The brief
To increase the resilience of The Brunton Theatre, I carried out audience research to profile cinema, live screening, Edinburgh Fringe and classical music audiences. I also piloted new marketing strategies.

My role
I managed face-to-face and online surveys. Relevant findings were extracted from ticketing data using Audience Finder, and competitive market analysis was carried out on similar venues. New marketing activity included forging relationships with media titles including The Scotsman; working with micro-influencers on Instagram; and organising social media competitions to appeal to younger audiences.

The result
My final report set out reasons for attendance, interest in future events and how to increase visit frequency. New marketing materials are being developed using my evidence.