How are non-profit boutique opera companies with limited operational budgets targeting and engaging with their publics? This question must be answered if these opera companies are to maintain relevance against an evolving landscape of financial instability, numerous entertainment options, and varied communication techniques. My starting point is that establishing strong connections between non-profit boutique opera companies and their current and potential audiences is essential, to both artistic and financial longevity. Segmentation can provide a successful tool for public relations practice, by targeting these audiences and tailoring communications and engagement activities accordingly.
The research I undertook explores the possible use of segmentation by non-profit boutique opera companies in their public relations activities. Using a qualitative methodology, I conducted a field study with non-profit boutique opera companies located in Toronto. Drawing from the findings I present an overview analysis and outline potential administrative and audience-building strategies for non-profit boutique opera companies.
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