Claritas Audiences …
Music to the Ears of FWSO

CHALLENGE

The Fort Worth Symphony Orchestra (FWSO) is committed to uniting its community through presenting over 120 performance, education, and outreach concerts, reaching an audience of more than 150,000 annually. To help reach this goal, improve new subscriber acquisition and discover which products were most appealing to their key audience(s), they sought to gain a deeper understanding of who their current patrons actually were.

SOLUTION

Claritas conducted an in-depth analysis of the FWSO patron base across a variety of performance and ticket types, with a goal of delivering a deeper understanding of their patron’s geographic, demographic, and psychographic characteristics. Once the analysis using Claritas’ PRIZM® Premier was complete, Claritas was able to develop unique best customer insights, deliver custom-built look-alike direct & email subscriber lists, and conduct a post-season match-back.

A WORD FROM THE FT. WORTH SYMPHONY ORCHESTRA

“We recently partnered with Claritas to conduct an in-depth analysis of our patron base, aiming to gain a deeper understanding of their geographic, demographic, and psychographic information. By leveraging this newfound knowledge, we have been able to optimize our marketing strategies, ensuring that our budget is spent more efficiently and effectively.”

– Carrie Ellen Adamian | Chief Marketing Officer

THE CLARITAS EFFECT 

Claritas identified two main target groups that are now being leveraged by both the FWSO ticket sales and donations teams. Key insights and success metrics gained, included:

• Insights into the products key patrons are seeking to purchase.
• Better understanding of patron media consumption habits.
• Valuable intelligence on the new pool of patrons’ location(s).
• Discovery that over 12% of new ticket buyers came directly from the prospect lists developed by Claritas.
• Knowledge on which consumer touch points were the most effective in driving sales and thereby maximizing the marketing budget.