Last summer, the CAC’s marketing department began work with an external research partner to conduct a brand health survey. The marketing department’s goal was to understand how much Chicagoans from all walks of life know about the CAC and their perceptions thereof. This research was conducted in 2 main parts:
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- In depth interviews with key stakeholders – Docents, Staff, Board and Members, and
- A city-wide survey of 750 Chicagoans asking about their perceptions of the CAC, knowledge of our products and tours, and the value we offer in comparison to other cultural organizations.
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Thank you to the Docents, Staff and Board Members who participated in part 1 of this process. These results and insights are being combined with several other data points from our ticket buyers, media outlets, and local community partners to help us redefine WHO our key audience segments are moving forward, understand WHAT is important to them, and HOW we can best reach them where they are. The final output will be a report that the marketing department plans to share with Docents, Staff and Board in the second quarter 2024. This final report will help inform our programming and marketing in the years to come.