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    Understanding Your Audience and Your Community – Mapping Software that Reveals Key Characteristics - Presentation Transcript

    1. Understanding Your Audience and Your Community – Mapping Software that Reveals Key Characteristics Presenter: Ken Coulter Location: AL 124 • This session will demonstrate mapping/analytic pp g y software used by marketers to locate and segment their audiences using key socio-economic and psycho-demographic characteristics psycho demographic characteristics. Two vendors will be highlighted: MapInfo Inc’s PSYTE and Environics Analytics’ PRISMce mapping systems. The session will demonstrate the segmentation and mapping of audience databases, and the strategic thinking used by skilled arts marketers to identify g y y opportunities that will broaden, diversify and deepen their audiences/audience experiences. Technology & The Arts - May 2008
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    3. Today’s Audience Today s 1. People’s behaviour has People s changed 2. Who is our audience? 3. What do they value = expect from us? 4. How can we best deliver it? 5. 5 Can we change their behaviour? Technology & The Arts - May 2008
    4. Changes changes, changes Changes, changes 1. The pig in the python 2. The Great Depression/WWII consumer vs post war consumer t 1. Flexibility, choice and convenience 2. The value proposition ( time vs money p p y equation) 3. Brand loyalty ”Brand is the shorthand used by today’s time starved consumers” Brand = trust in your implied promise Technology & The Arts - May 2008
    5. CCI – Ontario Presenting Network Technology & The Arts - May 2008
    6. CCI – Ontario Presenting Network • Membership based network Q=181 • Field of 600 presenting organizations • P i Province wide, not-for-profit id tf fit • Many municipal based, performing arts venues • High Level of Collaborative Learning g g Technology & The Arts - May 2008
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    8. CCI – Ontario Presenting Network Arts Presenting Development Principles • Arts Presenters as Societal Architects • Specialized and multi disciplinary multi-disciplinary presenting – wide range of societal engagement • Organizations that are seeking, sensing, learning and adapting –The Learning, The Adaptive, Healthy Arts Presenter Technology & The Arts - May 2008
    9. CCI – Ontario Presenting Network Vision A live performance for everyone in Ontario: an active curator for the performing arts in every community: a lively engagement between the two. two Technology & The Arts - May 2008
    10. CCI – Ontario Presenting Network Mission To Lead and develop and leadership in the Ontario arts presenting field field. Technology & The Arts - May 2008
    11. CCI – Ontario Presenting Network Our Values • Encouraging, supporting & developing those responsible for the presentation of professional performing arts in the communities of Ontario. • Fostering networking, professional development, advocacy & access to resources. • Supporting our members’ curatorial visions. • Fostering d F t i and encouraging collegiality, t t and openness within i ll i lit trust, d ithi the membership • Encouraging the presentation of new art forms and the appreciation of quality and engaging performing arts performances performances. • Providing leadership. Technology & The Arts - May 2008
    12. Recent work on engagement • RAND Building Arts Participation (2004) • RAND Gifts of the Muse (2005) • H ld C lt l V l Holden Cultural Value: C i i i L iti Crisis in Legitimacy (2006) • MUPS study (2007) Technology & The Arts - May 2008
    13. Attributes/ Practical Participation Reaction to Perception of benefits Backgrounds Barriers or Experience Experience of participation Enhancements Socio- demo-graphic Personal characteristic beliefs s about arts participation Attitudes Personality factors toward Intention/ Participation Reaction to arts decision to Past Experience Experience Perceptions participat participate experience of ion Social/ social norms cultural toward arts identity participation Behavioral Model of Participation (by McCarthy & Jinnett -RAND) Technology & The Arts - May 2008
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    15. The Value System Surrounding Arts Participation Alan Brown, Values Study for Connecticut Arts Commission Technology & The Arts - May 2008
    16. Oakville Centre & The Oakville Market Th O k ill M k Technology & The Arts - May 2008
    17. OCPA & TOURISM Technology & The Arts - May 2008
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    20. Cultural Policy Community Performing Arts Centre Recreational Economic Policy Development P li Policy Technology & The Arts - May 2008
    21. Every Seat is a Great Seat! Technology & The Arts - May 2008
    22. PSYTE & MapInfo Technology & The Arts - May 2008
    23. What is PSYTE? • Classification of neighborhoods linked to Postal Codes, Codes household lists, consumer databases, lists databases location databases • All of Canada has been placed into 1 of 60 different neighborhood types based on more than 250 variables including: g • Canadian Census • settlement context • retail opportunity • vehicle registrations • actual purchase& behaviour Technology The Arts - May 2008
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    30. Oakville & PSYTE • Provided list of approximately 1,780 1 780 Patrons • Used the address to link to the PSYTE Clusters, Map Patrons Clusters and Identify Preferences Technology & The Arts - May 2008
    31. Oakville • Population 128,500 – 23% Children 0-14 – 56% of households have children. Of these, 31% have children ages 0 – 14 years. h hild – 20% Age 55 Plus – Significant Ethnic Groups •P t Portugall • Indian • Italian • German – Average Household Income - $97,500 – Average Household Expenditure-$86 000 Expenditure-$86,000 – 50% of population hold white collar jobs, 35% grey collar and only 15% blue collar jobs. – Of the 50% holding white collar jobs, 22% are in business or finance and 17% hold management positions. Technology & The Arts - May 2008
    32. Oakville Centre Oakville Centre Ticket Buyers Psyte Profiles Cluster Number Percentage of buyers Technology & The Arts - May 2008
    33. OC & PSYTE • Top PSYTE Clusters – Suburban Executives – Technocrats & Bureaucrats – Suburban Nesters – Stable Suburban Families – The Affluentials • These people have a high tendency to be involved in high end outdoor leisure activities, specifically golf and downhill skiing. • They are also frequent attenders of the ballet, ballet live theatre and popular music concerts. Technology & The Arts - May 2008
    34. 2003 Oakville Centre Ticket Buyers Technology & The Arts - May 2008
    35. Oakville Centre Ranking of top 15 communities of ticket buyers Number of ticket buyers City Name Technology & The Arts - May 2008
    36. Oakville Centre Oakville Centre area ticket buyers Technology & The Arts - May 2008
    37. Oakville Centre 19.07% of ticket buyers are Suburban Executives Technology & The Arts - May 2008
    38. Oakville Centre 9.85% of ticket buyers are Technocrats and Bureaucrats 13.78 % of Ticket Buyers are Rustic Prosperity. Technology & The Arts - May 2008
    39. 2003 Oakville Centre Ticket Buyers Technology & The Arts - May 2008
    40. Oakville Date Oakville Households Oakville Centre Green area indicates psyte clusters with growth potential Coloured in boxes indicate clusters Arts - May 2008 Technology & The with significant growth potential
    41. Demographic Report: Current Oakville Centre Patrons • Population split equally between males (49.7) and females (50.3) with an equal spread of all ages levels. • 62% of attendees are married, while 27.5% are single. • 83.7% live in single family households. 62% of these g y households have children, 38% do not. • 67% consider English their mother tongue while 24% call their mother tongue “other”. g • Only 13.3% of attendees consider themselves a visible minority and within that, only 2.2% are black. • 57% of attendees earn more than $60 000 00 and within that $60,000.00 number 23% earn more than $100,000.00 • 86% of attendees work in an office and 78% of those travel to work in their own vehicles. vehicles • 86% of attendees own their own home and 77% of those live in single family dwellings. & The Arts - May 2008 Technology
    42. Oakville Centre Oakville Centre high potential target groups media tendencies M e d ia Ind e x Readership Data: Mag. - Elm Street 171 Readership Data: Mag. - National Post Business 169 Readership Data: Mag. - Enroute 168 Readership Data: Mag. - T oronto Life 165 Readership Data: Mag. - FiftyPlus (Carp News) 165 Readership Data: Mag. - Leisureways/W estworld 156 Readership Data: Mag. - Report On Business Magazine 156 Readership D R d hi Data: MMag. - C Canadian B i di Business 154 1 4 T V Nws/Sprts/C. Aff.- W ch Nws Mag-Business W orld-2x/W k+ 150 Daily Nwsp- Sect. Usually Rd: Finance Business 149 Readership Data: Mag. - Profit 147 Radio Stn - Listen T o: Classical/Fine Arts/Educational 146 Readership Data: Mag. - Homemakers Magazine 143 PMB Publication Q i t (T tl Cd ) 1 (H P bli ti Quints Cda.): (Heavy)- 6 I /M ) 6+ Iss/Mo. 140 PMB Publication Quints (Eng.): 1 (Heavy)- 7.5+ Iss/Mo. 138 Nwsp- Rd Lst Sunday Nwsp: Yes 138 T V Sprts (In Seas) - T ennis: 2x/Mo+ 136 Radio Prog. - Listen T o: T raffic 136 Readership Data: Mag. - Decormag 135 D il N Daily Nwsp- S t U Sect. Usually Rd T ravel ll Rd: l 134 T V Sprts (In Seas)- NBA Basketbll- Playoffs:2x/Mo+ 134 T V - Quintiles (French): 4 134 T V Nws/Sprts/C. Aff.- W tch Nws Mag- CBC Sunday Report 133 This represents the top indexing Readership Data: Mag. - IE: Money 133 media tendencies for this target Readership Data: Mag - Golf Canada 133 group. Pl Please see the attached th tt h d P blic T rans (S m Cde) An T rips S b a /RT /Sk T rain In Public rans.- (Sum. Any rips: Subway/RT /Sky 133 spreadsheet for further high Readership Data: Mag. - T V T imes 132 indexing tendencies. Radio Stn - Listen T o: All News 131 Campus/Student Nwsp.- At A Cdn. College/Univ.: Yes 2008 Technology & The Arts - May 131 Readership Data: Mag. - Le Bel Age 130
    43. High Oakville Centre Potential • Demographically, the high potential target group is very similar to the existing Oakville Centre patrons. • These people have a high tendency to participate in “high end” outdoor leisure activities such as golf downhill skiing and tennis. golf, tennis They also have a much higher than average tendency to own their own sailboat. • They enjoy attending the ballet, live theatre, opera and both classical and popular music concerts. • These people have a tendency to frequent high end shopping institutions such as Eddie Bauer, Holt Renfrew and Birks. • They travel extensively and frequent places like Disney World, Italy and World France, Arizona and Whistler. • They are good investors and have a high tendency to invest in equity funds, stocks and use the services of full service brokerage agents. • Th are consumers of high end alcoholic beverages such as port, They f hi h d l h li b h sherry, scotch and expensive wine. • They have a much higher than average tendency to use the internet to make their purchasing decisions and on average, have a high tendency p g g , g y to spend over $1,500 per month on their credit cards. Technology & The Arts - May 2008
    44. Oakville Centre High Potential Target Group Leisure Time Activities Technology & The Arts - May 2008
    45. What are the differentiating characteristics of my best customers? Map Of Oakville By Cluster Urban Gentry (U1) Cluster 12 Urban Gentry (U1) Some well-to-do urban neighborhoods are modest in lifestyle, though quite economically secure. Urban Gentry exemplifies a more conservative lifestyle compared to some of their high-flying neighbors, though their interests may range from foreign travel to the local jazz scene An a erage ho sehold income of $96 000 will also buy a lot of theatre tickets scene. average household $96,000 ill b tickets. Urban Gentry indexes high on older homes built in the late-1950's and 1960's, university education, and managerial employment. Technology & The Arts - May 2008
    46. Who may be my future customers? Map Of Oakville By Cluster Suburban Growth (S1) Cluster 10 Suburban Growth (S1) Some say \"sprawl\" while others say \"development,\" but both agree that the vast areas of emerging metro Canada have changed the landscape forever. Families with children, including many recent immigrants, populate immigrants pop late this cl ster and pro ide a ne d namic for gro th Contin ed cluster provide new dynamic growth. Continued…. Technology & The Arts - May 2008
    47. Urban Gentry PSYTE Clusters by Neighbourhood D L AL 1999 PSYTE by EA W RN Oakville CSD CO 01 02 03 C H 04 AR D W LR TW 05 RD AL EL 06 M L LE W O R 07 RN RR D D ID IS CO 08 M O R N 10 6T PE RD 12 H UP LI 13 N E RD 14 NEYAGAWA RD 16 TRA 17 21 C FALG E HA AV 23 RT E RD 28 W L AR R AP EL D 29 M L L NA R 33 D W D DO AT 35 SO AC 40 N M 41 OAKVILLE OAKVILLE AV E RE 48 TR YN 51 AF OL AL GA DS 60 RR S NC D T R D 4T H LI N E AY R AY D W W H TH ET RD BE NOTTIN GHILL RS AB KE ZA GATE EE RR IIZ SP EL ST EL NN EE EE QUU Q ST C CA BE RE Lake Ontario 3R D 2 2 4T LI YY N H W E W LI RD H H N E RD RD S ER PE •Own Sailboat •Drink Scotch •Attend ballet & •Classical concerts Technology & The Arts - May 2008
    48. Kindergarten Boom PSYTE Clusters by Neighbourhood D L AL 1999 PSYTE by EA W RN Oakville CSD CO 01 02 03 C H 04 AR D W LR TW 05 RD AL EL 06 M L LE W O R 07 RN RR D D ID I CO 08 SO M R N 10 6T PE RD 12 H UP LI 13 N E RD 14 NEYAGAWA RD 16 TRA 17 21 C FALG E HA AV 23 RT E RD 28 W L AR R AP EL D 29 M L L NA R D 33 W D DO AT 35 SO AC 40 N M 41 OAKVILLE OAKVILLE AV E RE 48 TR YN 51 AF OL AL GA DS 60 RR S NC D T R D 4T H LI N E AY R AY D W W H TH ET RD BE NOTTIN RS GHILL AB KE ZA GATE EE RR IIZ SP EL ST EL NN EE EE QUU Q ST C CA BE RE Lake Ontario 3R D 2 2 4T LI YY N H W E W LI RD H H N E RD RD S ER PE •Shop Winners •Spent $100-199 on Children’s Show •Go to movies Technology & The Arts - May 2008
    49. Oakville Centers of Performing Arts: Customer Base May 2006 Oakville Centers of Performing Arts: Customer Base May 2006 Big Ticket Plus Clientele Big, Little, Kids Clientele = Customer Base Big Ticket Clientele All Events Clientele Technology & The Arts - May 2008
    50. Target Group Target Audience Geography of Oakville Top Target Clusters PSYTES: (U1) Canadian Elite (U1)Urban Gentry Red Area represent 46.1%-100% of Oakville Centers Target audience g Technology & The Arts - May 2008
    51. Target Group Customer Base over Target Audience Geography Oakville Centers of Performing Arts: Customer Base 2006 The Oakville Center of Performing Arts customer base is consistent with the most likely likel target areas located within this ithin geographical region. Technology & The Arts - May 2008
    52. Target Group Customer Base over Target Audience Geography Oakville Centers of Performing Arts: Customer Base 2006 The Oakville Center of Performing Arts customer base is consistent with the most likely likel target areas located within this ithin geographical region. Technology & The Arts - May 2008
    53. PRIZMce Technology & The Arts - May 2008
    54. PRIZMce • PRIZMCE is a new consumer segmentation g system that classifies all Canadians into one of 66 lifestyle types--with names like Cosmopolitan Elite, Elite Electric Avenues, Les Chics and Lunch at Avenues Tim's. The system marks the first time that a Canadian segmentation model has linked g geodemographics to psychographics, incorporating “Social Values” data from Environics Research with demographics and product preferences to explain consumer behaviour. Technology & The Arts - May 2008
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    57. • Add Prizmce slides from Website • Add TH slides ( work on survey with Adam) Technology & The Arts - May 2008
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    59. http://www.environicsanalytics.ca/p rizmce.aspx i • U7 Urban Downscale • 45 Daytrippers & NightowlsYoung lower-middle- class urban singles and couples • 49 Rooms with a ViewYoung multi ethnic singles multi-ethnic in downscale urban high-rises • 55 Single City RentersYoung apartment-dwelling g y g p g urban singles and couples • 58 Solo ScrambleDownscale young singles and single-parents in urban areas • 61 Park Bench SeniorsDownscale seniors in urban high-rises Technology & The Arts - May 2008
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    61. • How is this type of analysis transforming Presenting in Ontario? Technology & The Arts - May 2008
    62. • How is this type of analysis transforming Presenting in Ontario? – CCI - Values and benefits study y • Predictive tool • Random surveys •T i Testimonials i l – Oakville applications • Working values • Programming • Community role(s) Technology & The Arts - May 2008
    63. The Ontario Value and Benefits Project will: • ( ) identify th personal b (a) id tif the l benefits th t people i fit that l in Ontario communities gain from their participation in cultural activities; • (b) reveal the values that define their choices to participate or not to participate; and • (c) develop broadening, deepening and diversifying strategies that will engage more Ontarians in quality, artistic experiences. Technology & The Arts - May 2008
    64. The project's overall purpose is to: project s • mobilize new knowledge and audience engagement practices into the Ontario cultural sector and • re-value th central i l the t l importance of the arts t f th t in people's lives and our society. Technology & The Arts - May 2008
    65. Phase I - Discovery and Tool Development Activities Discovery ► conduct series of personal meaningful 'discovery' interviews among audiences and near audiences (non- participants who are interested in and value the arts) Technology & The Arts - May 2008
    66. Outcomes: ► Six participating theatres serve as pilot test sites to gather values-based evidence of cultural impact and meaning and identifies the benefits (in their own words) that audience members derive from their arts experiences. ► Through discovery and comparative analysis: di d it audience and community values, beliefs and l b li f d attitudes will be revealed in rural and urban theatres, large and small communities, Southern and N th dC di Northern, and Canadian and American audiences dA i di (using parallel Major University Presenting Societies (MUPS) US study results) is revealed. ► CCI hosts first in series, mid-winter learning institute on Engaging Audiences: New Approaches to Creating Art-filled Experiences g p Technology & The Arts - May 2008
    67. Outcomes: Some Stories We Heard • The best is when it draws us in, sets us at ease, and draws a circle around the group. • You get stale looking at life through your own eyes, you need the eyes of an artist. • Do you ever notice you have theatre tickets on the worst days, but then you days come, and the lights go down and nothing else matters matters. Technology & The Arts - May 2008
    68. Outcomes: Some Stories We heard • Art is all about communicating; if we don't don t have communication what do we have? • I can't imagine living in a world without the arts...for me it's just about survival...that t f it' j t b t i l th t simple. • “drama should ennoble the spirit, if you drama come away thinking about something you haven’t thought about before, or with a different perspective the performer has done perspective, his job” • “I value the fact that my kids are in the arts, enjoying their youth and not hanging out at j i th i th d t h i t t the mall.” Technology & The Arts - May 2008
    69. Outcomes: Some Stories We Heard • “It’s nice to escape the big bad ugly world. You hide It s big, world in the theatre and forget about life for awhile.” • “The theatre has enriched our lives and we are better for being f b i a part of it.” t f it ” • “I can’t get a better experience for the money.” • Took an unresponsive foster child to theatre, p , completely enthralled and found self through it and is now in professional theatre led to own greater involvement in theatre • Single, early middle-aged woman, very outgoing, “I want to do everything”– brings dates to performances and measures them against response i.e. if wants to get up and dance and the date does not, it is the end of the line Technology & The Arts - May 2008
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    72. Phase II - Quantitative Gathering of Evidence of Value and Statistical Modeling Activities Quantitative Gathering of Evidence of Value ► Tool Development ► develop quantitative survey using TixHub web-based customer TixHub, web based relationship management software (includes focus groups, input from consultants and support from MUPS group *) ► training on administration and use of tool ► t t survey t l at six sites test tool t i it ► refine online evidence-gathering process and recommend procedures such as frequency of administration administer and monitor online gathering of quantifiable values held by arts g g q y participants Statistical Modeling ► analyze develop segmentation/classification of audience 'value' clusters Technology & The Arts - May 2008
    73. Phase Two: Outcomes ► Qualitative data gathered in phase one will be used to statistically model value clusters in participating communities ► Program expands to larger number (12) of CCI member communities (potential of 70 more presenting organizations) ► Report entitled 'Ontarians Public Value of Culture' published and made available through the Centre for Cultural Management (nationally) and through CCI (provincially) ► CCI hosts second in series, mid-winter learning institute on series mid winter Building Participation Through Values Based Outreach ► Participating presenters begin to develop new programming and marketing approaches that align their programs and messages with th i communities' di ith their iti ' diverse social value clusters i l l l t ► Presenting organizations develop audience hosting practices that appeal to diverse social value clusters Technology & The Arts - May 2008
    74. Phase III - Advocacy Outreach - Revealing Culture s Culture's Value Steps include: ► implement evidence gathering methodologies in ten other presenting communities ► host series of forums and workshops throughout province to deepen understanding and build base of new knowledge/practice in community audience development ► disseminate knowledge into other arts sectors Technology & The Arts - May 2008
    75. Phase Three Outcomes: ► CCI and Centre for Cultural Management develop advocacy strategy based on ongoing results from the project i lt f th j t ► CCI hosts third, mid-winter learning institute on Creating Public Value Through the Arts. g g Also hosts Creative Summit in late spring to bring audience development practioners together to share new learning and develop new values-based audience development strategies. ► Results used to fuel province wide public province-wide awareness /advocacy campaigns at the community level. Technology & The Arts - May 2008
    76. How Has Engagement affected OCPA Working Values •Running a community arts centre •Gathering metaphor vs. transactional metaphor g p p •The hosting metaphor •So close to home –Home before the 11 o’clock news Home o clock –Membership and loyalty •The little girl dancing in a professional stage metaphor •The soft core (subscribers) vs solid connected (single ticket) audience Technology & The Arts - May 2008
    77. • Experience slide & photo Technology & The Arts - May 2008
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    80. Oakville Performing Arts Centre …sorting out the brand message…. User groups/ rental clients promoters Big Ti k t Bi Ticket User groups/ Oakville Centre rental clients “ So Close to Home” User groups/ rental clients Technology & The Arts - May 2008
    81. Oakville Performing Arts Centre …sorting out the brand message…. Oakville Drama Series User groups/ (Rental Client) rental clients promoters Big Ticket Oakville Symphony y p y promoters (rental clients) Technology & The Arts - May 2008
    82. Box Office Revenues 98-2007 $2,100,000.00 $2,000,000.00 $1,900,000.00 ales handled by OCPA Box office $1,800,000.00 $1,700,000.00 1998 998 x $1,600,000.00 1999 $1,500,000.00 2000 $1,400,000.00 $1,300,000.00 2001 $1 200 000 00 $1,200,000.00 2002 $1,100,000.00 $1,000,000.00 2003 $900,000.00 2004 $800,000.00 $800 000 00 Dollars in Ticket Sa 2005 $700,000.00 $600,000.00 2006 $500,000.00 2007 $400,000.00 $400 000 00 s $300,000.00 $200,000.00 $100,000.00 $ $0.00 ER R ER R Y E IL ST H Y LY BE Y BE R N RC R AR B A B JU U A JU EM M AP M M TO U G Technology & The Arts - May 2008 A U E VE BR AU M N PT EC C JA O O FE SE D N
    83. “Look how far Look you didn’t have to travel travel, to come and see me….” ” - Bill Cosby, Nov 1, 2007, Oakville Centre for the Performing Arts Technology & The Arts - May 2008
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    85. Technology and the Performing Arts • Web1 0 – out bound –items to surf and Web1.0 items enjoy – one way • Web2 0 – UGC User generated content Web2.0 UGC- – two way conversations- global community Technology & The Arts - May 2008
    86. Understanding Your Audience and Your Community – Mapping Software that Reveals Key Characteristics Presenter: K C lt P t Ken Coulter Location: AL 124 • http://www environicsanalytics ca/prizmce http://www.environicsanalytics.ca/prizmce _links.aspx • http://www tetrad com/pcensus/can/py95ls http://www.tetrad.com/pcensus/can/py95ls t.html • htt // http://www.ccio.on.ca/ i / • http://www.oakvillecentre.ca/ • http://www.tixhub.com/ • kcoulter@oakville ca kcoulter@oakville.ca Technology & The Arts - May 2008
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