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Big Data = Big Opportunities: A Data Driven Workshop for Generating More Revenue

How Marketing and Development Can Drive Revenue Growth

Numbers don’t lie, and the field of data science is transforming the way organizations conduct business at every level. The best part is, you already have all the data you need to help make informed decisions that can transform your marketing and fundraising operations and sustain your organization for years to come. You don’t have to be a mathematician or scientist to leverage the power of data mining, but you probably do need some help getting started. This includes discovering how large companies are leveraging customer data sets, identifying which data points are the most significant, and understanding how arts and cultural organizations like yours are using that knowledge to realize double-digit growth in the number and amount of donations and ticket sales every year.

This two-hour, interactive workshop demonstrates how you can use the data you already have to recruit new patrons, retain your existing ones, and add value to the patron relationship. Using best practices from the commercial and nonprofit sector, you’ll learn how to:

  • Identify the Top Ten Data Points most significant to arts and culture organizations and see where you stand in relation to your peers in this workshop
  • Set meaningful goals, segment your audience, and create a clear strategy for success
  • Maximize your return by starting a test and measurement program
  • Reduce the number of lapsed donor s and ticket buyers through systematic retention Strategies
  • Increase touchpoints to maximize contributed revenue and expedite the steps from onetime ticket buyer to repeat donor
  • Use data metrics to support revenue goals and get critical buyin from your board, senior leadership, and everyone in the organization
This is a hands-on workshop. While not required for participation, you will be asked to complete a Pre-workshop survey and bring information to the event that will help you get the most out of this Workshop.
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Paul Miller
Principal NeverDark Consulting


Using Research Strategically

This interactive, team-building session will focus on helping you identify and implement research to improve your understanding of target audiences you want to attract and retain, even with a limited budget. 

We’ll introduce proven low-cost examples from different organizations, demonstrating how they delivered information that made their programs more effective. The Intensive will include exercises that help you build a plan for a small research project—moving from questions you have about your audience to manageable research that you can execute right away.
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Bob Harlow
Marketing and Research Consultant The Wallace Foundation



The Room Where It Happens: The Eternal Struggle of Marketing vs. Programming

With all due respect to Lin-Manuel Miranda and the cast of "Hamilton," “No-one really knows how the game is played” or “How the sausage gets made” but for far too long marketing has not been in the room where programming and fundraising decisions happen. Attend this session and explore ways for marketing to have a seat at the table when the major decisions facing your organization are made but also learn strategies to maximize the impact of marketing when the deals are already done.

 A quick survey of your current relationship with the programming department will kick the conversation into overdrive for attendees who are faced with advertising and selling programming, which in many cases are not of their own doing. Lest we not forget about fundraising! The impact marketing has on your organization’s fundraising is what leads to success and in some cases to not reaching its full potential. Leave this session with eight actionable takeaways to empower you to schedule a meeting with your boss and fellow colleagues immediately upon your return.
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Sean King
Principal Aspire Arts Consulting


Engaging the Modern Day Ticket Buyer: Turn the Last Minute Ticket Buyer into a Lifelong Patron

The modern day ticket buyer is unlikely to plan ahead and inclined to purchase last minute tickets (a recent study shows that 55% of fans buy their tickets the week before a performance, usually due to reduced prices). This session will present strategies to engage the fickle, new theatre-goer throughout the lifespan of your event - from engaging them before they enter the theater, to how to interact during and after the event to keep them coming back. Align marketing, development and box office operations through patron data, in order to best appeal to and retain a dedicated audience. Learn to grow your patron base, while discovering additional resources outside of grants and private donations to keep your business thriving.
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Alec Gonzalez
Senior Account Executive Vendini


The Road to Optimal Pricing: Where Do You Go From Here?

Everyone is at a different point in the evolution of their pricing strategies. Hear from these seasoned marketing professionals about where they’ve been and where they’re headed in their quest for the perfect pricing strategy. What have been their successes and what obstacles do they still face? Then chime in with your own plans and questions about where to go from here.
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Kevin Devaux
Manager of Patron Services Toronto Symphony Orchestra


Creative Campaigns that Break Through

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Alison Uttley
Associate Director, Marketing Luminato Festival


Arts Marketing Trends A-Z

From the Presidential election to Facebook LIVE, the past year gave us many marketing lessons to follow and many to avoid. Join us for the annual update to the popular Arts Marketing Trends A-Z session with 26 tactics and strategies to implement when promoting, advertising and fundraising your way to success in 2017. This fast-paced hour will have you ready for whatever marketing challenges you will face in the coming year with a few takeaways you can even put into action immediately!
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Sean King
Principal Aspire Arts Consulting


Reaching Beyond The Comfort Zone: Finding, Enticing And Keeping Diverse Audiences

Artistic Directors and arts and culture organizations are speaking specifically about equity and producing works with an eye to equitable representation. Great! But what does that mean for arts marketing and development departments? How should your tactics change when reaching out to audiences with which you may not be familiar? How do you market not only to your target audience, but to other audiences as well? And once you’ve successfully brought new audiences to your doors…how do you make them stay for the next show or exhibition?! We’ll talk practical tactics for how to reach out past your comfort zone, and bring people to your organization – which may not be in their comfort zone!
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Moderator: Erin Fernandes
Marketing Coordinator Peel Art Gallery, Museum and Archives

Jael Richardson
Artistic Director Festival of Literary Diversity

Khaled Iwamura
Chief Editor & Founder insauga.com


We Need to Talk…About Your Website

Your programming, your venue, and your marketing are all beautiful, so why does your website still look like it was designed using Microsoft Paint? Your website is often the first touchpoint audiences have with your organization and understanding their journey across the site and their path to checkout is critically important to making sure they have a positive experience. This session helps you focus on the purpose of your website and offers tips to help ensure your customer experience online is smooth, enjoyable and profitable.
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Libby Penn
Managing Director Spektrix


Millennials in Canada

Their generation is just as large as the Baby Boomers, but Millennials span more life stages: some are still in school and living with parents while others are starting families and careers. However, over the next decade most Millennials will be out on their own, starting careers and families. In fact, the number of Millennial households will double over the next decade and this will have a major impact on consumer expenditures. In this presentation, demographic expert Doug Norris will look at Millennials’ demographics and values, and how they differ from older generations. He will also present some new survey results on how Millennials perceive themselves and their future. Included will be a discussion of different types of Millennials.
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Doug Norris, Ph.D.
Senior Vice President and Chief Demographer Environics Analytics


Part of the Digital Marketing Track:

Getting Results with Facebook

Sell more tickets with both organic and paid Facebook content.
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Keith Tomasek
Lecturer Western University


2X Sponsorship: Raise Your Sights to Raise More Money

Imagine if you could double your sponsorship dollars -- that's 2X Sponsorship. The session will get you started on this highly achievable goal -- raising your sights and giving you specific, success-oriented tools. First, we'll cover how to build sponsorship properties (opportunities) that provide dramatically more value to partners. Then, we'll review how to start developing sponsorship benefits that get both your sponsors and creative team excited. Lastly, we'll go through how to craft a solicitation plan that more consistently and successfully moves prospects from first contact to cheque writing. To support each of these three strategies, you will receive three cutting-edge tools -- a Properties Matrix, a Benefits Ledger and a Moves Calendar. Finally, you'll go home with a specific to-do list so you can hit the ground running when you're back on the job. So, don't miss this opportunity to give your programs and facilities more of the funds they truly deserve.
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William Pitcher
Founder Pitcher Group Sponsorship + Philanthropy


(program and speakers subject to change)

Stay Tuned For Many More Sessions To Be Added, Including:

Increasing Revenue While Lowering Costs
Attracting Younger Audiences
Google Analytics
Strategies To Boost Advance Sales
Optimal Pricing
Digital And Traditional Marketing Mix
Social Media As Audience-Building Tool
And More!

Our Sponsors

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    Patron Technology’s mission is to revolutionize the arts & entertainment industry by helping our customers build stronger and more profitable relationships with their patrons. PatronManager, our CRM system, combines box office ticketing, fundraising, marketing, and staff collaboration, built entirely on the cloud-based Salesforce platform. Since launch in 2010, it has been the fastest growing platform for arts & culture organizations in the U.S. Over 600 organizations use PatronManager, primarily symphony orchestras, theatres, opera companies, dance companies, university performing arts centers, and museums. Founded in 2001, Patron Technology became the leader in e-marketing technology for arts non-profits with its first product, PatronMail.

    More Info
  • Images

    Dream Warrior Group provides graceful yet technologically savvy solutions for Arts organizations. The goal-driven services focus on audience and action. As your technology advocate, we will be your ally and can manage and fully implement your online presence. Our services (ala carte or contracted) include: Web site design and development, e-marketing, e-promotion, social media management and optimization. We implement your message in a digital environment

    More Info
  • Images

    Theatre Manager™ software is used at Theatres, Festivals, Arenas, Performing Arts Centers, Symphony Orchestras, Museums, Educational Institutions, Municipalities, Non-profit and For-profit organizations.

    Key functionalities:
    - Patron & Household CRM
    - Box Office & Internet Sales
    - without 3rd party fees
    - Development & Donation Management
    - Marketing - including email blasts
    - Artist, Staff & Volunteer Management
    - Financial Controls
    - Facility & Project Management

    Since 1985, our experience has been drawn from 100s of venues, with 1000s of users who use Theatre Manager softwae to track approximately 3/4 of a billion dollars in annual revenue.

    More Info

Conference Schedule

June 12, 2017:
Morning Intensive (Program starts at 9:00 a.m.)
Lunch on Your Own
Opening Reception with one-on-ones

June 13, 2017:
Networking Reception with one-on-ones
Lunch with the Experts
Afternoon Intensive

Program and speakers subject to change.

Among other benefits, Arts Reach Members receive significant discounts on conference registration. Join NOW!