Archive for the 'National Arts Marketing Project (NAMP)' Category

Year Three in Review

In 2008, The San Francisco Foundation (TSFF) and Grants for the Arts/San Francisco Hotel Tax Fund (GFTA) embarked on a four-year funding partnership to encourage systemic and sustainable structural change in the relationships of Bay Area arts organizations to their audiences, supported by the Wallace Foundation.

Running on the inertia that the project had developed within its first two years, The Wallace Foundation Cultural Participation Initiative reached new heights in its third year. With the huge success of January’s Beyond Dynamic Adaptability, events and workshops were booking up almost faster than they could be disseminated. This would also be the year, however, with major shifts in leadership in the Initiative. Marcy Hinand Cady of Helicon Collaborative resigned from her position as initiative coordinator to be replaced by independent consultant Rebecca Novick. Additionally, John Killacky, arts and culture program officer at TSFF, left the Foundation and the Bay Area in June. Together, Kary Schulman, director of GFTA, and Rebecca stepped up to take the reins until a permanent program officer was found to fill John’s role.

  • January 28, 2010 – With almost 1,000 attendees and a line up of local and national thinkers from the arts, neuroscience, business, media, and philanthropy, the Dynamic Adaptability conference was designed to explore a myriad of issues pertaining to the arts. The day was filled with deep conversations about how the recession and technology were effecting arts and journalism and what models artists employ to ensure their livelihood (Click here to download a PDF of the speaker bios, click hereto download a PDF of the agenda).
    • Jonah Lehrer, neuroscientist and author of How We Decide and Proust was a Neuroscientist, enthralled the audience with artistic theories that only recently have gained scientific notoriety. Sitting down with Holly Sidford (Helicon Collaborative), he discussed what new research about creativity and the brain suggest for the practices of cultural nonprofits and how understanding the science behind decision-making can help us to better engage audiences. The fact that Lehrer’s book, Proust was a Neuroscientist, was sold out in bookstores across San Francisco and the Bay Area indicated the eagerness of attendees to learn more about the topic.

    Cora Mirikitani discussing artist connectivity with Jaime Cortez, Margaret Jenkins, and Judilee Reed.

    • Judilee Reed, Executive Director of Leveraging Investments in Creativity, presented findings from a study on Bay Area artists and the economic recession (Click here to download a PDF of the survey findings, click hereto download a PDF of Judilee’s speech). Judilee then engaged in a conversation about how artists can strengthen their connections with audiences, communites, and support systems with artists Jaime Cortez and Margaret Jenkins led by Center for Cultural Innovation’s President and CEO, Cora Mirikitani. Both Jaime and Margaret were commissioned to produce essays based on this conversation (Click here to read Jaime’s commission, click here to read Margaret’s commission).
    • Rebecca Ratzkin (WolfBrown) and Marcy Hinand Cady (Helicon Collaborative) presented It’s Not About You…It’s About Them, A Research Report: What Motivates Bay Area Donors to Give to the Arts and Artists based on findings from the Fund For Artists Matching Commissions programs at The San Francisco Foundation and the East Bay Community Foundation. The study details individual giving trends to small- and mid-sized arts organizations and artists as compared to larger institutions and donors to major foundations (Click here to download a PDF of the preliminary research highlights, click here to download a PDF of the report).
    • Diane Sanchez, Director of Grantmaking & Donor Services at the East Bay Community Foundation, moderated a discussion on innovative approaches to engaging communities, audiences, and donors with Perry Chen (KickStarter), James Rucker (Color of Change) and artist Philip Huang. Philip stole the show when, instead of describing how he raised funds for his Matching Commission, he enlisted the audience’s (and artist Michelle Tea‘s) help in fundraising for a new proposed project, Witness the Fitness (video below)

    • Jon Funabiki, professor of journalism at San Francisco State University, led a conversation with Laura Sydell (NPR) and Hugo Morales (Radio Bilingüe) about the implications of demographic and technological changes on arts and cultural organizations and how organizations are adapting to the evolving environment.
  • February 18, 2010 – The arts community joined San Francisco Giants President Patrick J. Gallagher, Kaiser Permanente Executive Vice President Bernard J. Tyson, and San Francisco Convention and Visitors Bureau Arts & Culture Marketing Director Lisa Hasenbalg for Not (Just) Another Arts Marketing Workshopat The San Francisco Foundation and online through a webinar. Attendees heard a variety of new ideas and learned what the worlds of sports, healthcare, and toursim marketing can offer to the arts.
    • Click here to download a PDF version of Lisa Hasenbalg’s presentation about tourism marketing.
    • Click here to download a PDF version of Bernard J. Tyson’s presentation about health marketing.
  • March – June 2010 – Responding to art organizations’ need for clear and effective training in social media, Leveraging Social Media:

    Leveraging Social Media attendees

    Understanding the Strategy and Putting it into Practice gave a select group of twenty-five Bay Area arts organizations the opportunity to learn directly from Beth Kanter, blogger, social media guru, and co-auther of The Networked Nonprofit. Beth taught participants how to develop effective social media strategies and guided them to develop specific “listening and engaging” experiments to learn how to harness social media first-hand. The program was offered free of charge thanks to the support of The Wallace Foundation Cultural Participation Initiative and The William and Flora Hewlett Foundation and was organized by Theatre Bay Area. Participating organizations attended two full day workshops on April 2, and June 11, 2011 at the Contemporary Jewish Museum as well as two interim webinars to check in with Beth about their social media projects. These organizations included:

    1stACT Silicon Valley
    42nd Street Moon
    Active Arts Theatre for Young Audiences
    AXIS Dance Company
    Chhandam Chitresh Das Dance Company
    Cinnabar Theatre
    City Lights Theater Company
    Contemporary Jewish Museum
    Frameline
    Headlands Center for the Arts
    Jewish Community Center of San Francisco
    Joe Goode Performance Group
    La Peña Cultural Center
    Marin Theatre Company
    Opera San Jose
    Osher Marin Jewish Community Center
    San Francisco Gay Men’s Chorus
    San Francisco Girls Chorus
    San Francisco Jewish Film Festival
    San Francisco Performances
    San Francisco Shakespeare Festival
    SFJAZZ
    Shotgun Players
    Youth Movement Records
    Z Space Studio

  • May 16, 2010 – Musicplus: Skill Building for Musicianswas a free seminar held at the James Irvine Conference Center in Oakland, CA that gave musicians and composers a chance to sharpen skills and network with each other. Session topics included emerging technologies to promote and distribute work, hybrid business models and the new economy, new licensing and revenue generation opportunities, regional funding and arts resources, and the basics of home recording. In addition to The Wallace Foundation Cultural Participation Initiative partners TSFF and GFTA, the collaborative event was made possible by the East Bay Community Foundation, Future of Music Coalition, The William and Flora Hewlett Foundation, LINC (Leveraging Investments in Creativity), and The James Irvine Foundation. For more information and to watch archived webcasts of sessions, please click here.
  • June 17, 2010 – What is a Person? was held at the Contemporary Jewish Museum (in conjunction with their LINK program) and featured internet pioneer Jaron Lanier, author of and inventor of the term “virtual reality.” In the workshop, he discussed the implications of new web technologies on education, community, and artistic expression in the 21st century. Please click here to read more and to watch video documentation of Jaron’s lecture.
  • November 12 – 15, 2010 – Twenty five individuals from Bay Area arts organizations were selected to receive scholarships to attend the National Arts Marketing Project Conference in San Jose. This annual conference draws nearly 1,000 of the country’s arts marketing and fundraising professionals and covers a wide-range of marketing topics, including technology, revenue generation, and audience engagement. Featured speakers at the 2010 conference included:
    • Chip Conley, Author of Peak: How Great Companies Get Their Mojo from Maslow; Founder and CEO, Joie de Vivre
    • Chip Heath, Co-Author of Switch: How to Change Things When Change Is Hard and Made to Stick: Why Some Ideas Survive and Others Die
    • Susan Medak, Managing Director, Berkeley Repertory Theatre

To view any PDFs in this post, you will need Adobe Reader. Please visit the Adobe website to download the latest version for free.

Year Two in Review

In 2008, The San Francisco Foundation (TSFF) and Grants for the Arts/San Francisco Hotel Tax Fund (GFTA) embarked on a four-year funding partnership to encourage systemic and sustainable structural change in the relationships of Bay Area arts organizations to their audiences, supported by the Wallace Foundation.

With the first year of activities under their belt, leaders of The Wallace Foundation Cultural Participation Initative (former arts and culture program officer at TSFF, John Killacky, director of GFTA, Kary Schulman, and former initiative coordinator Marcy Hinand Cady of Helicon Collaborative) were able to build upon their successes. Like the first year of the initiative, Year Two activities (spanning January 1, 2009 – December 31, 2009) included community convenings and workshops, scholarships, the continued development of the Big List and SFArts.org, and commissions by Bay Area artists and thought leaders.

  • February 12, 2009 – Cultural Connections hosted Serving New Audiences: Wallace Grantees Tell Their Stories at the Contemporary Jewish Museum in San Francisco. Attendees listened to Wallace Excellence Awardees talk about the lessons and themes learned while implementing efforts to reach new audience members through participation.
    • The Center for Asian American Media reviewed their efforts to increase participation at their annual film festival (including the use of social media) and to understand barriers and motivations for attending their programming. Click here to download a PDF of their presentation.
    • The Contemporary Jewish Museum reviewed their efforts to increase and diversify family participation. Click here to download a PDF of their presentation or click here to read an overview of their Wallace Excellence Award.
    • Fine Arts Museums of San Francisco reviewed the engagement techniques employed in their Friday Nights at the de Young program aimed to attract new and diverse audiences to the museum. Click here to download a PDF of their presentation.
    • The San Francisco Girls Chorus reviewed their efforts to be more inclusive of classical music patrons, families with young children, and young women and adults, sharing some of the preliminary results. Click here to download a PDF of their presentation.
  • March 4, 2009 – Art is Essential: Advocacy Training was held at Intersection for the Arts and presented by Arts Forum San Francisco and California Arts Advocates. The workshop detailed the difference between advocacy and lobbying and reviewed options for those looking to become engaged in local efforts. Click here to download a PDF of the presentation.
  • June 30, 2009 – Engaging New Dance Audiences: Wallace Foundation Grantees Tell Their Stories was held at ODC Dance Commons in San Francisco. Similar to the first Wallace Grantees Tell Their Stories event, this one featured Wallace Excellence Awardees but focused in specifically on those organizations working with dance audiences.
    • Alonzo King’s LINES Ballet reviewed their efforts to increase audience diversity, repeat attendance, and awareness of the company. Click here to download a PDF of the handout.
    • ODC Dance detailed the work they’ve done to support audience-building and program participation for their dance company, theater and school by reaching out to their home zip code of 94110 and people 25-45. Click here to download a PDF of their handout.
    • World Arts West reviewed what they expected and learned by expanding festival programming by 33% and engaging current and new audience members. Click here to download a PDF of the handout.
    • Yerba Buena Center for the Arts reviewed the work they’ve done to engage audiences through onsite and online practices. Click here to download a PDF of the handout.
  • July 8 – 11 and August 13 – 16, 2009 – National Arts Marketing Project (NAMP)’s 2009 Bay Area Advanced Marketing Boot Camp was an 8 day marketing boot camp, see Past Event – National Arts Marketing Project (NAMP)’s 2009 Bay Area Advanced Marketing Boot Camp
  • September 9, 2009 ­– Reinventing the Cultural Business for the Attention Economy was held at the Ninth Street Media Arts Building in San Francisco and addressed artistic and cultural organization’s need to focus on how they can make their website and online content more exciting and relevant for an audience with unlimited choice. The workshop was given to an overflowing audience and featured:
  • October 22 & 23, 2009 – Raising the Tide: Collaborative Marketing to Increse Arts Paritipation was a series of workshops held throughout the Bay Area to share stories from member companies of the Bay Area Big List on using the collaborative resource creatively.
    • October 22 – San Francisco Museum of Modern Art
    • October 22 – San Jose Repertory Theatre
    • October 23 – Aurora Theatre, Berkeley
    • October 23 – Cinnabar Theatre, Petaluma

To view any PDFs in this post, you will need Adobe Reader. Please visit the Adobe website to download the latest version for free.

Past Event – National Arts Marketing Project (NAMP)’s 2009 Bay Area Advanced Marketing Boot Camp

The National Arts Marketing Project (NAMP)’s 2009 Bay Area Advanced Marketing Boot Camp was a unique, two-part program designed exclusively to help arts organizations capture the minds, hearts, and wallets of today’s arts consumers through marketing and earned income strategies.

44 organizations from Alameda, Contra Costa, Marin, Santa Clara, San Francisco, and San Mateo counties applied and 25 organizations were selected to attend the NAMP boot camp led by national leaders in the arts marketing field. This cohort included the following participants: Aurora Theatre Company, AXIS Dance Company, California Film Institute, Chhandam Chitresh Das Dance Company, Company C Contemporary Ballet, Creativity Explored, Crowden Music Center, Intersections for the Arts, KALA Art Institute, La Peña Cultural Center, Magic Theatre, New Conservatory Theatre Center, Philharmonia Baroque Orchestra, San Francisco Contemporary Music Players, San Francisco Jewish Film Festival, San Francisco Performances, San Jose Institute of Contemporary Art, San Jose Taiko, Lorraine Hansberry Theatre, San Francisco Camerwork, Shotgun Players, Teatro Vision, The Marsh, The Jewish Theatre, and Z Space Studio.

First Session

The first four day session was held July 16 – 19, 2009 at The San Francisco Foundation and led by Julie Peeler (Americans for the Arts) with Nancy Hytone Leb (Hytone Arts Management), Salvador Acevado (Contemoránea), Deborah Johnson Hall (Johnson & Associates Marketing), and Tom Holm (Enertex).

Day One

Julie and Nancy walked participants through Taming the Dreaded Situation Analysis, a three-part presentation overviewing major consumer trends affecting arts audiences, and conducting both a competitive and S.W.O.T. analyses.

  • Participants learned how to collect market intelligence and its application to their organizations (Taming the Dreaded Situation Analysis I).
  • How to creatively identify and asses who and what competes for their consumers’ hearts, minds, and wallets.
  • How to conduct an organization-wide objective analysis of internal strengths and weaknesses and external opportunities and threats (Taming the Dreaded Situation Analysis III).

Day Two

  • Salvador discussed the importance of market segmentation and taught participants how to identify and target various arts segments (Finding Your Audience Through Market Segmentation).
  • Deborah presented information on audience surveys; when and how to use audience research to guide strategic planning and how to develop marketing programs to connect to new audiences or deepen connections with current audiences (Sleeping with the Enemy).
  • Julie taught participants the difference between mission and position, and helped them understand the role of positioning in audience development (Who Are You Anyway?).

Day Three

  • Julie helped participants identify a clear and obtainable objective for their marketing plans.
  • Tom presented the fundamental strategies and tactics of direct marketing; how to leverage data for best results, the importance of timing, and how to develop and maintain an effective database.
  • Participants brought a 3 minute presentation of a marketing tactic that they used with surprising or unusual results to share with the group.

Day Four

Julie explained the importance of the four marketing P’s: Product, Price, Place, and Promotion (Minding Your Marketing P’s) before recapping information that she and other presenters had shared in the previous days. Participants then had a four-week break to draft a marketing plan before then next sessions.

Second Session

The second four day session was held August 13 – 16, 2009 at the East Bay Community Foundation and led by Julie Peeler (Americans for the Arts) with Nancy Hytone Leb (Hytone Arts Management), Salvador Acevado (Contemoránea), Chad Bauman (Arena Stage), Stephen Belth (Arts Marketing Network), Tyrha Lindsey (L.A.I. Communications), Joe D’Alessandro (San Francisco Convention and Visitors Bureau), and Philippe Ravanas (Columbia College Chicago).

Day Five

Julie reviewed the agenda for the next few days and then participants broke out into groups to review draft marketing plans with Salvador, Chad, Stephen, Nancy, and Tyrha.

Day Six

  • Joe discussed how a full cultural experience didn’t start when an audience member steps foot into an establishment and taught participants how to look beyond an organization into the community to turn their product into full cultural experiences.
  • Tyrha taught participants how to get the most out of their marketing budgets by utilizing both paid and grassroots media (Getting the Most Out of Your Media Buck).
  • Tyrha reviewed the current media transition to online outlets and taught participants how to craft a winning press release geared toward both old and new media (PR in a Wired World).
  • Chad presented the importance of retaining current audiences and letting them know that you value their loyalty (Audience Retention and Loyalty).
  • Tyrha highlighted the value of offering group sales to significantly decrease cost of sales, especially when reaching out to new audiences (Group Sales).

Day Seven

  • Philippe discussed how to access and improve marketing investments by reviewing return on investments.
  • Philippe presented the importance of pricing and reviewed both pricing analysis as well as strategies.
  • Chad reviewed the importance of electronic marketing and focused on website maintainence and email to effectively transform audience relationships and provide large impact for a relatively small cost.
  • Chad continued discussing online marketing and took an in-depth look at peer-to-peer marketing as a cost-effective sales paradigm that leverages social context to stimulate attendance in small social groups.

Day Eight

  • Stephen taught participants how to craft persuasive messaging, target visual presentation, and identify factors for their target audiences.
  • Julie reviewed how to properly allocate resources to execute newly developed marketing plans before recapping learnings from the second session and then giving an overview of regranting opportunities.

After completing their marketing plans with the information learned in the Boot Camp, 10 participants were selected to receive implementation funding. Grantees are currently in the second year of implementing their marketing plans.


Year One in Review

In 2008, The San Francisco Foundation (TSFF) and Grants for the Arts/San Francisco Hotel Tax Fund (GFTA) embarked on a four-year funding partnership to encourage systemic and sustainable structural change in the relationships of Bay Area arts organizations to their audiences, supported by the Wallace Foundation.

Leaders of The Wallace Foundation Cultural Participation Initiative (former arts and culture program officer at TSFF, John Killacky, director of GFTA, Kary Schulman, and former initiative coordinator Marcy Hinand Cady of Helicon Collaborative) set an ambitious schedule for the first year of the initiative. Year One activities (spanning December 1, 2007 – December 31, 2008) included community convenings and workshops, scholarships, development of a shared mailing list as well as SFArts.org, and the first Wallace commissions.

To help guide the planning process and to ensure that events and workshops remained relevant to the community, the Wallace Regional Partners committee (comprised of representatives from The San Francisco Foundation, Grants for the Arts/San Francisco Hotel Tax Fund, the East Bay Community Foundation, San Jose Office of Cultural Affairs, Theatre Bay Area, and Helicon Collaborative) was formed to focus on large-scale issues; the Wallace Planning Committee (comprised of executive directors and senior staff of Bay Area arts organizations that serve diverse demographics and/or have particular expertise in technology and its use by nonprofit organizations) was also formed to be involved with the planning of the program’s workshops as well as to act in an overall advisory capacity for the project activities.

Year One included:

  • Dec. 7, 2007 – Wallace Excellence Awardees (WEA) convening
  • March 26 and 27, 2008 – Unlocking the Puzzle: Creating a Marketing Plan
    • Part of the National Arts Marketing Project (NAMP), these three free workshops were led by marketing strategists Julie Peeler and Nancy Hytone Leb over two days in Oakland, San Francisco, and San Jose. Representatives from 114 organizations of various sizes learned how to craft an effective and efficient marketing plan.
    • Attendees were also eligible to apply for a $500 scholarship to a national marketing conference or workshop of their choice.
    • Materials available from these workshops include: Presenter Bios, Blueprint For Building Audiences: How To Write A Marketing Plan, and Choosing and Using Tactics.
  • March – May, 2008 – First round of cultural commissions are solicited from Bay Area artists and cultural leaders including Fred Setterberg, John Santos, Paul S. Flores, Keith Knight, Peggy Weil, Tiffany Shlain, Pia Moriarty, Ph.D., and Joaquin Alvarado. All commission are available on the TSFF website and will be posted throughout this blog’s life. Click here to read the original request for proposals.
  • May 1, 2008 – Big List goes live with 69 (San Francisco-based) participating organizations and 659,216 raw names (approximately 63% appearing on more than one list, resulting in 339, 842 unique names). Click here to read the aggregate data from the first year’s participants (originally released August 2008).
  • Sept. 16, 2008 WEA convening to test world café format
  • Sept. 18, 2008 – Engaging New Audiences: 5 Ways You Can Use Technology to Reach New Patrons
    • This workshop was based on the technology needs of over 400 respondents to an online survey and provided five practical tips on how to use technology to engage new audiences.
  • Oct. 23, 2008 – Get Viral: Using Video and the Social Web to Reach your Community
    • This workshop was held at the East Bay Community Foundation and provided participants with a way to tap into hi-tech marketing and communications tools and resources with the guidance of media experts.
  • Nov. 13, 2008 – Research Now: Know Your Audiences and Empower Your Institution
    • This workshop included an overview of critical demographic trends, free and low-cost research tools, and insight into how to better utilize research in developing new audiences.
  • Dec. 2, 2008 – Continue the Conversation

ABOUT THE INITIATIVE

In 2008, The San Francisco Foundation (TSFF) and Grants for the Arts/San Francisco Hotel Tax Fund (GFTA) embarked on a four-year funding partnership to encourage systemic and sustainable structural change in the relationships of Bay Area arts organizations to their audiences, supported by the Wallace Foundation. Community offerings during the grant period (2008-2011) included seminars, workshops, large public convenings, implementation grants, development of a regional shared mailing list, and expansion of the SFArts.org website.

twitterstream

Archives


Follow

Get every new post delivered to your Inbox.