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Workshop 2 2 fei purpose

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  • The drivers for our festival?
  • Transcript

    • 1. Festival Marketing WHY HAVE A FESTIVAL? Abigail Carney Associates 2010 Festival Marketing Workshop HCMC December 2010
    • 2. Purpose
      • What is the purpose of our festival?
      • What’s the scale of ambition ?
      • What will success ‘look like’ for us?
      • What are the drivers ?
      • We need to know! . . .
      Abigail Carney Associates 2010
    • 3. Drivers
      • Drivers are:
      • People, knowledge and conditions (such a market forces) that initiate & support activities for which the business was designed
      Abigail Carney Associates 2010
    • 4. Drivers
      • Drivers for the arts in Scotland tend to be
      • Cultural
      • Artistic
      • Social
      • Educational
      • Economic
      • Festivals in Scotland are generally funded by
      • Scottish government via agencies:
    • 5. Drivers
      • Drivers determine:
      • leadership
      • direction
      • content
      • stakeholders
      • partners
      • audiences
      Abigail Carney Associates 2010
    • 6. Purpose
      • Drivers also influence measures of success:
      • Profile?
      • Position in the market place?
      • Art form development?
      • Number & type of customers?
      • Public, private sector funding generated?
      • Income earned?
      • Range of stakeholders & partners?
      Abigail Carney Associates 2010
    • 7. Purpose
      • Let’s look at some examples . . .
      Abigail Carney Associates 2010
    • 8.  
    • 9. Lammermuir Festival
      • Purpose
      • Lamp of Lothian Trust – charitable trust
      • Established1967 by Duchess of Hamilton
      • Patron Yehudi Menuhin
      • To encourage community events
      • Renovation of buildings for community activities
      • Music & youth involvement in music
      • Driver = community cohesion
      Abigail Carney Associates 2010
    • 10. Lammermuir Festival
      • Background – issues
      • Lamp of Lothian Trust summer concert series suffering from dwindling audiences
      • Local international arts consultant wishing to tackle lack of youth music opportunities
      Abigail Carney Associates 2010
    • 11. Lammermuir Festival
      • Background – opportunities
      • Three individuals – contacts & resources
      • Gap in region’s event calendar
      • Range of historic buildings for venues
      • Range of schools
      • Proposition – to create a new festival
      • Proposition met stakeholder needs
      Abigail Carney Associates 2010
    • 12.  
    • 13. Lammermuir Festival
      • Aims
      • For visitors & residents of East Lothian to be inspired & uplifted by experiencing great music at the highest performance level in spectacular local venues
      • To bring the opportunity for economic benefits to local communities & to promote community cohesion
      Abigail Carney Associates 2010
    • 14. Lammermuir Festival
      • Aims
      • To contribute to East Lothian being recognised nationally & internationally as a vibrant year round visitor destination, supporting 2009 East Lothian Tourism Strategy
      • For young people to discover & develop their musical talents to the highest level by attending Festival concerts & taking part in our educational activities
      Abigail Carney Associates 2010
    • 15. Lammermuir Festival
      • Vision
      • To contribute to the development of East Lothian as a destination region to live, work and visit
      • Mission
      • To produce a cultural festival of international standing, celebrating the rich cultural heritage of East Lothian, and attracting the finest performers and audiences of all ages
      Abigail Carney Associates 2010
    • 16.  
    • 17. Edinburgh Science Festival
      • Purpose
      • Event promoter: EISF – educational charity
      • Established in 1989 funding City Council
      • To celebrate city of science & innovation
      • Scientific, cultural & educational activities
      • Drivers = economic, tourism, education
      Abigail Carney Associates 2010
    • 18. Edinburgh Science Festival
      • Background – issues
      • Edinburgh was a festival city
      • No celebration of sciences
      • Need to develop tourism shoulder months
      Abigail Carney Associates 2010
    • 19. Edinburgh Science Festival
      • Background – opportunities
      • Edinburgh reputation as a festival city
      • Edinburgh reputation for science / scientists
      • Scotland reputation for science / scientists
      Abigail Carney Associates 2010
    • 20. Edinburgh Science Festival
      • Edinburgh born scientists:
      • James Clerk Maxwell – electromagnetic theory
      • James Young Simpson – chloroform
      • Alexander Graham Bell – telephone
      • Marie Stopes – birth control
      • Wilmut & Campbell – Dolly the Sheep
      Abigail Carney Associates 2010
    • 21. Edinburgh Science Festival
      • Scottish born scientists:
      • John Logie Baird – television
      • John Loudon McAdam – tarmac
      • Kirkpatrick MacMillan – the bicycle
      • James Young – paraffin, first oil refinery
      • Sir Alexander Fleming – penicillin
      Abigail Carney Associates 2010
    • 22. Edinburgh Science Festival
      • Background – opportunities
      • Raise profile of Edinburgh year round
      • Develop April – tourism shoulder month
      • Stimulate local economy
      Abigail Carney Associates 2010
    • 23. Edinburgh Science Festival
      • Stakeholders & drivers:
      • Local council – economy
      • Tourism agency – visitors
      • Education institutions – profile
      • Government – profile
      Abigail Carney Associates 2010
    • 24. Edinburgh Science Festival
      • Partners & drivers:
      • Local venues – income, profile
      • Performers – income, audiences
      • Educators – young people
      • Businesses – income & customers
      Abigail Carney Associates 2010
    • 25. Edinburgh Science Festival
      • Proposition:
      • The world’s first science festival
      • For scientists to discuss & share their work
      • For people to discover science
      • Inaugural event 1989
      Abigail Carney Associates 2010
    • 26. Edinburgh Science Festival
      • Vision
      • A world where the wonder & value of science & technology is recognised & celebrated in order to achieve a brighter & more sustainable future
      • Mission
      • To inspire, encourage & challenge people of all ages & backgrounds to explore & understand the world around them & to communicate the educational, social & economic benefits of science & technology
      Abigail Carney Associates 2010
    • 27.  
    • 28. Imaginate Children’s Festival
      • Background – issues
      • Little high quality performing arts for children
      • Few professional performing arts companies
      • Edinburgh was a festival city
      • Nothing showcasing quality arts for children
      Abigail Carney Associates 2010
    • 29. Imaginate Children’s Festival
      • Background – opportunities
      • Edinburgh is a festival city
      • Gap in provision for children & young people
      • Audience group attracts stakeholders – funding
      • Royal support – Princess Margaret
      • Large family audience
      • Large schools audience
      • Platform to stimulate Scottish companies
      Abigail Carney Associates 2010
    • 30. Imaginate Children’s Festival
      • Purpose
      • UK’s first arts festival for children
      • Based in a park in tents in the city
      • Public holiday, weekend & week day events
      • Attract families and schools
      • Scottish International Children’s Festival 1990
      Abigail Carney Associates 2010
    • 31. Imaginate Children’s Festival
      • Proposition
      • 1990 – 1998 huge success
      • World class performing arts festival for children
      • But
      • Huge issues with location & weather
      • Affecting customer experience
      • Restricting choice of shows
      Abigail Carney Associates 2010
    • 32. Imaginate Children’s Festival
      • 2000:
      • Creation of parent company to develop art form
      • Moved festival into Edinburgh theatres
      • Won backing of major sponsor
      • 2000 Bank of Scotland Children’s Festival
      Abigail Carney Associates 2010
    • 33. Imaginate Children’s Festival
      • Stakeholders & drivers:
      • Scottish Arts Council – arts dev & audience dev
      • Local city council – social, educational
      Abigail Carney Associates 2010
    • 34. Imaginate Children’s Festival
      • Partners & drivers:
      • International performers – UK showcase
      • Scottish performers – international showcase
      • Venues – audiences, income & profile
      • Schools – educational, social development
      • International industry – promoters’ opportunities
      • Major sponsor – corporate responsibility, PR, brand
      Abigail Carney Associates 2010
    • 35. Imaginate Children’s Festival
      • Imaginate Vision
      • That children and young people have the opportunity to access a diverse range of high quality performing arts activity, from home and abroad, that will entertain, enrich, teach and inspire them
      Abigail Carney Associates 2010
    • 36. Imaginate Children’s Festival
      • Mission
      • Imaginate will achieve this by producing
      • a world class performing arts festival
      • an annual tour of festival performances
      • a showcase of Scottish work
      • a portfolio of professional performing arts sector development opportunities
      Abigail Carney Associates 2010
    • 37. Common Festival Drivers
      • So, festivals deliver:
      • Artistic
      • Educational
      • Social
      • Tourism
      • Economic development
      • Results!
      Abigail Carney Associates 2010
    • 38. Common Festival Drivers
      • Key ingredients for success have to be:
      • Local connections =
      • Real meaning =
      • Authentic experience =
      • Sustainable event
      Abigail Carney Associates 2010
    • 39. Exercise
      • Look at your event
      • What is the purpose?
      • What are the drivers?
      • Who are the partners?
      • What are they looking for?
      • Is there a vision statement?
      • Is there a mission statement?
      Abigail Carney Associates 2010
    • 40. Sharing
      • Feedback on exercise
      • Considerations?
      • Concerns?
      Abigail Carney Associates 2010
    • 41.
      • Useful planning tool
      Abigail Carney Associates 2010
    • 42. Planning tools
      • We need to ask ‘what is the world like’?
      • Political, economic, social, technological?
      • We need to ask ‘what is our situation like’?
      • What are the strengths & weaknesses
      • What are the opportunities & threats
      • These affect our ability to do what we need to do
      Abigail Carney Associates 2010
    • 43. Planning tools
      • P.E.S.T. analysis
      • Political
      • Economic
      • Social
      • Technological development
      Abigail Carney Associates 2010
    • 44. Planning tools
      • S.W.O.T. analysis:
      • Strengths – internal
      • Weaknesses – internal
      • Opportunities – external
      • Threats – external
      • Observation / evidence / action?
      Abigail Carney Associates 2010
    • 45. So where are we?
      • We must understand the purpose & drivers of our festival at the outset
      • These determine scale of ambition, direction & leadership, festival content
      • These enable us to identify stakeholders, partners & customers
      • Vision & mission statements are useful ways to communicate the purpose of the festival internally & externally
      Abigail Carney Associates 2010
    • 46. Purpose
      • We need to determine what success will look like for us
      • But also for our customers
      • They will be different
      Abigail Carney Associates 2010
    • 47. Purpose
      • To be a success in the eyes of our customers we need to meet their needs
      • If we meet their needs they will return & tell their friends & we will have a successful event
      Abigail Carney Associates 2010

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