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

11

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.

15

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

24

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