People's Light & Theatre Company had an extensive consultancy with the Target Resource Group (TRG),a national consulting firm specializing in analyzing sales data and helping arts organizations to better shape their marketing to match what their customers want to buy. During the consultancy, TRG worked extensively with the theater's senior administrative and marketing staff to improve and expand their audience-building initiatives and to make the best use of their marketing dollars. As a result of the consultancy, People's Light significantly changed its subscription model and programming mix, resulting in dramatic increases in subscription sales and significantly lower subscription renewal costs. 1
- 1. Management grants, through the Philadelphia Cultural Management Initiative, were awarded from 2009 through 2013.