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Cultural Connections: Expanding Your Brand
 

Cultural Connections: Expanding Your Brand

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  • MARNIE AND TOM: Give backgrounds of the two of us and kick off discussion with session goals. Invite the audience “in” to uncover their hopes for this session. Engage them early. Questions we’ll cover: 1.) What are the major marketing trends? 2.) What are core principles of collaboration? Before you begin, what’s the filter you want to put this through? Our role as facilitators will be to: help the audience put collaborations together, the idea of different collaborations have them talk about examples of theirs that fit all of these things ask people to use our “filter” for some of their recent collaborations
  • MARNIE AND TOM: Give backgrounds of the two of us and kick off discussion with session goals. Invite the audience “in” to uncover their hopes for this session. Engage them early. Questions we’ll cover: 1.) What are the major marketing trends? 2.) What are core principles of collaboration? Before you begin, what’s the filter you want to put this through? Our role as facilitators will be to: help the audience put collaborations together, the idea of different collaborations have them talk about examples of theirs that fit all of these things ask people to use our “filter” for some of their recent collaborations
  • MARNIE AND TOM: Give backgrounds of the two of us and kick off discussion with session goals. Invite the audience “in” to uncover their hopes for this session. Engage them early. Questions we’ll cover: 1.) What are the major marketing trends? 2.) What are core principles of collaboration? Before you begin, what’s the filter you want to put this through? Our role as facilitators will be to: help the audience put collaborations together, the idea of different collaborations have them talk about examples of theirs that fit all of these things ask people to use our “filter” for some of their recent collaborations
  • MARNIE AND TOM: Give backgrounds of the two of us and kick off discussion with session goals. Invite the audience “in” to uncover their hopes for this session. Engage them early. Questions we’ll cover: 1.) What are the major marketing trends? 2.) What are core principles of collaboration? Before you begin, what’s the filter you want to put this through? Our role as facilitators will be to: help the audience put collaborations together, the idea of different collaborations have them talk about examples of theirs that fit all of these things ask people to use our “filter” for some of their recent collaborations
  • TOM: Give me three important organizational goals… write down and hang onto
  • MARNIE: Basic tenets of a brand… What does it mean to you? Here’s what it means to the consumer marketing world… Critical Two: Differentiated and Relevant Marketing Objectives: sales and market share – audience building/diversity and revenue generation for non-profits Marketing Mix: 5Ps
  • MARNIE: How does your garden measure up against these attributes? How can your garden choose and communicate an effective positioning in the market? Do you know what YOUR positioning is? What offer, what image occupies a distinctive spot in your target market’s mind?) How is your brand differentiated? What marketing communications are appropriate to support your brand strategies? By product alone, by your staff/expertise, by your channel or market segment, or based solely on your image?
  • TOM: Two organizations… coming together… sponsors could be included… must be mutually beneficial…
  • TOM: Two organizations… coming together… sponsors could be included… must be mutually beneficial…
  • TOM: Two organizations… coming together… sponsors could be included… must be mutually beneficial… Filter components: Organizational goals, marketing objectives, brand, collaboration definition, do I have a good partner/reliable partner who will help me get to this end goal? Is it relevant to the audience? To the mission of the organization?
  • MARNIE: Does it meet organizational goals ? Is the collaboration compatible to your brand while supporting your marketing objectives ? Do you all share the same definition of what collaborations mean ? Total costs… not collaborating on every aspect… divide and conquer Reliable partner and goal setter Relevancy to mission and audience
  • TRANSITION … Now that we’ve provided a filter to use to view your collaborations more clearly and objectively, let’s look at how our recent research findings can overlay to build a more informed framework. TOM: Describe initiative briefly to give them context. Here are the megatrends we uncovered – where do they intersect between organizational, brand and program planning for your organization? Objective: To double cultural engagement in the region by 2020. Key Strategies: Conducting and analyzing research on emerging patterns of cultural participation Providing seed capital, marketing support and shared learning for innovative planning and product development Applying new technology and social networking in the cultural sector Background of this research: 6 years of marketing work: PFG, FS, List Coop, Ad coops---all focused on building marketing capacity 6 years of research: PACDP, Portfolio, A&C in the Metropolis, Prosperity Econ impact report Led to new focus on building cultural engagement by leveraging multiple resources. New Goal, to move the needle, doubling cultural engagement in our region by 2020 Research 2.Seed capital 3.Pursuing new technology and new approaches to programming & marketing. To accomplish this, we have framed our work as…Research Into Action
  • Which one or two resonates with your current objectives? Now can you identify some potential partners that might help you pursue these objectives? Leads to Part III: Practical framework – how the filter and findings help you formulate sound collaborations
  • TOM: Does it meet organizational goals ? Is the collaboration compatible to your brand while supporting your marketing objectives ? Do you all share the same definition of what collaborations mean ? Total costs… not collaborating on every aspect… divide and conquer Reliable partner and goal setter Relevancy to mission and audience
  • TRANSITION … Now that we’ve provided a filter to use to view your collaborations more clearly and objectively, let’s look at how our recent research findings can overlay to build a more informed framework. TOM: Describe initiative briefly to give them context. Here are the megatrends we uncovered – where do they intersect between organizational, brand and program planning for your organization? Objective: To double cultural engagement in the region by 2020. Key Strategies: Conducting and analyzing research on emerging patterns of cultural participation Providing seed capital, marketing support and shared learning for innovative planning and product development Applying new technology and social networking in the cultural sector Background of this research: 6 years of marketing work: PFG, FS, List Coop, Ad coops---all focused on building marketing capacity 6 years of research: PACDP, Portfolio, A&C in the Metropolis, Prosperity Econ impact report Led to new focus on building cultural engagement by leveraging multiple resources. New Goal, to move the needle, doubling cultural engagement in our region by 2020 Research 2.Seed capital 3.Pursuing new technology and new approaches to programming & marketing. To accomplish this, we have framed our work as…Research Into Action

Cultural Connections: Expanding Your Brand Cultural Connections: Expanding Your Brand Presentation Transcript

  • CULTURAL CONNECTIONS: EXTENDING YOUR BRAND Marnie Conley, Longwood Gardens Tom Kaiden, Greater Philadelphia Cultural Alliance
  • Cultural Connections: Framework Part I: Theoretical Framework Part II: Cultural Marketing Trends Part III: Practical Framework
  • Cultural Connections: Session Goals
    • Share recent arts research commissioned by the Greater Philadelphia Cultural Alliance and learn how best to utilize
    • Determine filter for collaborations and understand core principles of meaningful collaborations
    • Identify best practices through dialog with one another using real-world garden and arts and cultural models
    • Walk away from this session invigorated and ready to develop meaningful, mission-relevant collaborations
  • Longwood and The Curtis The Curtis Institute of Music at Longwood Gardens presents Vivaldi’s “The Four Seasons” - SOLD OUT
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  • Longwood and The Curtis The Curtis Institute of Music at Longwood Gardens presents Vivaldi’s “The Four Seasons” - SOLD OUT
  • Define: Your Organizational Goals
    • Mission
    • Revenue
    • Audience Engagement
    • Image/Brand
    • HOW CAN COLLABORATIONS HELP YOU GET THERE?
      • Part I: Theoretical Framework
  • Define: Your Brand, Your Marketing
    • Do you know your brand? Is it strong in the marketplace? What does your garden mean to the outside world?
    • Have you defined concrete marketing objectives?
    • Do you have a progressive marketing mix that will support your brand and build brand equity?
    • HOW CAN COLLABORATIONS HELP YOU GET THERE?
      • Part I: Theoretical Framework
  • Attributes of a Strong Brand
    • Excels at delivering desired benefits
    • Stays relevant
    • Priced to meet perceptions of value
    • Positioned properly
    • Communicates consistent brand messages
    • Well-designed brand hierarchy
    • Uses multiple marketing activities
    • Understands consumer-brand relationship
    • Supported by organization
    • Monitors sources of brand equity
    • HOW CAN COLLABORATIONS HELP YOU GET THERE?
      • Part I: Theoretical Framework
  • Define: What Collaborations Mean Definition of Collaboration: “ A project where a bunch of people say they’re going to get together, but 1 or 2 do all the work.” Webster’s Dictionary Definition of Collaboration: “ Co-operating, usually willingly, with an enemy nation.”
      • Part I: Theoretical Framework
  • Define: What Collaborations Mean Non-Profit: When similar organizations from the same sector work together to improve their return on investment, it’s called collaboration… and they get funding. For-Profit: When similar organizations from the same sector work together to improve their return on investment, it's called collusion.... and they get jail time.
      • Part I: Theoretical Framework
  • Define: What Collaborations Mean Harvard Business School Definition of Collaboration: “ Strategic use of partnerships spanning company and country boundaries.”
      • Part I: Theoretical Framework
  • Define: Obstacles to Collaboration
    • Time
    • Talent
    • Money
    • Relevancy
      • Part I: Theoretical Framework
  • Your Filter for Collaborations
  • Where the Rubber Meets the Road Research Into Action: Mega Trends/Key Findings
  • 1 Philly scores well…
  • 1 Philly scores well…
  • 2 Our bucket is leaking
  • 2 Our bucket is leaking
  • 3 Personal practice is a gateway
  • 4 People of color…engaged & growing
  • 4 People of color…engaged & growing
  • 5 Families matter
  • 5 Families matter
  • 5 Families matter
  • 6 Role models are key
  • 7 Marketing is multi-channel
  • 7 Marketing is multi-channel
  • 8 Product matters
  • 9 Social connection is huge
  • 10 Service is central
  • How Can These Trends Apply to You
    • Philly scores well
    • Our bucket is leaking
    • Personal practice is a gateway
    • People of color…engaged & growing
    • Families matter
    • Role models are key
    • Marketing is multi-channel
    • Product matters
    • Social connection is huge
    • Service is central
      • Part III: Practical Framework
  • Collaboration Generator
    • Let’s Get to Work…
    • Think about potential collaborations
    • Define three organizational goals. Does the
    • collaboration help to achieve any of these goals?
    • Define your marketing objectives. Is the collaboration
    • compatible with your brand while supporting these objectives?
    • How do you define collaboration in your organization. List three
    • important characteristics.
    • Is this partner or collaborator reliable? Is this collaboration relevant to your mission AND to your audience?
      • Part III: Practical Framework
  • Cultural Connections: Next Steps
    • Define organizational, programmatic, and audience goals
    • Identify mission-relevant opportunities
    • Think beyond just marketing and programming collaborations
    • Reach out to an organization, company, or community that you’ve been wanting to cultivate… and do it today
    • Evaluate the collaboration quickly with definitive metrics both qualitative and quantitative… and finesse to make it better
      • Part III: Practical Framework
  • Case Study: Opera Company of Philadelphia & Reading Terminal
    • Details of how it happened and the results – apply the five constructs that we went through…
  • For A Copy of the Research Report www.philaculture.org