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. 

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-Kuhne
Vice President, Marketing
New Jersey Performing Arts Center




BREAKOUTS and PANELS

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



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.
Keith Goldberg
Vice President of Marketing
Vendini



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.
Zachary Laks
Co-Founder
Form Theatricals


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


James Baggaley
Head of Strategy & International
Spektrix



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



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 Burkeen
Marketing Coordinator
Tennessee Repertory Theatre


Pat Patrick
Marketing Director
Tennessee 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 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.
Caitlin Baird
Assistant Marketing Director
Manhattan Theatre Club


Rachel LeFevre-Snee
Marketing Associate
ROUNDABOUT THEATRE COMPANY


Lily Traub
Director of Business Development and Marketing
Patron Technology



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.

Ian Zimmerman
Director of Telefunding
Metropolitan Opera


Claudia Angelillo
Director of Annual Giving
Pace University



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.
Sean King
Director of Marketing
Youth 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 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.

Moderator: Lee Kappelman
Vice President
Arts Consulting Group


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



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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