Audience Alchemy: The Strategic Partnership
Turbocharge your impact and redefine what’s possible.
Got big goals? Let’s redefine what’s possible together.
You’re a visionary ready to launch your organization’s next chapter. Let’s turn your bold ideas into reality with a strategic partnership.
Equip your organization with the tools, insights, and innovative strategies needed to thrive in an ever-changing landscape. This 12-month partnership is designed to guide your team through a transformative process, aligning your efforts with what matters most to your target audiences.
By embracing proven strategies and leveraging data-driven insights, you’ll lay the groundwork for a big, bold future—while setting new standards for relevance and innovation in the arts sector.
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Radical Patron Focus
Unlock untapped revenue with the Jobs To Be Done framework, revealing hidden demand and sustainable growth opportunities.
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Strategic Precision
Bring unparalleled precision to your growth strategy with my step-by-step GOLD process, turning vision into an actionable roadmap.
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New Market Expansion
Redefine your market and tap into a broader audience of motivated prospects through deep qualitative research and market analysis.
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Change Management
Implement a customer-first model effectively and drive bold, sustainable change with Kotter’s legendary eight-step process.
"Ruth ignited our marketing, development, programming and venue hire teams with excellent, tangible recommendations that will now play a critical role in Melbourne Recital Centre’s next chapter."
—Latoyah Forsyth, Head of Marketing and Visitor Experience, Melbourne Recital Centre
MEET RUTH
Hello, Innovator!
I’m a former opera singer who swapped the stage for the world of Harvard Business School. Now, I help cultural organizations thrive by putting customers at the center of everything they do.
With experience as an artist, educator, and nonprofit leader—plus eight years at the Clayton Christensen Institute for Disruptive Innovation—I team up with visionary arts leaders who want a partner to help them dream big, think boldly, and redefine what’s possible.
Rocket Fuel in Action
Let’s look at what would happen if U.S. orchestras marketed their offerings not around their product (outputs), but around impact (tangible customer outcomes.)
National trends point to one very specific outcome that U.S. consumers are prioritizing in 2025. And it’s one that the live music experience already provides!
If U.S. orchestras captured just 5% that market, they would gain 10.7 million additional attendees annually. THAT’S A 62.9% INCREASE.
This kind of transformative growth is possible when you adopt a radically customer-first model.
Potential Impact of Outcome-Based Marketing on the U.S. Orchestra Sector
Sources: League of American Orchestras, Deloitte
The Audience Alchemy Process
With the G-O-L-D framework and Kotter’s 8 Steps for Leading Change, the Audience Alchemy process ensures your organization makes the transformative shift from a customer-focused approach to radically customer-first model, step by step.
This process ensures your organization not only adapts to a changing landscape but thrives. We’ll align your programming and marketing with what truly matters to today’s consumer—unlocking new revenue, deeper engagement, and sustainable growth.
Ready to redefine what’s possible?
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Establish a clear understanding of your organization’s baseline, identifying strengths, challenges, and strategic opportunities.
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Ensure organization is aligned around the importance of customer-centricity, setting the foundation for sustainable growth.
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Conduct qualitative research and analyze national market trends to uncover actionable insights and identify high-potential audience segments.
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Develop a unique value proposition that speaks directly to your patrons’ needs, acknowledges your expanded competition, and differentiates your organization in a competitive landscape.
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Use insights from the customer journey framework to inform your marketing strategy, nurturing and guiding patrons from unaware to engagement to loyalty.
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Implement relevant, compelling offerings that fulfill patrons’ needs and aspirations, ensuring a meaningful experience.
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Get a clear, actionable roadmap for sustaining customer-centric growth and measuring success, plus ongoing check-ins to gauge progress.
“What I have learned from you has been SO VALUABLE. Check out these stats from our Seattle Bach Festival launch week! It was spectacular and I am so grateful for your helpful, approachable, actionable teachings. Thank you!”
—Tekla Cunningham, Director, Seattle Bach Festival