Uitpas and A kaart

Smart cards for boosting cultural attendance

Get more people involvedwithculture & leasure activitiesReduce barriers to participate

# The best thing we can do for hard to reach audiences, is to make a card for everyone

City of Antwerp- 492.000 citizens- 167 different nationalities- 94.000 people: increased compensation inhealth care (OMNIO)

Aalst region- Aalst, Erpe-Mere, Lede, Haaltert- 80.000 + 19.000 + 17.000 + 17.000 = 133.000 citizens- +/- 130 different nationalities- 2.400 people have a discount pass

register status discounts5 introductory offerscollect points get discountscustomer insights and communication

Where can the A-kaart be used?52 locations ... and more coming up

can be used almost everywhere ...

where something is to be found...

Communication is key

What’s in it for whom?– Discounts– Customized tips to leasure activities– Increased visitor rates– Visitors insights (profile)– Audience development for hard to reach target groups (non stigmatizing)– Insights in leasure behavior– Increased participation of vulnerable socialgroups

Situation 27 novemberNumber of cardholders: 86.300Used introductory offers: 58.900Collected points: 899.000Used points: 98.500People with OMNIO-status (increased compensation in health care): 3.200

Collected Points120000 114171100000 96326 89761 84728 84828 82695 78952 80000 64812 62178 60000 57102 42337 40000 20000 14359 0

Used Points2000 185618001600 14491400 135512001000 928 927 823 782800600 537400 324200 74 37 23 0 dec 10 jan 11 feb 11 maa 11 apr 11 mei 11 jun 11 jul 11 aug 11 sep 11 okt 11 nov 11 (onvolledig)

Cumulative number of transactions since activation100% 90% 80% 70% 60% 7 of meer transacties 4 tot 6 transacties 50% 1 tot 3 transacties 40% geen transacties 30% 20% 10% 0% 0 1 2 3 4 5 6 Aantal maanden sinds activatie

Ingredients for succesful actions- Card infrastructure- An attractive activity- An advantage (main reason to buy a card)- Communication

ModeMuseum – Walter Van Beirendonck Newsletter week 37:“You get a free ticket in exchange for your introductory offer tothe museums”

ModeMuseum – Walter Van Beirendonck City Magazine Week 40

Collected Points908070605040302010 0 2011.W37 2011.W38 2011.W39 2011.W40 2011.W41 2011.W42 2011.W43 2011.W44 2011.W45 2011.W46Newsletter Magazine Newsletter

EcoHuis: Train of ideasMailing week 38: Train of Ideas The Train of Ideas is a mobile, interactive exhibition about ecology. Visit this exhibition and collect 1 point.

EcoHuis: Open HouseMailing week 42: Come to the open house! In exchange for 10 points you get a free Eco-gadget.

1000 900 800 700 600 500 Collected Points 400 Used Points 300 200 100 0 Train of Ideas Open House

Palazzo Rubens De gek oppelde afbeelding k an niet worden weergegev en. Het bestand is mogelijk v erplaatst, heeft een andere naam gek regen of is v erwijderd. Controleer of de k oppeling v erwijst naar het juiste bestand en de juiste locatie. Two action weekends:In exchange for 10 points, you can visit the exhibition for free!

Collected Points200180160140120100 80 60 40 20 0 2011.W40 2011.W41 2011.W42 2011.W43 2011.W44 2011.W45 2011.W46 2011.W47 Action weekends

Amuz - OMNIO-actionBaroque evening: Dinner + walk + concertNormal price: 59 EURReduced Price: 20 EUR 10 subscribers with OMNIO

CoverageUiTnetwerk took 3 years to reach 66%Leveraging the network is key but roll-out UiTPAScannot be compared ...

Interoperability

Access• Usability versus Attribution• Choice doesn’t affect the philosophy of the loyalty system

New Applications Interaction & participation Feedback- Voting- Recommendation Stored value account Micropayments Social media Facebook, Twitter, ... ...... One-stop shopping Ticketing Profiling Cultural dating

Roles & financing Scale & Avoided costs Multiplicator effects at local level Increase productivity Less invesments Partnerships, other apps... Subsidies for Available funding central system for operations

http://www.cultuurnet.be	335
http://www.audienceseurope.net	41

Uitpas and A kaart

by ETMGhent on Dec 09, 2011

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Uitpas and A kaart — Presentation Transcript