Marketing & PR Report2006-07

Sales Report

• Season Ticket Sales Goal Met: $3,127,090.48 (over goal by $83,148.48)

• Single Ticket Total Tuc/Phx: $1,194,944.00 (over goal by $128,002)

Marketing & Public RelationsHand-in-Hand

• The annual membership investment of Finder Binder, a national online media directory, resulted in Arizona Opera gaining record editorial coverage.  Front page / full color stories were worth on average $22,000 in advertising value for each market

• Subscribing to Burrelles Luce/Arizona Clipping Service allowed tracking and measurement of media buys related to coverage to ensure ad dollars are being spent with appropriately targeted outlets

Public Relations

• Arizona Opera had more editorial coverage on its 2006-07 season than any other comparable performing arts organization.  This is based on discussions with numerous arts organizations in both markets

• Three radio interviews with Carlisle Floyd and Diane Alexander, in Phoenix and Tucson in support of Susannah, reached an estimated 62,000 listeners per broadcast.  Carlisle Floyd’s on air interviews were rare opportunities for audiences to hear directly from an opera’s composer

Community Outreach

• AHRF-Arizona Human Rights Foundation/Arizona Opera initiative in support of the GLBT community– Co-hosted reception at Wyndham, Phoenix prior to opening

night of Susannah– Looking to continue and expand into next season incl. Tucson

members of AHRF

• Outreach to Latino community through media partner Latino Perspectives, and prominent community leaders

• Inaugural event at Methode Bistro, Scottsdale for Amadeus Society, young professionals– Looking to expand group to include Tucson market

Marketing Initiatives

• Change in marketing mix to include aggressive online advertising in addition to traditional direct mail, print and radio– Google ads ran online in Washington Post and New York Times

targeting Arizona Opera’s demographic

• New partnership between Arizona Opera, Harkins Theatres and MMA Advertising to create commercial spots suitable for television and theatrical release

• Move toward creating cooperative advertising agreements for television coverage with Phoenix Channel 15-ABC and Channel 3

Harkins SpotBeauty & the Beast

Looking Ahead• Continued audience-building through targeted outreach,

initiating new campaigns toward business community, leisure and travel, lifestyle and ethnic demographics

• Greater visibility and awareness of Arizona Opera as a vital cultural and educational partner in metro Phoenix and Tucson

• Collaborating with other arts organizations to build relevant programs to meet the needs of the community

• New artwork direction to enliven the brand• Brochure to be mailed end of May!