POWER
YOUR
BRAND
THROUGH
AUDIENCE
IMMERSION
2014
Na9onal
Arts
Marke9ng
Project
Conference
Atlanta,
GA
Audience
immersion
[engagement]
powers
the
brands
[organiza9ons]
that
succeed.
DEFINTION
BRAND
=
Mission
DEFINTION
IMMERSION
=
Ensuring
that
every
touch
point
delivers
on
the
mission
of
the
organiza;on
QUESTION
WHO
ARE
YOU?
WHO
ARE
YOU?

Your
mission

Your
art

Programs
offered

Resources
available

“Engagement
Prompt”
 ...
QUESTION
WHO
IS
YOUR
AUDIENCE?
WHO
IS
YOUR
AUDIENCE?

Who
is
there
and
why?

Who
isn’t
there
and
why
not?

What
do
they
want
fro...
ORGANIZATION
BRAND
AUDIENCE
MARKETING
+
PROGRAMMING
=
A
crucial
partnership
THE
ART
REMAINS
THE
ART
AUDIENCE
TYPOLOGIES
TYPOLOGY
1
READER
TYPOLOGY
2
CRITICAL
REVIEWER
TYPOLOGY
2
CASUAL
TALKER
TYPOLOGY
4
TECHNOLOGY
BASED
PROCESSOR
TYPOLOGY
5
INSIGHT
SEEKER
TYPOLOGY
6
ACTIVE
LEARNER
CUSTOMER
TOUCH
POINTS
CASE
STUDY
MISSION
ART
In;mate
audience
experiences
of
epic
story
and
stagecraR.
SCALE
The
House
serves
12,000
-­‐15,000
people
in
Chicago


AUDIENCE
50%
aZend
just
2
plays
per
year
or
fewer
Mixed
ages
with
50%
under
40
(including
kids)
Variety ...
ENGAGEMENT PROMPT
ENGAGEMENT PROMPT
How
does
this
work
connect
the
audience
member
to
a
mythical,
larger
whole
that
is
frien...
CraR
and
Community
CRAFT
CRAFT
CRAFT
Stack of
screen printed
SEASON
TICKETS.
They’re
18”x24”
posters.
CRAFT
Story-based
Board Game
program.
Die and game
piece as your
ticket.
CraR
and
Community
OPEN HOUSE
OUTCOMES
What's
the
thing
you
tell
your
friends
that
sets
The
House
apart
from
other
companies?
OUTCOMES
I
like
that
people
from
all
kinds
of
backgrounds
love
The
House
Love
the
audience
interac;on!
Yo...
CASE
STUDY
_________________________________________________________________________________________________________________________ ...
ART
TimeLine
Theatre
Company
presents
stories
inspired
by
history
that
connect
with
today's
social
and
poli...
ART
AUDIENCE

“Tradi;onal”
theatre
audience
 Age
55+
 Affluent
and
highly
educated
 White

“Arts
omnivores”...
ENGAGEMENT
PROMPT
How
can
audiences
learn
more
about
the
historical
context
of
this
play
and
make
connec9o...
LOBBY
DISPLAYS
“BACKSTORY”
CONVERSATION
A
RAISIN
IN
THE
SUN
A
RAISIN
IN
THE
SUN
A
RAISIN
IN
THE
SUN
A
RAISIN
IN
THE
SUN
THE
HOW
AND
THE
WHY
THE
HOW
AND
THE
WHY
MARKETING
+
PROGRAMMING

Collabora;ve
team
 Director,
Ar;s;c
Director,
Associate
Ar;s;c
Director
 Dramaturg...
POWERING
THE
BRAND
POWERING
THE
BRAND
“Loved
the
interac;ve
displays
outside
of
the
theater;
very
engaging”
“Love,
love,
love ...
POWERING
THE
BRAND
“Produc9ons
at
TimeLine
are
a
‘getaway’
for
the
mind.”
“Linking
the
audience
to
a
rich...
CASE
STUDY
The National Museum of
American Jewish History
History
History
Mission
The National Museum of American Jewish History, on
historic Independence Mall in Philadelphia, presents
educati...
Art
Scale
Audience
Geographic: About 85% from a combination of
Philadelphia, Philadelphia suburbs, and other Mid-Atlantic
states ...
Who’s Missing?
National (outside of Mid-Atlantic states) and
international tourists
Ethnic minorities
Engagement Prompt
How do we invite visitors of all backgrounds to
both learn from and identify with/emotionally
connect...
Innovation and Expansion Gallery
Innovation and Expansion Gallery
Audience typologies served: Readers, Technology-Based
Processors
Immigration and Integration Gallery: Ellis
Island Interactive
Immigration and Integration Gallery: Ellis
Island Interactive
Immigration and Integration Gallery: Ellis
Island Interactive
Immigration and Integration Gallery: Ellis
Island Interactive
Immigration and Integration Gallery: Ellis
Island Interactive
Audience typologies served: Readers, Casual Talkers,
Tech...
Movie Theatre
Audience typologies served: Casual Talkers, Readers
Contemporary Issues Forum
Audience typologies served: Readers, Casual Talkers,
Technology-Based Processors, Insight Seek...
Chasing Dreams Mall Extravaganza
Chasing Dreams Mall Extravaganza
Audience typologies served: Casual Talkers, Active Learners
REMEMBER
Individual
program
experiences
will
vary
but
the
brand
inten;on
should
be
the
same
What
can
you
...
GROUP
BRAINSTORM
GROUP
BRAINSTORM
Iden;fy
(at
least)
one
brand-­‐specific
audience
engagement
idea
for
each
audience
typology
SHARING
INTREPID
WALK
THEATRE
COMPANY

MISSION:
Socially
provoca;ve,
ar;s;cally
adventurous
works.

ART:
Regional
...
SOL
AZUL
DANCE
COMPANY
 MISSION:
Celebra;ng
La;no
culture
through
crea;on
and
performance
of
dance
works
b...
ROYAL
FIRE
CHAMBER
ENSEMBLE
 MISSION:
Enriching
community
with
performances
of
17th
and
18th
century
chambe...
CONTEMPORARY
ART
AMERICA
 MISSION:
Presen;ng
the
work
and
ideas
of
living
ar;sts,
understanding
historical
...
MUSEUM
OF
AFRICAN
CULTURE
 MISSION:
Dedicated
to
encouraging
the
enjoyment,
study
and
apprecia;on
of
the
c...
SHARING
INSPIRATION
ENVELOPE
1
What’s
your
biggest
success
story?
ENVELOPE
2
What’s
your
hold-­‐up,
your
biggest
concern?
ENVELOPE
3
What’s
your
big
&
new
(&
possibly
half-­‐baked)
idea?
INSPIRATION
—
What
to
share:

1
—
Biggest
success
story?

2
—
Biggest
concern?

3
—
Big
new
idea? ...
INSPIRATION
—
When
to
open

1
—
Tonight
at
the
party
•
Share
in
a
conversa;on!

2
—
Tomorrow
mornin...
What
are
the
audience
immersion
experiences
that
will
power
my
brand?
THANK
YOU!
YAEL
EYTAN
Museum
of
American
Jewish
History
yeytan@nmajh.com
@YallaE
LARA
GOETSCH
TimeLine
Theat...
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience Immersion
NAMPC 2014 - Power Your Brand through Audience Immersion
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NAMPC 2014 - Power Your Brand through Audience Immersion

Presentation from the 2014 National Arts Marketing Project Conference
Published on: Mar 3, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - NAMPC 2014 - Power Your Brand through Audience Immersion

  • 1. POWER YOUR BRAND THROUGH AUDIENCE IMMERSION 2014 Na9onal Arts Marke9ng Project Conference Atlanta, GA
  • 2. Audience immersion [engagement] powers the brands [organiza9ons] that succeed.
  • 3. DEFINTION BRAND = Mission
  • 4. DEFINTION IMMERSION = Ensuring that every touch point delivers on the mission of the organiza;on
  • 5. QUESTION WHO ARE YOU?
  • 6. WHO ARE YOU?  Your mission  Your art  Programs offered  Resources available  “Engagement Prompt”  The ques;on that guides your audience engagement
  • 7. QUESTION WHO IS YOUR AUDIENCE?
  • 8. WHO IS YOUR AUDIENCE?  Who is there and why?  Who isn’t there and why not?  What do they want from their experience?  How can they feel connected to your mission at every touch point?
  • 9. ORGANIZATION BRAND AUDIENCE
  • 10. MARKETING + PROGRAMMING = A crucial partnership
  • 11. THE ART REMAINS THE ART
  • 12. AUDIENCE TYPOLOGIES
  • 13. TYPOLOGY 1 READER
  • 14. TYPOLOGY 2 CRITICAL REVIEWER
  • 15. TYPOLOGY 2 CASUAL TALKER
  • 16. TYPOLOGY 4 TECHNOLOGY BASED PROCESSOR
  • 17. TYPOLOGY 5 INSIGHT SEEKER
  • 18. TYPOLOGY 6 ACTIVE LEARNER
  • 19. CUSTOMER TOUCH POINTS
  • 20. CASE STUDY
  • 21. MISSION
  • 22. ART In;mate audience experiences of epic story and stagecraR.
  • 23. SCALE The House serves 12,000 -­‐15,000 people in Chicago  
  • 24. AUDIENCE 50% aZend just 2 plays per year or fewer Mixed ages with 50% under 40 (including kids) Variety of cultural usage levels WHO’S MISSING The geek community Scenesters, Hipsters
  • 25. ENGAGEMENT PROMPT
  • 26. ENGAGEMENT PROMPT How does this work connect the audience member to a mythical, larger whole that is friendly, arbul, and inspiring? In what ways does it allow one to recognize both family and strangers more compassionately?
  • 27. CraR and Community
  • 28. CRAFT
  • 29. CRAFT
  • 30. CRAFT Stack of screen printed SEASON TICKETS. They’re 18”x24” posters.
  • 31. CRAFT Story-based Board Game program. Die and game piece as your ticket.
  • 32. CraR and Community
  • 33. OPEN HOUSE
  • 34. OUTCOMES What's the thing you tell your friends that sets The House apart from other companies?
  • 35. OUTCOMES I like that people from all kinds of backgrounds love The House Love the audience interac;on! You really felt like you were part of the show itself. A las;ng memory of my experience with Death and Harry Houdini is actually the program/;cket. I found them to be quite beau;ful and of high quality, and I did not
  • 36. CASE STUDY
  • 37. _________________________________________________________________________________________________________________________ YESTERDAY’S STORIES. TODAY’S TOPICS. _________________________________________________________________________________________________________________________
  • 38. ART TimeLine Theatre Company presents stories inspired by history that connect with today's social and poli9cal issues. Our collabora;ve ar;s;c team produces provoca;ve theatre and educa;onal programs that engage, entertain and enlighten.
  • 39. ART
  • 40. AUDIENCE  “Tradi;onal” theatre audience  Age 55+  Affluent and highly educated  White  “Arts omnivores”  “Con;nuing Learners” WHO’S MISSING?  “Arts Omnivores” & “Con;nuing Learners” of younger ages and diverse backgrounds
  • 41. ENGAGEMENT PROMPT How can audiences learn more about the historical context of this play and make connec9ons to the social and poli;cal issues of today?
  • 42. LOBBY DISPLAYS
  • 43. “BACKSTORY”
  • 44. CONVERSATION
  • 45. A RAISIN IN THE SUN
  • 46. A RAISIN IN THE SUN
  • 47. A RAISIN IN THE SUN
  • 48. A RAISIN IN THE SUN
  • 49. THE HOW AND THE WHY
  • 50. THE HOW AND THE WHY
  • 51. MARKETING + PROGRAMMING  Collabora;ve team  Director, Ar;s;c Director, Associate Ar;s;c Director  Dramaturg  Marke;ng Director  Graphic Designer  Scenic Designer  Part of produc;on process
  • 52. POWERING THE BRAND
  • 53. POWERING THE BRAND “Loved the interac;ve displays outside of the theater; very engaging” “Love, love, love the wonderful lobby displays! Each and every ;me. One is beZer than the next!”
  • 54. POWERING THE BRAND “Produc9ons at TimeLine are a ‘getaway’ for the mind.” “Linking the audience to a rich history … TimeLine will inspire you to engage in your pursuit of your own knowledge of the world”
  • 55. CASE STUDY
  • 56. The National Museum of American Jewish History
  • 57. History
  • 58. History
  • 59. Mission The National Museum of American Jewish History, on historic Independence Mall in Philadelphia, presents educational programs and experiences that preserve, explore and celebrate the history of Jews in America. Its purpose is to connect Jews more closely to their heritage and to inspire in people of all backgrounds a greater appreciation for the diversity of the American Jewish experience and the freedoms to which Americans aspire.
  • 60. Art
  • 61. Scale
  • 62. Audience Geographic: About 85% from a combination of Philadelphia, Philadelphia suburbs, and other Mid-Atlantic states and 15% from a combination of other national and international Religious Background: 65.5% identified as Jewish; 1.2% interfaith (Jewish and another religion); 16% Christian, 14% no religious identification; 2.4% indicated somehow religious but didn’t specify; Hindu, Buddhist, Muslim, and Quaker collectively 1% Ethnicity: 85.8% white, 4.6% Asian or bi-racial Asian, 4.1% of African descent, 4% Hispanic/Latino, 1% American-Indian/Native Alaskan or mixed. Average age (not counting schoolkids): 49 Gender: 53.5% female; 46.5 male
  • 63. Who’s Missing? National (outside of Mid-Atlantic states) and international tourists Ethnic minorities
  • 64. Engagement Prompt How do we invite visitors of all backgrounds to both learn from and identify with/emotionally connect to the many stories we tell throughout the Museum?
  • 65. Innovation and Expansion Gallery
  • 66. Innovation and Expansion Gallery Audience typologies served: Readers, Technology-Based Processors
  • 67. Immigration and Integration Gallery: Ellis Island Interactive
  • 68. Immigration and Integration Gallery: Ellis Island Interactive
  • 69. Immigration and Integration Gallery: Ellis Island Interactive
  • 70. Immigration and Integration Gallery: Ellis Island Interactive
  • 71. Immigration and Integration Gallery: Ellis Island Interactive Audience typologies served: Readers, Casual Talkers, Technology-Based Processors, Active Learners
  • 72. Movie Theatre Audience typologies served: Casual Talkers, Readers
  • 73. Contemporary Issues Forum Audience typologies served: Readers, Casual Talkers, Technology-Based Processors, Insight Seekers, and Active Learners
  • 74. Chasing Dreams Mall Extravaganza
  • 75. Chasing Dreams Mall Extravaganza Audience typologies served: Casual Talkers, Active Learners
  • 76. REMEMBER Individual program experiences will vary but the brand inten;on should be the same What can you always do?
  • 77. GROUP BRAINSTORM
  • 78. GROUP BRAINSTORM Iden;fy (at least) one brand-­‐specific audience engagement idea for each audience typology
  • 79. SHARING
  • 80. INTREPID WALK THEATRE COMPANY  MISSION: Socially provoca;ve, ar;s;cally adventurous works.  ART: Regional premieres of straight plays, small musicals, recent off-­‐Broadway and off-­‐off-­‐Broadway successes. Plays center on the socio-­‐poli;cal.  ENGAGEMENT PROMPT: How is an audience member invited to consider all sides of the hot-­‐bufon issue presented by this play?
  • 81. SOL AZUL DANCE COMPANY  MISSION: Celebra;ng La;no culture through crea;on and performance of dance works by contemporary La;no choreographers, and through dance educa;on programs that lead to discovery and explora;on of personal and community iden;ty.  ART: Cumng edge contemporary dance work, and commissioned works from established and emerging La;no choreographers.  ENGAGEMENT PROMPT: How is an audience member invited to explore and celebrate a diversity of contemporary La9no iden99es and voices beyond folkloric tradi9on?
  • 82. ROYAL FIRE CHAMBER ENSEMBLE  MISSION: Enriching community with performances of 17th and 18th century chamber music, to engage audiences of all ages with passionate performances of familiar as well as forgoZen works.  ART: 17th and 18th Century instrumental works performed by chamber musicians with period instruments, recrea;ng the sounds the era’s composers would have heard.  ENGAGEMENT PROMPT: How is an audience invited to inves9gate historical prac9ces and be enriched by the music of 400 years ago?
  • 83. CONTEMPORARY ART AMERICA  MISSION: Presen;ng the work and ideas of living ar;sts, understanding historical and social context of the art they are crea;ng, and providing insight into the crea;ve process. Creates a sense of community and is a place for contempla;on, s;mula;on and discussion.  ART: Exhibi;ons of thought-­‐provoking art— pain;ng, sculpture, photography, video and film —created by living ar;sts.  ENGAGEMENT PROMPT: How is a visitor invited to make a connec9on between their own life and the art of these living ar9sts?
  • 84. MUSEUM OF AFRICAN CULTURE  MISSION: Dedicated to encouraging the enjoyment, study and apprecia;on of the culture, history and art of the people of Africa and of African descent.  ART: Permanent exhibits use African tradi;on of storytelling combined with innova;ve technology to explore African history, culture and art across ;me and geography. Permanent exhibits complemented by rota;ng schedule of themed-­‐based exhibi;ons that offer mul;ple viewpoints on African culture. The museum also offers a wide-­‐range of educa;on programs for learners of all ages.  ENGAGEMENT PROMPT: How is a visitor invited to appreciate the impact that African history, art and culture have on the contemporary lives of all people around the world?
  • 85. SHARING
  • 86. INSPIRATION
  • 87. ENVELOPE 1 What’s your biggest success story?
  • 88. ENVELOPE 2 What’s your hold-­‐up, your biggest concern?
  • 89. ENVELOPE 3 What’s your big & new (& possibly half-­‐baked) idea?
  • 90. INSPIRATION — What to share:  1 — Biggest success story?  2 — Biggest concern?  3 — Big new idea? Seal completed envelopes and place in corresponding bags on table.
  • 91. INSPIRATION — When to open  1 — Tonight at the party • Share in a conversa;on!  2 — Tomorrow morning • Offer a response! • #immersion • chelsea@thehousetheatre.com  3 — 1st day back at office
  • 92. What are the audience immersion experiences that will power my brand?
  • 93. THANK YOU! YAEL EYTAN Museum of American Jewish History yeytan@nmajh.com @YallaE LARA GOETSCH TimeLine Theatre Company lara@;melinetheatre.com @LaraGoetsch CHELSEA KEENAN The House Theatre of Chicago chelsea@thehousetheatre.org @chelseakeenan

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