KEYNOTE

Inspired Leadership that Creates Commitment CANADA

When artists, patrons, and volunteer leaders get inspired by an idea, their enthusiasm motivates a community to take action and achieve extraordinary things -- resulting in more engaged audiences and donors.  This keynote address will examine how concepts become successfully executed plans when key groups inside an arts organization contribute their specific and unique talents to the goal. 

Inspired Leadership that Creates Commitment CANADA

When artists, patrons, and volunteer leaders get inspired by an idea, their enthusiasm motivates a community to take action and achieve extraordinary things -- resulting in more engaged audiences and donors.  This keynote address will examine how concepts become successfully executed plans when key groups inside an arts organization contribute their specific and unique talents to the goal. 

TBA

Barry Hughson
Executive Director
National Ballet of Canada



The Great Jump Ball: The Decade Where Everything is at Stake

Until about 2008, we had been living in a world defined primarily by the aftermath of World War II and the cultural dominance of the Baby Boomers. Demographics and technology led predictably to the unwinding of that world, but the financial crisis of 2008 hastened the tipping point, and we are now living in the first years of the next long cultural phase. It’s so new that we don’t even yet know how to think of it or what to call it. But we do know that it will be defined by a process happening right now.  Everything in the current culture is up for grabs.   Find out what you need to do to “Win in the New World.”

Jim McCarthy
CEO
Goldstar




BREAKOUTS and PANELS

_Program TBA

Thursday, October 12-24, 2012
9:00 AM - 12:00 PM

Presenters:

Eugene Carr, CEO Patron Technology

 

Eugene Carr offers an update on arts patron trends in online usage based on a survey conducted in March 2012, and comparing that to similar surveys done since 2001. The survey covers arts patrons’ online activity, from websites, to social media, to mobile phone usage. You’ll hear how patrons are buying tickets and what trends matter for selling tickets at the last minute.

9:45 AM - 10:45 AM
Panel Discussion: LA as a Model for Meeting the Challenge
Terence McFarland, Chief Executive Officer, LA Stage Alliance
Gedaly Guberek, Communications Director, Coeurage Theatre Company
Nicolette Atkins, Director of Marketing, Los Angeles Chamber Orchestra
Matt Wells, Executive Director, Diavolo Dance Theater
Devon Sorvari, Development Manager, Antaeus Company

Douglas Clayton of the LA Stage Alliance moderates a panel of Los Angeles-based arts managers who will discuss the successes and challenges of running smaller arts organizations. Through marketing, audience-development, and customer relationship management, these managers have run the gamut and know how to keep an organization on course to come out on top. These sure-fire techniques will jumpstart your imagination on how you can meet the challenge as well.

10:45 AM - 11:00 AM Short Break

11:00 AM - 12:00 PM
Jim Royce, Director of Marketing, Communications and Sales, Center Theater Group
Ingenious Tips from a Top Marketer

Jim Royce is one of the country’s most creative, innovative arts marketers. In this session he will reveal his techniques for leveraging research, social media, and targeted online marketing to make the Center Theater Group one of the most popular theatre companies in California.

This morning session is based on the key topics covered in the recently published book Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century, (www.thefifthwall.com) written by Eugene Carr and Michelle Paul, aimed at arts executives, board members, and all those interested in audience development and revenue generation.

Advances in technology and shifts in consumer behavior have changed the way arts executives need to communicate with their audience. Breaking the Fifth Wall encourages you to embrace the new tools and technology available today that can empower you to transform your organization's audience-development, fundraising, and ticketing efforts.

Terence McFarland
Chief Executive Officer
LA Stage Alliance


Matt Wells
Executive Director
Diavolo Dance Theater


Nicolette Atkins
Director of Marketing
Los Angeles Chamber Orchestra


Devon Sorvari
Development Manager
Antaeus Company


Gedaly Guberek
Communications Director
Coeurage Theatre Company



Cultivating Major Donors (D/T)

Large gifts — whether outright major gifts of deferred (planned) major gifts — require the same rules for engagement of donors. The success of Center Theatre Group in engaging and retaining its long term investors, with renewed outright gifts and estate plans, has lessons for organizations large and small. Engaging people in long term investment in the arts relies on the excellence of messages, methods and methodical donor development no matter what your arts focus may be. Enjoy hearing first hand how this still growing theatre company has built a solid base of significant investors.

Jennifer Ryen
Major Gifts Manager
Center Theatre Group


Yvonne Bell
Director of Development
Center Theatre Group



Don't Kill Yourself: Design Integrated Season Marketing that Works for Every Channel (M)

More and more of today's patrons want choice about the channels used to reach them. Some want the traditional printed season brochure and will not buy without it. Some prefer a season announcement sent to their e-mail or mobile device with web links, promotions and rich content. For others, it's a flier, postcard, Youtube video or banner ad that will make them hit the Buy Now button. You, quite rightly, want it all to fit within your budget and time frame without driving you insane. Job one is to make your marketing efforts support and reinforce each other by writing and designing memorable and consistent messages that adapt easily from channel to channel -- which is both the secret to sales success and the best way to keep the workload from killing you. Come learn successful techniques and pitfalls to avoid when creating a multi-channel brand for your season.

Henry Ruddle
President
Ruddle Consulting



Under One Roof But Worlds Apart

Baby Boomers and Generation Y are the two most influential generations today. Collectively they represent over half the total U.S. population. And because of difficult economic times, many of them are still living together.

Attracting these two cohorts to the arts has become an obsession for many arts organizations. But attendance numbers at artistic institutions have remained relatively flat and the percentage of the U.S. population attending arts events is shrinking -- between 2003 and 2009, the percentage of the population attending performing arts events decreased by 22 percent. It seems evident that what we have been doing to engage these two segments -- a one-size-fits-all marketing approach -- has not been effective.

Under One Roof But Worlds Apart will comprehensively compare and contrast these two generations, digging deep into their behaviors and attitudes, to uncover effective marketing strategies for each segment. This presentation will go well beyond pointing out market threats and provide must-have, real-world marketing opportunities for your organization.

Jamie Grady
Director,
Mercyhurst Institute for Arts & Culture


Paige Beal
Associate Professor, Sport, Arts & Entertainment Management Program
School of Business, Point Park University



Dancing with the Stars: Success Factors for Sustainable Growth

Hear from luminaries at top arts organizations as they discuss the keys to sustainable growth, followed by Q&A and an exchange of ideas and best practices.  Following the panel discussion, mingle with the stars in person at the Welcome Reception.
Moderator:
   Mary Jane Avans

VP, Business Development
SD&A Teleservices


Nancy Finn
Director of Membership
San Francisco Museum of Modern Art


Randy Taradash
Director of Sales and Strategic Partnerships
American Conservatory Theater


Kim Noltemy
Chief Marketing & Communications Officer
Boston Symphony Orchestra


Sarah Malashock
Christensen Society and Membership Manager
San Francisco Ballet


Maggie Pico
Director of the Resource and Enterprise Center
Oakland Museum of California



Patron Retention During Significant Organizational Transition

There come, from time to time, periods of significant transition in every arts organization’s life cycle. Theses might include:

  • Closing for several months to renovate or build a new building;
  • Introducing a controversial program or production;
  • Changing patterns of member expectations;
  • Impacting member experience with an enormously popular program; or,
  • Maintaining a living, breathing brand.

When these challenges arise, we need to develop clear and precise strategies to maintain the loyalty and patronage of our Members, Subscribers, and Donors. Sometimes, this can be a major challenge and has the potential to destabilize current and future organizational objectives and funding.

Randall Kline
Founder & Executive/Artistic Director
SFJAZZ


Keri Mesropov
Vice President, Client Services
TRG Arts



Cultivating New Audiences and Donors for the Arts

What are you doing to bring in new patrons? Eblasts and mailing list trades are not going to cut it! Join this panel of experts who are leading the way in cultivating the new and next generation of arts audiences.  From crowdsourcing social media, to creating must-attend events, to rethinking the way development talks to new audiences, this session will give you important take-aways and ideas about building participation and developing relationships.

We’ll explore:
 
The power of social media and how innovative programming brought attention and ticket sales.
 
The power of crowdsourcing – how to utilize your audience (or potential audience) and deepen engagement.
 
The power of the written word and how to tailor your development message to engage new donors.
 
The power of listening to your audience.  Do you hear what they really want from you?

Elizabeth Hounshell
Individual Giving & Stewardship Associate
San Francisco Opera


Caitlin Moneypenny-Johnston
Marketing & Promotions Manager
The Walt Disney Family Museum


Carly Severn
Digital Strategy Associate
San Francisco Ballet


Dan Meagher
Director of Marketing
Merola Opera Program



From Singles to Subs and Beyond! Leveraging Digital to Grow Your Patron Engagement

These days, integrated digital advertising means so much more than just retargeting your website audience for single ticket campaigns. Within this complex and rapidly evolving space, there is enormous opportunity to target and prospect for new audiences, while deepening engagement from specific segments of your patron base. This session will provide valuable updates and insights on the current state of digital marketing. And, using campaign case study examples from American Conservatory Theatre, you’ll learn more about some of the most recent digital targeting capabilities that can boost multi-channel subscription and single ticket campaign results. These include CRM database targeting, look-a-like modeling, multi-device targeting, segmented email targeting, post-purchase upsell targeting and more.
Doug Mowbray
President and CEO
MoGoArts Marketing


Randy Taradash
Director of Sales and Strategic Partnerships
American Conservatory Theater


Julie Begley
Managing Director
MoGoArts Marketing



Now We’re Cooking!: A Multi-Ingredient Approach to Major Donor Cultivation

Even with limited resources (human or fiscal), layering your approach is essential to getting the most delectable returns from your base.  In this session, learn the winning blend of programs and services that cultivate sustainable, growing major gifts.

Courtney Beck
Director of Development
Philharmonia Baroque Orchestra



Partnerships, Technology & Startup Culture

Using Fringe Theatre Adventures as a case study, Stephanie Enders and Sam Jenkins explore the expansion of startup culture and growing collaborations between arts and technology communities as a vibrant stream of audience development.
 
Fringe Theatre Adventures, producers of the Edmonton International Fringe Theatre Festival, recently updated its vision to reflect the community adoption of its name as a verb – *Fringing: ‘to Fringe’ (verb)/frinj/. This adoption puts participation front-and-centre for each interaction with the organization. Over the past four years, in addition to pursuing new technologies to foster dialogue with its audiences, Fringe Theatre Adventures has built relationships with a variety of technology partners to provide data and resources to help support initiatives for this unique community – from the City of Edmonton Open Data Catalogue to the University of Alberta Humanities Computing Department. These partnerships bring the act of fringing beyond the Festival experience and build fringe culture into the mainstream.
As startup culture takes stronger root in mid-size markets across North America, there are opportunities for arts organizations to identify parallel experiences and challenges between young entrepreneurs and the work of emerging artists. It is through shared language, spaces and contacts that creators can change the conversation with their audiences, who are hungry for content and products from both worlds.  
Sam Jenkins
Board Chair Fringe Theatre Adventures & Co-Founder of Startup Edmonton



Stephanie Enders
Project Manager
Bottom Line Productions Inc.



$10K in FREE AdWords! How to Leverage a Google Grant

Search advertising is one of the most effective methods of online advertising an arts organization can implement. If you are a non-profit organization then you may qualify for, or already even have a Google Grant – giving you up to $10,000 every month to promote your organization on the Google AdWords Platform.

In this session featuring actual arts campaign case study examples, those unfamiliar with Google Grants, and those with already secured Grants, can learn tips on managing Ad Words campaigns within this dynamic and highly competitive landscape. Topics covered include: what’s involved in applying for the Grant, effective ad copy and keyword strategies to improve your Google Word Quality Scores, geo-targeting to the right audiences, how to measure AdWords campaign results and more.
Doug Mowbray
President and CEO
MoGoArts Marketing



Interact, Participate, Engage

A recent NEA survey reports participation in mainstream arts offerings (think theatre, classical dance, music and museums) is down, yet again.  But some arts organizations are bucking the trend by engaging audiences in new and impactful ways.  Many of these groups are finding success by offering audiences new ways to interact, participate and create.  Others are deeply engaging entire communities and so broadening their impact, their reach, and their audiences. Hear from a variety of artists and arts organizations who are attracting audiences through new and participatory offerings, who are seeing success in activating younger and more diverse audiences, and who are impacting entire communities. Be inspired how you can spearhead change to advance your work and build your audience.
Brad Erickson
Executive Director
Theatre Bay Area



From Patron to Donor: Best Practices for Donor Cultivation Through Wealth Prospecting

Arts and Culture nonprofits all face the same challenge: how to turn audience members into donors. But within the challenge lies the solution: your audience, a ready-made pool of prospects who already invest in your organization and support your mission. 

The tools for integrating ticket sale data and fundraising have never been stronger. Learn how to apply wealth prospecting techniques to the patron data you already collect in order to target your fundraising efforts and achieve better results. 

In this panel, Charlie Frankel, president of Easy-Ware, and Vicki Claussen, Director of Partner Relations at the WealthEngine, will discuss strategies to identify donor potential, make the best use of your resources, and build a pathway from patron to donor.
Vicki Claussen
Director of Partner Relations
WealthEngine


Charlie Frankel
President and Founder
Easy-Ware



The Audience Has Changed: Innovative Brochures and Promotions for the 21st Century

What are your fellow marketing directors up to? Let's look at some real life examples of creative design approaches and promotions, along with methods for integrating print and electronic marketing materials. What are the alternatives to the traditional season brochure? The tried and true postcard? Should you keep them? Scrap them? Re-invent them? Let's figure it out.

Henry Ruddle
President
Ruddle Consulting



Dancing with the Stars: New Ingredients for Success

Hear from luminaries at top arts organizations as they discuss the new ingredients for their success, followed by Q & A and an exchange of ideas and best practices.  Following the panel discussion, mingle with the stars in person at the Welcome Reception!
Douglas J. Hamilton
Manager, Member Services
New York City Ballet


Cathy Levin
Vice President of Marketing
New Jersey Symphony Orchestra


Marcia Miller
Director of Membership
The Jewish Museum


Lynne Randall
Director of Development
Manhattan Theatre Club


Will Maitland Weiss
Vice President, Development
Big Apple Circus


Moderator: Phil Miller
President
DCM, Inc.



The Multi-Challenges of Multi-Venue Organizations

Hear from two of the nation’s top marketing professionals as they describe what it takes to attract, retain and upgrade patrons at a multi-venue presenting organization.
Jacob Smith
Development and Marketing Director
Philadelphia Chamber Music Society


Jean-Jérôme Peytavi
Vice President of Marketing and Communications
Big Apple Circus



A Winning Strategy for Online Engagement and Conversions

In a hyper-connected world of smartphones, tablets and 24/7 connectivity, an online marketing strategy is essential. As arts audiences age, it’s critical for organizations to build future audiences through a mix of online and offline marketing efforts. In this session, we’ll discuss how to integrate your online strategy into your existing marketing mix to amplify reach and deliver a cohesive patron experience--online and off. You'll also learn techniques to boost your organization’s presence, increase engagement, improve the patron experience, and maximize conversions online.

Nancy Boas
Product Marketing Director
Vendini



For The People: Creating Connections with the Community that Drive Attendance and Engagement

With the ever-present goals to grow attendance, revenue, and audience engagement, it can be challenging to find new ways to find audiences and make relevant connections to the community around us.

Learn how collaborations between Public Programs and Marketing have led to successful audience growth through community collaborations, partnerships, and programming that meet audiences’ needs. Learn new and unique ways to engage with your communities through partnerships and programming, and gain helpful insights for developing programs that draw new patrons.

Stacy Lucier
Consultant
Oakland Museum of California



Innovation in the DNA: Vital Learning from the Field about Adapting to Thrive

In a time of rapid and disruptive change to the market in which arts and culture organizations operate, the need to do things differently – to innovate and develop “next practices” – is now widely acknowledged.  But the capacities we have built in our organizations typically privilege continuity and incremental change over the ability to break through to effective new strategies – what we call “adaptive capacity.”  If building adaptive capacity is so important for our organizations to thrive in the future, what does it consist of? What values are its foundation? What does it look like in practice, and how can we learn from others’ practice?  Reflecting on these questions, participants in EmcArts’ first National Innovation Summit for Arts & Culture recently compiled a Mosaic of Learning about Adaptive Change that is a first offering to the field on this vital and pressing topic.  The Mosaic of Learning is stimulating a national conversation about how we can all strengthen our organizations’ adaptive “muscles”. Join us to share the learning and apply it directly and practically to support your organization’s future effectiveness.
Richard Evans
President
EMCArts



Audience Hacking for the Arts

Most businesses fail because they don’t develop their market, not because they don’t develop their product. Customer development is a framework developed by startups to efficiently scale a business. This session, hosted by Form Theatricals (an NYC based arts consultancy focused on empowering organizations to grow sustainably) will cover the four steps of customer development and provide you with the tools you need to identify the market for your product, build the right features that meet customer needs, and test methods for acquiring and converting customers. You’ll be introduced to the business model canvas, how to turn assumptions into experiments, as well as ethnographic interviewing techniques. By the end of the session you will have a framework to deploy the right resources to scale your organization.
Anthony Francavilla
Co-Founder
Form Theatricals


Zachary Laks
Co-Founder
Form Theatricals



Exceed Your Revenue Goals by Turning Data into Gold

Arts organizations are awash in data from ticket sales, web and e-mail clicks, page views, info requests, Facebook likes, mailing lists, you name it. There is gold -- bottom line gold -- to be mined from data when you know how and have the right tools. Learn how Valerie Taylor, Director of Marketing, Sales & Communication for The Shaw Festival, generated record revenues that blew past her budget forecasts last season using simple, web-based, data analytic services.

Valerie will review how The Shaw Festival used data before the season to plan and budget more effectively, and used a customized, real-time performance dashboard during the season to boost attendance, implement a dynamic pricing system,  forecast changes in demand, and do aggressive promotion to targeted customer segments.

She will be joined by Neil Fitzgerald of PriceWhispers, the team that helped launch The Shaw Festival's business intelligence program, to discuss other applications for data analytic services and answer questions.
Neil FitzGerald
Founder and President
PriceWhispers


Valerie Taylor
The Shaw Festival
Director of Marketing, Sales & Communication



Data-Driven Fundraising and Marketing: Creating New Constituencies

Arts and cultural organizations often have a very strong and instinctive understanding of their core audiences, but how can we tap into our data to understand the motivations and behavior of our potential, infrequent or undeclared audiences? If we take a step back from our day-to-day marketing and development strategies, can we spot a market that we're underserving at the moment? How do we identify what would make these people choose to engage with our organization, and how do we cultivate them as supporters?

In this session, we will look at how we can use the data at our fingertips to identify new donors or ticket purchasers. We'll present case studies from a range of different organizations, including The Juilliard School, who have put in place creative schemes to cultivate these patrons and start to build long-lasting relationships.
James Baggaley
Head of Strategy & International
Spektrix


Elizabeth Hurley
Vice President for Development and Public Affairs
The Juilliard School



Leverage and Track Online Search Results: How to Put a FREE Google Grant to Work for Your Organization!

Search advertising is one of the most effective methods of online advertising an arts organization can implement.  If you are a non-profit organization, you may qualify for, or already even have a Google Grant –an ongoing $10,000 per month credit to promote your organization on the Google AdWords Platform.
 
In this webinar featuring actual case study examples, those unfamiliar with Google Grants, and those with already secured Grants, can learn helpful tips on managing AdWords campaigns within this dynamic and highly competitive landscape. Topics covered include: what’s involved in applying for the Grant, recent changes in the platform, effective ad copy and keyword strategies to improve your Google Word Quality Scores, geo-targeting to the right audiences, how to measure AdWords campaign results, including revenue tracking, and more.
Julie Begley
Managing Director
MoGoArts Marketing


Doug Mowbray
President and CEO
MoGoArts Marketing



From Singles to Subs and Beyond! Leverage Digital to Target Segmented Audiences

These days, integrated digital advertising means so much more than just retargeting your website audience for single ticket campaigns. Within this complex and rapidly evolving space, there is enormous opportunity to target and prospect for new audiences, while deepening engagement from specific segments of your patron base. This session will provide valuable updates and insights on the current state of digital marketing. And, using campaign case study examples from select arts organizations, you’ll learn more about some of the most recent digital targeting capabilities that can boost multi-channel subscription and single ticket campaign results. These include CRM database targeting, look-a-like modeling, multi-device targeting, segmented email targeting, post-purchase upsell targeting and more.
Julie Begley
Managing Director
MoGoArts Marketing



Design Success Factors for Arts Professionals

One of the hats many arts marketing and development professionals wear is that of the graphic designer, either doing the actual design and production work themselves or directing the work of a freelancer or volunteer. Other than using the rule, “I know it when I see it,” how do you create a design that grabs attention and communicates clearly? This session will review and show examples for fundamental rules of effective design and readability, including font selection, color palettes, templates, layout, structuring large documents such as season brochures, and the difference between design for the page and the screen.

Henry Ruddle
President
Ruddle Consulting



Your 21st Century Phone Campaign: What You Need to Launch and Maintain a Successful Phone Program in the Post-Landline Age

Contrary to popular belief, phone campaigns are alive and kicking. The rules of the game, however, have shifted significantly over the past ten years. In this session you will learn what you need to build, launch, and maintain a fundraising phone program. How should you build your script? How will you train callers to use your script? How should you clean, segment, and analyze your data? What is the latest in telemarketing law? We’ll discuss all of this and more. Organizations of all sizes will benefit from this session.

Claudia Angelillo
Director of Annual Giving
Pace University



Fifty-Seven Channels and EVERYTHING is On: How to Effectively Strategize Your Fundraising in a Multi-Channel World

It used to be so simple -- a few long-winded letters from a carefully chosen signatory and a couple of auxiliary phone calls always led you to fundraising success, right? Nowadays you compete with the chatter of so many more organizations and talk to constituents in so many new ways. Like a fine symphony, you must orchestrate your outreach with each and every instrument (or channel) at your disposal. In this session you’ll learn what the instruments are and how to avoid creating cacophony.

Claudia Angelillo
Director of Annual Giving
Pace University



Chatter is Your Best Advertising

People love to talk about their experiences. Whether it is by social networking, in a phone call, over lunch, at the office or by email, your customers are talking about you right now. Do you know what they are saying and writing? Word-of-mouth tactics are often ignored, but should be a critical part of your overall strategy for winning. Timing is crucial and technology is just one vital part of the solution. Jim Royce will explore the must-have elements to put in your word-of-mouth toolbox. He’ll show you the easy, low-cost and time-saving ways you can gear up your audiences for chatter. The effect of WOM is measurable too. This will be one of the most talked about sessions at the conference.

Jim Royce
Principal
Anticipation Marketing



What does it mean to one of your members to be a “member”, or to one of your subscribers to be a “subscriber”?  If you’re interested in building and maintaining meaningful, long-lasting relationships with your patrons, they should feel that they are actively involved in a dialogue, one that doesn't start and stop only during annual appeal and subscription renewal time.

Eugene Carr
President, Founder and CEO
Patron Technology



Winning Ways to Build Bridges to New Audiences and Partners

Panelists will discuss the changing role of their marketing departments within the larger organization, and offer insights into how specific innovative programs and initiatives reach the entire community and attract new audiences. 

Tiffini A. Bowers
Curator - History & Education
California African American Museum


Diane Rhodes Bergman
Vice President of Marketing and Communications
Los Angeles Opera


Joseph Yoshitomi
Director of Marketing & Communications
Geffen Playhouse


Shana Mathur
Vice President, Marketing & Communications
Los Angeles Philharmonic



Avoiding the Time Suck: Forging New Relationships While Maintaining Strong Bonds with Current Corporate Partners and Internal Stakeholders

The sponsorship fundraiser’s responsibilities often lead to a robust workload, with many hours spent on stewardship of current partners and aiding other internal development objectives.  How do sponsorship administrators find the delicate balance of staying in the good graces of corporate sponsors and partnering internally for the overall benefit of the organization, all while forging new relations with prospects? This session examines the top-line tasks of your team’s role in working with corporate partners, providing building blocks to mitigate the workload, and allowing more time to chase down new dollars. As part of this building process, we will also discuss best practices in filling the pipeline with the resources at our fingertips. 

Greg Neverka
Senior Manager, Corporate Partnerships
San Francisco Symphony



10 Strategies for Success: Identifying, Cultivating, Soliciting and Holding On to Major Donors

Large gifts — whether outright major gifts or deferred (planned) major gifts — require the same rules for engagement of donors. Engaging people in a long term investment in the arts relies on the excellence of messages, systems and methodical donor development. In this session, find out what your organization needs to do tomorrow to secure major gifts for your future.

Katharine DeShaw
President
Philanthropic Consulting



Converting Online Traffic to Ticket Buyers and Donors

Nami, LaMae and John will review the structure and practices of your web presence so you can maximize goal conversion. These include site architecture, management flexibility, distinctions between website and ticketing funnel and options for converting traffic. Make proactive plans and be reactive to the cow-paths.

John Olchak
Marketing Manager
San Diego REPertory Theatre


Behnam Ataee
CTO
Dream Warrior Group / Art Dynamix


LaMae Weber
CEO
Dream Warrior Group / Art Dynamix



Culture in the Cloud! Project Audience Rolls Out Regionally

The Mellon Funded National Project Audience Initiative to develop a cultural event, information and data platform that can be implemented regionally and be connected nationally is finally here! Get an update on the new Cloud based Project Audience-CivicConnect platform, and the first two regional implementations now in progress with the Greater Columbus Arts Council (GCAC) and the Greater Pittsburgh Arts Council (GPAC). Find out how your organization or region can get involved in the national Project Audience program, along with plans and opportunities for the future. 

Terence McFarland
Executive Director
LA Stage Alliance


Gregory G. Curtin Ph.D.
Founder & CEO
Civic Resource Group



Web Know-How: Smart Ideas You Can Use Right Now

This is the “what everyone needs to know” to make smart decisions session.  We’ll discuss terms and definitions, cost considerations, and free tools. What are some of the do's and don'ts for planning and decision-making?  What kind of mobile do I need?  We'll cover the basics and leave plenty of time for questions.

Amelia Heape
Director of Marketing
Hollywood Pantages / A Nederlander Theatre


Behnam Ataee
CTO
Dream Warrior Group / Art Dynamix


LaMae Weber
CEO
Dream Warrior Group / Art Dynamix



Integrating Your Digital Media Mix to Reach & Activate Audiences

In today’s fragmented, fast-moving media environment, do you find yourself trying to keep up with whether you should be shifting media spend toward retargeting, Facebook, or video ads? Are you stuck in a legacy media mix that you suspect isn’t quite matching up with where your audiences are consuming content?
 
In this session, learn important trends about the current digital landscape to help you navigate toward an ideal media plan that aligns with your budget AND reaches your desired audience.  Topics covered will include key media consumption statistics, how to target patrons from your database in the online space, understanding and making informed choices amidst changes in Facebook and much more. Case study examples from various arts organizations’ integrated campaigns will be shared as well as insightful arts-specific benchmark data.
 
Arts marketers from all sized organizations can examine the cost-effectiveness and synergies of integrating display, social, search, video & mobile to leverage total media mix.
Julie Begley
Managing Director
MoGoArts Marketing



Going Mobile Basics - and the eCommerce Bells and Whistles

Mobile technology is rapidly changing the way arts organizations do business including responsiveness and new commerce technologies (you've probably seen this in the news).   Find out how advances in technology have made it more affordable than ever to reach more patrons in ways that result in more tickets sold and a stronger brand for your organization.

Behnam Ataee
CTO
Dream Warrior Group / Art Dynamix


LaMae Weber
CEO
Dream Warrior Group / Art Dynamix



Dancing with the Stars: Effective Programming that Attracts New Audiences and Donors

Hear from luminaries at top arts organizations as they discuss the keys to attracting new audiences and donors via innovate programming, followed by Q&A and an exchange of ideas and best practices.  Following the panel discussion, mingle with the stars in person at the Welcome Reception.

Molly Meloy
Director of Strategic Marketing
BAM (Brooklyn Academy of Music)


Moderator - Jamie Grady
Development Director
New Jersey Ballet


Naomi Grabel
Director of Marketing and Creative Services
Carnegie Hall


Tim Robinson
Director of Tour Engagements
Paul Taylor Dance Company



1+1=3: The Benefits and Pitfalls of Collaboration Between Arts Organizations

Foundations encourage and fund partnerships — so make sure you know what you’re getting yourself into!   Come to this review of several examples of cooperative ventures between organizations that worked, and some that didn’t. Learn from these lessons how to collaborate with organizations and partners to improve your reach beyond your own audience. “If you want to go fast, go alone; if you want to go far, go together.”

Sean King
Director of Marketing
Youth Education in the Arts



Increasing Your Patrons' Engagement

What does it mean to one of your members to be a “member”, or to one of your subscribers to be a “subscriber”?  If you’re interested in building and maintaining meaningful, long-lasting relationships with your patrons, they should feel that they are actively involved in a dialogue, one that doesn't start and stop only during annual appeal and subscription renewal time.
 
Greg O’Neill
Account Executive
Patron Technology



Embodying a Creative Practice for Integrated, Internal and External Marketing

Based on lessons learned through conducting thinking groups and leading symposia, this workshop / breakout session will focus on developing tools and processes for the purpose of moving a project/organization/program forward through collaborative idea-sharing (e.g. marketing). We’ll explore applying artistic practice to arts marketing, marketing art while marketing your organization, internal consensus-building, focused brainstorming, and how to break free from institutionalized-thinking-ruts. We will also spend time looking at ways to keep long-term goals in mind while focusing on present-moment projects. Participants will leave with usable tools and an action plan that they can take back to their teammates and put to use. 

Jennifer Edwards
Co-founder
Edwards and Skybetter | Change Agency



Mapping and Tapping

In this face-paced workshop, learn new strategies for mapping out your potential audiences and donors and then “tapping” -- or interacting -- with them, with the goal of converting them over time to life-long patrons.

Danny Feldman
Managing Director
Labyrinth Theater Company



Are Arts Marketers Narcissistic Bores? (M/T)

AFTERNOON INTENSIVE

Have you ever met someone at a party who talked endlessly about how wonderful he was and never asked about you? You know the type - someone who's so caught up in his own superior exploits that he assumes anyone who's in earshot will be fascinated by what he has to say?

Have you ever noticed how the language of arts marketing dwells almost exclusively on how wonderful we are and almost never talks about the audience? You know this language - an endless barrage of self-congratulatory words and images that seldom tells people why they should care or what's in it for them?

If you'd rather be an engaging conversationalist than a narcissistic bore, this session will teach you how to stop speaking at audiences, and how to begin speaking to them - or better yet with them - for dramatically improved results. Join Trevor O'Donnell, author of the book Marketing the Arts to Death: How Lazy Language is Killing Culture for a fun, interactive discussion that'll give you practical tools for developing marketing messages that sell.

Trevor O Donnell
Marketing Consultant (Arts, Entertainment & Tourism)




What is Your Vision for Delivering an Exceptional Patron Experience?

All arts organizations struggle with the same ongoing challenge: How do we cultivate loyal patrons and develop future audiences? As technology like mobile and social continue to become more integrated into daily life, a multitude of new channels for patron engagement are introduced. In the wake of so many engagement options, it’s easy to lose sight of the forest for the trees.

With so many choices, it’s critical for arts organizations to begin by clearly defining their organizational vision. What is the ideal patron experience we strive to deliver? How can we stay true to this vision at each touch point with patrons and potential patrons? From your staff, to your website and social media presence, to your live events and your reputation in your local community, consistency and excellence are key. In this talk, we’ll discuss key considerations for defining and executing on your vision for delivering an exceptional patron experience -- from first engagement, to your event, and beyond.

David Maurer
Advocacy & Support Manager
Vendini



Making Art a Habit: A New Membership Model to Increase Engagement

Yerba Buena Center for the Arts' new monthly membership program, called "YBCA:You", helps participants make art a habit by increasing the frequency, diversity and community of their art going. "YBCA:You" offers a framework that any organization can adapt - one that creates deep meaning for the individual participants, builds social capital for the community, and develops a lasting and engaged constituency for the organization.

The program model includes an all-access pass to performances, films and exhibitions at the art center, curated programming exclusively for "YBCA:You" members, and one-on-one coaching to help members reach their individual goals. The session will break down the structure of the program, share initial evaluation results, and allow time for questions about how to implement a highly customizable model.

Julie Potter
"YBCA: You" Program Manager
Yerba Buena Center for the Arts


Joel Tan
Director of Community Engagement
Yerba Buena Center for the Arts



Not Too Big, Not Too Little — Just Right: The Unique Fundraising Requirements for Mid-Sized Arts Organizations

Mid-sized arts organizations cover a broad budget size - from $1million up to $10 million. But they may also be defined as organizations large enough to require a full-time paid staff but not “too large to fail.” Panel members are development directors at mid-sized arts organizations of all different disciplines and a wide range of operating budgets. They share their insights into the unique fundraising needs that support the lifeblood of any vibrant arts community.

Michael Costa
Executive Director
Philharmonia Baroque Orchestra


Liv Nilssen
Director of Development
Chanticleer


Dave Archuletta
Executive Director
Joe Goode Performance Group


Carol Eggers
Development Director
Magic Theatre


Laura Bergman
Development Director
Z Space



Design Success Factors for Arts Professionals 1

One of the hats many arts marketing and development professionals wear is that of the graphic designer, either doing the actual design and production work themselves or directing the work of a freelancer or volunteer. Other than using the rule, "I know it when I see it," how do you create a design that grabs attention and communicates clearly? This session will review and show examples for fundamental rules of effective design and readability, including font selection, color palettes, templates, layout, structuring large documents such as season brochures, and the difference between design for the page and the screen.

Henry Ruddle
President
Ruddle Consulting



Design Success Factors for Arts Professionals 2

In addition to tight budgets, short timeline and the lack of resources, many arts marketing and development professionals also face the challenge of knowing how get the most out of the designers they work with or the design tools they use themselves. This session goes beyond the basics to explore photo staging and cropping, artwork manipulation and editing, dynamic design, innovative brochure structures, and infographic design.

Henry Ruddle
President
Ruddle Consulting



Growing New Audiences with Research-Driven Change

The San Francisco Symphony conducted extensive audience research in 2012 and will share both the findings and program plans to address the next generation of artists and audiences. Quantitative and qualitative research findings will be shared, along with the Symphony's plan for new programs and outreach activities.
Jacquelyn Williams
Sr. Marketing Manager, Campaigns
San Francisco Symphony


Nan Keeton
Director, External Affairs
San Francisco Symphony


Emily Limon
Director, Marketing and Sales
San Francisco Symphony



The Fine Art of Negotiation: Strategies for Negotiating Successful Partnerships in Development and Marketing

In the exciting and challenging times ahead, arts organizations will need to optimize partnerships in a myriad of areas. Whether speaking to potential sponsors, donors, media outlets, suppliers or promoters, you will need the skill and savvy to negotiate agreements based on common or complimentary interests and a sense of mutuality. With a decade of legal training and practice under her belt and currently serving as a senior executive with Canada’s oldest civic art gallery, Judy Slivinski will provide a common-sense primer on the skills and perspectives needed to be effective at the negotiation table (actual or virtual). With plenty of illustrative examples, you will discover how to establish common ground, identify potential benefits and pitfalls, assess your own and your partner’s motivations, recognize and respect limitations, move through log jams and, ultimately, document and fulfill your agreement. Expect to be inspired to bring greater confidence, collaboration and creativity to your future negotiations.

Judy Slivinski
Director of Development and Marketing
Winnipeg Art Gallery



Go Mobile — Everybody’s Getting Into the Act!

Hear from an expert panel of top marketing directors and developers on how mobile technology is rapidly changing the way arts organizations do business and how you can establish and maximize your mobile presence. Find out how advances in technology have made it more affordable than ever to reach more patrons in ways that result in more tickets sold and a stronger brand for your organization.
Behnam Ataee
CTO
Dream Warrior Group / Art Dynamix


LaMae Weber
CEO
Dream Warrior Group / Art Dynamix



New Ways to Attract and Keep Younger Audiences

Want to attract and keep younger audiences?  Come to this session devoted to groundbreaking ways arts groups are currently winning that coveted younger demographic.  Learn how you can put these strategies to use immediately.
Lily Traub
Director of Business Development and Marketing
Patron Technology


Rachel LeFevre-Snee
Marketing Associate
ROUNDABOUT THEATRE COMPANY


Caitlin Baird
Assistant Marketing Director
Manhattan Theatre Club



AGGRESSIVE CUSTOMER ENGAGEMENT (ACE)

Once you’ve gone to all the effort to identify prospective customers, make them aware of who you are and what you do, and actually get them to buy a ticket, your are now ready to get to work.  Research shows that 90% of those who attend a single performance this season will not return next season, but if your can get them to a second performance that number drops to 50%.  That’s where ACE comes in.  Find out how to bring them back and build your core, engaged customer and donor base.
 
Jack McAuliffe
President
Engaged Audiences



The Wide World of Sports: Adapting Marketing Strategies from the Sports World for the Savvy Arts Marketer

Arts marketers can benefit in big ways from taking note of what other industries know and do well (and have for years). Sports entertainment/health and fitness are big businesses: big businesses that compete for discretionary entertainment income.

Balking at them, adapting their ideas to fit the arts world, or even joining forces with them can spell the difference between “the thrill of victory and the agony of defeat.” This session will look at successful adaptations of ideas that originated in the “wide world of sports” but, once adapted for the arts world, were home runs for specific arts organizations. Sports fan or not, this session will show arts marketers how to peer into the world of sports entertainment/health and fitness for marketing ideas that can be adapted to increase exposure and revenue for their organizations through an interactive group exercise.

Pat Patrick
Marketing Director
Tennessee Repertory Theatre



Audience Next

Educational attainment has long been a predictor of arts participation. The more education one receives the more likely they are to attend arts and cultural events as adults. With more and more young people receiving college degrees the arts should be experiencing a similar rise in attendance. Canada leads the world in educational attainment, with about 56 percent of its young adults earning at least an associate’s degrees, compared with only 40 percent of those in the United States. Unfortunately, increased educational attainment has not led to significant increases in arts attendance. But why?
   
At this unique video presentation you will meet a group of 18 – 21 year olds currently attending college. In this pre-recorded video survey participants will respond to questions about their lives, how they use technology, how they communicate with one another, as well as their perception of arts and culture. The results will provide your organization with meaningful insights and tips on how to meet the demands and expectations of Audience Next.
Christine Olivier
Assistant to the Director
Mercyhurst Institute for Arts & Culture


Jamie Grady
Director,
Mercyhurst Institute for Arts & Culture



Major Gift Programs — Creating & Cultivating

Every institution needs a major gift program, whether it be for $1,000 or $100,000 donations. This session will focus on creating a major gift program, techniques for upgrading donors to your major gift level, creating bonds between the institution and the donor, the donation continuum that leads to Board candidacy, and how to turn these major givers into prospective donors to capital and endowment campaigns.

Andy Hamingson
Executive Director
St. Ann’s Warehouse



Doing More With Less

Kyle and Claire will talk about how to maximize foundation giving with limited resources. Since the economic downturn, many nonprofit organizations have had to cope with limited capacity to fundraise, and many foundations have faced a drop in their endowments. However, there are still opportunities out there. Claire will talk about the importance of aligning your project with the foundation's goals, how to write a compelling proposal, and common feedback from foundation executives. Kyle will talk about sitting on the other side, as a grant maker, and common mistakes that grant seekers make.

Kyle Y. Ridaught
Director of Development
American Ballet Theatre


Claire Stephanic
Manager of Institutional Support
American Ballet Theatre



Making In-House Telemarketing a Success or … How to Take Control of Your Own (Telemarketing) Destiny!

Telemarketing is an essential channel for sales and gifts at arts organizations. But it is also one of the most expensive marketing tools. If you are not currently running a campaign here are the nuts and bolts of how to do it; and do it well. If you are already running an in-house program, learn how to maximize your results. Telemarketing is the only channel that actively interacts with your patrons. Done correctly and efficiently, it can provide a steady and significant revenue stream, a great deal of information on patron activity and preferences and – actually – generate good will.

Claudia Angelillo
Director of Annual Giving
Pace University


Ian Zimmerman
Director of Telefunding
Metropolitan Opera



Getting the Marketing Mix and Message Right

Would you send a Vine to your grandmother?

Would you tell your teenager to check out an ad in the daily newspaper?

Each generation of our audience has tendencies on how they consume and what they consume, and it is up to us to adjust to what will make each slice of the audience react. A slight change in how the story, photos or information is presented can make a huge difference.  Unfortunately, there’s not an easy-to-use app to download to direct us to the best media platforms, the most effective types of message and which audience segment will react to the method or message we use.  So it is up to us to create the right mix to drive results.

Our resources are no longer identified in terms of only time and money.  Resources are now the content associated with our event that we want our audiences to consume.  Ad spends are now defined as “buying” our audience’s attention with free content which includes promotional or entertainment messaging. The new reality makes media buying less expensive, but we have traded the costs of media distribution for those of content curation and creation and maximizing the few opportunities we have to make an impact in today’s short-attention span world.  Getting the marketing mix and message right can be the difference between a sold out show and rows of empty seats.

Corporate Engagement: Partnerships in a Post-Recession World

Corporations can be significant partners for non-profit organizations, the benefits of which range from increased fundraising to audience development. In today’s market where budgets are tight, and corporations are re-defining philanthropy and their marketing goals, how do the arts stay active and relevant?

In this workshop we’ll discuss the latest ways to create successful, long-term corporate relationships and sponsorships that are mutually beneficial and targeted for a competitive sponsorship marketplace. Topics will include the different streams of corporate engagement in the arts, the best practices for a robust corporate philanthropy/marketing program, and engaging corporations as arts patrons.

Kathy Liu
Director of Institutional Giving
New York City Center



Impression Management: Make a Big impact on a Small Budget

What is it about your web presence that makes an impact? It's not necessarily the top agency graphic designer, but rather how fast can your audience say Wow! We will discuss inexpensive ways to make a great impression for your patrons, donors and prospects. This will include things such as design elements, third party tools, information architecture, application of analytics and integration with other touch points.

Behnam Ataee
CTO
Dream Warrior Group / Art Dynamix


LaMae Weber
CEO
Dream Warrior Group / Art Dynamix



You Want Points with That? Using New Technologies to Build Patron Loyalty Programs

Now that you’ve sold them their first ticket or collected their first donation, how do you convert that patron to a loyal buyer/fan/donor for life? How do you reach the online generations with new programs and benefits?

Loyalty programs are everywhere – points, memberships and benefits are expected from our favorite organizations and companies. If your reward program doesn’t go beyond the plaque on the wall, it may be time to get creative.

This session will look at using new technologies to create integrated programs that can help you build loyalty with patrons of all ages and across multiple generations.

Learning Objectives:
  • Creating new programs that work
  • How to reward the next generations of arts patrons
  • Simplifying the membership programs and processes
  • How to use technology to maximize benefits
  • Texting, mobile and online ideas for engaging patrons
Lynne King Smith
CEO
TicketForce



Are You Ready for a Leadership Transition? How to Maximize Revenues and Minimize Costs During A Leadership Transition

In the arts and culture field, transitions to new leadership happen often. They can be exciting times of hope, anticipation, and organizational renewal. Or they can be stressful times of indecision, negative inward focus, and stagnation. Too often, nonprofit arts and culture organizations fail to plan for transitions and thus can find they are ill-prepared when their Executive Director announces that he/she has taken a new position or when their Artistic Director informs the Board that he/she will retire after next season.

How can your organization be prepared to leverage important opportunities, address major challenges, and maximize earned and contributed revenues while minimizing costs during a major leadership transition? Whether you are planning for an imminent change in leadership or not, this is the session that will get you ready for one when the time comes. You will learn from a panel of colleagues about the strategies, tools, and resources they used in order to successfully steer and grow their organizations during a challenging leadership transition.

Jean-Jérôme Peytavi
Vice President of Marketing and Communications
Big Apple Circus


Moderator: Lee Kappelman
Vice President
Arts Consulting Group



Developing Sustainable Programs that Fill the House

Your patron database is a rich, treasure-trove of information waiting to be mined. During this session we will talk about proven strategies and methods to segment your patron database and create actionable programs that move one-time buyers up the loyalty escalator to become season subscribers and donors. We’ll also discuss strategies to build ticketing, fundraising and marketing programs that maximize lifetime value. Lastly, we’ll share best practices that help you to up-sell, cross sell and fill the house during your next performance.

Charles Woodard
VP of Sales, Arts Entertainment
Paciolan


Michael Nabarro
Managing Director and co-Founder
Spektrix



A Structured Approach to Ticketing System Selection

Ticketing technology has burst out of ticket offices to encompass the web, social media, marketing, and customer relationship management; users across organizations are surprised, sometimes amazed, by what state-of-the-art systems can do.

This session shows how using a comprehensive functionality specification and taking a structured approach to system selection ensures that organizations get what they want and need when selecting technology, as illustrated by case studies of organizations who have successfully been through the process.

Ron Evans
Principal
Group of Minds




Note:*

Breakouts during the Conference will follow THREE TRACKS, the Arts Marketing Track, the Arts Development Track and the Theater Track. Delegates may follow a single track or 'jump the track' as they please. The break-out sessions of the theater track will contain a theater component, but may not be devoted exclusively to theater issues. While all conference sessions contain valuable information for all delegates, theater professionals might want to pay special attention to these offerings.
TRACK CODES: M=Marketing / D=Development / T=Theater


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