Understanding Your Audience

Snug Harbor Cultural Center and Botanical Garden is a hidden gem in NYC; a place where history, architecture, art, theater, dance, music, and horticulture converge to provide dynamic experiences for all ages. The diversity of programming and attractions at Snug Harbor poses a unique challenge for audience marketing, development, and program design. The Capstone team designed and launched an online survey and conducted focus groups and market research to help Snug Harbor analyze its current audience. The team used current audience data and information about peer organizations to craft recommendations for Snug Harbor to develop its audience, enhance visitor experience, and market its evolving brand identity successfully. As a result, Snug Harbor gained a deeper understanding of the demographics and behaviors associated with its different audience segments and improved its ability to connect and engage visitors.