Engaging Audiences through Effective Collaboration
Session Two: November 2
Kelley LavinThe Lavin Group
The Arts Engagement Exchange (AEE) is an initiative of the Chicago Community Trust and the Chicago Department of Cultural Affairs supported by the Wallace Foundation.
The London School of Economics found that on Tuesdays most people are in their foulest mood. "It seems plausible that on Monday the weekend has not quite worn off,“ said researcher George MacKerron. "By Tuesday they are well intothe working week and the following weekend is not yet in sight.“
THE WEEK, October 22, 2010
Welcome Back
The Latest in Collaborations
Received in themail last week
Homework Discussion
My organization’s Mission Statement:The Chicago Architecture Foundation is a nonprofit
organization dedicated to advancing public interest and education in architecture and design.
Examples how what we present/perform/offerembodies this statement:The Chicago Architecture Foundation presents a
comprehensive program of tours, exhibitions, lectures, special events, and adult and youth education activities, all designed to enhance the public’s awareness and appreciation of Chicago’s outstanding architectural legacy.
My organization’s Vision Statement:Because no art other than architecture so vividly
expresses what Chicago is and where it is going, the Chicago Architecture Foundation will educate the public to expect the highest standards from Chicago's built environment.
Knowing Your Organization
Mission and Vision Statements
Mission is defined as purpose, reason for being. Quite simply "Who we are and what we do.”
Vision is defined as the “image of the future we seek to create.”
Core audience demographics: 38% Male 62% Female
45-64 Average Age $75,000-80,000 Average HHI
99% Completed high school 93% College Degree
49% live in the city; 92% Caucasian
Core audience psychographics:Active cultural participants with professed interest in
architecture, specifically: historic preservation, Chicago History, future of Chicago, new buildings being constructed
What does this audience like about you?We are an educational organization - they attend for
personal enrichment. Also, that we provide special access through behind-the-scenes tours
What do your sense this audience wants fromyou ADDITIONALLY?Looking for more hands-on ways to explore their
interests; looking for CAF to challenge their intellect while entertaining them
Understanding Your Core Audience
DemographicsPsychographicsNeeds
Key target audience demographics: 25% Male 75% Female
35-55 Average Age $50,000-75,000 Average HHI
85% Completed high school 83% College Degree
Predominately white (60%) but there is more diversity than with our core audience; 61% live in the city (higher percentage than core audience)
How do you know this is your target audience?One of our stated goals as an institution is to be
recognized as a major cultural institution. We understand that in order to build this reputation, we must attract audiences that are currently patrons of other major cultural institutions in Chicago.
Key target audience psychographics:Enjoy attending cultural events throughout the city
(performance, dance, music), but do not have a professed interest in architecture.
What will this audience like about you?Many of our current programs address architecture
as an art form; our new series “Architecture Is…” will examine the intersection of architecture and artistic disciplines such as dance and visual art.
Understanding Your Target Audience
DemographicsPsychographicsNeeds
What is your organization’s brand inthe minds of your core audience?
We are seen as an authority on architecture and as an educational institution, however, we are not valued as a major cultural institution.
Is this brand image you want your audience to have?
If not, why and what to you want it to be?We certainly want to be seen as an educational
institution and an authority on architecture, however we would like to be seen additionally as a major cultural player in the city of Chicago in order to broaden our appeal.
What do you do to support your brand? Strong programming coupled with an activemarketing campaign
Core Audience
“What’s a brand? A singular idea or concept that you own inside the mind of a prospect.”
- Al Ries, Ries & Ries
Evaluating The Strength of Your Brand
Is your current brand recognized by your targetaudience? Why or why not?Surveys have shown that we do not have strong
brand recognition beyond our current, core audience. If people are familiar with CAF, they think that we are solely a tour operator.
Is your current brand meaningful to your targetaudience? Why or why not?No, because they see us as an architecture-focused
institution that does not appeal to their broader cultural interests.
If your current brand is not recognized or relevant toyour target audience, what would you have to do to change or alter your brand?We have to market more effectively our
programming that addresses architecture as a form of artistic expression as well as our upcoming series that examines the intersection of architecture and the arts.
Evaluating The Strength of Your Brand
Target Audience
“What’s a brand? A singular idea or concept that you own inside the mind of a prospect.”
- Al Ries, Ries & Ries
My organization’s Mission Statement:Adventure Stage Chicago creates dynamic and transformativetheatre for young audiences that activates the imagination,inspires dialogue and strengthens community among families,educators and artists.
Examples how what we present/perform/offerembodies this statement:Each production features a young protagonist who mustovercome challenges in a thematically mature environment.Our productions and programs are designed to besomething families can enjoy together, as a whole. Weencourage dialogue by posing a pre-show question to ouraudience which we continue to discuss post-show in ourCurtain Conversation. We also have a wide range ofprogramming and development opportunities for educators.
My organization’s Vision Statement:ASC strives to become Chicago’s premier destination fortheatrical productions and programming designed foryoung people aged 9 to 14 and the adults in their lives. We aimto be leaders in theatre education through professionaldevelopment workshops, residencies and resources that offerinnovative ways to infuse theatre into the classroom. We seekto cultivate and create challenging new work as well as producecelebrated stories.
Knowing Your Organization
Mission and Vision Statements
Mission is defined as purpose, reason for being. Quite simply "Who we are and what we do.”
Vision is defined as the “image of the future we seek to create.”
Core audience demographics: 35% Male 65% Female
40 Adult Average Age, 12 Child Average Age
$70,000+ Average HHI
90% Completed high school 75% College Degree
____________________________________________Other Stats
Core audience psychographics:Families with kids ages 9-14. They value education and shared experiences. Theyare very busy and involved in many activities. Convenience is important to them.
What does this audience like about you?We respect their children and take pride in learning. They enjoy coming to ashow that the entire family can learn from and participating in the pre and postshow discussions. Our productions are of highquality and our camps and workshops are creative and interactive.
What do your sense this audience wants fromyou ADDITIONALLY?More of everything. We are currently preparing to move to a three show
season.I also think they want more ways that their kids can be directly involved with theproductions specifically, either on-stage or working backstage.
Understanding Your Core Audience
DemographicsPsychographicsNeeds
Key target audience demographics: 40 % Male 60 % Female
40 Average Adult Age, 10 Average Child Age
$100,000+ Average HHI
100% Completed high school 100% College Degree
Other Important Stats
How do you know this is your target audience?They are the “best” of our core audience. They speak on our behalf, encouragefriends/peers to check us out. They organize groups. They are our biggestsupporters.
Key target audience psychographics:Interested in child/family education. They are connectors and organizers whoare involved in multiple activities. They belong to other cultural organizationsand donate to those organizations. They are involved in their children’s schools.
What will this audience like about you?That they are able to have an experience with their children that is insightful
andencourages discussion. We are accessible and eager to get to know them. Wehave a multitude of programs happening throughout the year.
Understanding Your Target Audience
DemographicsPsychographicsNeeds
What is your organization’s brand inthe minds of your core audience? High production value. Educational and exciting stories that canbe enjoyed by both kids and adults. People who care about youand your family.
Is this brand image you want your audience to have?
If not, why and what to you want it to be?Yep, that is pretty much what we are going for.
What do you do to support your brand? I believe that your brand is a promise you make to youraudience, and fulfilling that promise strengthens your brand.Our brand seeps into everything we do. We hold our designersand actors to a high level of production. We value education
anddialogue. We provide multiple opportunities to communicatewith our audience; Curtain Conversations, Behind the ScenesDay, and Critics Corner on our blog to name a few.
Core Audience
“What’s a brand? A singular idea or concept that you own inside the mind of a prospect.”
- Al Ries, Ries & Ries
Evaluating The Strength of Your Brand
Is your current brand recognized by your targetaudience? Why or why not?Not sure…..in many ways we are just starting out. I feel that ourbrand is strong, but not sure if it is recognized by our targetaudience. This is one of the reasons we are big on communitypartnerships, trying to get our name out there.
Is your current brand meaningful to your targetaudience? Why or why not?Yes, that’s why they are our target audience. They value thesame things we represent.
If your current brand is not recognized or relevant toyour target audience, what would you have to do to change or alter your brand?_________________________________________________________________________________________________________________________________
Evaluating The Strength of Your Brand
Target Audience
“What’s a brand? A singular idea or concept that you own inside the mind of a prospect.”
- Al Ries, Ries & Ries
Understanding your assets
• What assets can you bring to a collaboration?
Brand recognition/trust Audience Usable Facilities Specialized equipment or skill Staff time Operations ( i.e. box office, back office) Proven Marketing Expertise Connections /Contacts ( for funding, audience, etc.) Other_______________________
Understanding your limitations
• What legal, personnel, facilities, financial or policy restrictions may constrain your ability to fulfill a potential collaboration? Limited personnel-lack of time No budget to contribute Many approvals needed; some out of my control Insurance considerations Location-out of the way, no parking, etc. Facilities restrictions: configuration, electrical, etc. Other_______________________
• Would you discuss these with your potential partners in the beginning?
Fundamental Needs-requirements Wants-would be good to have
For yourself
For your organization (or boss or board)
For your audiences(s) &
community
Identifying What You Need and Want
12
Break-Out Activity
• Break out into 5 groups to brainstorm both 3 or more standard and “out of the box” potential partners and collaborative program ideas that will bring the needed resources or results. Assume that all partners have limited financial resources.
Group A: You are a children’s theater with a limited budget thatneeds a location and marketing help
Group A Brainstorm: 1. Park Districts: partnering with park districts would offer
the organization a programming location as well as advertisement in their printed publications and website
2. Community house and centers3. Schools: schools would offer the organization space in
their auditoriums while providing access to target audience4. Martial arts school: partnering with a martial arts school
would provide the theatre with a large production space while offering a unique venue to produce plays with fighting scenes to attract the interests of a subgroup of its target audience
5. Sports Teams: the theatre could provide programming during halftime and partnering with children sports teams would serve as a huge marketing machine for the theatre
6. Bookstore: the theatre could partner with bookstores and produce plays based on books
Group B: You are a contemporary visual arts gallery that needs toattract more of your core audience Group B Brainstorm:
1. Banks: the gallery could collaborate with banks since art is seen as a good investment for its audience
2. High schools and Universities: to target high school and college students, the gallery could partner with colleges and schools to put on challenges, competitions, and student exhibitions to get students into the gallery and interested in contemporary art.
3.Arts organizations: the gallery could collaborate with performing arts organizations to bring in the performing arts at gallery openings to activate the space in a new way
4. Restaurant: the gallery could partner with local restaurants to cater openings
5. Neighborhood festivals: the gallery could participate in local festivals to create a sense of community and ownership
Group C: You are a neighborhood center with facilities that needsto attract both performing and visual artists and an audience Group C Brainstorm:
1. Partner with arts organizations to provide space for an arts crawl
2. Chicago Artist Resource (CAR)3. Offer their facility for performances for a small fee or at
no cost4. Put on free performances to attract audiences 1. Put on holiday, themed performances and festivals6. Present a well-known musician or visual artist to draw
audience7. Hold contests
Group D: You are a bank that wants to build its clientele throughthe arts organizations and their patrons in your neighborhood Group D Brainstorm:
1. The bank could sponsor programs and have a percentage of revenue going to arts funding and the development of an arts fund program
2. sponsor local art fairs and block festivals3. sponsor artist exhibitions in restaurants4. Develop a community save the arts saving plan. A cash
back plan could be developed in which patrons can use their debit card on particular days to benefit a particular arts organization.
5. The bank could develop programs and in-service training for artists and in return the bank builds a reputation that it cares about the community and gets visibility and local caché.
Group E: You are a chamber music group without a location thatneeds to expand its audience to a younger demographic Group E Brainstorm:
1. Coffee houses: partner with local coffee houses to perform to patrons
2. Churches3. Partner with yoga schools to perform live at classes while reaching new audiences4. Perform at French market and give out coupons for other performances5. Partner with visual arts festivals to perform to a wider
audience
10 Minute Break
Real Life Collaborateurs
Asad Jafri Director of Arts and Culture at the Inner-city Muslim Action Network (IMAN)
Michael Orlove Senior Programs Director, Chicago Department of Cultural Affairs
Finding Potential Partners
• Putting yourself out there• Trial and error• Referrals• Read and research • Talk, talk, and more talk
Contact and Connect With
• Your alderman• Your local Chamber of Commerce or other
neighborhood organization• Your local park, neighborhood and/or school
(or school council)• Area churches • Area businesses
JoinGet Involved
• Cultural Network (contact Maureen at [email protected] to sign up)
• Your discipline's service and professional organizations (local or national) – League of Chicago Theaters; Arts Alliance Illinois;
Audience Architects, Southside Arts and Humanities Network; Theater Communications Group, Opera America, Americans for the Arts, etc
– Arts & Business Council; Chicago Arts Educators Forum; Emerging Leaders Network; Chicago Latino Network; Young Nonprofit Professionals Network; GuideStar; Bronzecomm
Stay Up To Date
• Sign for eblasts from organizations, facebook or follow them on twitter
• Subscribe to You've Cott Mail, www.thomascott.com• Check out National Arts Marketing Project &
subscribe to their e-blasts, www.artsmarketing.org• Check out www.chicagoartistsresource.org• and sign-up for the monthly e-blasts• Register on www.artsengagementexchange.org/ sign
up for the eblasts
Check Out
• http://www.muckety.com/• http://news.muckety.com/2009/01/02/chicag
o-billionaire-neil-bluhm-expands-interests-in-politics-and-gaming/9331
• http://www.linkedin.com/nhome/• http://www.hispanicbusinessmagazine.com/
Next Week
• Homework is on the AEE website• November 9 Agenda:
– Using social media to collaborate– The underbelly of collaborations– How not to get messed up– Real-life collaborateur panel