Make The Case Presentation 10 22 09 Ppt 97

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  • Partnership between the Cultural Alliance and ArtServe Michigan Supported by the MCACA Partnerships Program grant awarded to ArtServe Create a more positive public perception of arts, culture and arts in education within Southeast Michigan by building long term relationships with key constituencies. By listening to these groups, we will learn to speak in terms they value about the essential role of arts and culture for the welfare and future of the state, its regions, communities and citizens. Give CASM member organizations the information, messages and tools to present their work in ways that are proven to persuade key constituencies. This will help members to improve the perception of their own organizations, and will uplift perception of the arts and culture sector as a whole.   Provide ASM with a model that can be replicated in other regions of Michigan, including both key messages and strategies and tactics to deliver them consistently. This information will be used for the ArtServe Community Arts Leadership Academy, and lays the groundwork for longer term, statewide advocacy work for the 2010 elections and/or to create a Michigan cultural trust fund in the future.
  • Too often, we are preaching to the choir. The goal of this project was to talk to the people who are not our strongest supporters – but who do know our regional communities well.
  • From a research perspective, this unaided, open-ended questions are key, because respondents express their top-of-mind thoughts, in their own words, about the value of arts and culture. In essence, the respondents are making a case for the arts that would persuade them.
  • Mark Paris has worked as an Account Planner at major advertising agencies, such as Young & Rubicam and Campbell-Ewald. His job was to understand the rational and emotional needs of a client’s target audience. While researchers focus on quantitative, numerical results, Account Planners explore the full-blow humanity of the people that we are trying to persuade. Paris has done such research for clients including Yahoo, Chevrolet, DuPont, Dr. Pepper, and Hatteras Yachts, and in our region, the Metro Detroit Convention and Visitors Bureau, the RenCen, and The Henry Ford.
  • Before the research subjects were given our case statements, we asked them what comes to mind when they think of arts and culture in our region. Top-of-Mind fell into two categories, one much larger than the other: People talk first about the major institutions – especially the DIA and DSO. They also mentioned The Henry Ford, and commercial arts presenters like the Fisher Theater. 70-90% of our research subjects responded this way.
  • Then, about 30% of them also mentioned a local venue, such as an arts and crafts fair or street festival. In the qualitative research, businesspeople, local government officials and community leaders spent more time and spent more energy talking about things local – which may be due to their direct involvement or investment in establishing and nurturing local activities for their constituents. Parents strongly focused on the major institutions; while community leaders had a broader vision of the arts in their communities. What they don’t mention are organizations in the middle. The name recognition isn’t there.
  • Then, about 30% of them also mentioned a local venue, such as an arts and crafts fair or street festival. In the qualitative research, businesspeople, local government officials and community leaders spent more time and spent more energy talking about things local – which may be due to their direct involvement or investment in establishing and nurturing local activities for their constituents. Parents strongly focused on the major institutions; while community leaders had a broader vision of the arts in their communities. What they don’t mention are organizations in the middle. The name recognition isn’t there.
  • The good news is that the comments made by our subjects, without prompting, were overwhelmingly positive. Only ____ made statements that included negative comments, like “Not much.” “I’m not that into it.” “I could live without them.” Many simply expressed a positive: “Very important.” “I love it.” “HUGE.” The other interesting aspect was that, particularly in the one-on-one interviews, respondents described a personal relationship to arts and culture. An experience they had had, a particular passion they have for collecting art or a certain type of music, or that someone in their family was really into some aspect of the arts. These stories were personal .
  • Examples of personal stories
  • Three qualities emerged as top of mind for research subjects. These are qualities that arts and culture bring to people. The first, and by far the most frequent, was diversity. Diversity in its broadest sense: both having art and culture reflect your own ethnicity or point of view; but also the role art and culture plays in helping people to learn about other people’s art, culture or history. It’s about broadening your point of view.
  • Then, when asked to rank the case statements against one another, this finding was further confirmed. However, the relative weight of the cases was different for different audiences. In this research, the responses of the businesspeople and the parents are closely aligned. They both ranked the cases in this order: Education first, Quality of Life second, Community Identity third, Economic Engine fourth. The community leaders and local government officials see things a little differently. This could be because the nature of their jobs compels deeper thinking about a broader range of issues than most of us. Their top two were Community Identity and Economic Engine, followed by Quality of Life. Education came in fourth.
  • Respondents found the first four case statements to be generally convincing. Workforce Development they did not find convincing. However, in the other statements, while people agreed with the premise, we learned that there is a lot of room for improvement to make them truly compelling. Simon will review the statements and feedback for each one.
  • The first statement is Community Identity and Sense of Place. This was ranked #1 by government officials and community leaders: but #3 in importance by businesspeople and parents.
  • Sense of Place ranked # 1 with government and community leaders – because that is their mission. For local government officials and community leaders, this case is the sweet spot for presenting the value of arts and culture. It embraces their efforts to improve the places which they serve. It implies that arts and cultural organizations share their mission.
  • Visible results of economic activity are critical. We can’t just talk to the community – it is powerful only when they see it for themselves.
  • With the right support points, this case has the potential to be persuasive. Without those points, it could do harm.
  • Local elected officials and community leaders find this case much more important and convincing. But they are focused on how the arts creates a vibrant area – something that gets more people to come, or gives character to the community. They are less interested in what happens inside the walls of an institution.
  • We’ve already seen Quality of Life popping up in these comments earlier. And for Quality of Life what the research is showing is that data and general descriptions don’t work – STORIES do.
  • Several interviewed, mentioned the distinctive power that the arts have in extracting and promoting the unique talents within each individual
  • Note the reference to sports. Our audiences do not make a distinction between the role or sports and the arts in communities – they both get people together, create community pride and social bonding.
  • We learned one lesson by accident. In the case statement, a reference to the internet was included, in this statement to make the point about the role of arts to bring people together. This turned out to be a major distraction – many people focused on this, and in focus groups people started to debate the internet – whether it isolates people or brings them together - throwing them off topic. We found that in making our case for the arts, we are better off sticking to traditional values, and avoiding more contemporary issues. (POLARIZING)
  • An interesting finding was that many elected official said that while they appreciated the more aesoteric case for quality of life, they did not feel it would appeal to their constituents, the average Joe.
  • Leaders thought the Education case was too expected.
  • Which brings me to the statement that our respondents found the least convincing.
  • This case may encounter a mixture of rational and emotional resistance. Rational: the identification of arts with a work skill. Emotional: the tone of expression may come off as too jaunty, glib or superficial for this topic and this audience. This best potential points in this case can be used in an economic argument. Developing that Economic case may be a better use of resources. More see the concept of a “smart workforce” or “knowledge workers” as not a good fit for the region today.
  • This research is not intended to sit on a shelf. We want to use it to move to the next level. We know that changing public opinion is a long term effort, and that building awareness takes time. Here are our goals. Refer to the handout, which lists the next slides succinctly.
  • Our strategy is to work from two directions.
  • Taking the findings of this research and boiling it down, we have two key issues: First, what arts and culture does in the community and the region is not visible enough. It is not top-of-mind. Second, we do not have the evidence to support our case. Fine phrases and claims won’t do it. We need numbers, and specific examples. To make our case convincing, it must be supported in four ways: Quality of life must be in stories Learning to tell your story - need to know what topic to apply stories to. Not what you do, but why it matters.

Transcript

  • 1. How Southeastern Michigan Values Arts & Culture
  • 2. The Partners
    • ArtServe MI and Cultural Alliance partnership
    • Supported by Michigan Council of Arts and Cultural Affairs 2009 Partnership Program
    • Regional pilot in SE Michigan to strengthen case-making and messaging for arts and culture statewide
    • Researcher – Paris Consulting, Ann Arbor
  • 3. Purpose of the Project
    • Test messages about arts and culture to find out what resonates with key constituencies
    • Give CASM members information, messages and tools to present their work in ways that are proven to persuade key constituencies
    • Begin a long-term effort to convey these messages to the public in SE Michigan
    • Provide ArtServe Michigan with a model that can be replicated in other regions of the State
  • 4. Preaching to the Congregation
    • More than 7.4 million people attend arts and culture events in southeastern Michigan each year.
    • Some we know well. Many only visit.
    • How do they perceive arts and culture?
    • What will motivate them to support our nonprofit organizations?
    • How can we change our messages to make a stronger case for our work and its impact?
  • 5. Our Subjects
    • Researched target audiences that are…
    • Not known to be supporters of the arts
    • Able to reflect mass public opinion
    • Knowledgeable about community needs
    • Open to dialogue and engagement
  • 6. Our Subjects
    • Local Government Officials
    • Community Leaders
    • Business People
    • Parents
    • Reflecting Diversity of Our Region
  • 7. Objectives and Methodology
    • Qualitative and Quantitative Research:
    • Individual In-Depth Interviews
    • Focus Groups
    • E-Surveys via Zoomerang
  • 8. Objectives and Methodology
    • First, we asked open-ended questions:
    • When you hear the words “arts and culture,” and “Southeast Michigan,” what comes to mind?
    • Do you participate in any arts activities?
    • What value do arts and culture have, if any?
    3
  • 9. Objectives and Methodology
    • Then we tested statements commonly used to “sell” the arts:
    • Community Identity / Sense of Place
    • Economic Engine
    • Education
    • Quality of Life
    • Workforce Development
  • 10. Objective and Professional
    • And we listened.
    • Or rather, our researcher did.
    • Mark Paris, of Paris Planning, LLC. broad experience in matching products to markets
  • 11. What We Learned
  • 12. Top of Mind Perceptions
    • Major cultural institutions
      • “ When you say arts and culture, you tend to think of the larger, well-known names, like the DIA, the DSO, the Fisher Theater. I would expand culture to include the Detroit Zoo, concerts, art-house movies. Some sporting events. Like we have a world-class skating community that is almost invisible. That’s sports as culture.”
          • LOCAL GOVERNMENT OFFICIAL, LIVINGSTON
  • 13. Top of Mind Perceptions
    • Local things to do
      • Art fairs & festivals
      • Concerts
      • Historical museums
      • Public art
      • Performances in restaurants
      • Sports and recreation
  • 14. Top of Mind Perceptions
    • The middle is invisible
      • Science centers
      • Mid-sized museums elsewhere in the region
      • Art classes and education programs
      • Performing arts presenters
      • And more…
  • 15. Top of Mind Perceptions
    • Perceptions are Positive
    • 95% parents
    • 83 / 58% business people
    • Grounded in personal experience
  • 16. Art is a Personal Experience
    • “ When I was 29 years old, I got sent out West on a work assignment. I fell in love with it and it changed my life. We are really interested in American Indian art…Our house is built around a southwestern design.”
        • LOCAL GOVERNMENT OFFICIAL, OAKLAND
    • “ My experience with art came through my grandfather who came through the Mexican Revolution and talked about art being of and for the people…Murals (Diego Rivera) were certainly something that my grandfather considered a church. We used to go there on Sundays and he would say ‘Who wants to go to Mass?’ That was our church.”
          • COMMUNITY LEADER, DETROIT
  • 17. Perceived Value – Diversity
      • Seeing your art, culture, or history.
      • Seeing other people’s art, culture or history
    • “ Art is about diversity of thought…[art that generates controversy and conversation] is good...”
    • LOCAL GOVERNMENT OFFICIAL WASHTENAW
    • “ It’s seeing things through somebody else’s eyes…It’s very important…especially for kids.”
    • TROY BUSINESSPERSON
  • 18. Perceived Value - Enrichment
    • Experiencing or creating beauty
    • Stretching beyond the everyday
    • Feeding the soul
    • “ Art is essential for expression…There would be a lot less violence, self-hatred and conflict if there was art (in the schools)…Art feeds your soul…It is essential food…If you don’t avail yourself of art, it is a loss you can’t calculate…It is a form of spiritual bankruptcy.”
          • COMMUNITY LEADER, DETROIT
  • 19. Perceived Value - Children
    • Importance of arts exposure
    • “ (my kids) are better people because of the arts…Part of the effect of being exposed to more things and having a more open mind…being touched, actually touched by some sort of arts experience.”
    • LOCAL GOVERNMENT OFFICIAL, ST. CLAIR
  • 20. Perceived Value
    • Unaided self-descriptions relate closely to three of the cases:
    • Education
    • Quality of Life
    • Community Identity
    • These resonate.
  • 21. How our Case Statements Ranked
    • Business
    • & Parents
    • 1 Education 4
    • 2 Quality of Life 3
    • 3 Community Identity 1
    • 4 Economic Engine 2
    • Government
    • & Community
    • Leaders
  • 22. Messages that Don’t Work
    • Workforce Development came in
    • dead last for everyone.
  • 23. How People React to These Statements
  • 24. Community Identity / Sense of Place Arts and culture create a sense of pride and place. Arts and culture make the unique character of a community visible, for all to see. Arts and culture create times for people and family members of all ages to gather together and share an experience. Arts and culture help us to display our heritage. And to discover other people’s heritage. Volunteerism in arts and culture increases community pride.
  • 25. Community Identity Feedback
    • This case was the most focused and concise.
      • “ I like this because it goes directly to what it does.”
        • LOCAL GOVERNMENT OFFICIAL, WASHTENAW
  • 26.
    • Pride, Gathering, Volunteering resonated quickly and powerfully with Leaders.
    • “… our Historic Village, or when we open a park. These are our points of pride. I talk about volunteers in our community all the time…I do a show called Caring Community….”
    • LOCAL GOVERNMENT OFFICIAL, MACOMB
    • “ Arts and culture create a sense of pride and place. I think that is absolutely correct.”
    • COMMUNITY LEADER, DETROIT
  • 27.
    • “… the arts (help) to make the unique character of a community tangible, something we can touch… It allows us to create occasions to gather together and share an experience. That’s important to people.”
    • LOCAL GOVERNMENT OFFICIAL, WASHTENAW
    • “ I think we have to say why it is important to gather together. When we get together and are with each other we become less belligerent. We are more peaceful. We don’t want to pull a gun and shoot somebody...It’s a way to build a community.”
    • COMMUNITY LEADER, DETROIT
  • 28. Economic Engine Arts and culture attract patrons, tourists, residents and their dollars. Arts and cultural organizations are often at the center of developing or revitalizing cities, villages and townships. (Think The Purple Rose Theater and Chelsea.) That’s because other businesses build up around performing arts centers, community theaters, arts centers and museums. Arts and cultural organizations employ people, spend dollars and generate local business activity. Non-profit arts organizations employ more than 6,000 in Southeastern Michigan. They have annual budgets totaling over $300 million, most of which is spent locally.
  • 29. Economic Engine Feedback
      • Leaders and Businesspeople want this case to work.
      • But they want evidence.
      • “ We like things quantified.”
        • LOCAL GOVERNMENT OFFICIAL, LIVINGSTON
      • “ If you are not tying the arts to dollars and cents, you’re not making the case.”
        • COMMUNITY LEADER, DETROIT
  • 30. Economic Engine Feedback
      • “ (an artist friend) did public art… It was amazing to see how many people actually came down there to see those pieces, ate lunch, shopped…My attitude towards the arts changed.”
        • YPSILANTI BUSINESS PERSON
      • “ Henry Ford. That attracts huge amounts of people. Theater. I can see people coming into town for theater.”
        • LOCAL GOVERNMENT OFFICIAL, OAKLAND
  • 31. Economic Engine Feedback
    • Employment numbers for arts and cultural organizations
    • are not impressive.
      • “ 6,000 in Southeastern Michigan. You would think with a budget of $300 million that would be more.”
        • YPSILANTI BUSINESSPERSON
      • “ I don’t think it’s very compelling to say it employs 6,000 or 100,000 related careers…What’s the context?...What’s the R.O.I…What’s the strategy. Not a bad angle. Needs more heft.”
        • COMMUNITY LEADER, DETROIT
  • 32. Economic Engine Feedback
      • SE Michigan is not perceived as a tourist destination.
      • “ I need more data because I am not feeling the presence of tourists or their dollars.”
        • TROY BUSINESSPERSON
  • 33. Economic Engine Feedback
    • Business people do not see arts as a catalyst:
      • “ I don’t think the arts attract other businesses. It’s the other way around.”
      • “ You couldn’t put up a museum or a theater in Milan and attract business...”
        • STATEMENTS BY TROY BUSINESSPEOPLE
      • “ I refuse to believe that Google came to Ann Arbor because of the art …Google came to Ann Arbor because of a business relationship with the U of M.”
        • YPSILANTI BUSINESSPERSON
  • 34. Economic Engine Feedback
      • Community Leaders think differently:
      • “ … I think that it can be seen in the Governor’s initiative to bring more movie makers to Michigan. I think people can see money being made.”
      • LOCAL GOVERNMENT OFFICIAL, WASHTENAW
      • “ I think it is critically important for our entire region to have an arts and culture strategy… It has to be indigenous…We’re trying to use Neighborhood Stabilization funds to create spaces and places artists want to be.”
        • LOCAL GOVERNMENT OFFICIAL, OAKLAND
  • 35. Economic Engine Feedback
      • “ If you are talking about a community identity that’s part of a growing movement, I’d give it a high score… I’m more encouraged by grass roots arts, culture and the creative class starting to emerge…the urban arts collective led by some funky creative class type people…almost an underground community …I don’t mean people volunteering at the DIA to stand at the door and be greeters.”
        • COMMUNITY LEADER, DETROIT
  • 36. Quality of Life The arts teach us what it means to be fully human. The arts help us to create beauty. The arts help us to create something new. The arts help us to see the world as others see it. The arts help us to stretch beyond the everyday. In the age of the internet, arts and cultural activities are needed to bring people together for a real experience in a real time and place. As an audience, we get to share a positive feeling about the same thing at the same time. This builds bonds between people and within families. Arts and culture help us to understand the past. To experience the present. And to explore possibilities for the future.
  • 37.
    • Quality of life is personal
    • “ Art is essential for expression…there would be a lot less violence, self-hatred and conflict if there was art [in schools]….Art feeds your soul…It is essential food…If you don’t avail yourself of art, it is a loss you can’t calculate…It is a form of spiritual bankruptcy.”
    • COMMUNITY LEADER, DETROIT
    • “ Okay, well I agree with this because (my kids) are better people because of the arts…Part of the effect of being exposed to more things and having a more open mind…being touched, actually touched by some sort of arts experience.”
    • LOCAL GOVERNMENT OFFICIAL, ST. CLAIR
    Quality of Life Feedback
  • 38.
    • The arts and individual talent
    • “… Arts are timeless…and within every single human being.”
        • COMMUNITY LEADER, DETROIT
    • “… It’s something somebody can do better than everybody else. Everybody has that kind of talent. What can we do to bring it out?”
    • LOCAL GOVERNMENT OFFICIAL, MACOMB
  • 39.
    • “ [Art] gives a lot of people an outlet for wanting to do something with their hands and their minds…They may not make money, but they still want to create.”
    • LOCAL GOVERNMENT OFFICIAL, LIVINGSTON
    • “ If you watched somebody pitch a no-hitter, you would say that was a real form of art…It’s something somebody can do better than everybody else. Everybody has that kind of talent. What can we do to bring it out?”
    • LOCAL GOVERNMENT OFFICIAL, MACOMB
  • 40. Quality of Life Feedback
      • Elected leaders valued social connection
      • “ Bring people together. Social bonds which we don’t have enough of.”
        • Local Government Official, Macomb
      • “ I think it brings out more emotion in people…A sporting event would be the same thing.”
      • Local Government Official, Oakland
  • 41. Quality of Life
    • One aspect of the case statement proved to be a major distraction:
    • In the age of the internet , arts and cultural activities are needed to bring people together for a real experience in a real time and place.
  • 42. Quality of Life Feedback
    • “ I do know that [the arts] are an important component to quality of life. Whether or not you can get an audience to believe that might be a challenge.”
      • LOCAL GOVERNMENT OFFICIAL, WASHTENAW
    • “… kind of… highfalutin’ and a little distant for the average Joe…”
      • LOCAL GOVERNMENT OFFICIAL, LIVINGSTON
    • “ Good thoughts…Higher order…I don’t think you can build critical mass around this idea…It’s too reflective…We don’t think…We’re a hammer and nail region, right?”
        • COMMUNITY LEADER, DETROIT
  • 43. Education The arts are essential for children to grow into well-rounded adults. The arts strengthen moral and spiritual growth. The arts help children to understand themselves and their world. Arts and culture are a balance to the shallowness of some of today’s pop culture. Participation in the arts teaches kids how to think creatively, an essential 21 st century work skill. Children involved in the arts are more successful in school. They learn to work well together in teams. They get more involved in their communities. Of course, the arts also provide lifelong leaning for adults too.
  • 44. Education Feedback
      • Education picks up the Diversity theme:
      • “ I think when you incorporate arts and culture in education…You expand the horizons of any child…They learn different ways to help with problem solving or to interpret things…It gives people from different parts of the community (an occasion, an ability) to relate to one another…and to build communication.”
        • YPSILANTI BUSINESSPERSON
  • 45. Education Feedback
    • But Education is not exciting:
      • “ I know this is a good argument. This one doesn’t float my boat for some reason…That’s what I expected to read here.”
        • COMMUNITY LEADER, DETROIT
      • “ I agree with it…Nothing says ‘Wow, I never thought about this before’…It sounds like what you would expect to come from somebody who is an advocate for the arts.”
        • LOCAL GOVERNMENT OFFICIAL, LIVINGSTON
      • “ This one is kind of empty. It makes sense…It’s too comfortable an assumption.”
        • COMMUNITY LEADER, DETROIT
  • 46. Education Feedback
      • The 21 st Century work skills idea doesn’t work:
      • “ I don’t think there should be any differentiation between 20 th century work skills and 21 st century work skills. Work ethic. Reading. Writing. Math. The arts. These things have been around for hundreds of years.”
      • “ Art is not going to teach you how to use a computer..”
      • “ I have never thought listening to Mozart was going to make me smarter. No. I listen to Mozart because Mozart is just damned good.”
        • COMMENTS FROM TROY BUSINESSPEOPLE
  • 47. Building a Better Educated Workforce Arts and culture help to build a better educated workforce. Surveys show that there is a link between participating in arts and culture and overall success in school. That’s why businesspeople, looking for a 21 st century workforce, want to locate in communities with a rich cultural life: Google in Ann Arbor, Compuware in downtown Detroit, Motown Motion Picture Studios in Pontiac. Arts programs also make cultural diversity visible. This sends an important message that Southeastern Michigan welcomes people of all kinds to our region. Arts and culture help to attract and to retain the business and talent Southeastern Michigan needs.
  • 48. Workforce Feedback
      • “ We are an unemployed workforce. I am smart enough. Developing a smart workforce to me has kind of a slant to clean them up…We are going to give them some culture and, Detroit businesses will want to be around them more.”
        • COMMUNITY LEADER, DETROIT
  • 49. Workforce Feedback
      • “ I don’t believe there is as much correlation between arts and culture and business workforce development as people put out there…What attracts people to an area is the ability to work and a safe environment for their families.”
        • LOCAL GOVERNMENT OFFICIAL, OAKLAND
      • “ When Granholm or somebody talks solely about folks with college degrees that are working in an office environment, it kind of leaves out a whole slice of the population who works on farms or in factories…Make it more inclusive.”
        • LOCAL GOVERNMENT OFFICIAL, LIVINGSTON
  • 50. Recommendations and Next Steps
  • 51. Making the Case Implementation
    • GOALS
    • To create broad appreciation of arts and culture in southeastern Michigan
    • To improve the climate of opinion that is a foundation for attendance, fundraising and public policy for arts and culture
  • 52. Making the Case Implementation
    • WORK FROM TWO DIRECTIONS
    • Increase the capacity of individual organizations to tell their story and to convey it effectively to the broad public
    • Work sector-wide to coordinate our efforts for greater impact and success for all
  • 53. Making the Case Implementation
    • Key Issues:
    • Lack of Visibility
    • Lack of Data
    • To make it compelling…make it…
    • Visible. Visual. Personal. Local.
  • 54. Making the Case Implementation
  • 55. Making the Case Implementation
    • Collecting Data
    • MI Cultural Data Project – will provide reliable data on impact and vitality of arts and culture statewide – launching May 2010 – organizations need to participate!
    • Find good examples and share stories that prove key points
  • 56. Making the Case Implementation
    • Make it Personal and Compelling
    • Focus on the people we affect
    • Say why it matters
    • Train ourselves to present well
  • 57. Making the Case Implementation
    • Make it Visual and Emotional
    • Stay focused on key messages
    • Think visually
    • Use sound and music
  • 58. Making the Case Implementation
    • Make it Personal and Local
    • Relate arts and culture to daily life
    • Make people participants
    • Go to where people are
    • Maximize event impact in local communities
  • 59. Sign up for the Making the Case Task Force