Growing Cultural Participation: Engaging Diverse Audiences – Tactics, Challenges, Success
This presentation will highlight the national and international trends in cultural diversity as well as examine the challenges in engaging, marketing and sustaining relationships with targeted communities. Case studies will be shared to illustrate effective campaigns for growing cultural participation and looking at measurements of success in the field.
Donna Walker-KuhneVice President, MarketingNew Jersey Performing Arts Center
BREAKOUTS and PANELS
Dancing with the Stars: Success Factors for Sustainable Growth
Patron Retention During Significant Organizational Transition
Cultivating New Audiences and Donors for the Arts
From Singles to Subs and Beyond! Leveraging Digital to Grow Your Patron Engagement
Now We’re Cooking!: A Multi-Ingredient Approach to Major Donor Cultivation
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 DevelopmentPhilharmonia Baroque Orchestra
Partnerships, Technology & Startup Culture
$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 MowbrayPresident and CEOMoGoArts Marketing
Interact, Participate, Engage
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 ClaussenDirector of Partner Relations WealthEngine Charlie FrankelPresident and FounderEasy-Ware
Dancing with the Stars: New Ingredients for Success
I’ve Got a Facebook Page…Now What?: Creating Marketing Synergy with Traditional and Non-Traditional Media
Facebook page. Check. Like and Shares. Check. YouTube videos. Check. Instagram, Twitter, Flickr, Pinterest. Check.
You’ve got the social media pieces… but how do you make them pay off? In the ever-evolving world of media (social and otherwise), it’s not just a matter of having all of the cards, but knowing when and how to play them. This session will examine ways of creating synergy with all of the marketing tools at your disposal (advertising, traditional media coverage, reviews, website, e-mail blasts, social media… and more!) to ensure that these elements work in harmony to raise community awareness, engage patrons, and maximize revenue.
Shane BurkeenMarketing CoordinatorTennessee Repertory Theatre Pat PatrickMarketing DirectorTennessee Repertory Theatre
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 MaurerAdvocacy & 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 ManagerYerba Buena Center for the Arts Joel TanDirector of Community EngagementYerba Buena Center for the Arts
Not Too Big, Not Too Little — Just Right: The Unique Fundraising Requirements for Mid-Sized Arts Organizations
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 RuddlePresidentRuddle 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 RuddlePresidentRuddle Consulting
Growing New Audiences with Research-Driven Change
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 MarketingWinnipeg Art Gallery
Go Mobile — Everybody’s Getting Into the Act!
New Ways to Attract and Keep Younger Audiences
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.
Caitlin BairdAssistant Marketing DirectorManhattan Theatre Club
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 PatrickMarketing DirectorTennessee Repertory Theatre
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 HamingsonExecutive DirectorSt. Ann’s Warehouse
Doing More With Less
Getting the Marketing Mix and Message Right
Would you send a Vine to
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
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.
Sean KingDirector of MarketingYouth Education in the Arts
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 LiuDirector of Institutional GivingNew York City Center
Impression Management: Make a Big impact on a Small Budget
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 SmithCEOTicketForce
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.
Moderator: Lee KappelmanVice PresidentArts Consulting Group Jean-Jérôme Peytavi Vice President of Marketing and CommunicationsBig Apple Circus
Developing Sustainable Programs that Fill the House
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 EvansPrincipalGroup of Minds
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