Tessitura’s Innovator Series is an ongoing program of brief and inspiring presentations by industry innovators, each focused on a single theme to advance insight and innovation in the business of arts and culture. Presented periodically at no cost to a live webinar audience of Tessitura Network Members and others engaged in or studying the arts and cultural sector, Innovator Series presentations are subsequently released through the Tessitura Network YouTube™ channel to expand and extend the accessibility of these powerfully innovative ideas globally.
We were thrilled to present a solo Innovator Series talk during the opening session of the Australia/New Zealand Tessitura Regional Users Conference in Melbourne, April 2015.
Sara Hunt, Executive, Development and Audience Engagement
Arts Centre Melbourne
Focusing on the Customer Journey: Back to Basics and Beyond
Since 2013, much of the focus and strategy at Arts Centre Melbourne has centred on understanding and enhancing the customer journey in all its incarnations, from ticket buyers to donors to resident companies, with impressive results. In this talk, Sarah will share the story of why and how this customer-centric direction developed, explain how new technology is enabling stronger connections and providing broader views of customers, and share a few examples of how this focus is transforming the way the Centre operates, allowing it to more fully engage with its customers at all levels.
Presenter Bio and Links to More Information
Sarah is responsible for Arts Centre Melbourne’s Development, Marketing and Communications teams, and leads the teams that deliver Visitor Services.
Before joining Arts Centre Melbourne 2 years ago, Sarah was Director of Marketing, Communications and Ticket Sales at the National Theatre of Great Britain. In this time, Sarah helped to transform the way that the National Theatre understands its audiences, growing and sustaining them at an average 90% capacity - which in 2012 accounted for 40% of London’s total play-goers. During her time there, Sarah led the marketing campaigns for the Travelex $10 scheme - an innovative pricing approach that revolutionized theatre-going for audiences in London, initiated the marketing campaigns for numerous West End, Broadway, international transfers and UK tours, and in 2009 she launched the marketing and publicity campaign for the pioneering NT Live shows, with the production of Phedre, directed by Nicholas Hytner, and starring Helen Mirren.
Sarah has also worked for Bristol Old Vic Theatre, the Donmar Warehouse, with Sam Mendes, the Tricycle Theatre, English Touring Opera, and she began her career in the Box Office at the Orange Tree Theatre in London.
Sarah is attracted to work for companies that care for artists and their well-being, and that genuinely strive to make the performing arts as accessible as possible to the broadest and most diverse audiences possible.
Arts Centre Melbourne website
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