University Musical Society
The University Musical Society (UMS) in Ann Arbor, Michigan is one of the nation's largest and most prestigious presenting organizations, attracting world class performing artists and attractions each season to the University of Michigan campus. UMS engaged WolfBrown to conduct market research focusing on existing audiences. A postal survey was designed and mailed to a random sample of 3,000 UMS ticket buyers, both subscribers and single-ticket buyers.

Results provided UMS board and staff members with new insight into the purchase behaviors, attitudes and perceptions of ticket buyers, and assisted the marketing staff in evaluating the effectiveness of advertising in various media and in thinking about new and refined strategies for reaching a diverse community. Alan Brown also counseled UMS on the design and implementation of an in-audience survey, in partnership with the University's Institute for Social Research.

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