Insight Case Study: Optimising Research and Insight to Create Lasting Impact

Neon Unicorn Theatre building in Pink

Unicorn Theatre Case Study

Client: Unicorn Theatre

Overview
Tonica supported Unicorn Theatre with market research, Google Analytics training and CRM support.

Case Study created from work undertaken in: 2016

More about this Project
Tonica helped Unicorn Theatre with several projects including:

  • Systems Advice – including recommending the use of survey software (SurveyGizmo) to administrate schools orders to streamline the process for customers and staff prior to the booking being confirmed and added to box office software
  • Creation of a Post Visit survey to be sent out after performances to gain insight into audiences and capture their response to the show
  • Evaluation Advice – providing recommendations to amalgamate data during the year to reduce the time involved in preparing Arts Council England returns
  • Provision of Google Analytics training and example reports which can be used to demonstrate the impact of Unicorn Theatre’s digital presence
  • Conducting a scoping exercise for a suggested segmentation based on a combination of frequency (the number of times bookers have attended) and genre (the types of productions or events attended)
  • Schools Market Research.  This included ticket booking analysis and questionnaire research to understand the awareness, engagement, motivations, potential barriers, attitudes to pricing, and brand equity of Unicorn Theatre in the Schools market place.  A set of recommendations were provided as a result of the research highlighting key insights and outlining opportunities for the future

Client Comment

“Working with Tonica was great, Mary provided us with the perfect blend of strategic and practical support. The detailed work we did together enabled us to make informed and effective decisions that have had a long lasting and positive impact.” – Helen Tovey, Director of Marketing and Communications, Unicorn Theatre