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Behind the ScenesResearching Marquette University’s
Department of Performing Arts and Helfaer Theater
strategic research learning project24 November 2008
Created by:Caroline Abraham
Emily DixonClaire Eslinger
Julia Evans
Table of contents
Executive summary
1
Research needs
2
SWOT analysis
3
Goals and objectives
5
Strategies
6
Primary research
7
Secondary research
8
Research tactics
9
Results
13
Testing our hypotheses
14
Survey data
15
Recommendations
16
References
17
Appendix and raw data
18
Executive summary
1
The Helfaer Theater serves as an artistic outlet within the Marquette
community. The location on Marquette University’s campus in downtown
Milwaukee proves to be ideal for attracting audience members. From alumni
to current students and local community members to elementary school
programs, the Helfaer Theater can accommodate the needs of the masses.
With such a rich Jesuit foundation, Marquette’s Theater of Performing Arts
boasts passionate casts and crews, the magnificent Helfaer Theater, and an
optimistic future for growth.
Marquette University is known for its rigorous academics and renown
athletic teams. Performances at the Helfaer Theater often take a back seat to
student obligations. It is our mission to uncover the reasons why students do
or do not regularly attend plays at the Helfaer Theater.
Using qualitative and quantitative surveys along with focus groups, we
gathered information effectively and efficiently. Qualitative surveys were
issued to students required to attend at least one performance and asked for
in depth written responses. The quantitative surveys were intended to
uncover raw, numerical data about Marquette students’ perception of the
Helfaer Theater. Finally, focus groups provided us with key, candid insight
into students’ feelings surrounding theater performances and their
suggestions for improvements.
Our main concerns with the Department of Performing Arts was the lack
of effective advertising and incentive to capture students’ attention. Also, we
hope to unveil students perceptions of the theater after they experienced at
least one play. Focusing on Helfaer Theater advertising and motivations for
attending performances guided our research goals, objects, strategies, and
tactics.
Target audience While attending the 2008 production, Moon Over Buffalo, our team made
several important observations. A majority of the audience was not
Marquette University undergraduate students. Senior citizens and adult
couples filled most of the seats. But students need healthy forms of
entertainment that is close to their residency; what better place to visit than
the Helfaer Theater? We focused our research on Marquette University Fall
2008 undergraduate students.
Research Needs
2
The Helfaer Theater is located on Marquette University’s campus
providing an artistic escape for the surrounding community. Marquette’s
Department of Performing Arts offers a variety of courses for students
interested in the functions of theater production. Offering a major or minor in
theater allows students to expand their passions. Stephen Hudson-Mairet,
Design/Scenic Artists and Chair of the Department of performing arts, relies
on hands on experience to educate students involved in every area of
production.
The hard work and efforts of the Department of the Performing Arts
shine through its productions. All main shows are performed in the Helfaer
Theater. With an average of five productions a year, the theater team strives
to fill the Helfaer Theater while strengthening students knowledge in the field.
Problem Statement
We hope to discover any factors that encourage or discourage
Marquette students to attend performances at the Helfaer Theater. As a team
we explored various research techniques to enhance our understanding of the
Helfaer Theater and who attends the Department of the Performing Arts’
productions. We distributed qualitative and quantitative surveys to provide
us with raw data about the various aspects of why students attend the
theater. Finally, by conducting focus groups we obtained first hand
knowledge from a variety of students regarding their experiences with the
Department of Performing Arts. By compiling our research we worked to
improve the Department of Performing Arts’ primary goals:
1. Develop an understanding of target audiences by developing an
evaluation of performance attendance
2. Generate better awareness of the Department of Performing Arts
3. Raise performance attendance by building relationships with target
audiences both on-campus and within the Milwaukee community
4. Facilitate the relationship between the department and its target
audiences informed and engaged in changes in the department
Our department is committed to the Jesuit mission of Marquette University; committed to the tenets of excellence, faith, leadership, and service in our work. - Stephen Hudson- Mairet
Analyzing strengths and weaknesses
3
Strengths
Weaknesses
The Helfaer Theater Department offers a wide range of high caliber
performances. They focus on creating a performance schedule that includes
all genre types to appeal to students. They attempt to reach out to students
by promoting performances in the Marquette Tribune as well as using a
Facebook page.
Internal Weaknesses: The Department of Performing Arts currently lacks appropriate funding to
promote and advertise performances to Marquette Students. This has
resulted in a weak relationship between the Helfaer Theater and current
Marquette Students.
External Weaknesses:
Marquette students currently have very limited knowledge of the Helfaer
Theater. This factor may be the cause of low attendance rates. A limited
advertising budget is an external weakness.
Uncovering opportunities and threats
4
OpportunitiesInternal Opportunities: Marquette’s Department of Performing Arts includes a wide array of
talented professors and students. This collaboration opens the doors for
outstanding opportunities to exhibit individual and group talents.
External Opportunities:
The theater has the opportunity to strengthen its relationship with
current, undergraduate Marquette students. Through providing more
accessible information regarding the Helfaer Theater, adding greater
publicity of upcoming performances and generating more student input in
choosing specific performances, the theater can increase attendance rates
among current students.
Threats The Department of Performing Arts has to compete with other extra-
curricular activities and events offered by Marquette University; such as
sporting events. They also have to compete with the Milwaukee nightlife and
other social gatherings.
Goals and objectives
5
Our main goal is to gain key insight into students’ motivations to
attend performances at Marquette University’s Helfaer Theater.
1. Analyze current Marquette students’ awareness of theater
activity.
2. Understand student motivations for attending performances.
3. Uncover reasons why students do not attend performances. Objectives
Goals
Our objectives will be met during the Fall 2008 semester.
1. Obtain quantifiable data to enhance our understanding of
how our target audience, Marquette University
undergraduate students, gather information about
Helfaer Theater performances.
2. Uncover what motivates our target audience to attend the
theater and what may prevent the target audience from
attending.
3. Conduct qualitative research to discover emergent themes
and patterns within the experiences of Marquette
students who have attended the theater.
Strategies
6
Hypotheses While forming our research questions we centered them around our
own experiences as Marquette students. One of our main concerns is
that students are poorly informed about upcoming Helfaer Theater events
and that the department lacks adequate advertising. We also feel that
requiring students to attend for education purposes will be viewed
negatively by the student body.
1. Implement qualitative and quantitative surveys.
2. Conduct focus groups and independent observational
studies to meet our research objectives.
3. Use Marquette University undergraduate students as the
target audience.
4. Implement qualitative surveys to focus on why students
attended theater performances.
5. Center qualitative surveys and focus groups around
students who have not attended the Helfaer Theater.
Strategies
7
Methods and samplingThe immediate proximity of our client’s target audience signaled that our objectives
would be best supported by conducting our own primary research. As we focused on
Marquette students, we kept in mind that motivation and general interest in the
theater could greatly differ between majors, colleges, gender and age. To
accommodate these variants we conducted several different types of qualitative and
quantitative research including a quantitative survey, qualitative survey, two focus
groups and observational studies.
Quantitative Survey
We strived to ensure that the parameters for this method of research maintained as
much scientific integrity as possible. Therefore, the participants included volunteers
found at the Alumni Memorial Union and willing participants from a class of students
with no pattern or consistency in major, age, college or gender. By allowing these
participants to complete our survey, our sampling was as close to simple and random
as possible. None of the participants were coached or had knowledge of our research
goals previous to completing the survey.
Qualitative Survey
We conducted this method of research in order to have a larger group of opinions to
compare/contrast with our observational studies. The sample of Marquette students
who completed this survey was found through a professor that required her students
to attend the Helfaer Theater for class. This group was chosen through a stratified
random sampling. Their unifying qualities were that they all had been required to see
a show.
Focus Groups
Invitations to participate in our focus groups were sent through Facebook, extended
to individuals in Marquette Place, and opened up to friends of participants. In the end,
volunteers for our focus groups were found through a snowballing effect. Willing
participants brought along a friend or had recommended we contact others as well.
This sampling technique was successful because we ended up with various ages,
genders, colleges and majors.
Observational Studies
Each of our four group members attended a theater performance prior to conducting
further qualitative and quantitative research. We used our observations to form
hypotheses to be tested through our research, and themes to be compared/contrasted
with other Marquette Students who have attended a performance sponsored by the
Department of Performing Arts.
Evaluating primary research strategies
Evaluating secondary research
8
Department of Performing Arts- website
Stephen Hudson-Mairet shared the current state of the Department of Performing Arts with our Advertising/Public Relations research class. His lecture, followed by a Q&A session shared structure of the department, current promotional efforts and current challenges. Of these challenges, he specifically cited low student ticket sales, low attendance on Thursday and Friday nights and a limited budget which does not allow for a permanent Public Relations/ Promotions position
Recently implemented promotional activity for the Department of Performing Arts include (but are not limited to)• Online ads via Facebook and Onmilwaukee.com• Print ads in the Shepherd Express and the Marquette Tribune• Date night pricing
Stephen Hudson-Mairet
Single ticket prices - Non musical - Any day
$18 Full
$14 Senior
$14 MU Employee/Alum
$8 Student
Single ticket prices - Musical - Any day
$20 Full
$16 Senior
$16 MU Employee/Alum
$10 Student “Surviving the Culture Change” – Diane E. Ragsdale“…the primary issues facing the American arts are not financial. They are cultural and social” (pg 3). This author cites a cultural shift as the reason for the decline in theater attendance. Numerous factors may have influenced this shift. However, she notes that modern American society may be raising a generation uninterested in cultural experiences. This shift is because of emergent technology and cuts in arts funding in k-12 schools.
9
Qualitative survey.At a glance.Sampling: Stratified random samplingNumber of participants: 36Major: variousAcademic standing: undergraduate (frosh-senior)Commonalities: Performance attendance mandatory for class
Overview.Using a qualitative survey allowed our research group to gather and analyze the opinions of people within the target market who have been required to see a performance at the Helfaer Theater for class. Our motivation for surveying this group of individuals was to compare/contrast their experience with our observational studies and further understand a Marquette student’s experience while attending a theater performance.
To find this sample we contacted the English department within the College of Arts and Sciences. We were given a listing of teachers who required their students to attend a Theatre performance this semester. We chose Dr. Tallon’s English 43 class because it fulfilled a general English requirement for all undergraduate students. By choosing this class, we ensured that our sample would still represent the general target market, and not strictly English majors.
The design of the questionnaire given to Dr. Tallon’s English 43 class consisted of open ended questions as well as two questions about their basic academic demographic information. We chose to ask this group open ended questions to gauge feelings and experiences rather than to seek concrete facts and figures.
Emergent themes and patterns:o The Helfaer Theater’s intimate environment enhanced theater goers experience.
o Information (outside of class announcements) about ticket prices, show times and performance details was difficult to find.
o Students are only interested in seeing shows that they are familiar with because they are scared to risk spending money on a show they don’t know anything about.
Research Tactics
10
Quantitative survey.At a glance.Sampling: Stratified random samplingNumber of participants: 35Major: variousAcademic standing: undergraduate (frosh-senior)
Overview.Using a quantitative survey allowed our research group to gather facts and statistics regarding performance attendance and opinions of the Helfaer Theater from people within the target market. Our motivation for surveying this group of individuals was to simply gather information about the differences between students who have and have not attended performances as well as their opinions on the Helfaer Theater’s promotion and advertising methods.
To find this sample we contacted various teachers for permission to distribute the surveys in classes pertaining to a variety of majors. Our goal was to get information and statistics from students in all majors.
The design of the questionnaire given to the students consisted of closed ended questions as well as two questions about their basic academic demographic information. We chose to ask this group closed ended questions to simply gather concrete facts and statistics.
Emergent themes and patterns:o The majority of those sampled felt that Helfaer Theater performances were not promoted to the proper extent.
o Information regarding performance dates and times were viewed as not readily available to students.
o Of the students that have attended a performance, an overwhelming majority only attended as a class requirement.
Research Tactics
Research Tactics
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Focus groups At a glance
Number of focus groups: 2
Number of people: 6 in each
Where: Cudahy
Incentive: pizza, pop and candy
The people who attended our focus groups were college students of all
classes and majors. Overall, the two groups said that on the weekends they hang
out with their friends and on the weekdays, when all studying is done, they watch
TV or movies. In one focus group four out of six students had never attended a
play at Marquette. In the second focus group three out of six had never attended a
Marquette play. Of the students that had attended plays, every one of them was
required to attend for a class. Our focus groups pointed out, however, that
attending plays as a requirement can be a positive experience. Patrick Clough-
Androes, a junior in the College of Arts and Sciences said, “I think attending a play
for class is a good idea. It’s better than just sitting in a classroom.” Most students
also said that even though they were required to attend, they surprisingly ended
up enjoying the play.
Our focus groups pointed out that the biggest problem with the Marquette
Theater is that they do not promote enough. Senior Kristina Pilolli said, “I’ve only
heard about the plays through class. I don’t think they advertise very well because
I don’t have any idea what plays are going on this semester.” Many junior and
senior students did not even know where Helfaer Theater was located. Melissa
Jensen, a junior in the college of Business Administration said, “I don’t attend plays
because I don’t hear anything about them and I’m too busy to search for more
information on them.” The students suggested many ways in which the Theater
Department could promote better. Suggestions included:
1. Handing out flyers at bars and outside of the library
2. Hanging posters in the library, residence halls and AMU
3. Putting ads in the news briefs and news flush
Research tactics
12
Theater observation At a glance.
Play attended: Moon Over Buffalo
Where: Helfaer Theater
Observations:
1. Helfaer is a very small and intimate theater; even people sitting in
the back were fairly close to the stage. The character’s motions
and expressions were very clear to everyone in the theater.
2. Most of the people in the theater were sitting in the center section
and they were almost all adults. Students were sitting on the left
and right sides of the stage but farther back. Some people were
alone, but not many. As a whole the theater was pretty crowded.
Perhaps another 30-50 people could have fit. The adults seemed
like they were either professors or parents of children in the play.
The students that were there seemed to be there for a class, not
just for pleasure.
3. The older people in the crowd seemed to be with their significant
other while the younger people seemed to be with groups of
friends.
4. The demographics of the crowd seemed to be people ages 18-50.
Almost everyone was Caucasian and seemed to be upper middle
class.
5. During the play the crowd really seemed to be enjoying
themselves. Almost everyone laughed at one point or another.
Students that may not have been excited to be there in the first
place seemed to end up liking the play.
If we had all of the time to do a study at the theater we would look
for students who attend because they have to versus students
who attend for pleasure and what days seemed the busiest.
Results
13
How do Marquette undergrad students gather information about theater
performances?
1. Our quantitative survey showed that 40% of students who have seen
at least one play at Marquette most likely found information about
the theater through flyers.
2. 41% of students who have never attended a play said they would
most likely find information about the theater through the internet.
3. A majority of students, 74%, said that information about the theater
is not readily available.
What motivates our target audience to attend theater performances?
1. Students from our focus groups, and quantitative surveys, said they
attended theater performances for a class requirement. In fact, 75%
of survey participants attended a performance because of academic
requirements.
2. One of our original hypothesis stated that students would view
performances negatively if they were obligated to attend because of
a class requirement. Results from our focus groups proved this
wrong.
What prevents students from attending theater performances?
1. We proved our hypothesis correct in that many students believe the
Helfaer Theater performances are under promoted. 85% of students
surveyed agreed with this statement.
2. Based on findings from our focus groups, students are more likely to
attend other Milwaukee/Marquette events rather than theater
performances on the weekends
Research objectives answeredan overview of consistent themes
Testing our Hypotheses
14
Helfaer Theater promotion
. With a limited budget, the Helfaer Theater has promotional
restrictions. As stated earlier, one of our assumptions was that students
were unaware of upcoming theater events. The lack of promotion proved
to be a major problem. Our quantitative survey discovered that 65% of
Marquette students surveyed said that the theater info is not readily
available. This includes pricing information, show times, and the theater
location. Despite the Helfaer Theater website and advertisements in the
Marquette Tribune, students are not responding to current advertising.
Perhaps most importantly, is that 78% of respondents said that the
performances themselves are not well promoted. These results verify
that in order to increase student attendance, the Department of
Performing Arts must reevaluate their current public relations and
advertising techniques.
Class requirements A few Marquette professors require that students attend at least one
performance at the Helfaer Theater, especially those in Theater or English
classes. Surprisingly, students that were required to attend a
performance enjoyed their experience. They even viewed it as a welcome
addition to classroom curriculum. When professors assign projects
outside of class, most groan at the thought of added work. However,
students who fall into this category enjoyed their experience and were
glad they attended a performance.
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Quantitative Survey Data
Survey Data
Results
16
Recommendations
After looking over all of our research we noticed one major problem
with the Department of Performing Arts; the lack of promotion. As
results from our quantitative survey showed, 65% of students who
have attended at least one play at Marquette said that they believe
theater information is not readily available; 78% said that the
performances are not well promoted. We came up with three ideas
that will raise better awareness for the Marquette Theater.
1. Collaborate with the English department
a. The Department of Performing Arts should put on plays that
correspond with books being read for a variety of English
classes,these English professors would then require students to see
the plays.
b. Our research proved that students enjoy being required to see
plays for classes
Patrick Clough-Androes, a junior in the College of Arts and Sciences,
and a participant in our focus group said, “I think attending a play for
class is a good idea. It’s better than just sitting in a classroom.”
c. This would get a variety of students to see the plays
2. Student input
a. In general, students are not interested in the plays that the
Department of Performing Arts performs. If they have more input in
what plays are performed, they will be more inclined to attend.
b. Once a year the theater should have a weeklong event where
students vote on one play that is performed that semester
c. This would raise awareness for the theater and get students excited
for the upcoming play
3. Open house during orientation week
a. During orientation week Helfaer Theater should have an open
house where the freshman can tour the theater
b. Free food, drinks and dessert would be a good incentive to get
students to attend
References
17
.
Austin, Erica Weintraub, and Bruce E. Pinkleton. Strategic Public Relations Management. 2nd ed. Mahwah: Lawrence Erlbaum Associates, Publishers, 2006.
Berg, Kati, Dr. ADPR 142 Strategic Research/Service Learning Project . Desire2Learn. Marquette University. 20 Nov. 2008 <http://d2l.mu.edu/d2l/orgTools/ouHome/ouHome.asp?ou=6605>.Path: ADPR 142; Content; Client Info/Project Details.
Hudson-Mairet, Stephen. "Welcome to Marquette Theater." The Department of Performing Arts. Marquette University. 19 Nov. 2008
<http://www.marquette.edu/theatre/>.
Appendix
18
Qualitative survey Helfaer Theater Survey
Grade: freshman sophomore junior senior
Major:
How many plays have you attended at the Helfaer Theater while at MU?
Were you required to attend or was it for pleasure?
After seeing a performance, would you attend another performance on your
own? Why or why not?
Did you experience any difficulties in following areas: show times, ticket
prices, or performance information?
What did you enjoy about the Helfaer Theater?
What did you dislike about your theater experience?
*Join us for a discussion on Sunday November 9 at 4:00pm for free pizza.
If interested please leave your email address:
*Please allow 1 hour for the discussion
Appendix
19
Quantitative survey
Helfaer Theater Survey
Have you ever attended a performance at the Helfaer Theater? Yes No
What motivated you to attend the show?
For Class
For Pleasure
A friend was in the show
Free tickets
Other________________________
Would you ever take a date to the theater? Yes No
Would you attend a Friday or Saturday night showing? Yes No
Do you think theater information is readily available? Yes No
Are Helfaer Theater performances well promoted? Yes No
Where would you most likely find performance information?
Internet
Flyers
Sidewalk chalk
Word-of-mouth
Other: ___________________________
Do you know where the Helfaer Theater is located? Yes No
Did you know the Helfaer Theater as concessions? Yes No
Grade: freshman sophomore junior senior
Major:
*Join us a discussion on Sunday, November 9 at 4:00pm for free pizza.
If interested please leave your email address:
*Please allow 1 hour for the discussion
Appendix
20
Focus group outline 09 NovemberFocus Group
Conducted by:Caroline Abraham, Emily Dixon, Claire Eslinger, and Julia
Evans“Focus group participants often are recruited with respect to
homogeneity in demographic characteristics such as age, income, educational level, product usage patterns or group memberships.” Marquette Undergraduate students
“Usually paid” Pizza and beverages“Location of focus group facilities can help or hurt recruitment.” On
campus, Cudahy“Take place in the evening” 4:00pm
Opening: demonstrate to participates that they have characteristics in common
1. Everyone’s names and majors. Maybe their: hometown, where they live relative to campus
2. What are you normal weekend activities
Introduction phase: set the agenda, talk about experiences relative to the theater, not specific
3. Can you name the last theater performance you attended (school production, public theater, Broadway, etc.)
4. What did you enjoy about visiting the theater?5. Who did you attend the play with?
Appendix
21
Focus group outline continued
Key Questions: two to five questions that form the heart of the focus group?
6. Have you attend a play (or plays) at the Helfaer Theater, if so what did you enjoy about the play?
7. Why did you attend the play?8. If you haven’t attended a play do you know where the
theater is located?9. How do you receive information about upcoming
plays? Do you think the theater is successfully promoted?
10. Are there any productions you would enjoy seeing?
Ending Questions: closure to the discussion
11. Can you think of any incentives for attending a play at the Helfaer Theater?
12. ** the interviewer gives a 2-3 minute summarization of the focus group. Then ask members one-by-one if they agree with the consensus of the information. The overview can take up to 10 minutes.
Appendix
22
Raw results: quantitative surveyNumber of surveys: 35 completed
20 people have attended a play 57%
15 people have not attended a play 43%
Of the 57% that have attended:
What motivated you to attend the show?
* 75% attended for a class requirement
* 15% attended because a friend was in the performance
*10% attended for pleasure
Would you take a date?
*50% would take a date
*45% would not take a date
*5% would maybe take a date
Would you attend a Friday or Saturday night showing?
*60% would attend a Friday or Saturday show
*40% would not attend a Friday or Saturday show
Do you think theater information is readily available?
* 65% said theater information is not readily available
* 35% said theater information is readily available
Are Helfaer Theater performances well promoted?
*78% said performances are not well promoted
*22% said performances are well promoted
Appendix
23
Raw results: quantitative survey cont.
Where would you likely find performance information?
*40% find info from flyers
*25% find information about the theater on the internet
*15% find info through word-of-mouth
*10% find info from sidewalk chalk
*10% cited “other” e-mail, newspaper etc.
Do you know where the theater is located?
Did you know the Helfaer Theater has concessions?
*50% knew the theater had concessions
*50% did not know the theater had concessions
Of the 43% that have never attended a performance:
*60% would not take a date.
*40% would take a date.
*53% would not attend a Friday or Saturday performance
*47% would attend a Friday or Saturday performance
*86% did not think theater information was readily available
*14% did think theater information was readily available
*93% did not think that performances were well promoted
*7% did think that performances were well promoted
Appendix
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Raw results: quantitative survey cont.*41% find info from the internet
*34% find info from fliers
*6% find info from sidewalk chalk
*13% info from word-of-mouth
*6% find info from the newspaper
*80% of students knew where Helfaer Theater was located
*20% of students did not know where Helfaer Theater was located
*94% did not know the theater had concessions
*6% did know the theater had concessions
Printed on 22 November 2008