2 18 - cultural council for palm beach county€¦ · destination marketing efforts through grants...
TRANSCRIPT
MARKETING PLAN
2 18
COVER IMAGE: "SALT WATER TAFFY," DORENE GINZLER (DETAIL)
TABLE OF CONTENTS
ABOUT THE CULTURAL COUNCIL 3 - 9
ABOUT 4 - 5MISSION & VALUES 6 - 7IMPACT OF THE SECTOR 8 - 9
FY2017 YEAR IN REVIEW 10 - 33
HIGHLIGHTS/AWARDS 12 - 13OBJECTIVES/MEASUREMENTS 14 - 15ADVERTISING STRATEGY & RESULTS 16 - 23SOCIAL MEDIA STRATEGY & RESULTS 24 - 25WEBSITE HIGHLIGHTS & RESULTS 26 - 27PR HIGHLIGHTS & RESULTS 28 - 29CULTURAL CONCIERGE HIGHLIGHTS & RESULTS 30 - 31CONTENT HIGHLIGHTS & RESULTS 32 - 33
FY2018 STRATEGY 35 - 75
TOURISM MARKETING 36 - 71GOALS & OBJECTIVES 38 - 41INSIGHTS 42 - 45MEDIA & CO-OP STRATEGY 46 - 47SOCIAL MEDIA STRATEGY 48 - 49INTERACTIVE STRATEGY 50 - 51PUBLIC RELATIONS STRATEGY 52 - 57CULTURAL CONCIERGE PROGRAM STRATEGY 58 - 69CULTURAL MARKETING COMMITTEE 70 - 71
COUNCIL MARKETING 72 - 75BUILDING AWARENESS 72PROGRAMS & SERVICES 72 - 75
CULTURAL COUNCIL INFORMATION 76 - 80
BOARD MEMBERS AND STAFF 78CULTURAL ORGANIZATION MEMBERS 79 - 80
ABOUT THE CULTURAL COUNCIL
15 SURFBOARDS BY 15 SHAPERS DESIGN: JONI CASIMIRO PHOTO CREDIT: TONY ARRUZA 32
In 1978, Alexander W Dreyfoos and other business leaders formed the Cultural Council of Palm Beach County to promote cultural activities, foster growth of the sector and encourage opportunities for professional artists Now in its 40th year, the Council is committed to developing, maintaining and promoting a thriving arts and cultural environment in The Palm Beaches
In this leadership role, the Council administers a portion of the local tourist development fund (“bed tax”) under contract with Palm Beach County to promote the destination’s cultural offerings through advertising, public relations and grant programs The Council’s headquarters—The Robert M Montgomery, Jr Building—is a premier resource for tourists and residents seeking information about arts and culture in The Palm Beaches
Founder Alexander W Dreyfoos and President and CEO Rena Blades Credit: Jacek Photo
Promote cultural tourism
Provide grants to cultural organizations and professional artists
Offer support services to build capacity for cultural organizations and foster growth of the sector
Create opportunities for professional artists and musicians
Advocate for cultural funding at the local, state and federal levels
Enhance arts education
ABOUT THE CULTUR AL COUNCIL
123
456
PRIORITIES
ABOUT THE CULTURAL COUNCIL | 54 | ABOUT THE CULTURAL COUNCIL
MISSION & VALUES
The Cultural Council of Palm Beach County enhances the quality of life and economic growth of the community by creating a cultural destination through support for education and promotion of arts and culture
MISSION VALUES
Quality The Council seeks and embraces quality in all endeavors, from the artists and cultural organizations it supports to the ways it conducts business The Council leads in development of best practices for the nonprofit and cultural industry sectors and provides outstanding customer service to all constituents Transparency The Council conducts business in an open and honest matter, with integrity and equality Stewardship The Council exercises extreme fiscal responsibility, maximizing resources to benefit its mission and ensure ongoing financial sustainability Diversity The Council reflects and celebrates variety in race, ethnicity, language, tradition, culture, morality and political beliefs of the people and programs it supports Appreciation The Council values its donors, members, partners and staff The Council listens, celebrates their victories, shoulders their setbacks and inspires their vision Accountability The Council is responsible for its success No excuses
© SARGENT ARCHITECTURAL PHOTOGRAPHY, AUGUST 2014ABOUT THE CULTURAL COUNCIL | 76 | ABOUT THE CULTURAL COUNCIL
WITH MORE THAN
ORGANIZATIONS,THE ARTS MEAN BUSINESS
IN THE PALM BEACHES.
200CULTURAL
ECONOMIC IMPACT ANNUALLY
JOBS CREATED
HOTEL ROOMS FILLED
ANNUAL VISITORS
STATE & LOCAL GOVERNMENT REVENUE GENERATED
K-12 EXPERIENCES OFFERED
MORE THAN
525
5.4
34$
15,453
300,000+
715,000
MILLIONMILLION
MILLION
Arts and cultural organizations in The Palm Beaches are valued members of the business community They attract audiences, spur business development, support jobs, generate government revenue and are the cornerstone of tourism
700,000 $500MILLIONSQ FT PROJECTS
PLANNED CULTURAL EXPANSIONS IN PBC OVER THE NEXT DECADE:
THE ARTS MEAN BUSINESS
Sources: Arts & Economic Prosperity 5; Economic Impact of Cultural Tourism in Palm Beach County
IMPACT OF THE SECTOR
$
40
ABOUT THE CULTURAL COUNCIL | 98 | ABOUT THE CULTURAL COUNCIL
F Y2017 YEAR IN REVIEW
STREET PAINTING FESTIVAL, LAKE WORTH1110
545,0006,600 MILLIO
N
B ILLION
MILLIO
N
822.6 36$
715,000WEBSITE VISITS FROM ADVERTISING: +12% YOYADVERTISING & SOCIAL MEDIA LEADS:
11% OVER GOAL
1,000,000
11,000 1.1 MIL
SOCIAL MEDIA ENGAGEMENT: +15% YOY
VISITORS TO COUNCIL: +15% YOY
TOTAL ANNUAL WEBSITE VISITS: +13% YOY
A D V E R T I S I N G I M P R E S S I O N S
E A R N E D M E D I A I M P R E S S I O N S :
+ 2 2 % Y O Y
T O TA L A N N U A LW E B S I T E PA G E V I E W S :
+ 7 % Y O YA D V A L U E : + 8 0 % Y O Y
ADDY GOLD Cross-Platform Identity Campaign:
"See the Arts Through a Different Lens"
ADDY GOLD Social Media Campaign:
#ShadesofCulture
ADDY GOLD Online Videos:
"See the Arts Through a Different Lens"
Celebrity Endorsement
ADDY GOLD BEST IN SHOW Branded Content:
Tourism Compilation Video
ADRIAN AWARD SILVER Cultural Concierge
Public Relations Campaign
STEVIE AWARD BRONZE Marketing Campaign of the Year
in Travel/Tourism: "See the Arts Through a
Different Lens"
STEVIE AWARD BRONZE Video Advertisements:
Shades of Culture Tourism Video
STEVIE AWARD BRONZE Best Public Relations Event:
ESTO 2016 Event and Performance
CHARLIE AWARD SILVER General Excellence/
Best Custom Publication: art&culture
FLAGLER AWARD FINALIST Internet Advertising:
Shades of Culture Tourism Video
F Y2017 YEAR IN REVIEW
FY2017 HIGHLIGHTS BASED ON EOY PROJECTIONS FY2017 IN REVIEW | 13
F Y2017 TDC OBJECTIVES
The Cultural Council will continue to expand its destination marketing efforts through grants to eligible non-profit cultural organizations
The Cultural Council will increase cultural tourism to Palm Beach County through a fully integrated marketing campaign that includes advertising, public relations, promotion, social media and event marketing
The Cultural Council will target all marketing activities to New York and Boston from September through April and Florida cultural hubs (drive market) from June through August
The Cultural Council will expand its co-op advertising opportunities for member organizations and grantees and offer high perceived value bundling (e g print ad with digital component and event participation)
The Cultural Council will continue to roll out the Cultural Concierge activation plan, which includes refining the foundational message and brand assets, implementing a marketing strategy to promote the service and otherwise solidify the value proposition
The Cultural Council will create two events to further attract cultural tourists to The Palm Beaches
The Cultural Council will expand the tourism content in art&culture magazine and cross-market this content online
The Cultural Council will promote the Robert M Montgomery, Jr building as a cultural hub, where visitors to the county (as well as locals) can get information and advice from the Cultural Concierge and through our kiosk of brochures and other publications
The Cultural Council will fully utilize social media— Facebook, Twitter, Instagram,—to connect with cultural tourists
The Cultural Council will provide both technical and professional development for the cultural industry in order to build capacity and sustainability within the industry
"PILOBOLUS " EISSEY CAMPUS THEATRE AT PALM BEACH STATE COLLEGE CREDIT: AMITAVA SARKAR
6,600 ADVERTISING AND SOCIAL MEDIA LEADS
GOAL: 6,000
715,000 WEBSITE VISITSGOAL: 500,000
11,000 VISITORS TO THE CULTURAL COUNCIL
GOAL: 11,000
FY2017 PERFORMANCE INDICATORS
FY2017 IN REVIEW | 1514 | FY2017 IN REVIEW
ADVERTISING STR ATEGY & RESULTS
Market Focus
Boston, New York City and other major metros in the northeast corridor from September through April and southeast cultural hubs (“drive market”) from June through August
Media Strategy
• Moved to 100% digital strategy
• Tested ad unit effectiveness, messaging and calls-to-action through A/B testing
• Optimized and refined media targeting through geographic and demographic filtering, as well as behavioral targeting
• Hosted first-ever agency summit with Discover to introduce Push and &Barr and discuss advertising strategies and collaboration opportunities
Creative Strategy & Results
• Continued momentum of the “See The Arts Through a Different Lens” celebrity influencer campaign
• Maintained three- to four-week creative flights and applied learnings of results toward creation of ongoing influencer messaging
• Explored new creative and messaging for baseball spring training and summer hotel deals in The Palm Beaches
PROGRAMMATIC
VIDEO
VIDEO
SPONSORED
SPONSORED
SEARCH
RETARGETING
RADIO
“SEINFELD” STAR JOHN O’HURLEY SEES THE ARTS THROUGH A DIFFERENT LENS CREDIT: CULTURAL COUNCIL OF PALM BEACH COUNTYFY2017 IN REVIEW | 1716 | FY2017 IN REVIEW
ADVERTISING STR ATEGY & RESULTS
Facebook Creative Facebook Video Creative Instagram Creative Pandora Creative Programmatic Creative
FY2017 IN REVIEW | 1918 | FY2017 IN REVIEW
ADVERTISING STR ATEGY - SEASONAL CAMPAIGNS
Spring Training
• 16-day test
• 6,168 website visits
• 2 55% click-through rate
Summer Campaign (June - Aug)
• 200 hotel referrals
• 34,600 website visits
• 2 63% click-through rate
Summer FacebookSpring Training Facebook
Summer ProgrammaticSpring Training Programmatic
Summer ProgrammaticSpring Training Programmatic
20 | FY2017 IN REVIEW FY2017 IN REVIEW | 21
BOCA RATON MUSEUM OF ART
CO-OP PARTNER HIGHLIGHT:
ADVERTISING STR ATEGY - CO-OP
Co-Op Strategy & Results
The co-op plan that was developed in 2016 and revised for 2017 was 100% digital, highly trackable and targeted the Northeast market in the winter months and the drive market in the summer months The goal of the plan was to drive traffic to the Council’s website, where partners had the opportunity to feature their own advertising in premium positions on the pages with the highest visibility Partners were guaranteed qualified traffic exposure to their ads and the ability for visits to click on partner banners that linked directly to the partner’s site
By offering to share the reach of its own website, the Council offered higher quality impressions than most digital advertising, putting its co-op advertisers in front of those viewers who are already interested in the cultural offerings of The Palm Beaches
Plan Timeframes
• Winter 2017 (December, January, February, March) Partners: Boca Raton Museum of Art, Kravis Center for the Performing Arts, South Florida Science Center
• Summer 2017 (June, July, August) Partners: Boca Raton Museum of Art, Palm Beach Zoo & Conservation Society
• One-off plans were created for partners who wanted to participate outside of the plan’s prescribed months, as well as for partners who preferred a two-month timeframe
Palm Beach International Airport
Tested a co-op partnership with PBIA that included their logo in digital advertising in key feeder markets This generated nearly $10,000 in advertising dollars that were reinvested into the media plan and used for market testing and break-out campaigns (i.e. Spring Training).
3-Month Package Estimated Impressions:
180,000
Homepage feature or callout banner
Paid social feature
Monthly email feature Events page footer banner
CREATIVE ASSETS
Total Impressions
Total Clicks
71,676
762
72,668
944
70,283
2,009
214,627
3,715
3-MONTH PACKAGE RESULTS 2017 JANUARY FEBRUARY MARCH
Plan Your Trip page roadblock
FY2017 IN REVIEW | 23
1,000,000SOCIAL MEDIA HIGHLIGHTS & RESULTS
More than 1 million engagements across all platforms
Throughout the year the Council dedicated resources to live coverage of cultural events on social media, primarily through Facebook Live and Instagram Stories The average reach for Facebook Live coverage was 2,025 users with more than 1,000 video views per post
BIENNIAL 2017 CREDIT: CULTURAL COUNCIL FY2017 IN REVIEW | 2524 | FY2017 IN REVIEW
1:42 AVERAGE TIME ON SITE
1.59 PAGES PER VISIT
1.33 VISIT PER USER
715,000 VISITS
535,000 USERS
1.1 MILLION PAGE VIEWS
700 HOTEL REFERRALS
WEBSITE HIGHLIGHTS & RESULTS
ENGAGEMENT
+13% ( YoY )
+10% ( YoY )
+7% ( YoY )
+1% ( YoY )
-12% ( YoY )
+6% ( YoY )
Website Architecture Enhancements
The Council’s advertising agency partner, Push, conducted a thorough audit and analysis of palmbeachculture com, then performed several enhancements intended to boost performance and ease navigation of the site, with even more improvements planned for FY2018
• The website was migrated to a new server utilizing CentOS7, HHVM and Nginx to boost site performance by at least 50%
• A staging environment was created to allow development work to take place without affecting the live website
• Numerous plugins were either updated or removed to minimize their impact on the site load
• After user interviews and internal strategizing, site navigation was restructured and simplified in order to improve user paths and engagement
FY2017 IN REVIEW | 2726 | FY2017 IN REVIEW
PR HIGHLIGHTS & RESULTS
Public Relations Highlights & Results
The Council generated record awareness for The Palm Beaches as a cultural tourism destination and record awareness for cultural organizations The message of art and culture as a reason to visit and stay in Palm Beach County reached an audience of 2 6 billion with an advertising value equivalency of $36 million
Cultural Fam Media Visits Expanded
The Council hosted eight journalists in FY2017 resulting in eight stories in national Gold Standard media, blogs and social media with art and culture as the focus This achieved feature coverage in TravelSmart, Washington Life, PopSugar, Art & Antiques and more The Cultural FAM program generated a 3,644 28% return on investment this year
Washington D.C. Desksides
While at the Capitol for National Arts Advocacy Day, the Council met with journalists from National Geographic Traveler, Modern Luxury D C and U S News and World Report to talk about art and culture in The Palm Beaches
Successful Chicago Media Mission
The Council organized a dynamic press luncheon in Chicago on Aug 2 built around the theme of how “Art Transforms Communities in The Palm Beaches ” Fourteen journalists RSVP'd, and participants included representatives from the Downtown West Palm Beach Arts & Entertainment District and the City of Boynton Beach’s Art in Public Places
Building & Strengthening Relationships
The Council forged important working relationships with Palm Beach County arts districts, hotels and restaurants in order to create unique experiences that were incorporated into the national media exposure generated this year In addition, all press releases and media outreach included messaging that incorporates art and culture venues and activities
THANKS AGAIN FOR CONNECTING US WITH THESE NATIONAL OPPORTUNITIES! MUCH, MUCH APPRECIATED…—Kelsey Johnson, PR & Social Media Associate, Boca Raton Museum of Art
THE COUNCIL HOSTED A PRESS LUNCHEON ON AUG 2 AT FULTON MARKET KITCHEN IN CHICAGO, IL
3,644.28% ROI FY2017 IN REVIEW | 2928 | FY2017 IN REVIEW
CULTUR AL CONCIERGE HIGHLIGHTS & RESULTS
Highlights & Results
• Organized a tour and meeting of the South Florida chapter of the National Association of Career Travel Agents at the Morikami Museum and Japanese Gardens
• Hosted a meeting of the Palm Beach Concierge Association at the Cultural Council headquarters in Lake Worth
• Produced contemporary dance and classical ballet performances for the Palm Beach Art, Jewelry and Antiques Show/Palm Beach Fine Craft Show at the Palm Beach County Convention Center
• Facilitated a summer discount program between the Palm Beach Zoo and Conservation Society and the Palm Beach Science Center and Aquarium for guests at the Hilton West Palm Beach
• Served as point person for a county-wide initiative to offer discounts and deals at cultural venues for Palm Beach County Sports Commission guests
• Actively participated in a new monthly meeting series called Marketing Meeting of the Minds, which was organized by the Convention Center and includes representatives from Discover, CityPlace, WPB DDA, WPB Hilton, Hyatt Place and other nearby hotels to discuss ways to align marketing efforts and leverage large conventions and meetings
• Served visitors from Toronto, CA; Westport, CT; Philadelphia, PA; New York, NY; Boston, MA; Atlanta, GA; Otis, MA; Chesterfield, MO; Syracuse, NY; Naples, FL; Miami, FL; Cape Ann, MA; Washington, D C ; Baltimore, MD; Los Angeles, CA; Boulder, CO
"I’M SO GLAD I MET YOU! I ALREADY BOOKED THE NORTON MUSEUM TOUR IN FRENCH, THE MARIA RIVAS QUARTET AT THE ARTS GARAGE, 'DISGRACED' AT THE MALTZ JUPITER THEATER AND STEVE TREVINO AT THE IMPROV COMEDY CLUB THANK YOU SO, SO MUCH!"
INCREASE IN INSIDER ACCESS SUBSCRIBERS
40%
500%
“RIGOLETTO ” PALM BEACH OPERA CREDIT: BRUCE BENNETT
—Cultural traveler
INCREASE IN ROOM NIGHT SUPPORT(26,656 NIGHTS IN FY2017)
FY2017 IN REVIEW | 3130 | FY2017 IN REVIEW
CONTENT HIGHLIGHTS & RESULTS
3 To See
The Council’s weekly cultural column in the Palm Beach Post, “3 to See,” celebrated its second anniversary in December 2016 and has had over 125 editions with more than 120 cultural events featured in FY2017 alone
Blog
The Council began creating travel-focused blogs in order to provide visitors with in-depth articles featuring arts and cultural destinations in The Palm Beaches This content was supported by a paid social media strategy
art&culture
• The new art&culture magazine, in partnership with Palm Beach Media Group (PBMG), launched in April 2017 with the Spring/Summer issue, and focuses on culturally rich, consumer-friendly content and increased distribution: 2,300 copies to hotels in The Palm Beaches and 1,200 to PBMG subscribers in New York, Boston and Naples
• For the first time ever, the Council worked with the publisher to provide exclusive content on the Council’s website This bonus content includes additional photos, video, interviews and more
Video
• Continued capturing content for the “See the Arts Through a Different Lens” campaign, including a vignette featuring the Chalk Guys at the Street Painting Festival in Downtown Lake Worth and with Burt Reynolds at the Student Showcase of Films
• Developed a video focused on how art transforms communities, featuring public art and cultural organizations in West Palm Beach, Lake Worth and Delray Beach
“Art Transforms Communities in The Palm Beaches” video
"3 To See" monthly column in The Palm Beach Post
art&culture magazine
FY2017 IN REVIEW | 3332 | FY2017 IN REVIEW
F Y2018 STRATEGY
ALEXANDER W DREYFOOS CREDIT: JACEK PHOTO
TOURISM MARKETING
The Palm Beaches is an inviting, authentic and exciting destination with nearly 200 arts and cultural organizations producing 42,000 events annually, creating unforgettable experiences and priceless memories for residents and visitors alike As the voice of art and culture in The Palm Beaches, the Council’s main objective is to tell this story at the right times to the right audiences so that they will not only visit The Palm Beaches, but will return again and again
INTRODUCTION
BRAND PROMISE
Destination (from Discover):
The Palm Beaches is the best way to experience
Florida. The community where genuine
hospitality is a way of life. Breathtaking beauty
occurs naturally. It’s the place to enjoy the time
of your life.
Cultural tourism (from the Cultural Council):
We mark important times in our lives by the
cultural experiences we share: the thrill of
hearing your favorite artist play live for the first
time, the exaltation of the Sistine Chapel, praise
for a finger painting, nailing that trumpet solo
in ninth grade. The Palm Beaches is the sun-
drenched, thriving arts and cultural community
for your next life-changing moment.
Being Smart
The Council is not afraid to ask “why?” We evaluated media performance, dug into the research, dissected our messaging and explored the brand positioning We have pulled it all apart and put it back together again into a strategic plan that’s based on insight
Adding Value
Programs will be focused on reaching the maximum number of cultural partners and adding value For example, the Council will strengthen its co-op advertising program by offering regional and national radio, television and print packages at various price points so that more grantees can participate
Collaboration
The Council will work closely with Discover, Sports Commission, Film Commission and and other TDC partners so that we can be efficient and have a stronger voice within the region
Data-Driven
Priority will be given to measuring and optimizing media tactics and marketing programs so that we can continuously improve our ability to attract and engage with cultural tourists
User Experience
Improvements will be made to the website, content strategy and Cultural Concierge program so that it’s even easier to engage
The Council’s marketing team, along with partner agencies Push and Lou Hammond Group, have created a strategic marketing plan that focuses on strong storytelling, maximizing impact and generating results by:
SARA MEARNS IN “SWAN LAKE,” BOCA BALLET THEATRE CREDIT: © PAUL KOLNIK FY2018 STRATEGY | 3736 | FY2018 STRATEGY
GOALS & OBJECTIVES
Digital Advertising: Primary
• Drive traffic to the Cultural Council’s website, specifically to: - Travel page - Cultural Concierge page - Special landing pages (i e Summer Hotel Deals)
• Generate leads (defined as anyone who solicits additional content about cultural activities in The Palm Beaches), primarily through: - Email sign ups - Inquiries to Cultural Concierge (email, phone or form completion) - New followers to social media platforms (Instagram, Facebook, Twitter)
• Increase engagement measured by - Length of stay on website - Number of pages viewed on website - Video watches - Comments/Likes on social media posts
Digital Advertising: Secondary
• From the Travel page: - Drive traffic to Find a Hotel page - Generate referrals to Hotel links - Drive traffic to Cultural Concierge page - Drive traffic to Events Calendar
• From the Cultural Concierge page: - Generate inquiries (email, phone or form fill) - Generate sign-ups for Insider Access
Traditional Advertising: Primary
• Build awareness for The Palm Beaches as a cultural destination
• Generate inquiries to the Council (traffic to website, calls to Cultural Concierge)
• Create more co-op opportunities to engage cultural partners
Traditional Advertising: Secondary
• Build awareness for the Council and its programs and services (based on geography of ad buy)
FY2018 PERFORMANCE MEASURES
• 10,500 ADVERTISING & SOCIAL MEDIA LEADS
• 750,000 WEBSITE VISITS
• 12,000 VISITORS TO THE COUNCIL
• 1.5 MILLION SIZE OF 'OUT OF COUNTY AUDIENCES'
• 585,000 ESTIMATED # CULTURAL ROOM NIGHTS
• 20,000 DIRECT ROOM NIGHTS FROM CULTURAL ACTIVITY
• 3.9 MILLION CULTURAL AUDIENCES
FESTIVAL OF THE ARTS BOCA, MIZNER PARK AMPHITHEATERFY2018 STRATEGY | 3938 | FY2018 STRATEGY
10,500 ADVERTISING LEADS1,000 HOTEL REFERRALS
750,000 VISITS1.5 MILLION PAGE VIEWS2 MINUTES PER VISIT
WEBSITE
3,000 EMAIL SIGNUPS7,000 NEW SOCIAL FOLLOWERS500 CULTURAL CONCIERGE INQUIRIES
ANNUAL BREAKDOWN OF ADVERTISING LEADS
MARKETING GOALS
Website Traffic
Based on a new ad campaign, additional timely executions (i e Spring Training) and a local push, the Council estimates hitting an additional 35,000 visits over FY2017
Note: The more offline executions utilized, the more
challenging it will be to meet a higher goal.
Website Engagement
Focus on increasing page views (estimated at 1 1 million FY2017) and time spent on site (estimated at 1:42 FY2017) by refining our landing page strategy to have users browse multiple pages on the site and/or infusing pages with more videos and other engaging content to keep them there
Hotel Partner Referrals
The Council wants to grow this engagement and will run special campaign extensions in FY2018 to influence this goal
Target Audiences
• Cultural Boomer: Adults, 45-65
• HHI $100,000+
• Active participants in culture (some segmentation by genre i.e. theater, museums, festivals, ballet, etc.)
• Introduce new demos by test targeting: Millennials, GenX, LGBT
Markets*
• Boston, New York City, major metros in the Northeast corridor
• Houston, Washington D C , and St Louis for spring training targeting
• Atlanta, Florida drive market
• Test markets: Bahamas, Minneapolis, Toronto**
*These markets align with Discover’s strategy and top feeder markets in The Palm Beaches. Test markets are informed by DTPB research and direct flights to PBIA.
**The Council does not have the advertising budget to reach international markets, but with Visit Florida’s renewed energy around marketing to Canada, and Toronto’s proximity to NYC, we believe this could be a valuable market.
Monthly Breakdown of Annual Media Spend
October 2017
7.2%9%
6.2%
12.2%13.4% 13.3%
2.3%1.7%
9.4% 9.4% 9.3%
6.5%
April 2018
January 2018
July 2018
November 2017
May 2018
February 2018
August 2018
December 2017
June 2018
March 2018
September 2018
FY2018 STRATEGY | 4140 | FY2018 STRATEGY
INSIGHTS
CULTURAL TOURISM IS BASED ON THE MOSAIC OF PLACES, TRADITIONS, ART FORMS, CELEBRATIONS AND EXPERIENCES THAT DEFINE THIS NATION AND ITS PEOPLE, REFLECTING THE DIVERSITY AND CHARACTER OF THE UNITED STATES.—Partners in Tourism
BOCA RATON MUSEUM OF ART CREDIT: GESI SCHILLING PHOTOGRAPHY FY2018 STRATEGY | 4342 | FY2018 STRATEGY
INSIGHTS
AFTA: National Cultural Districts Exchange 2014
• U S cultural travelers spend 60% more and stay longer than leisure travelers
• Cultural travelers are predominantly affluent and well-educated Baby Boomers; they enjoy immersive experiences (four in 10 will pay more for distinctive lodging that reflects a destination’s culture)
• 73% of Millennials “want to engage a destination’s arts and cultural assets” (State of American Traveler, 2014)
Mandala Research 2013
• 76% of all leisure travelers (130M people) are cultural tourists (i e engage in cultural activities/generate $171B annually)
• 2 out of 10 cultural tourists book within 2 weeks of trip; 10% book more than 90 days ahead; 3x more likely to learn about events, check out deals, book tickets, make reservations by phone
Economic Impact of Cultural Tourism in PBC 2015 (Attendee Survey at 19 Major Cultural Organizations)
• 41% of all visitors, regardless of resident status, most frequently cited word of mouth as their source of information about arts and cultural opportunities in PBC; 22% of resident attendees (full-time and part-time) used newspapers; 28% of non-resident attendees used internet searches; social media was used by 13% of all attendees
• Non-resident cultural attendees are frequent visitors to PBC: 55% have visited three or more times in the past five years
• 65% of non-resident attendees indicated that they made their decision to attend a cultural event or destination before they arrived; 46% indicated the event was the primary reason for their trip
• The availability of arts and cultural opportunities is of major importance to PBC visitors: 57% indicated PBC’s arts and cultural opportunities were a “significant” factor in their decision to make their trip, and an additional 18% indicated it as a “contributing” factor
Trump Bump
Last year, The Palm Beaches was in the international spotlight when President Donald Trump was inaugurated and chose to spend a majority of his first 100 days in office at his Palm Beach winter residence, Mar-a-Lago Hundreds of national and foreign press flocked to The Palm Beaches to cover news from the "Winter White House," which resulted in a multitude of stories about the destination Additionally, First Lady Melania Trump entertained visiting foreign dignitaries at the Morikami Museum and Bak Middle School for the Arts, which have resulted in exposure and increased attendance The Council recognizes this impact, and plans to build upon it in FY2018 with even more engagement with visiting press and by being nimble and responsive to opportunities during his expected visits
The First Lady's Visit to the Morikami Generated:
The Cultural Council welcomed the Chinese President to The Palm
Beaches with a full-page ad in the Shiny Sheet on April 7, 2017.
HOME TO MORE THAN 200 WORLD-CLASS ARTS AND CULTURAL ORGANIZATIONS
WELCOME TO FLORIDA’S CULTURAL CAPITAL
PALMBEACHCULTURE.COM#SHADESOFCULTURE
LOGGERHEAD MARINELIFE CENTER
THE SOCIETY OF THE FOUR ARTS
SUNFEST OF PALM BEACH COUNTY
RAYMOND F. KRAVIS CENTER FOR THE PERFORMING ARTS
PALM BEACH ZOO & CONSERVATION SOCIETY
BOCA RATON MUSEUM OF ART
HENRY MORRISON FLAGLER MUSEUM
MALTZ JUPITER THEATRE
NORTON MUSEUM OF ART
($8 5M media value)
STORIES556
(in one day)
WEBSITE VISITORS5,379
SOCIAL SHARES186,000
(in March 2017)
ATTENDANCE+26%
CREDIT: THE BUZZ AGENCY *Source: The Buzz Agency FY2018 STRATEGY | 4544 | FY2018 STRATEGY
Interactive Package
• Cultural Partner Options - 1-month: 60K expected impressions - 3-month: 180K expected impressions
• Hotel Partner Option - 1-month: 25K expected impressions
• Plan Timeframes - Fall 2017: September, October, November - Winter 2018: January, February, March - Summer 2018: June, July, August
• Cultural Partner Creative Assets - Homepage feature of call-out banner - Monthly email feature - Paid social feature - Events page footer banner
• Hotel Partner Creative Assets - Hotel page featured partner - Monthly email feature - Paid social feature
MEDIA STR ATEGY CO-OP STR ATEGY
Tactics: Creative & Messaging
Through highlighting all that The Palm Beaches has to offer, the Council will drive tourism by using its expertise in cultural events and activities as a way to attract those looking for cultural experiences in one of the most beautiful settings in Florida Building on the success of the “Shades of Culture” campaign, the marketing team and Push will transition the creative to have an even stronger focus on the destination and specific cultural offerings
Tactics: Media
For FY2018, the Council will explore traditional (mass) marketing tactics such as print advertising and radio to reach target and niche audiences
Goals
• Offer discounted advertising packages for cultural organizations (1 per quarter/complement what Discover offers); packages should have variety in price points and offers available 4-6 months in advance for budgeting purposes
• Build value for cultural organizations of all sizes and deepen relationship with Council as trusted partner
The Cultural Council has developed special co-op advertising opportunities for our cultural partners with the following outlets:
“ROMEO AND JULIET ” BALLET PALM BEACH CREDIT: JANINE HARRIS FY2018 STRATEGY | 4746 | FY2018 STRATEGY
other partner events, as well as encourage participation in email marketing. Each talk will focus on a different subject around culture in The Palm Beaches, solidifying the Council’s position as a leader and “center” for organizations in the county.
Stream, Stream, Stream
Based on analytics gathered from the previous fiscal year, cultural event coverage recorded on Facebook Live and Instagram Stories garnered the highest amount of per-post reach and engagement. Rather than solely using still images or live tweets from these events, we will use that presence to communicate to visitors and tourists both that we’re on the ground providing the first glimpse into new projects and announcements regarding culture in The Palm Beaches.
Active Advocacy
With arts and tourism advocacy events and deadlines always timed for the height of season, the plan has always been to join the effort and show our participation. This year, however, we want our platforms to reflect our dedication to arts and tourism-forward policies in local, state and national government by creating content that inspires action in our followers.
Enact A Different Boosting Strategy
Boosting so far has been limited to campaign-related messaging and videos that complement the media plan. Now, with a dedicated content plan being pushed to the Council’s travel blog, Facebook and Instagram posts teasing to easy-to-read, tourism-heavy articles can be boosted to attract audiences outside of our network.
Renewed Focus on Instagram
With 700 million active daily users, Instagram has more than double the base of Twitter. Instagram’s Stories feature eclipsed Snapchat’s entire active user base in late 2016. Coupled with an increased media spend on the platform, the Council’s social media team plans to make @palmbeachculture the place to see vibrant visual content revolving around the arts and cultural scene in The Palm Beaches. With the enactment of a daily posting strategy and active content collection, in addition to Stories coverage of live events, the Council expects user count will double before the end of the fiscal year.
Host Cultural Twitter Chats
In collaboration with arts and cultural partners and organizations, the Council plans to launch monthly Twitter Talks (with some being hosted by the Cultural Concierge) that strengthen ties with both the local community and visitors. The Council will build up the launch at CMC and
SOCIAL MEDIA STR ATEGY
Alignment of Social, Content and Media Calendars
Strategic deployment of content is key to any organization’s success. When each arm of the Council’s communication platforms reaches out to their respective audiences at the same time, with similar messaging, it’s a natural win-win-win.
Power to the Artist
What better way is there to effectively communicate “a day in the life” than to give our platforms to an artist member for an entire day? This individual focus on artists who live or work in Palm Beach County can be beneficial to locals looking to find out more about the process of area art and to visitors looking for a first-hand look at what we get to experience every day.
Concurrent with Ad Campaign
As we learned with social media involvement in the “See The Arts Through A Different Lens” campaign, there will be a component of the Council’s new campaign that will live solely on Facebook, Twitter and Instagram. It reinforces the brand, establishes the campaign to followers and provides a platform for active engagement.
ALEJANDRA ABAD CREDIT:
CULTURAL COUNCIL OF PALM
BEACH COUNTY
All new video content will also be repurposed to be shared with The Palm Beaches TV.
48 | FY2018 STRATEGY
INTER ACTIVE STR ATEGY
User Experience
The Council will continue to look at user feedback from Push’s audits to make ongoing improvements to the user experience on the website Specific tasks will include redesigning the homepage and reformatting internal pages to increase readability and ease/improve user flow
Improve Event Calendar
The Council will move the calendar function onto a new platform that will better integrate with the website, provide more functionality and improve user experience
New Strategy for Email Marketing
The Council will build out a new strategy for email marketing that meets our goals and objectives
Campaign Landing Pages
Create and utilize more landing pages (and redesign existing pages) in conjunction with specific campaign placements/tactics, focusing on goals/conversions
Blogs
With a new travel blog in place the Council will monitor its effectiveness and find ways to expand and improve this strategy—building up content, incorporating the Cultural Concierge program, maximizing engagement and improving promotion of blog content, perhaps beyond boosted social media posts
Connecting Content
Emphasizing the connection between the website and social media channels, we’ll look at ways to improve inbound and outbound efforts to increase engagement with our brand One example will be to add a social media feed in the footer of the website that is sorted by hashtag or keywords relevant to content on the page
FY2018 STRATEGY | 5150 | FY2018 STRATEGY
PUBLIC REL ATIONS STR ATEGY
Leverage the Cultural Concierge Program to Engage the Community
Building upon the national media attention we’ve achieved for the Cultural Concierge program, we will launch the program in local media, as well as continue to promote it nationally
Keep Culture in the News and on the Web
To continue the momentum with national visibility and to keep The Palm Beaches in the news as a cultural destination, we’ll distribute 12 press releases (1 per month) nationally, each with a timely cultural tourism-focused angle
Expand the Cultural FAM Media Visit program
We will build on the success of our Cultural FAM Media Visit program with one FAM trip per month, for a total of 12 These activities will be augmented with quarterly media missions to build relationships with press in the target markets of Toronto, New York, Washington, D C , and a summer drive market such as Atlanta At least two of these missions will be organized as media events or briefing luncheons
Target Gold Standard Media
Our priority will be to achieve coverage in top Gold Standard media outlets that have not yet highlighted Palm Beach County as a cultural tourism destination Targeted media include The Wall Street Journal, the New York Times, USA Today and national and global news/wire services
Tell the Business Story
We will bring together sister agencies and the Business Development Board to tell the business story of how the TDC, Cultural Council, cities and the hospitality industry are partnering to boost tourism, the arts and the local economy in The Palm Beaches
B2B Communicate with Arts, Hospitality & Travel Decision-Makers
We’ll extend our message to include B2B publicity in targeted vertical trade publications Our goal is to establish the Cultural Council as a thought leader in media outlets that cover the arts, philanthropy, hospitality and travel industries
SUMMER CONCERT SERIES AT THE CULTURAL COUNCIL, JAZZ NIGHT
CREDIT: JACEK PHOTO
FY2018 STRATEGY | 5352 | FY2018 STRATEGY
PUBLIC REL ATIONS MESSAGING STR ATEGY
EXPANSIONPalm Beach County art and culture organizations are
growing, investing in the future and adding to the depth and breadth of experiences they offer to visitors This continual evolution of the arts means that there is always something new for the cultural tourist to enjoy
in The Palm Beaches
DIVERSITYDiversity of the art and culture offerings in
Palm Beach County allows us to attract a broad range of visitors Our museums, art galleries,
traditional and independent performance groups, street art and more allow each tourist to experience
The Palm Beaches in their own way
INNOVATIONInnovation in forging partnerships and joint initiatives
between the hospitality industry and the arts has established Palm Beach County as a case study in
leadership and success by increasing tourism through culture and increasing culture through tourism
AUTHENTICITYAuthenticity is key to Palm Beach County as a
cultural tourism destination Community awareness and engagement reflect an authentic and lasting commitment to being the easiest place to visit, access the arts and feel like a welcome guest—for establishing traditions that will endure for generations to come back to again and again
FY2018 STRATEGY | 5554 | FY2018 STRATEGY
PR CALENDAR
SHORT LEAD PITCH TIMES
• Alternatives to Art Basel, Miami Beach
• 2017-18 Season Preview Pitching
• Street Arts/Artists in PBC
Artsy Spring Break in the Palm Beaches
NYTimes Talk/ NY Media Lunch
Individual
Cultural Season/Expansions in The Palm Beaches
Guest blog: education and access to the arts
Editorial briefing: Economic impact of culture/AEP5 and Audience Survey results
Profile interview: arts and business
Byliner: The Cultural Year in Review
Profile interview (arts publication): Expansions
Byliner: Hooray! Here come the tourists
Profile interview: Cultural Coalition
Profile interview: Southern regionalGuest blog: Travel industry
Holiday Shopping for One-of-a-Kind Gifts That Tell a Story
Cultural Holiday in The Palm Beaches
Outdoor Art Events in The Palm Beaches; No Jacket Required
Spring Training Fever; Come for the Baseball, Stay for the Arts
Cultural Dining in The Palm Beaches
An Unplugged Family Vacation ExperienceA Summer of Culture
Don’t Be Such a Tourist (Cultural Concierge/Hotel Concierge Recommendations)
IndividualIndividual Individual
Toronto Desksides
Hot Spots for Live Music/Indie Performances
Summer 2018: No "offseason" for arts/culture in Palm Beach County
2018-19 Long-Lead Museum/Gallery Exhibit Pitching
• Holiday Season Event/Happenings
• Tourism/Economic Development Success in Arts
• Cultural Concierge: Group Success Stories/Case Study
• What's New/Ahead for 2018
• Pre-Cruise Destination Pitch
• 2018 CCPBC Thought Leadership Pitching
• Long Weekend, Warm Weather Arts/Culture Getaway
• Valentine's Day cultural dates ideas in PBC
• Cultural Council's 40th Anniversary
October 2017 November 2017 December 2017 January 2018
LONG LEAD PITCH TIMES
DESKSIDES/EVENTS
CULTURAL FAM TOUR
NATIONAL PRESS RELEASES
THOUGHT LEADERSHIP
• Like a Local: Artist's Guide to PBC
• PBC during Easter Vacation Week
• Spring Events/Happenings ahead of Spring Break travel
• Cultural Spotlight: Museums in PBC + current offerings
• Cultural Concierge: "How To" Pitches
"Fall" for PBC - seasonal happenings
Tourism/Economic Development Success in Arts (business story)
Atlanta Desksides
Individual IndividualIndividual Individual Individual
PBC Hot Spots for Millenials 2018-19 Season Overview Holidays in PBC
• PBC as a Solo Traveler's Getaway
• Cultural Spotlight: Art Galleries in PBC + current offerings
• School's Out: Learning Vacation Opportunities
• Arts, Culture + History in PBC: Personalities that Shape South Florida
• Cultural Concierge: Bama How to Trench Pitches
• Like a Local: Performance Artist's Guide to PBC
• Long Weekend, Summer Arts/Culture Getaway
March 2018February 2018 April 2018 May 2018 June 2018
FY2018 STRATEGY | 5756 | FY2018 STRATEGY
CULTUR AL CONCIERGE PROGR AM STR ATEGY GOALS
cul·tur·al con·cierge 'kәlCH(ә)rәl kän'syerZH/ NOUN managed by the Cultural Council of Palm Beach County, a unique program where dedicated staff assist tourists and visitors with recommendations, tours and custom itineraries based on their arts and cultural interests.
synonyms: cultural connector, arts guru, local expert, arts and culture experience authority, art infuser
Promoting Tourism Through Cultural Engagement:
The mission of the Cultural Concierge Program is to connect tourists to the diverse art and cultural experiences available in The Palm Beaches The benefits of using the Cultural Concierge include personalized recommendations based on interest, saving time and effort when making travel arrangements and additional advantages such as private tours and seating upgrades at local arts and entertainment venues when available This complimentary service is available directly to individual travelers or indirectly through collaborations with tourism stakeholders The program is also a cultural resource for hotels, meeting planners, tourism professionals and conference venues
O V E R V I E W
Increase in traffic to the Cultural Concierge page
Increase in hotel room night support
Generated inbound leads (phone, email, form fill)
50%
50%
500
| 5958 |
CULTUR AL CONCIERGE PROGR AM TOOLS
Vanity Number & Call Center
The Council will explore costs and logistics to create a vanity phone number (Example: 833-PBC-ARTS) and engage a 24-hour call center, which will assist with ease of use and can be used in advertising and promotion
Content
The Council will focus parts of its FY2018 content and PR strategies on the Cultural Concierge program, with initiatives such as blog posts and social media content (i e Twitter chats) branded and aligned with the program
Branding
In FY2017, the Council began an initiative to brand the Cultural Concierge program, which includes a signature logo and tagline This will help build awareness and authority that will ultimately help drive engagement The branding will need to be launched and integrated into marketing materials and other outreach efforts
Collateral Package
Using the new branding, the Council will create an informational package that includes a signature brochure, rack card, business card and housing envelope or folder
Webpage
Using the new branding and information gleaned from the website audit in FY2017, the Council will improve the Cultural Concierge page to make it more informational and user-friendly It will also include audience testimonials
CREDIT: SOUTH FLORIDA SCIENCE CENTER AND AQUARIUM FY2018 STRATEGY | 6160 | FY2018 STRATEGY
CULTUR AL CONCIERGE PROGR AM AUDIENCES
Cultural Tourists (Individual or groups)
Cultural Partners/ Member Organizations
Meeting Planners, Travel Agents, Tourism Agencies
(Discover, Convention Center, Sports Commission, Film
Commission)
Hotel Staff
"THE FAMILY," BY BOAZ VAADIA, CREDIT: BOCA RATON RESORT & CLUB FY2018 STRATEGY | 63
CULTUR AL CONCIERGE PROGR AM AUDIENCES
Opportunities Art Fair Connection
With three international art fairs annually in The Palm Beaches, the shows are an excellent platform to raise awareness for the Cultural Concierge program and engage with attendees as well as participating dealers, with the goal of promoting timely cultural activities The program will explore ways to partner with these events such as dedicated booth space, co-op e-blasts, customized 'Hot Tickets' (curated list of upcoming must-see events) available on-site, dealer meet-and-greets at a cultural venue and other opportunities
2018 Dates
Palm Beach Show Group
With the art fair headquartered in downtown Lake Worth, there are additional opportunities to partner with PBSG The Council has already begun discussions about having Cultural Concierge materials at the Design Center and booth space at the Palm Beach and Baltimore Shows (Aug 2018)
Surveys and Social Shares
Develop and test a post-trip engagement plan that surveys customer satisfaction and encourages travelers to share stories/photos on social media channels
Palm Beach Modern + Contemporary Palm Beach Jewelry, Arts & Antique Show Art Boca Raton
January 11-15
February 14-20
March 14-18
Goals
• To engage with a traveler(s) pre-stay and in-stay by helping them navigate their trip to The Palm Beaches and connecting them to cultural experiences that will motivate them to extend their visits and generate bed tax revenue that ultimately supports the arts
• To assist walk-in visitors by answering questions and making recommendations
Audience 1: The Cultural Tourist
LAKE WORTH STREET PAINTING FESTIVAL
FY2018 STRATEGY | 6564 | FY2018 STRATEGY
Opportunities Create a Formal Hotel Partner Program
When the Cultural Concierge initiative launched in Jan 2016, the Council invited six hotel properties to partner with the program and help identify opportunities to promote tourism through enhanced cultural access In FY17, we want to grow this list and create a formalized program (this will be separate from the Council’s current Business Arts Partner membership level)
Annual Survey
Deploy an annual survey to hotels countywide to measure awareness about the Cultural Concierge program and capture data regarding the types of cultural experiences guests are requesting so that we can benchmark, track and share with our cultural partners The Council will leverage Discover and FRLA’s email lists to maximize the survey reach
Industry Events
Host two meetings or receptions per year for the hospitality industry at the Council Target groups include the Concierge Association of the Palm Beaches, Florida Restaurant & Lodging Association, National Association of Career Travel Agents and others
The Palm Beaches TV
Develop some branded video spots specifically for the program to be used in the TDC’s new channel in hotel rooms across The Palm Beaches
CULTUR AL CONCIERGE PROGR AM AUDIENCES
Goals
• To engage hotel staff (primarily concierge and meetings staff) so that they will use the Cultural Concierge as a resource and find value in the program as a way to enhance a guest’s stay and boost room nights at their properties
• To build a deeper relationship with hotel partners on behalf of the Cultural Council and the Tourist Development Council
Audience 2: Hotels
CREDIT: HILTON WEST PALM BEACH FY2018 STRATEGY | 6766 | FY2018 STRATEGY
Opportunities
Menu of Cultural Venues
Develop a collateral piece or website page that includes meeting and reception space at cultural venues across The Palm Beaches to complement Discover’s efforts with hotels and provide as a unique alternative to meeting planners and groups
Increase Visibility
Explore opportunities at the PBC Convention Center, PBIA, Brightline and county-wide VICs to promote the program through collateral, signage or other on-site visibility
Infuse Culture
Continue to work with the PBC Convention Center and Sports Commission to develop cultural itineraries for visiting groups and conventions Work with Discover to help add cultural elements and experiences to meeting planner site tours and other destination services initiatives
Opportunities
Expand Hot Tickets
Leverage the "Hot Tickets" equity by gathering some special discounts for individual travelers and group planners timed to seasons For example, discounts for group tours in the summer or Back to School 2-for-1 admission in the fall
CULTUR AL CONCIERGE PROGR AM AUDIENCES
Goals
• To help planners connect more directly with The Palm Beaches’ cultural community, extending the level of service typically offered
• To support TDC agencies and their destination services teams so they can effectively promote The Palm Beaches and keep culture top-of-mind
Note: This audience has the greatest impact on the program’s
room night support metric.
Goals
• To stay informed about the talent, programming, cultural experiences and venues in The Palm Beaches that would be of interest to tourists
• To provide a service to the Council’s cultural partners by promoting their programs and performances to cultural travelers and the hospitality industry
Audience 3: Meeting Planners, Travel Agents, TDC Agencies
Audience 4: Cultural Partner/Member Organization
CREDIT: HILTON WEST PALM BEACH FY2018 STRATEGY | 6968 | FY2018 STRATEGY
CULTUR AL MARKETING COMMIT TEE
VENUES & MENUS: Catering to Your Event Planning Needs Thursday, 9:00 a m – 10:30 a m
CELEBRATING 40 YEARS OF ART & CULTURE Thursday, 9:00 a m – 10:30 a m
Cultural Marketing Commitee (CMC)
The CMC is made up of marketing professionals at Council member cultural organizations and beyond The Committee meets monthly to provide opportunities for collaboration, education, professional development and networking, and establishes the Council as a thought leader in arts marketing This year’s strategy includes building out the annual calendar in advance and creating a CMC resource web page to make it easy to access materials, co-op advertising packages, presentations and register for upcoming meetings
OCT
62017
NOV
22017
THE ARTS MEAN BUSINESS:The Economic Impact of the Cultural Sector in Palm Beach County Featuring Randy Cohen, AFTA Thursday, 12:00 p m – 3:00 p m In partnership with the Business Development Board
of Palm Beach County
DEC
72017
DESTINATIONS: THE PALM BEACHES Featuring TDC agencies Thursday, 9:00 a m – 10:30 a m
JAN
112018
STATE OF THE ARTS: What to Expect at Florida's Legislative Session Thursday, 9:00 a m – 10:30 a m
SURVEY SAYS: A Look at the Biennial Audience Survey Results Thursday, 9:00 a m – 10:30 a m
FEB
12018
MAR
12018
THE SPRING SOCIAL: Social & Digital Media Strategies Thursday, 9:00 a m – 10:30 a m
APR
52018
SUMMER SIP & SHARE Thursday, 9:00 a m – 10:30 a m
MAY
32018
Sample schedule; dates and topics subject to change“INNER LIBRARY,” PEGGIE “BATIA” LOWENBERG FY2018 STRATEGY | 7170 | FY2018 STRATEGY
INTRODUCTION
FY2018 marks The Council’s 40th Anniversary, which is a perfect platform to underscore its value and leadership role in the community This marketing plan includes tactics to build awareness for the Council, promote its programs and services, maximize its small nonprofit marketing budget and engage with city and county leaders in a meaningful way
COUNCIL MARKETING — BUILDING AWARENESS
Creative & Messaging
The 40th Anniversary initiative will be supported through a brand campaign extension This extension will focus specifically on the local offerings of The Palm Beaches, in both creative execution and messaging Messaging will highlight the Council’s role in supporting local arts and culture offerings, as well as the Council’s stewardship of the cultural community
Media Partnerships
The Cultural Council has formed partnerships with the following media outlets in an effort to share our message locally, build added value programs and support the 40th Anniversary initiative:
• The Palm Beach Post
• Palm Beach Daily News
• Gulfstream Media Group
• Palm Beach Media Group
• Legends Radio
• Luxe Media
• + More TBA
Program Support
As the Cultural Council celebrates its 40th anniversary, there has never been a better time to spotlight the impact of arts and culture in The Palm Beaches and tell the Council’s story The Council’s signature events, as well as the art, music and education programs are important parts of how the Council develops and maintains a thriving arts and cultural environment in The Palm Beaches By supporting and marketing these programs, the Council generates awareness and further establishes itself as the voice of art and culture in the community
Artist Services
Exhibitions This season the Council will showcase ongoing exhibitions focused on art made in or unique to Palm Beach County These exhibitions educate the public about local art and artists, as well as provide exposure to artists in Palm Beach County Exhibitions are free and open to the public at the Cultural Council’s gallery in Lake Worth
Roe Green Uniquely Palm Beach Store Located in the Cultural Council’s lobby, the store features artist-made jewelry, handbags, accessories and books All items are made in The Palm Beaches, either by professional artists who live and work in this county or by cultural organizations in Palm Beach County Proceeds support the Cultural Council’s artist programs
FY2018 MAIN GALLERY EXHIBITIONS
Made in Palm Beach Gardens
Jason Newsted
Art & Décor
Dreyfoos School of the Arts Faculty
Sep 15 - Nov 18
Dec 1 - Feb 3
Feb 16 - May 12
May 25 - Aug 18
FY2018 STRATEGY | 7372 | FY2018 STRATEGY
PROGR AM SUPPORT
Musician Services
Evenings at the Council Spend an evening enjoying art and music among friends On the first and third Fridays of most months, stop in and visit our gallery or browse the Roe Green Uniquely Palm Beach Store during Downtown Lake Worth’s Evenings on the Avenue event series
Arts Education
Arts in My Backyard (AIMBY) AIMBY brings arts educators and their programs to the Council, providing exposure for partner organizations as well as opportunities for youth and families to engage with the visual arts, dance, drama and music in Lake Worth
Signature Events
The Muse Awards is the biggest event of the season for arts and culture in The Palm Beaches Produced by and benefiting the Cultural Council, the 2018 fundraising event will celebrate the Council’s 40th year and the birthday of Cultural Council founder, Alexander W Dreyfoos The event also honors outstanding arts organizations and individuals for their contribution to culture in Palm Beach County with performances by some of the county’s most talented artists
Culture & Cocktails features well-known speakers and talented interviewers to delight audiences with conversations about art, music, photography, dance and so much more FY18 marks the 13th season of this five-event series
Swank Farms Dinner features a farm-to-table feast by nationally recognized chefs with proceeds benefiting the Cultural Council
Social Media Strategy
Event Promotion The Council will promote its full season of public events on social media With a dedicated budget for each event series (education, artist services, music, etc ), we will develop creative and copy for paid and organic social media in direct promotion of these events
#ShopUnique We will leverage the new hashtag for The Council’s store through promotions and content
Content Strategy
The new content calendar will include specific categories pertaining to the Council’s many programs (education, music, artists, tourism, etc ) Each piece of content will be created for any (or all) of these formats:
• Blog
• Social media
• Video
• Television, radio, print, etc
“3 to See” will evolve in its current form (print) and to new forms, including online and video through a special partnership with The Palm Beach Post
Build Local Support
To strengthen The Palm Beaches as a cultural tourism destination, we’ll build local community awareness of the importance of the arts and the value of cultural tourists in Palm Beach County The Council’s 40th anniversary celebrations will be an ideal background for increased local awareness
JILL & RICH SWITZER, CULTURE & COCKTAILS CREDIT: JACEK GANCARZ
BIENNIAL 2017 MEMBER PREVIEW PARTY CREDIT: JACEK GANCARZ
FY2018 STRATEGY | 7574 | FY2018 STRATEGY
CULTURAL COUNCIL INFORMATION
CULTURAL COUNCIL OF PALM BEACH COUNTY CREDIT: © SARGENT ARCHITECTURAL PHOTOGRAPHY, AUGUST 2014
Board Member Officers:
Nathan Slack, Chair
Irene Karp, Vice Chair
Bill Parmelee, Vice Chair
Jean Sharf, Secretary
Christopher D Caneles, Treasurer
Bert Korman, Immediate Past Chair
Board Members:
Peg Anderson
Bruce A Beal
Phil DiComo
Donald M Ephraim
Roe Green
Gail Horvath
Michele Jacobs
Daryn M Kirchfeld
Robin B Martin
Jo Anne Moeller
Suzanne Niedland
Kelly W Rooney
Christine Stiller
Caroline Villanueva
Gil Walsh
Ethel Isaacs Williams
Board Member Ex-Officio Listing:
Mary Lou Berger
Glenn P Jergensen
Andrew Kato
Debra Robinson
John Tolbert
President & Chief Executive Officer:
Rena Blades
Marketing Staff:
Jennifer Sullivan, Director of Marketing
Angelique Allen, Marketing Manager
Daniel Boudet, Interactive Manager
Judith Czelusniak, Public Relations Manager
Nick Murray, Content Producer & Editor
Grazie Prokopetz, Design and Digital Communications Coordinator
Bama Lutes Deal, Cultural Concierge Program Manager
Development and Membership:
Mary Lewis, Director of Development
Debbie Calabria, Membership & Special Events Manager
Kodie-Ann Walcott, Development Associate
Audrey Votaw, Executive Assistant and Administrative Support
Finance, Visitor & Administrative Services:
Kathleen Alex, Chief Financial Officer
Jean Brasch, Bookkeeper
Helen Hood, Administrative Assistant
Gloria Rose, Bookkeeper
Paul To, Accountant
Grants:
Jan Rodusky, Chief Grants Officer
Wendy Boucher, Grants Manager
Kate Rhubee, Grants Administrator
Education:
Trish Halverson, Manager of Arts and Cultural Education
Artist Services:
Nichole Hickey, Manager of Artist Services
Marlon Foster, Visitor Services and Music Coordinator
BOARD MEMBERS & STAFF
Adolph and Rose Levis Jewish Community Center
Afro Quena
Ann Norton Sculpture Gardens
April is for Authors
Armory Art Center
Art Deco Society of the Palm Beaches
Artists of Palm Beach County
Artists Showcase of the Palm Beaches
Arts Dance Generation
ArtStart, Inc
Atlantic Classical Orchestra
Ballet Palm Beach
Benzaiten Center for the Creative Arts, Inc
Bob Carter's Actors Workshop & Repertory Company
Boca Ballet Theatre
Boca Museum of Art
Boca Raton Children's Museum
Boca Raton Historical Society
Burt Reynolds Institute for Film & Theatre
CANVAS Art Charities
Center for Creative Education
Ceramic League of the Palm Beaches Inc
Chamber Music Society of Palm Beach
Children's Science Explorium - Sugar Sand Park
Children's Services Council of Palm Beach County
Choral Society of the Palm Beaches
City of Boynton Beach Art in Public Places
City of Delray Beach Public Art Advisory Board
City of Palm Beach Gardens/GardensArt
Dance Theater of Florida, Inc
Delray Beach Marketing Cooperative
Delray Beach Playhouse
Digital Vibez
DKDC- DIY Projects Inc
Educational Gallery Group
FAU Dorothy F Schmidt College of Arts and Letters
FAU - Lifelong Learning Society
The Henry Morrison Flagler Museum
Flamingo Clay Studio
Florida Artists Group
Florida Intergenerational Orchestra
Friends of AR Marshall Loxahatchee National Wildlife Refuge
Friends of MacArthur Beach State Park
Gumbo Limbo Nature Center
Historical Society of Palm Beach County
Il Circolo/Italian Cultural Society
Inspirit, Inc
Kretzer Piano Music Foundation
Lake Worth Art League
Lake Worth Playhouse
Lighthouse ArtCenter Museum, Gallery and School of Art
Loggerhead Marinelife Center
Loxahatchee River Historical Society
Maltz Jupiter Theatre
Mandel Public Library of West Palm Beach
Martin Luther King Jr Coordinating Committee
Masterworks Chorus of the Palm Beaches
McCarthy's Wildlife Sanctuary, Inc
Miami City Ballet
Middle School of the Arts Foundation
CULTUR AL ORGANIZ ATION MEMBERS
78 | CULTURAL COUNCIL INFORMATION CULTURAL COUNCIL INFORMATION | 79
Milagro Center
Morikami Museum and Japanese Gardens
Mounts Botanical Garden
National Arts Institute
National Association of Women Artists - FLA Chapter
North County Art Association
Northern Palm Beaches Cultural Alliance Inc
Norton Museum of Art
Old School Square
Orchid City Brass
Oxbridge Academy of the Palm Beaches
Palm Beach Book Festival
Palm Beach County Band Camps
Palm Beach County Surfing History Project, Inc
Palm Beach Dramaworks
Palm Beach International Film Festival
Palm Beach Opera
Palm Beach Photographic Center
Palm Beach Poetry Festival, Inc
Palm Beach Pops, INC
Palm Beach State College Theatres
The Palm Beach Symphony Inc
Palm Beach Zoo
PBC Art in Public Places
Plein Air Palm Beach
Preservation Foundation of Palm Beach
Puppetry Arts Center of the Palm Beaches
Raymond F Kravis Center for the Performing Arts
Resource Depot
River Center
Sandoway House Nature Center
Schmidt Family Centre for the Arts at Mizner Park, Inc
Schoolhouse Children's Museum
Sol Children Theatre Troupe
Solid Waste Authority
South Florida Science Center and Aquarium
Spady Cultural Heritage Museum
Spanish River Concerts
Street Painting Festival
SunFest of Palm Beach County
Sunflower Creative Arts
Tennis PALs
The Core Ensemble
The Cottages of Lake Worth
The Dancer's Space
The Elmar Oliveira International Violin Competition
The Kings Academy Conservatory of the Arts
The Paley Foundation
The Robert Sharon Chorale
The Society of the Four Arts
The Symphonia, Boca Raton
Visionaries of Dance and Arts
VSA Florida--Palm Beach County
Wellington Art Society
Wellington Ballet Theatre
Women in the Visual Arts
Women of Note
Yesteryear Village/South Florida Fairgrounds
Young Singers of the Palm Beaches
Youth Orchestra of Palm Beach County
Zimmermann's Café Chamber Music, Inc
CULTUR AL ORGANIZ ATION MEMBERS
MOUNTS BOTANICAL GARDEN, WELLNESS GARDEN80 | CULTURAL COUNCIL INFORMATION
PalmBeachCulture.com
@palmbchculture
@palmbeachculture
@palmbeachculture