Author: Hirsch, Jim

Publication Year: 2003

Media Type: Case study

Summary:

The Chicago Association for the Performing Arts (CAPA) is the not-for-profit presenting organzation that manages the 3,600 seat Chicago Theatre at 175 N. State STreet in downtown Chicago. This case study shows how CAPA developed a large Database of email addresses of people who either attended events or expressed an interest in receiving information about upcoming events. Special emphasis is given to the African American and Hispanic patron for audience development. This case study is a complete analysis of the entire intitiative.

Abstract:

The Chicago Association for the Performing Arts (CAPA) is the not-for-profit presenting organzation that manages the 3,600 seat Chicago Theatre at 175 N. State STreet in downtown Chicago. This case study shows how CAPA developed a large Database of email addresses of people who either attended events or expressed an interest in receiving information about upcoming events. Special emphasis is given to the African American and Hispanic patron for audience development. This case study is a complete analysis of the entire intitiative giving detailed information on the:

1. initial situation analysis,
2. internal factors,
3. external factors,
4. address collection tactics,
5. tactics considered but not used,
6. technical needs,
7. e-mail processing and surveys,
8. challenges faced and finally,
9. Conclusions.

Arts & Intersections:

Categories: Performing Arts Organizations, Marketing and Communications