Presenting 101 • PAE ‘12 Presenting 101 Saturday 22 September 2012 Performing Arts Exchange H. Perry Mixter, Lead Faculty 37
Aug 22, 2015
Presenting 101 • PAE ‘12
Presenting 101Saturday 22 September 2012Performing Arts Exchange
H. Perry Mixter, Lead Faculty
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Presenting 101 • PAE ‘12
Session 3• Today’s Topics:
• Developing and Engaging Audiences
• Outreach Programs
• Marketing and Promotion
• Today’s Faculty
• Perry Mixter, Mixter Consulting
• Kevin Spencer, Spencers Theatre of Illusion
• Ashley Dinges, Merrimack Hall Performing Arts Center, Huntsville, Alabama
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Presenting 101 • PAE ‘12
Today’s Course Outline
• Audience Engagement/Development
• Understanding Your Audiences
• Types of Outreach Programs and Service
• Marketing & Promotion
• Selling your Artistic Product
• Marketing and Promotion Plans
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Presenting 101 • PAE ‘12
Audience Engagement/Development
• Understanding your Audience
• Understanding Audience Motivation. What do you know about your audiences? What do you need to learn?
• What audience experience(s) do you want to offer?
• Entertainment
• Education
• Deep experiences (pre show/post show events)
• Esoterica or tried and true?
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Audience Engagement/Development
• Understanding your Audience
• Research/Analysis
• Assessing your Audience – Core, Connected and Unconnected
• formal and informal conversations; baseline surveys; audience surveys; focus groups; engaging knowledgeable community leaders; box office and donor analysis; Base demographics of local community and region
• Basic Audience Demographic Segmentation
• Sex
• Zip code demographics
• Income levels42
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Audience Engagement/Development
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• Engaging Audiences
• The Wallace Foundation
• April 2009
• www.wallacefoundation.org/knowledge-center/
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Presenting 101 • PAE ‘12
Audience Engagement/Development
• Environmental Analysis
• Looking at the community, mission and programming together
• Finding your niche
• What programs are NOT being presented? Why? Is there a market?
• General patterns of live arts event purchasers
• Competitive Analysis - artistic and non-artistic
• Roadblocks: What – specifically – are keeping people from attending?
• Money, Other entertainment/event options, Lack of awareness
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Audience Engagement/Development
• Easy and cheap ways to learn about your audiences:
• Email/online surveys (Zoomerang)
• In person audience surveys (volunteers with clipboards)
• Local newspaper annual reader survey
• Talking with other similar organizations
• Americans for the Arts – Local and National Arts Index WEBSITE
• Local College/University – economic impact studies, market research, etc.
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Outreach/Education Programs
• Discussion: Choosing whether or not to undertake educational programming. What are the benefits? Responsibilities?
• Identify a niche in your community that is not being addressed by other arts organizations, school systems or educational groups.
• Allows for additional opportunities for fundraising with less competition.
• Example: The Johnny Stallings Arts Program at Merrimack Hall, arts education for people with special needs.
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Outreach/Education Programs
• Structure:
• Integrated with main programming and part of the overall mission
• Standalone series or series of events
• Separate entity with its own mission for educational, training and class opportunities outside the performance /presenting mission of the organization
• Hybrid of all three
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Presenting 101 • PAE ‘12
Outreach/Education Programs
• Look for artists who have residencies or outreach programs that fit within your mission and allow for grant funding.
• The Johnny Stallings Arts Program:
• Nine weekly classes (dance, music, visual arts education)
• Three weeks of summer camps
• Pre-set number of cultural events/workshops annually with visiting artists. Ex: Justin Willman, Terrance Simien & The Zydeco Experience, School Sculptures with Kevin Reese, Spencers: Theatre of Illusion, Popovich Comedy Pet Theater.
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Presenting 101 • PAE ‘12
Outreach/Education Programs
We created a two-day residency for Kevin in addition to three public performances. Day 1:
Off-site visit to St. Jude’s Children’s Hospital. Day 2: In-house Hocus Focus workshop continuing
education program. This created three streams of revenue to support the project: sponsorships,
grants, and ticket sales.49
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Presenting 101 • PAE ‘12
• Types of Services
• Master classes
• Residency or Extended Residency
• Lecture / Demos
• Outreach – extended
• Site specific or specialized programs
• PR events
• Key Strategies
• Planning visits/conversations with artist/company
• Invest in strong and effective partnerships
• Create a toolkit/practice for education programs
• Think creatively and holistically about educational outreach
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Outreach/Education Programs
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Presenting 101 • PAE ‘12
Sales
• Season Campaign vs. Event Marketing
• Season promos are more cost effective but do not meet the societal trends of last-minute purchases. Fewer and fewer orgs are putting much emphasis in subscription sales (except for Broadway shows, headliners, etc.)
• Ideas on how to convince audiences to buy early? Perception of scarcity, perception of value (ex: tiers of tickets). Ex: Member pre-sale. More patrons become members to purchase one week early, which in turn increases donations.
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Presenting 101 • PAE ‘12
Sales
• Season Subscription Programs
• Membership Programs: Offer benefits to loyal patrons in exchange for a tax-deductible donation, like discounts that can be used year-round, reserved seating, artist meet-and-greets, conversations with.
• Example: Merrimack Hall had very low season subscription rates and very high single-sales rates. We modeled our membership program after another similar PAC. In 2012, we saw a 20% growth in ticket sales, however single sales decreased. More patrons became members/donors.
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Presenting 101 • PAE ‘12
Marketing on a Small Budget
• Budgets are tight, invest dollars wisely.
• Survey patrons at every ticket purchase, and place advertising buys accordingly.
Advertising:Sandy Hackett’s Rat Pack Show
Patron Survey
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Presenting 101 • PAE ‘12
Marketing on a Small Budget
• A Study in Using Your Resources:
• A desire to save money resulted in a cheap product in our first year of operation:
Black and white, stapled brochure with order form on back page.
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Presenting 101 • PAE ‘12
Marketing on a Small Budget
• By the third year, we were getting better but still not producing anything highly impressive:
Color tri-fold with order form on back page.
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Presenting 101 • PAE ‘12
Marketing on a Small Budget
• The 2011-12 season was the first year we conducted an in-depth patron study. We found that nearly half of our ticket sales were coming from our season brochure. So, we found a printer who could deliver us a 40-plus page product for the same price as the tri-fold.
Color tri-fold with order form on back page.
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Marketing on a Small Budget
• Grassroots Marketing Ideas:
• Distribute posters/flyers
• E-mail blasts
• Cross-promotion with other local businesses
• Civic club announcements
• Regular interview spots on local TV shows
• In-kind media tradeouts
• Facebook/Twitter trivia giveaways
• Event-listings websites57
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Presenting 101 • PAE ‘12
Marketing on a Small Budget
• Utilize artists if they are willing to make appearances.
• Sample Media Schedule (Justin Willman):
• Thursday 9/6
• 9:00am: Live on-air with Star 99.1. Taped recording with afternoon host to air during afternoon drive-time.
• 11:45am: Live on-air with WHNT-19 (CBS) and Gigi’s Cupcakes to push cross-promotion (ticket/cupcake discount).
• Friday 9/7
• 2:30pm: Live in-store appearance at Gigi’s Cupcakes and autograph signing. Remote broadcast by Star 991. Tickets for sale by a staff member on a laptop.
• 4:00pm: Live on-air appearance with WAAY-31 (ABC).58
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Presenting 101 • PAE ‘12
Public/Media Relations• Public Relations: Make sure your organization and staff is
visible in the community
• Host quarterly chats with your ED about programming/outreach.
• Speak to civic organizations, clubs, senior centers, etc. on an ongoing basis throughout the year.
• Get artists into the community as often as possible.
• Media Relations
• Establish friendships with local media.
• Keep in touch when you don’t need coverage. Offer extra tickets to shows, or incentives that they can accept without conflict of interest.
• Respect their schedules. Send information/press releases early and cleanly so they can be easily reproduced.
• Create a media website for 24 hour access.59
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Presenting 101 • PAE ‘12
Testing/Metrics
• How are your patrons finding you?
• Conduct audience surveys
• Google Analytics: Powerful free tool to figure out exactly who is visiting your website. www.google.com/analytics
• Facebook Advertising: Target your advertising in minute detail - down to a specific keyword, interest, zip code or employer. Set daily advertising budgets as low or high as you desire, pull stats about who clicked on your ad.
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Testing/Metrics• QR Codes
• From time to time, we use these on print advertising, signage (posters/window decals) and flyers to track which work best.
• Free to create, offer metrics like date/time of use and location. http://bit.ly
• Scan It!
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The Marketing Plan• 1. Introduction and Overview of Plan
• Organizational Background: Mission; Overview of Long Range Goals; Summary of Immediate Objectives.
• Need/Purpose Statement (summary of marketing goals, objectives, and strategies)
• Define Marketing Goals. How do they relate to organizational objectives?
• Define Specific Marketing Objectives and how will meet desired Goals: Include specific action, and/or strategy
• What is the Relationship of Specific Marketing Objectives to Marketing Goals and Mission?
• How do the Specific Marketing Objectives relate to previous marketing strategies and outcomes?
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The Marketing Plan• 2. Situational Analysis
• Organizational SWOT
• Internal Strengths, Weaknesses
• External Opportunities, Threats
• Competition Overview
• Audience AnalysisExisting Audience (maintenance, escalations)Target Audience (new, current, prior)Competition for Target Audience
• Product/Service Description and Analysis (uniqueness, appeal, sales opportunities, history)
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The Marketing Plan• 3. Scheme
Marketing Objectives and Detail of Marketing Strategies:
• How will objectives be met?
• What are the specific actions/strategies you plan to implement?
• What are the target messages, communication methods, and relevant information to implement the action/strategy
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The Marketing Plan• 4. Implementation
• Time Line of Events
• Long Range
• Short Range
• Key dates/times
• Revising and Review dates with built in back up plans
• Resources
• Personnel
• Time Allocations
• Budget
• Materials and Supplies
• Technological resources (databases, project planning software, communications)
• Outsourcing versus in-house analysis
• Sponsors, donors and service trades
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Presenting 101 • PAE ‘12
The Marketing Plan
• 5. Evaluation Plan
• Method to assess measurable results
• Evaluation of specific marketing actions
• Assessment of how marketing objectives met goal(s): Quantitative and Qualitative
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Where to Go From here?
• SouthArts Resources
• Touring Grants (support out-of-state performing artists and writers)
• Planning Grants (bring an artistic director into your community to design a residency) and Travel Grants (for presenters to travel for professional development/conferences/see new work)
• ArtsReady (online tool for building your business continuity/readiness plan)
• Research and Publications section of website includes significant new publications including audience development, artist development, etc.
• Twitter and Facebook – we get a lot of funding opportunities, national/regional news etc. out through these
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Where to Go From here?• State Presenter Networks in the Southeast
• Louisiana - http://www.lapresenters.org/
• Tennessee - http://tn-presenters.org/
• North Carolina - http://www.ncpresenters.org/
• Florida - http://www.flapresenters.com/
• Ohio - http://www.oapn.org/
• National Endowment for the Arts - nea.gov
• State Arts Councils – every state has one (for now)!
• Regional Networks - Mid Atlantic, Arts Midwest, etc.70
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Where to Go From here?
• National Service Organizations
• Americans for the Arts - artsusa.org
• NAPAMA – North American Performing Arts Managers and Agents - www.napama.org
• Association of Performing Arts Presenters - artspresenters.org
• Opera, Dance, Orchestras, Chamber Music - one for every discipline!
• How can you keep up to date?
• RSS Feeds – great way to stay informed! Learn how to use them as professional information channel
• Arts Journal – check out their LINKS - www.artsjournal.com
• Blogs: Museum 2.0, Barry’s Blog, Adaptistration, The Artful Manager, so many more
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The End!
• H. Perry Mixter: [email protected]
• Get Personal! Face Time Consultation with Perry:
• Today, 1:30-3:10pm
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