Transcript
Page 1: Engaging Audiences through Effective Collaboration, Presentation: November 2

Engaging Audiences through Effective Collaboration

Session Two: November 2

Kelley LavinThe Lavin Group

[email protected]

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.

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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

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The Latest in Collaborations

Received in themail last week

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Homework Discussion

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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.”

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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

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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

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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

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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

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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.”

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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

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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

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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

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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

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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_______________________

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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?

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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

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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.

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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

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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

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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

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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.

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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

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10 Minute Break

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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

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Finding Potential Partners

• Putting yourself out there• Trial and error• Referrals• Read and research • Talk, talk, and more talk

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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

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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

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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

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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


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