Company: Shugoll Research
Headquarters: Bethesda, Maryland
Industry: Marketing and Research
Company Size: Small (annual revenues of less than $50 million)

"The arts thrill us, challenge us, move us to joy and sometimes to tears, and help us understand and respect diverse lifestyles and cultures. Shugoll Research wants to help share the excitement of the arts with our children today, so they become the arts audiences of tomorrow."
                - Mark Shugoll, Chief Executive Officer

Objectives
To develop research-based strategies that help arts organizations improve their operating strategies, to enhance employee relations, and to help develop a broader appreciation of the arts in the community, especially among schoolchildren.

Process

• Shugoll Research provides arts organizations with below-cost market research through its Discounted Market Research Program to help these organizations develop strategies that address operational issues such as audience development, low donor retention rates and audience satisfaction.
• To enhance student involvement in the arts, the firm established and supports a variety of arts education programs in area schools such as ArtSpeak!. This program brings nationally-recognized artists into schools to teach and perform, and offers students and parents opportunities to attend a variety of performances, arts workshops and demonstrations. The company also established a program called TheaterTrips! to provide transportation to events and to offset the cost of student tickets to area theater performances.
• The company also offers its employees free tickets to arts events and hosts holiday parties in arts venues.

Results
As a result of its arts support, Shugoll Research has boosted employee morale, is helping arts organizations develop their audiences, and is making the arts more accessible to schoolchildren in the community.

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