74. For A Copy of the Research Report www.philaculture.org
Editor's Notes
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
