With nearly 20 years experience directing the marketing and community outreach efforts of a major performing arts organization, Laura Schairer formed the marketing consulting firm, Audience Magnets, in 2006. The firm specializes in marketing and public relations for events and performing arts organizations, offering services such as strategic planning for revenues and audience growth, creation and implementation of advertising campaigns for subscription and single ticket sales, demographic analysis, and public relations campaigns. In addition, the firm offers consulting services for many interdepartmental operational functions such as box office and ticketing activities, customer service and retention efforts, donor development programs, as well as database management and integration for finance and fundraising activities.
During her tenure at the Arizona Opera, Laura quintupled the opera’s annual ticket sale revenue to over $3.4 million and increased the company’s subscription base 40% to over 10,000 subscribers. The number of annual performances grew from just 20 to over 37, with annual attendance at the opera performances now at over 80,000.
In addition to her work developing audiences in multiple markets, she has been recognized nationally and internationally for her expertise in effective advertising and promotion. She has won numerous awards, including “Best New Business of the Year” from the Newspaper Association of America, an Otto Award from the Direct Marketing Association, Outstanding Website from the Web Marketing Association, and a GOLD “Addy” award from the American Advertising Federation for her interactive CDROM of entertaining and educational opera games for kids.
She has great success promoting Arizona as a cultural tourism destination, drawing over 2,000 attendees from over 35 states and 13 countries to the week long Ring Cycle Festivals in Flagstaff Arizona. For these events, she directed all national and international advertising, international press relations and organized all special events, lectures and tours during these highly acclaimed Festivals. The week long events generated over $1.2 million in additional economic impact for the City of Flagstaff.