Seattle Repertory Theatre

Seattle Repertory Successfully Changes it Marketing Strategy with the Help of JCA Answers

 “T-Stats [JCA Answers for Tessitura] helped us to prove that many of our customers purchase tickets just days before a performance. As a result, we decided to change the timing of our email campaigns and have already seen an increase in responsiveness!”
Christi Carlson, Head of Sales & Ticketing, Seattle Repertory Theatre

Seattle Repertory suspected that many of its audience members purchased tickets just days before a show but had no data to prove this. With T-Stats, however, Seattle Repertory no longer has to rely on assumptions. Using the ‘Days Prior to Performance’ attribute, it proved that most people buy tickets at the last minute. More specifically, T-Stats helped determine that ticket sales were highest just one to five days prior to performances. With this new information in hand, Seattle Repertory’s marketing department made a strategic decision to alter its email campaign, changing the deployment date from two weeks to just one week before the performance.  As a result, it has experienced an increase in responsiveness to emails. The marketing department now has a more objective metric to ensure it is approaching the right people with the right message at the right time.

One of the largest and most renowned regional theatres in the country, Seattle Repertory Theatre produces a mix of classics, recent Broadway hits and cutting-edge new works in two theatre spaces.