Firt Act Theater

Adopting a CRM tool to communicate easily with its audiences while complying with Québec’s Law 25

Hom implementing Arenametrix made it possible to simplify the marketing team’s work while ensuring full compliance with Québec’s Law 25.

premier acte

An intimate 80-seat theatre, First Act Theater invites audiences to exceptional and privileged encounters with Québec’s emerging generation of creators. A clear reflection of their aspirations and concerns, each season is shaped by the artistic vision and contemporary theatre approach of these young artists.

First Act Theater is a crossroads where the vibrant forces of the new generation of theatre makers from Québec City meet, offering audiences “a fresh perspective” inspired by meaningful and contemporary voices.

Modernize and Simplify Communication

To successfully carry out all its activities, it was essential for First Act Theater to equip itself with an easy-to-use tool that could:

  • Centralize contacts (audience members, donors, press) within a single platform ;
  • Comply with Canadian Law 25 in the management of consent ;
  • Segment audiences according to various criteria (purchase and donation history, profession, interests) ;
  • Create and send personalized email and SMS campaigns ;
  • Analyze and optimize campaign performance.

Law 25 regulates the management of personal information in Québec. It requires organizations to obtain and document individuals’ consent over a defined period, allow them to easily unsubscribe, and ensure the protection of their data.

Key Steps of the Project

→ Connection to the data sources: Arenametrix connected to the ticketing software (thepointofsale.com) and First Act Theater’s website to automatically import customer data every day. These integrations enriched contact profiles and centralized all information within a single record.

→ Automatic updating of contact consent: Spectators can easily unsubscribe from communications. As a result, the First Act Theater team has access to a dynamic, constantly up-to-date database without needing to import or export data manually.

→ Identification of dynamic lists with automatic updates based on ticketing data: newsletter subscribers, season subscribers, regular buyers, press contacts, teachers.

→ Personalization of communications based on collected data, for example for teachers or donors.

→ Following an initial training phase, the theater’s team benefits from ongoing, personalized support to continue building skills throughout the collaboration.

+20%

growth of the database (2024–2025 season)

67

campaigns sent during the last season

48.5%

average open rate across the 67 campaigns

$118.000

raised during the 2025 donation campaign

65%

of performances were sold out (2024–2025 season)

Next steps

The roadmap includes:

  • Deepening audience segmentation:
    The theater team would like to further leverage spectators’ known interests to promote shows while limiting marketing pressure
  • Implementing an automated audience journey:
    Including personalized pre-show and post-show emails.

Thanks to the structuring of its digital ecosystem, First Act Theater now has a 360° view of its spectators, enabling effective communication while complying with Law 25.

Pellentesque maximus odio eget turpis  congue lobortis. Proin efficitur gravida erat, in suscipit nisi congue  id. 
Citation ou témoignage du client
Télécharger les ressources

Arenametrix’s personalized support made the transition smooth and motivating for our team, and we are now better equipped to showcase the theater to our audiences.

Geneviève Boivin - Communications and Development Manager, First Act Theater
I want to know more!