYTES:
(U1) Canadian Elite
(U1)Urban Gentry

Red Area represent 46.1%-100% of Oakville
Centers Target audience
g


Target Group
Customer Base over Target Audience Geography
Oakville Centers of Performing Arts: Customer Base 2006

The Oakville Center of Performing Arts
customer base is consistent with the most
likely
likel target areas located within this
ithin
geographical region.


PRIZMce


PRIZMce
• PRIZMCE is a new consumer segmentation
g
system that classifies all Canadians into one of
66 lifestyle types--with names like Cosmopolitan
Elite,
Elite Electric Avenues, Les Chics and Lunch at
Avenues
Tim's. The system marks the first time that a
Canadian segmentation model has linked
g
geodemographics to psychographics,
incorporating “Social Values” data from
Environics Research with demographics and
product preferences to explain consumer
behaviour.

• Add Prizmce slides from Website
• Add TH slides ( work on survey with
Adam)


http://www.environicsanalytics.ca/p
rizmce.aspx
i
• U7 Urban Downscale
• 45 Daytrippers & NightowlsYoung lower-middle-
class urban singles and couples
• 49 Rooms with a ViewYoung multi ethnic singles
multi-ethnic
in downscale urban high-rises
• 55 Single City RentersYoung apartment-dwelling
g y g p g
urban singles and couples
• 58 Solo ScrambleDownscale young singles and
single-parents in urban areas
• 61 Park Bench SeniorsDownscale seniors in
urban high-rises


• How is this type of analysis transforming
Presenting in Ontario?


• How is this type of analysis transforming
Presenting in Ontario?
– CCI - Values and benefits study
y
• Predictive tool
• Random surveys
•T i
Testimonials
i l
– Oakville applications
• Working values
• Programming
• Community role(s)


The Ontario Value and Benefits Project will:
• ( ) identify th personal b
(a) id tif the l benefits th t people i
fit that l in
Ontario communities gain from their participation
in cultural activities;
• (b) reveal the values that define their choices to
participate or not to participate; and
• (c) develop broadening, deepening and
diversifying strategies that will engage more
Ontarians in quality, artistic experiences.


The project's overall purpose is to:
project s
• mobilize new knowledge and audience
engagement practices into the Ontario
cultural sector and
• re-value th central i
l the t l importance of the arts
t f th t
in people's lives and our society.


Phase I - Discovery and Tool
Development
Activities
Discovery
► conduct series of personal meaningful
'discovery' interviews among
audiences and near audiences (non-
participants who are interested in and
value the arts)


Outcomes:
► Six participating theatres serve as pilot test sites to
gather values-based evidence of cultural impact and
meaning and identifies the benefits (in their own
words) that audience members derive from their arts
experiences.
► Through discovery and comparative analysis:
di d it
audience and community values, beliefs and
l b li f d
attitudes will be revealed in rural and urban theatres,
large and small communities, Southern and
N th dC di
Northern, and Canadian and American audiences
dA i di
(using parallel Major University Presenting Societies
(MUPS) US study results) is revealed.
► CCI hosts first in series, mid-winter learning institute
on Engaging Audiences: New Approaches to
Creating Art-filled Experiences
g p


Outcomes: Some Stories We Heard
• The best is when it draws us in, sets us
at ease, and draws a circle around the
group.
• You get stale looking at life through
your own eyes, you need the eyes of an
artist.
• Do you ever notice you have theatre
tickets on the worst days, but then you
days
come, and the lights go down and
nothing else matters
matters.

Outcomes: Some Stories We heard
• Art is all about communicating; if we don't
don t
have communication what do we have?
• I can't imagine living in a world without the
arts...for me it's just about survival...that
t f it' j t b t i l th t
simple.
• “drama should ennoble the spirit, if you
drama
come away thinking about something you
haven’t thought about before, or with a
different perspective the performer has done
perspective,
his job”
• “I value the fact that my kids are in the arts,
enjoying their youth and not hanging out at
j i th i th d t h i t t
the mall.”


Outcomes: Some Stories We Heard
• “It’s nice to escape the big bad ugly world. You hide
It s big, world
in the theatre and forget about life for awhile.”
• “The theatre has enriched our lives and we are better
for being
f b i a part of it.”
t f it ”
• “I can’t get a better experience for the money.”
• Took an unresponsive foster child to theatre,
p ,
completely enthralled and found self through it and
is now in professional theatre led to own greater
involvement in theatre
• Single, early middle-aged woman, very outgoing, “I
want to do everything”– brings dates to
performances and measures them against response
i.e. if wants to get up and dance and the date does
not, it is the end of the line


Phase II - Quantitative Gathering of Evidence of Value and
Statistical Modeling
Activities
Quantitative Gathering of Evidence of Value
► Tool Development
► develop quantitative survey using TixHub web-based customer
TixHub, web based
relationship management software (includes focus groups,
input from consultants and support from MUPS group *)
► training on administration and use of tool
► t t survey t l at six sites
test tool t i it
► refine online evidence-gathering process and recommend
procedures such as frequency of administration administer and
monitor online gathering of quantifiable values held by arts
g g q y
participants
Statistical Modeling
► analyze develop segmentation/classification of audience 'value'
clusters


Phase Two:
Outcomes
► Qualitative data gathered in phase one will be used to
statistically model value clusters in participating communities
► Program expands to larger number (12) of CCI member
communities (potential of 70 more presenting organizations)
► Report entitled 'Ontarians Public Value of Culture' published
and made available through the Centre for Cultural
Management (nationally) and through CCI (provincially)
► CCI hosts second in series, mid-winter learning institute on
series mid winter
Building Participation Through Values Based Outreach
► Participating presenters begin to develop new programming
and marketing approaches that align their programs and
messages with th i communities' di
ith their iti ' diverse social value clusters
i l l l t
► Presenting organizations develop audience hosting practices
that appeal to diverse social value clusters


Phase III - Advocacy Outreach - Revealing
Culture s
Culture's Value
Steps include:
► implement evidence gathering
methodologies in ten other presenting
communities
► host series of forums and workshops
throughout province to deepen
understanding and build base of new
knowledge/practice in community audience
development
► disseminate knowledge into other arts
sectors


Phase Three
Outcomes:
► CCI and Centre for Cultural Management
develop advocacy strategy based on
ongoing results from the project
i lt f th j t
► CCI hosts third, mid-winter learning institute
on Creating Public Value Through the Arts.
g g
Also hosts Creative Summit in late spring to
bring audience development practioners
together to share new learning and develop
new values-based audience development
strategies.
► Results used to fuel province wide public
province-wide
awareness /advocacy campaigns at the
community level.


How Has Engagement affected OCPA Working Values

•Running a community arts centre
•Gathering metaphor vs. transactional metaphor
g p p
•The hosting metaphor
•So close to home
–Home before the 11 o’clock news
Home o clock
–Membership and loyalty
•The little girl dancing in a professional stage metaphor
•The soft core (subscribers) vs solid connected (single
ticket) audience


• Experience slide & photo


Oakville Performing Arts Centre
…sorting out the brand message….

User groups/
rental clients
promoters
Big Ti k t
Bi Ticket

User groups/ Oakville Centre
rental clients “ So Close to Home”

User groups/
rental clients

Oakville Performing Arts Centre
…sorting out the brand message….
Oakville Drama Series
User groups/ (Rental Client)
rental clients promoters

Big Ticket

Oakville Symphony
y p y promoters
(rental clients)


Box Office Revenues 98-2007

$2,100,000.00
$2,000,000.00
$1,900,000.00
ales handled by OCPA Box office $1,800,000.00
$1,700,000.00
1998
998
x

$1,600,000.00
1999 $1,500,000.00
2000 $1,400,000.00
$1,300,000.00
2001
$1 200 000 00
$1,200,000.00
2002 $1,100,000.00
$1,000,000.00
2003
$900,000.00
2004 $800,000.00
$800 000 00
Dollars in Ticket Sa

2005 $700,000.00
$600,000.00
2006
$500,000.00
2007 $400,000.00
$400 000 00
s

$300,000.00
$200,000.00
$100,000.00
$
$0.00

ER

R
ER
R
Y

E
IL

ST
H
Y

LY

BE
Y

BE
R

N
RC

R
AR

B
A

B
JU

U
A

JU

EM

M
AP

M

M
TO
U

G
A
U

E
VE
BR

AU
M
N

PT

EC
C
JA

O

O
FE

SE

D
N

“Look how far
Look
you didn’t
have to travel
travel,
to come and
see me….” ”

- Bill Cosby,
Nov 1, 2007,
Oakville Centre for the
Performing Arts

Technology and the Performing Arts

• Web1 0 – out bound –items to surf and
Web1.0 items
enjoy – one way
• Web2 0 – UGC User generated content
Web2.0 UGC-
– two way conversations- global
community


Understanding Your Audience and Your Community –
Mapping Software that Reveals Key Characteristics
Presenter: K C lt
P t Ken Coulter
Location: AL 124
• http://www environicsanalytics ca/prizmce
http://www.environicsanalytics.ca/prizmce
_links.aspx
• http://www tetrad com/pcensus/can/py95ls
http://www.tetrad.com/pcensus/can/py95ls
t.html
• htt //
http://www.ccio.on.ca/
i /
• http://www.oakvillecentre.ca/
• http://www.tixhub.com/
• kcoulter@oakville ca
kcoulter@oakville.ca

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Understanding Your Audience and Your Community – Mapping Software that Reveals Key Characteristics