[Bcma-l] (Fwd) Audience development, arts marketing and communications:
bcma-l@museumsassn.bc.ca
bcma-l@museumsassn.bc.ca
Wed, 23 Jan 2008 10:00:52 -0800
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bject:            &=
#160;        <b>Audience
development, arts marketing and communications: Arts</b></span></font></di=
v>
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lume 6, no 8</span></font></div>
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font-size:10pt">http://www.ArtsResearchMonitor.com</span></font></div>
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SN 1708-170X</span></font></div>
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<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">by=
Hill Strategies Research</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#0000ff"><span style=3D"=
font-size:10pt">http://www.HillStrategies.com</span></font></div>
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</div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Au=
dience development, arts marketing and communications</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">In=
this issue: a focus on arts marketing and communicating the value</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">of=
the arts. A recent Australian conference, relevant to organizations</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ar=
ound the globe, provides numerous resources on this topic, including</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ad=
vice on communicating values and benefits of the arts, peer-to-peer</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ma=
rketing, media strategies, digital marketing, engaging audiences, as</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">we=
ll as connecting with diverse audiences.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Co=
mmunicating Value</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Pe=
er-to-Peer Marketing</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Al=
an S. Brown, WolfBrown, July 2007</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#0000ff"><span style=3D"=
font-size:10pt">http://www.fuel4arts.com/content/summit2007papers.asp</spa=
n></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">In=
a presentation about Communicating Value, Alan S. Brown outlines</span></=
font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">th=
e “benefits emanating from the arts experience”, including</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">in=
dividual, interpersonal and community impacts. The presentation</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">no=
tes that benefits can be felt before, during and after activities.</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">In=
addition, there may be cumulative benefits that accrue over time.</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e benefits are grouped into five “value clusters”, including</sp=
an></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pe=
rsonal development, economic and social benefits, human
interaction, communal meaning and the imprint of the arts experience.</spa=
n></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Va=
rious potential benefits are highlighted within each value cluster:</span>=
</font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Personal devel=
opment can include self-actualization,
improved
social skills, the ability to think critically, health and wellness, and</=
span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ot=
hers. </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Among the econ=
omic and social benefits are tolerance,
civic</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pr=
ide, economic impact, harm avoidance, and more. </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          In terms of hu=
man interaction, benefits can include
more
satisfying relationships, family cohesion, teamwork skills, and others. </=
span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Regarding comm=
unal meaning, the presentation outlines
benefits such as community engagement, political dialogue, the
transfer of values and ideals, a sense of belonging, and more. </span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          The imprint of=
the arts experience can include
social bonding,
aesthetic growth, intellectual stimulation, emotional resonance, and
others.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Al=
an S. Brown’s second resource available on the conference website
is a presentation about Peer-to-Peer Marketing, including key
concepts, implementation approaches and marketing practices. Given
the trend away from subscriptions and towards late buying, Brown
argues that the arts industry is “in search of a new marketing model&=
#148;.
Peer-to-peer (P2P) marketing is defined as “a sales channel that
leverages social context within peer networks to stimulate arts
attendance in small social groups”.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">P2=
P marketing is supported by “structured word-of-mouth”, which ca=
n</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ev=
entually take on a life of its own. “The objective of P2P marketing</=
span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">is=
to recruit, motivate and satisfy a network of resellers”, who can</s=
pan></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">be=
“powerful advocates for your organization”. Brown cites statist=
ics</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">(u=
nfortunately without identifying the source) regarding the</span></font></=
div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">at=
tractiveness of “initiators”, including how interested they are =
in</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">th=
e arts, how frequently they attend arts activities, how interested</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">th=
ey are in arts educational aspects, and more.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Br=
own’s presentation provides examples of existing peer-to-peer</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">co=
mmunications and clubs as well as implementation models and</span></font><=
/div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">re=
cruitment methods. P2P “enabling tools” include pass-along email=
s,</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">au=
tomated reminder services, online invitation tools, blogging, online</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">so=
cial networking, and others.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Br=
own describes a five year vision for organizations:</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          “You have=
a ‘Lead Activator’ on
staff.”</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          “You have=
a self-motivated network of Ambassadors,
Initiators
and Activators.” </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          “In your =
database, they are categorized by
values, interest
area, target group.” </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          “On your =
website, anyone can sign up to join
a group hosted
by one of your Activators.” </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          “Your aud=
ience is composed of hundreds of
small social cells,
each of which has a customized experience.”</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><br/></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#7f0000"><span style=3D"=
font-size:10pt">>From Shock and Awe to Hearts and Minds: Navigating the=
Changing Media</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#7f0000"><span style=3D"=
font-size:10pt">>Landscape</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">An=
ne Parsons, Mediacom, July 2007</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#0000ff"><span style=3D"=
font-size:10pt">http://www.fuel4arts.com/content/summit2007papers.asp</spa=
n></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">An=
ne Parsons’ presentation stresses the need to start a dialogue and</s=
pan></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">cr=
eate a connection with recipients of marketing messages. </span></font></d=
iv>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e current advertising landscape is characterized by boundless
choice but limited attention, low barriers to competitive entry, a focus
on consumers, and brands with values and attributes (rather than
products with claims). An example is given of competition for people’=
s</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">at=
tention: in 1974, people received 560 messages per day, a figure</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">th=
at increased to 3,500 by 2005.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e presentation compares the share of advertising spending with the</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">sh=
are of consumer time for various media types, with a graph showing</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">th=
at the radio and the internet receive a lower share of advertising</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">sp=
ending than consumer time. On the other hand, the press receives a</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">mu=
ch greater share of advertising spending than consumer time. The</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pr=
esentation recommends that organizations use different media to
show different sides of themselves. Different media are more effective
in communicating information, emotion, stimulation, etc.</span></font></di=
v>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Wh=
en attempting to start a conversation, organizations are counselled</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">to=
respect the different degrees of trust and credibility of different</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">so=
urces. The presentation argues that a personal relationship can be</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">bu=
ilt one-on-one, by starting conversations and listening, by showing</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">mo=
re than one side of yourself, and by creating a little mystery.</span></fo=
nt></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e presentation concludes that “the ideal relationship between a</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">br=
and and its consumers is a loving one, and advertising is therefore</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">co=
urting, seduction and flirting”.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ou=
t of Control</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">We=
b 2.0</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Si=
mon Van Wyk, HotHouse Interactive, July 2007</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#0000ff"><span style=3D"=
font-size:10pt">http://www.fuel4arts.com/content/summit2007papers.asp</spa=
n></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
ese two presentations characterize the new age of digital marketing</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">as=
letting your message go “out of control”. Indeed, user</span></=
font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">co=
ntributions are becoming much more common. Organizations are
advised to work within this framework, by “opening the front door=
8; to
the customer and giving them “the tools to talk to you”. </span>=
</font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">So=
me key messages of the presentations include:</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          “It’=
s not what you say about your brand
anymore – it’s what</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">co=
nsumers are saying about your brand.” </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Relationship m=
anagement is key. “Set a goal
to deepen the
relationship you have with your audience and meet it.” </span></font>=
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Engagement can=
lead to uniqueness. “If you
have a
community of customers who are really engaged with your business,
then you’ll have something that’s incredibly hard for your compe=
titors to
copy.”</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e new web – “Web 2.0” – includes participation, syndic=
ation,</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ta=
gging, wikis, social networking sites and blogging. The Web 2.0</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pr=
esentation argues that “blogging and art are made for each other”=
;.</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ot=
her virtual resources include podcasting, RSS, peer reviews,</span></font>=
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">us=
er-generated content, mash-ups and virtual worlds. The presentation</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pr=
ovides some examples of these resources in action.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">A =
more thorough guide to technology and communications is provided
in a report (not related to the Australian conference) from NPower</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Se=
attle. Tech-Savvy Communications: A Toolkit for Nonprofits provides</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">a =
step-by-step guide to new forms of communications. Some of the key</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">st=
eps covered include communications planning, environmental
scanning, mapping your message framework, identifying the audience
for your messages, developing key messages, evaluating
communications channels and tactics, and taking action. Useful
examples from the field and resource lists are also provided. Tech-
Savvy Communications is available at</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#0000ff"><span style=3D"=
font-size:10pt">http://www.techsoup.org/learningcenter/internet/page6681.c=
fm</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e Case against Arts Marketing</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ex=
ploiting the Value of our Empty Seats</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e Golden Rules of Persuasive Copy Writing</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">An=
drew McIntyre, Morris Hargreaves McIntyre, July 2007</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#0000ff"><span style=3D"=
font-size:10pt">http://www.fuel4arts.com/content/summit2007papers.asp</spa=
n></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">An=
drew McIntyre provides three resources on engaging audiences for
the Communicating Value conference. In The Case against Arts
Marketing, he argues that arts marketing practices commonly in use
today do not constitute best practices. He asks where audiences are in</sp=
an></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">or=
ganizations’ visions and how organizations define audience</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">de=
velopment. For McIntyre, audience development can include
awareness raising, the shaping of attitudes, generating interest,
stimulating desire, making a call to action, as well as building
confidence and trust.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">In=
Exploiting the Value of our Empty Seats, McIntyre argues that</span></fon=
t></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">cu=
rrent subscription techniques, advertising and season brochures are</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ai=
med at the core audience, not non-attendees. McIntyre argues that</span></=
font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">&#=
147;test drive the arts” techniques can constitute “a sustainabl=
e</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">st=
rategy for audience development”, break through non-attendees’</=
span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">in=
ertia, and fill empty seats. </span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Mc=
Intyre recognizes that “some people do experience real barriers”=
to</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ar=
ts attendance but that, “for most, it’s just lack of persuasion.=
</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
ey’re not sure that what we’re offering is what they want. They&=
#146;re</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">no=
t going to risk time and money finding out.”</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Te=
st drive techniques need to be done carefully, in order to avoid</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">al=
ienating paying audiences and devaluing tickets. Follow-up and</span></fon=
t></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">nu=
rturing of new audience members are required. Test drive
techniques can explain and enthuse, create excitement and
anticipation, and fill houses. McIntyre argues that “fuller houses &#=
133;
unleash creativity”, “underwrite artistic freedom”, and all=
ow
organizations to “take bigger risks and plan longer runs”.</span=
></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">In=
The Golden Rules of Persuasive Copy Writing, McIntyre provides</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ru=
les distilled “from over 40 focus groups on arts print and</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">su=
ccessfully tested in brochures, leaflets, direct mail letters and</span></=
font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">we=
b pages for large and small organisations in both the visual and</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pe=
rforming arts”.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e rules of what not to do include, among others:</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Assume prior k=
nowledge.</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Use jargon.</s=
pan></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Use too many e=
xclamation marks or “fantastic
snippets of
reviews”.</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Shout.</span><=
/font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e rules of what to do include:</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Be personal, a=
s in personal from you, not just
personal to
them.</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Be conversatio=
nal. </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Be evocative r=
ather than just listing the features
of an activity. </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Use audience q=
uotes. </span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">=95=
          Reveal a littl=
e magic.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">St=
rategies for Creating Diverse Audiences</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Pa=
nel discussion, July 2007</span></font></div>
<div align=3D"left"><font face=3D"Arial" color=3D"#0000ff"><span style=3D"=
font-size:10pt">http://www.fuel4arts.com/content/summit2007papers.asp</spa=
n></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
ere are four resources available as part of the Communicating Value</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">co=
nference’s panel on engaging diverse audience. </span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ki=
m Kruger’s presentation on Ilbijerri’s “Blak Bums on Seats&=
#148;</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">in=
itiative notes that Ilbijerri makes “theatre by Blakfellas for</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Bl=
akfellas”. Their focus is on access, inclusion, empowerment and</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">sh=
aring history rather than on box office returns. Their research</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">sh=
ows that Blakfellas do go to the theatre but that there are two main</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ba=
rriers to attendance: 1) the perception that theatre is not relevant</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">an=
d “not for them”; and 2) the lack of a comfort zone related to</=
span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pr=
ice, venues, subject matter, kid-friendliness and the ability to</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">at=
tend in groups. Ilbijerri’s marketing strategy revolves around</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">wo=
rd-of-mouth initiatives, such as high profile endorsements and</span></fon=
t></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ge=
tting a well-regarded community member “to visit organizations and</s=
pan></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ta=
lk up the show”. Ilbijerri also seeks “to engage other Indigenou=
s</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">gr=
oups in the creation of the work and to encourage their networks to</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">se=
e the show”.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Th=
e Arts Centre’s Janet Wells presents information about their “Mi=
x It</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Up=
” program, which was a multi-layered “audience development and</=
span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pa=
rtnership model” that included “performances, artists’ talk=
s,</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">wo=
rkshops, exhibitions, master classes and post-show talks”.</span></fo=
nt></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Co=
llaborations were sought in program design, identifying local</span></font=
></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ar=
tists, program delivery and connecting with local communities.</span></fon=
t></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Qu=
antitative and qualitative audience research found that key</span></font><=
/div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">mo=
tivations for attendance included “the opportunity to socialise with<=
/span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">fr=
iends, a general interest in other cultures, the potential mood of</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">th=
e crowd and tone of the performance”. The presentation provides</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">&#=
147;seven strategies for working in new ways”, including changing the=
</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">cu=
lture of an organization, building relationships, creating</span></font></=
div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">di=
alogues, appointing cultural ambassadors, empowering marketing</span></fon=
t></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">st=
aff, developing artists’ skills, and establishing a multicultural</sp=
an></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pe=
er network.</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ma=
gdalena Grubski’s presentation about Is Theatre’s activities</sp=
an></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">in=
dicates that partnerships are important in their “niche market</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">au=
dience development”. Their collaborative activities include</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">co=
-presenting, co-producing, partnering, participating and supporting</span>=
</font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ot=
her organizations. Daniel Goodfellow spoke about how Chunky Move</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ta=
rgets a youth audience by “challenging notions of what can be</span><=
/font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">co=
ntemporary dance, creating an online community, [having] a young,</span></=
font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ma=
rketable artistic director, [and presenting] a youthful, cheeky,</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">ir=
reverent, ironic” brand. The organization targets youth through</span=
></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">th=
eir programming, practical engagement (i.e., introducing young</span></fon=
t></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">pe=
ople to dance), and marketing (by trying to become a part of the</span></f=
ont></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">me=
ssages that people actively seek).</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">--=
----- End of forwarded message -------</span></font></div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><br/>
</div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">__=
_____________________________</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">Ji=
m Harding, ED</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">BC=
Museums Association</span></font></div>
<div align=3D"left"><font face=3D"Arial"><span style=3D"font-size:10pt">(2=
50) 356-5694</span></font></div>
<div align=3D"left"></div>
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