Collaborative Marketing Initiatives Planned
The participating theatre companies have established four priority areas for possible collaborative audience development initiatives:

• Capitalizing on word of mouth: Recommendations from friends and colleagues are an important source of information, particularly for first-time attendees, and the companies hope to identify new ways to encourage word of mouth.
  Embracing the last-minute buyer: With two-thirds of the under-35 group buying tickets within a few days of the show, TAMA will be looking into new ways to capture these last-minute buyers.
• Working with public radio: Given the popularity of public radio with the TAMA audience, the group hopes to develop an approach to gaining better exposure for theatre companies on these stations.
• Increasing diversity of audiences: Several of the individual theatres have had success at diversifying their audiences, and the group hopes to create a mechanism for other companies to learn and benefit from their colleagues’ experiences.
  Other possible collaborative efforts that may be pursued in the future include establishing partnerships with museums or movie theatres, and identifying strategies to attract families to the theatre. In addition, the individual theatre companies will use their results to identify actions they can take on their own, such as partnering with local restaurants or hotel concierges in their neighborhoods.