Audience 360

What is Audience 360?

“A360 provides me with the tools to create a robust marketing campaign by identifying target audience across NYC arts organizations. At my fingertips, I have easy access for list exchanges across these organizations, the ability to look crossover between organization, and a treasure trove of reporting for behavioral and demographic analysis. Currently, I run 3 major season brochure campaigns in A360 which has contributed to a decrease of 70% in my list costs as well as cost savings of over $30,000.” – Michael De Froda, Assistant Director, Marketing – Lincoln Center for the Performing Arts

How does it work?

• Participating organizations regularly upload patron data to the centralized database
• Access controls are established between organizations’ data such that cross-organizational analysis can occur, while specific patron information remains under the purview of the owner organization
• Participating members cooperatively establish rules about how, when and what data can be used

“TRG’s Data Center platform and the A360 network of NYC arts organizations have been invaluable tools. The time-saving benefits alone have transformed our work in developing patron engagement, allowing us to significantly increase the complexity of our communications calendar. With auto-suppressions, drag and drop criteria, and in-line trade capabilities, crafting a list is only clicks away, putting more control in our hands while lightening the workload for our IT department.”
– Dustin Brauneck, Director, Relationship Marketing – New York City Ballet

What are the benefits?

• Cross-organization patron analysis leads to more targeted campaigns and a substantial increase in ROI for both retention and acquisition projects
• A true picture of a household’s Lifetime Value is available to an organization
• Patron records are appended with demographic and psychographic profiles—useful for Research and Marketing purposes
• Reduced costs from list trades and data hygiene
• Fosters cross-organization collaboration and programs
• Patrons receive messages that are more targeted to their interests

“With Audience 360, Classic Stage Company saves over $15,000 annually on mailing fees, streamlines the list trading process, and saves staff time. We’ve been able to lower the cost and increase the effectiveness of all our direct mail initiatives.” – Phil Haas, Director of Marketing and Communications – Classic Stage Company

Where are we now?

We are now in our sixth year, with 6.5 million unique households in the database. Community databases have been used to cross-reference arts attendance and voter registration for effective advocacy, analyze and encourage market-wide multi-buying behavior, identify customer origination patterns, study large-scale patron loyalty, and more!

“Audience360 allowed me to easily asses the quality of my data with detailed reports and enhanced customer profiling not available with my current CRM system. The ability to view customer crossover and trade mailing lists with a large portion of the NYC performing arts community, coupled with regular data cleaning and updating at no extra charge, resulted in over $10,000 worth of savings and an 8% increase in ticket sales.” – Michael Naess, Former Director of Marketing & Communication – Orpheus Chamber Orchestra

Who is our community?

54 Below
59E59 Theaters
92NY
Alvin Ailey Dance Foundation
American Ballet Theatre
Atlantic Theater Company
Ballet Hispánico
BAM
Carnegie Hall
Chamber Music Society of Lincoln Center
Classic Stage Company
Dance Theatre of Harlem
FIAF
Irish Repertory Theatre
Japan Society
Jazz at Lincoln Center
The Juilliard School
Kaufman Music Center
Lincoln Center for the Performing Arts
Manhattan Theatre Club
MCC Theater
The Metropolitian Opera
Miller Theatre at Columbia University
Mint Theater Company
Musica Sacra
New York City Ballet
New York City Center
New York Philharmonic
NYU Skirball
Orchestra of St. Luke’s
Orpheus Chamber Orchestra
Park Avenue Armory
Paul Taylor Dance Foundation
Perelman Performing Arts Center
Playwrights Horizons
Primary Stages
Prospect Theatre Company
The Public Theater
Red Bull Theater
Roundabout Theatre Company
Second Stage Theater
Signature Theatre Company
Soho Rep
Symphony Space
TDF
The New Group
The Shed
The Sheen Center
Vineyard Theatre
Voices of Ascension
Works & Process at the Guggenheim
WP Theater

How do I join?

TDF oversees all membership.

Contact:

Nella Vera
VP of Marketing & Communications
Theatre Development Fund
NellaV@tdf.org