Author Archives: Heather Fitzpatrick

Identifying audiences with the most opportunity.

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Project Objective:Seattle Repertory Theatre

Seattle Repertory Theatre was interested in exploring ways to arrest and/or mitigate the impact of declining ticket subscriptions. Although individual ticket sales remained steady, annual subscription ticket sales, which provide a more reliable revenue stream, had been declining. SRT was also interested in learning what subscription program attributes would increase customer satisfaction and facilitate a deeper connection with onstage productions. Finally, the organization wanted to evaluate, prior to implementation, several new programs developed to attract subscribers.

Solution:

MarketFitz developed and executed a segmentation study of all current and recent SRT patrons to learn about purchasing behavior, attitudes, influencers and needs. Using factor analysis and cluster analysis, we segmented patrons needs and purchase behavior influencers. Finally, we developed a predictive equation that allows SRT to independently identify patron segments and leverage that information to appropriately target future marketing efforts.

The research provided SRT with a better understanding of which members of its current audience were most likely to become subscribers, what influenced their decision, and what additional revenue opportunities existed with other patrons.  Leveraging this refined understanding, we worked with SRT to assess the likelihood of success of proposed programs, and to build new programs based on patron feedback.

MarketFitz continued to collaborate with the Rep, monitoring feedback from patrons on the programs developed based on the segmentation study and facilitating discussions with their team about the areas of opportunity and the best marketing tactics to reach their financial objectives.

Deliverables:

  • Segmentation survey and analysis, including summary of research findings and recommendations
  • Predictive equation for patron segment assignment
  • Raw Survey Data

About the Client:

The Seattle Repertory Theatre (“SRT”) is one of the largest and most renowned regional theatres in the country, producing a mix of classic comedies, Broadway hits and cutting-edge original dramas.

 

Improving results by focusing efforts.

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Fred Hutchinson Cancer Research Center

Project Objective:

After an extensive search, the Fred Hutchinson Cancer Research Center had identified and hired a new Vice President of Development to help the organization meet very aggressive fund development goals set by the Center’s Board of Trustees.  The organization had also allocated funds for a new marketing director role.

With such ambitious organization objectives, the Center did not want to put all of its efforts on hold until these two team members arrived.  MarketFitz worked with the Center to build an interim marketing plan that evaluated current activities, outlined how new and proposed marketing initiatives would support the Center’s specific business and financial objectives, and provided an interim operating plan for the organization’s marketing initiatives until the Vice President of Development and marketing director had joined the team.  In addition, the Center wanted to equip team members with a financially-oriented framework for evaluating new marketing opportunities that might arise after the plan had been completed, and before the new team members were on board.

Solution:

MarketFitz interviewed key team members within the fund development team in order to better understand specific organization objectives relative to each target donor group, and to flesh out potential barriers to success.  Next, MarketFitz conducted a series of six Marketing Alignment Map workshops for the development and communications teams.  The resulting plan was compiled into a document housed in an Access database, which facilitated management by the organization’s new marketing director

Deliverables:

  • A comprehensive master marketing plan for the firm
  • Marketing plans for each practice area
  • An outsourced marketing department to execute on and monitor progress against plans

About the Client:

The Fred Hutchinson Cancer Research Center is one of the world’s best-known research centers, focused on preventing, diagnosing and treating cancer, HIV/AIDS and other diseases.

Defining a strategic path to success.

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University Mechanical ContractorsProject Objective:

The management team at University Mechanical Contractors, Inc. (UMC) was preparing to update its strategic plan. In order to reduce risk and improve potential returns, UMC wanted to understand how both UMC and the competition were perceived by their target markets, and what potential opportunities might exist for the organization to create a differentiated position relative to the competition.

Solution:

MarketFitz was engaged to conduct market research to help the organization’s executive team meet its goal. Based on the organization’s business objectives and research requirements and the size and nature of the client base, MarketFitz recommended conducting a series of mini-focus groups comprised of decision-makers from current clients, prior clients, and prospective clients.
Over a two month period, MarketFitz conducted the mini-focus groups and compiled summaries of the interviewers’ observations. At the conclusion, the team reviewed the notes and audio tapes in order to compile a visual map of the customer’s decision-making process, their perception of the most significant competitors’ strengths and weaknesses, and UMC’s position in the competitive environment.
The visual map, a more detailed explanation of the terms and results, feedback relative to performance and suggested areas of improvement were included in a report for management review. MarketFitz also provided a PowerPoint presentation and briefing to the executive and senior management teams.
The results of the study allowed UMC to define a unique position within the market, and to craft a strategic plan to align and communicate the difference between UMC and its competition to a highly competitive marketplace.

Deliverables

  • Summary of results of 14 mini-focus groups with clients, former clients and target clients
  • Identification of the key factors used by clients during the purchase decision process
  • Visual map of the competitive environment against those factors
  • Specific feedback, based on client input, relative to current performance and potential areas for improvement

About the Client:

For over 100 years, University Mechanical Contractors, Inc. (“UMC”) has designed, implemented and serviced mechanical systems for some of the Pacific Northwest’s most complex and sensitive work environments.