2. Table of Contents
Organization Mission and Objectives Overview…………………………….
Mission………………………………………………………………...
Vision…………………………………………………………………..
Guiding Values………………………………………………………….
History……………………………………………………………………...
Goals of 20162018 Strategic Plan…………………………………….
Marketing Plan Objectives……………………………………………...
Current Target Market/Strategy……………………………………………….
Target Market……………………………………………………………..
Current Marketing Strategy……………………………………………...
Highlights from Current Marketing Strategy in 2015………………..
Opportunities for Improvements from 2015 Marketing Strategy…...
Competition……………………………………………………………………....
YMCA…………………………………………………………………….
St. Olaf College/ Carleton College…………………………………………
Northfield Dance Academy………………………………………………..
Northfield Public Schools…………………………………………………
General Industry Considerations…………………………………………..
Arts……………………………………………………………………..
Entertainment via Theater………………………………………………….
NonProfit Organizations………………………………………………….
CDSTEP………………………………………………………………………….
Social/Cultural Trends…………………………………………………..
Demographics……………………………………………………………
Technological Considerations…………………………………………
Economic Environment………………………………………………….
Political Legislations…………………………………………………….
SWOT Analysis………………………………………………………………..
Competitive Advantage………………………………………………..
Conclusion…………………………………………………………….
STP, Implementation, and ROI………………………………………………..
Segmentation……………………………………………………………
Retirees………………………………………………………….
Hispanic Community……………………………………………
Parents with kids aged 12 and under…………………………
Targeting………………………………………………………………...
Target Market Profile…………………………………………..
4. Northfield Arts Guild
Organization Mission and Objectives Overview:
1
Mission:
To inspire our community by developing, supporting, and providing quality inclusive artistic
opportunities.
Vision:
An evolving community where the arts fuel vibrant growth.
Guiding Values:
1. Creativity
2. Respect
3. Collaboration
4. Joy
5. Quality
6. Heritage
History: 2
● NAG was established as a nonprofit organization in 1961. serving Northfield for over 55
years..
● In 1988, NAG raised enough funds to purchase an historic building from the city of
Northfield. This building provides space for classes, galleries, and administrative offices.
● Many of the classes, events, and showcases are made possible by volunteer efforts.
● The Guild had their most successful year to date in 2013 when over 31,000 people
frequented the Guild for classes, displays, and showings.
● Since it’s inception, the Guild has always upheld the “Community Based...Member
Driven” motto.
Goals of the 20162018 strategic plan:
1. Maximize the Northfield Arts Guild’s role as a leader in the development, support, and
production of art in the community.
2. Serve more community members through the Northfield Arts Guild program offerings.
3. Strengthen the Northfield Arts Guild’s financial position.
4. Increase the awareness and understanding of the Northfield Arts Guild’s value and
impact.
5. Strengthen the Northfield Arts Guild’s organizational infrastructure to enable the
organization to meet its strategic goals.
6. Maximize the use and effectiveness of the current Northfield Arts Guild facilities.
1
http://northfieldartsguild.org/
2
http://northfieldartsguild.org/about/history/
5.
Marketing Plan Objectives:
3
Goals
1. Increase awareness and understanding of the Northfield Arts Guild’s value and impact.
2. Develop and implement a comprehensive marketing and communications plan that
includes touch points with all key stakeholder audiences.
3. Align communication plans for NAG with all key initiatives and programs to ensure clarity
of message.
4. Develop an institutional marketing plan that promotes the longterm sustainability of the
Northfield Arts Guild.
Current Target Market/Strategy
Target Market:
The Northfield Arts Guild currently targets residents of Northfield:
● Local gallery showings (Tandem Bagels, Archer House, FTown Brewery), theater
productions, and classes are directed at appealing to residents of Northfield as the
majority of these events take place throughout the Northfield community.
Current Main Audience: Older Population of Northfield
● More likely to be members and more likely to be donors to NAG.
● Continued reliance on an aging demographic is not sustainable.
● 42.9% of respondents to the October 2015 survey were over 56 years old. 4
Events appeal to large and diverse age groups:
● Young Kids:
○ Dance, music, ceramic classes.
● Middle Aged Adults / Young Professionals:
○ Music concert series (411 Series), art classes, and Social Ballroom and Latin
dance classes.
● Older Population of Northfield:
○ Theater productions, art showings, and musical performances.
3
https://moodle201516.stolaf.edu/pluginfile.php/31256/mod_resource/content/2/NAG.pdf
4
see survey data in appendix
6. Current Marketing Strategy
:
5
Products:
● Variety of classes (theater, visual arts, ceramics)
● Dance courses (tap, ballet, adult ballroom, line and more)
● Art showings and galleries (Visual arts are the activities most frequented by current NAG
members) 6
● Theater productions and special theater events (Theater events are a close second
frequented event)
● Music Events (411 Concert Series which brings in a variety of international artists
recording artists to perform in more intimate settings)
Place:
● Classes: Variety of locations around Northfield and Faribault such as the Northfield City
Hall, the Arts Guild Theater, St. Olaf College, and the Northfield Senior Center.
● Galleries: Tandem Bagels, FTown Brewing Company, the Archer House, and the Guild
Gallery.
● Being located close to the Twin Cities means that NAG has the opportunity to attract
larger audiences to some of its events; however, this also means that people from
Northfield will also be attracted to other art events in the cities that are of a bit higher
quality/professionally done.
● Classes and other programs appealing to kids that are not offered at the school or in
close proximity mean that the kids need some form of transportation to get to the events.
Promotion:
● Online:
○ Facebook:
NAG has an active presence on Facebook, with frequent posts
7
(several times a week) and 775 likes.
○ Instagram: NAG has an Instagram account with only one post and 14 followers
○ eNewsletters: Outline upcoming events and programs.
○ Website: A detailed website offers information about programming, events,
classes, its mission, history of the organization, and the current strategic plan.
However, the website does not provide users with links to any NAG social media
pages.
● In print: Printed newsletters mailed to members and flyers placed around town.
Prices: 8
● Dance classes: $100 to $200 for 3 months of weekly classes
● Theater production tickets: Approximately $13 for seniors and students and $18 for
adults (varying on production).
5
http://northfieldartsguild.org/
6
see survey data in appendix
7
https://www.facebook.com/northfieldartsguild/?fref=ts
8
http://northfieldartsguild.org/
7. ● Special music events and orchestra concerts: Tickets run around $15
● The Guild offers a lot of free events to their members and the community as a whole.
● 411 Concert Series: Tickets for individual concerts run $25 per person with season
tickets for the 411 Series going for $95.
Membership: 4 different levels of membership with benefits (based on an annual fee that the 9
member pays).
Student Member $25: Receive a 10% Class Discount.
1. Individual $60: Receive one Arts Guild Theater or CVRO ticket voucher ($18
value), 10% class discount, and 10% off room rental fees.
2. Household $95: Receive two Arts Guild Theater or CVRO ticket vouchers ($36
value), 10% class discount, and 10% off room rental fees.
3. Guild Plus $150: Receive two Theater or CVRO ticket vouchers ($36 value), 10
% class discount, and 10% off room rental fees.
Donations (of money and time):
● Money: Contributions to NAG totaled $66,876 in 2015 or approximately 18% of total
annual revenues. 10
○ Donations, in this sense, provide a valuable source of capital and allow NAG to
provide more opportunities and programs for the community
● Retirees have the most money to donate and report that spending money on others
brings them more happiness than spending it on themselves. 11
● Time: Volunteers have a large impact on the success of NAG and its variety of events 12
and offerings
○ Help with all aspects of NAG from painting sets, hanging pictures, helping with
administrative work, performing in the orchestra, running the clay studio, selling
items in the gift shop, and more.
Highlights from Current Marketing Strategy in 2015:
13
Organization Wide:
● Over 30,000 people served.
● 25% increase in membership since January 2015.
● 71% increase in donations from individuals since 2014.
● Access to over 600 committed volunteers annually.
● No balance on line of credit.
● 38% increase in Facebook likes from 09/01/2014 to 08/31/2015.
● First “Art and Ale” fundraiser brought in over $4,000 to NAG.
9
http://northfieldartsguild.org/
10
http://northfieldartsguild.org/_file/ReportFY2015FINAL8.5X11.pdf
11
http://money.usnews.com/money/blogs/onretirement/2015/11/16/7reasonstovolunteerinretirement
12
http://northfieldartsguild.org/support/becomeavolunteer/
13
http://northfieldartsguild.org/_file/ReportFY2015FINAL8.5X11.pdf
8. ● Increase in grant revenues.
● 72% increase in event revenues.
● 61% increase in admissions revenues.
Theater:
● All theater productions made their ticket sales goal (many shows selling out).
● Over 25 volunteers in a 2day period helped repaint and organize the theater.
● New lighting and equipment added.
● Online ticketing implemented.
Visual Arts:
● Artist receptions growing, averaging over 150 people.
● Contributing local artists as well as those from far away (New Mexico).
● Expanded galleries to Tandem Bagels and FTown Brewery in Faribault.
Music:
● Hosted the sold out grand finale concert of the Gypsy Jazz Jam series, by NAG member
Martha Larson, which featured internationally acclaimed guitarist Stephane Wrembel.
Education:
● Expanded reach into youth involvement with over 271 (separate) youth served through
educational classes with 46% taking two or more classes with NAG.
● First year of Purple Door Youth Theater included a full roster of 40 students and 3 sold
out performances.
● Approximately $2,000 raised for the A+ Scholarship fund through the BUZZ theater
campaign sponsored by the A+ Art Club.
Opportunities for Improvement from Current Marketing Strategy in 2015:
Fewer people served compared to 2014
● 30,000+ in 2015 compared to 34,000+ in 2014
Competition
YMCA:
14
● Offers variety of programs at competitive prices across all age groups
○ Youth Membership $27.50 per month
○ Adult Membership $42.00 per month
○ Family Membership $69.00 per month
● Primary focus on promoting healthy lifestyle through sports and physical activity
○ Dance Team/Classes
○ After School/Summer Programs
14
http://northfieldymca.org/membership/
9. ○ Child Watch Hours
○ Arts & Crafts Events
● Brand new YMCA facility in Northfield
○ 31,000 square foot facility with a pool, gymnasium, indoor track, Group Exercise
studio, wellness floor, Child Watch, and locker rooms.
St. Olaf College/Carleton College:
15
● Student and professional galleries featuring new and alternating art exhibits.
● “Making it in the Arts” conferences and presentations meant to support artists and
provide tips for artists trying support themselves as artists.
● Many if not all events are free and open to the public.
● Largely attractive to college students (convenience) as well as young professionals.
● Summer camps open for students to explore and study the arts at St. Olaf ($700 for one
week living and studying on campus).
○ Music Camp
○ Piano Academy
○ Organ and Church Music Academy
○ Theater Camps
Northfield Dance Academy:
16
● Dance programs/classes for all ages.
○ Musical Theatre
○ Ballet, Tap, Jazz, Pointe, etc.
○ Adult classes
● Largely attractive to younger girls in the community.
● Include registration fees + tuition and costume fees.
● Tuition ranges from $45/month to $248/month depending on how long of lessons the
student takes.
Northfield Public Schools: 17
● Schoolrun music and theatre programs.
○ Free for students
● Band/Orchestra programs and concerts (essentially free music lessons).
● After school programs.
● These programs and after school activities are extremely convenient because
kids do not need transportation in order to get to them they take place at the school
where the young students are already at and this is a lot easier for parents
General Industry Considerations:
Arts:
15
http://wp.stolaf.edu/arts/
16
http://www.northfielddance.com/
17
http://northfieldschools.org/
10. ● Declining rates of arts attendance: The percentage of U.S. adults attending at least one
benchmark arts activity (i.e. musical, nonmusical play, opera, ballet, classical music or
jazz performance, and art museum/gallery) in the past year has fallen from 39.0% in
1982 to 33.4% in 2012. In addition, the average number of attendances per person fell
from 6.1 in 2002 to 4.8 in 2012.
18
● Arts and higher education: Young adults, ages 1834, that are attending a college or
university full time, as either an undergraduate or graduate student, attend more arts
events than their peers who are not obtaining a degree. 74% of students ages 1824 and
64% of students ages 2534 have attended one or more artrelated event in the past
year, in comparison to around 55% of nonstudents.
19
● Arts and Aging:
20
○ More than other art attendees, retirees state experiencing highquality art as a
reason for attending.
○ Retirees are less concerned with price of admission or the venue of the arts
event.
○ For people age 55 and over, the greatest barrier to arts attendance is challenges
accessing the location of the event.
○ 41% of retirees were accompanied to arts events by only their spouse/partner,
while 33% of nonretirees were accompanied by more than their spouse/partner.
○ A typical retiree spends about 30 minutes each day volunteering or involved in
religious or civic activities. 12.1% of Northfield’s population is over the age of 65,
and 21.1% is over the age of 55, so these make great potential volunteers for
NAG.
21
○ The average retiree spends about 1.7 more hours per day doing leisure activities
than a nonretiree. 22
● Arts and Latinos:
23
○ Income is not a predictor of arts attendance among Hispanic families These
families tend to save their money for big events they hope to attend. However,
they do look for free or inexpensive entertainment.
○ 90% of Latinos say that entertainment about/from Latino culture is important in
their lives. 80% say that entertainment that is not from a Latino culture is
important to them.
○ 60% of Latinos say that attending arts events as a whole family is best thing to
do, but only 41% of families put their money toward events for the whole family.
○ Latinos attend more visual arts events, such as museums and arts galleries, than
performing arts, like theater or symphony.
18
https://www.arts.gov/sites/default/files/2012sppafeb2015.pdf
19
https://www.arts.gov/sites/default/files/2012sppafeb2015.pdf
20
https://www.arts.gov/sites/default/files/whengoinggetstoughrevised2.pdf
21
http://money.usnews.com/money/retirement/articles/2013/07/08/howretireesspendtheirtime
22
http://www.retirementliving.com/proagingnetwork/studyrevealshowretireesspendtheirtime/
23
https://www.azmc.org/wpcontent/uploads/2012/12/arts_culture_and_the_latino_audience.pdf
11. ○ Attendance rises in the highest income group, in comparison to middle and lower
income groups.
○ Latinos respond well to discounts.
○ Language proficiency determines participation in arts events for Latinos. Latinos
who are bilingual or have English as a first language participate in the arts more.
Entertainment via Theater:
24
● Ticket prices for theater and live entertainment have become too expensive, turning off
potential consumers.
● Younger generations of students have not received proper and consistent arts education
through school, and, thus, do not have the same appreciation as similar generations and
are not supporting or contributing to the arts as much.
● Institutional and societal focus on Science, Technology, Engineering, and Mathematics
(STEM) rather than the arts is harmful to the future of organizations and their donations
● Decreased government funding for the arts: During the Great Recession, local
government support for the arts fell 18%, while state funding dropped 27%.
● Many small to medium sized arts/theater organizations are being forced to merge with
other similar organizations in order to survive.
● A call for arts organizations to improve the quality, the excitement, and the dreaminess
of their work in order to ensure a sustainable future.
NonProfit Organizations:
25
● Nonprofits are challenged to find sustainable and sufficient funds. There is a pressure to
fulfill growing demands of nonprofit causes in communities.
● The state and local governments have cut down funding for nonprofits to reduce their
budget deficits.
● There is a trend among nonprofits to share office operations, space and even
expanding to administrative functions.
● Keeping up with technology and communication/marketing strategies has become
necessary for nonprofits to engage donors.
● Most nonprofits lack plans to attract the younger generation, which is crucial to future
growth and sustainability as the BabyBoomers become older.
Macroenvironmental Analysis
Social/Cultural Trends:
Alternative Forms of Exercise:
24
http://www.americantheatre.org/2015/06/18/theperformingartsheadedforaperfectstorm/
25
https://www.councilofnonprofits.org/sites/default/files/documents/2015nonprofittrendstowatch.pdft
12. ● More adults are finding alternative ways to exercise and stay active. For this reason, the
dance industry has expanded and different kinds of dance have become popular among
adults, such as Jazzercize, Zumba, Hip Hop, Ballroom, and Belly Dancing.
● Zumba and other dance programs ranked as the #9 top fitness trend for 2012. 26
● The growth in popularity of dance television programs has also contributed to this dance
revolution. 27
● NAG has the opportunity to take advantage of these new exercise forms with its dance
offerings.
TimePoor Society:
● Although it seems that students and professionals have become busier in recent years,
the amount of leisure time in the United States has actually increased since 1965.
28
● Perception of leisure time has changed in the past 50 years, making it seem as though
there is not enough time in the day.
○ Emphasis on achievement and financial success in the American lifestyle has
increased the pressure to make every moment valuable.
○ As people are paid for the time they work, they strive to maximize output in a
minimal time frame. This mindset has now extended beyond the workplace, into
leisure choices and social lives.
○ Opportunities for NAG to combine/partner with other events and organizations in
order to draw more consumers to shared events rather than compete for
community member attendance.
○ Consumers looking to combine as many activities/events as possible in order to
minimize the time they spend outside of work and leisure.
○ More accessible goods, along with increasingly instantaneous options, have
caused the perception of leisure time to decrease, as people do not have time to
consider or sample the copious options the Internet provides.
29
Arts as a Social Gathering:
● The primary reason U.S. adults give for attending arts events is to socialize with friends
and family. 30
● Across the country, art teachers are finding more and more retirees joining arts classes.
Retirees are drawn to socialize with others at the same stage in life.
31
● Parents with children under the age of 6 are more likely to attend visual and/or
performance arts events with their child(ren) than without. They bring children to
socialize, learn new things, and celebrate cultural heritage.
26
https://www.acsm.org/aboutacsm/mediaroom/newsreleases/2011/10/27/surveypredictstop20fitnesstrendsfor2012
27
http://www.ibisworld.com/industry/dancestudios.html
28
http://www.econstor.eu/bitstream/10419/55560/1/508634636.pdf
29
http://www.economist.com/news/christmasspecials/21636612timepovertyproblempartlyperceptionandpartlydistributionwhy
30
https://www.arts.gov/sites/default/files/whengoinggetstoughrevised2.pdf
31
https://www1.cfnc.org/Plan/For_A_Career/Career_Cluster_Profile/Cluster_Article.aspx?articleId=fulChZnhtf1pEcUWCmaXAP2FPAX
EAXAP3DPAXXAP3DPAX&cId=kYnSn39SYnIIIwm6AsxmpQXAP3DPAXXAP3DPAX§ionId=3
13. ● However, when specifically looking at ethnic minorities, nonHispanic Blacks and African
American do not report socializing as their biggest reason.
● Instead, they wish to support community events and organizations.
● Hispanic minorities, especially firstgeneration immigrants, attend arts events to
celebrate their culture and heritage. As more Hispanics immigrate to the U.S. and
Northfield, there will be less of a social emphasis placed on the arts and an increase in
cultural pride.
32
Operating in a small community, NAG can build upon the arts as a social gathering to attract
and sustain members
Thrift:
33
● Emerging from the recent recession, organizations have seen an overall shift in
consumers to focusing on thriftiness and frugality.
● The recession made discretionary thrift an acceptable and appealing lifestyle.
● Consumers less willing to spend extravagantly on goods and their entertainment.
Northfield a Strong Arts Community:
● NAG is in close proximity to the larger arts communities in the area such as
Minneapolis/St. Paul, Rochester and Mankato. While these areas are strong
competitors, they also contain a vast amount of potential customers. Northfield is voted
as the #1 town for retirees in the country because of these and other attractions.
34
● There are many other arts organization such as the Riverwalk Arts Quarter and the
Northfield Arts & Culture Commission which frequently host arts events such as art
gallery openings, theater productions, music events and dance recitals.
● Collaboration of the guild with the Northfield Arts and Culture Committee could establish
greater awareness and participation in local arts. Also, collaboration with the
Southeastern Minnesota Arts Council for future grants.
Demographics:
Age:
35
Key Facts (unless otherwise noted reflect 2013 information):
● Total population in 2013: 20,228
● 17.9% of the Northfield population is under the age of 18, with 10.1% being under the
age of 10.
● 32.4% of the Northfield population is between 18 and 24 years of age (primarily college
students).
32
https://www.arts.gov/sites/default/files/whengoinggetstoughrevised2.pdf
33
https://hbr.org/2009/07/understandingthepostrecessionconsumer
34
http://www.startribune.com/moneymagazinenorthfieldisbestplacetoretireinus/280526212/
35
http://www.socialexplorer.com/tables/ACS2013_5yr/R11038971
14. ● The number of adults 55 and over has increased by 4.9% since 2000, evidence of the
town’s aging population and more retirees settling in Northfield. 21.1% of Northfield’s
total population is above age 55.
36
● According to the 2010 census, the percentage of the Northfield population age 62 and
over (retirement age) is 14.2%. In 2000, this value was 11.9%, showing an aging, older
population in Northfield. 37
● By 2030, 1 in every 5 Americans is expected to be over 65 years old. 38
Age % Northfield population 2000
39
% Northfield population
2013
% Change (20132000)
Under 5 5.1 5.6 0.5
59 5.7 4.5 1.2
1014 6.1 5.0 1.1
1517 3.4 2.8 0.6
1824 32.1 32.4 0.3
2534 9.2 7.1 2.2
3544 11.9 10.2 1.7
4554 10.4 11.4 1.0
5564 5.7 9.0 3.3
Above 65 10.5 12.1 1.6
Gender:
40
● According to a 2013 census survey, 47.5% of the Northfield population is male, while
52.5% is female.
Ethnicity:
41 42
36
http://www.socialexplorer.com/tables/ACS2013_5yr/R11038971
37
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF
38
http://www.npr.org/sections/thetwoway/2015/03/04/390672196/foruschildrenminoritieswillbethemajorityby2020censussays
39
http://www.socialexplorer.com/tables/C2000/R11065648
40
http://www.socialexplorer.com/tables/ACS2013_5yr/R11038972
41
http://www.socialexplorer.com/tables/ACS2013_5yr/R11041437
42
http://www.socialexplorer.com/tables/C2000/R11043507
15. ● The Hispanic population constitutes to 8% of population in Northfield with 1,685 Latinos 43
living in the area in 2014 44
● The Hispanic/Latino population in Northfield has grown 3.7% which reflects opportunities
for increased cultural art and performances.
● By 2020, the majority of children in the United States are expected to be of
ethnic/minority origin.
45
● The Hispanic population in the United States is expected to increase 114.8% between
2014 and 2060.
● Nationally, the percentage of of Hispanic students in noncharter schools has increased
from 19.6% in the 20052006 school year to 23.6% in the 20112012 school year.
46
● In the Northfield Public Schools, the percentage of Hispanic students in noncharter
schools has increased from 7.8% in the 20052006 school year to 12.2% in the
20112012 school year.
47
Ethnicity % Northfield
Population 2000
% Northfield Population
2013
% Change
(20132000)
White 93.9 85.3 8.6
Black or African American 0.7 1.6 0.9
Asian 1.9 4.5 2.6
Hispanic or Latino 3.0 6.7 3.7
Income:
48 49 50 51
Northfield Median
Household Income 2000
U.S. Median Household
Income 2000
Difference between
Northfield and U.S. Median
Incomes
$53,438 $42,148 $11,290
Northfield Median
Household Income 2013
U.S. Median Household
Income 2013
43
https://suburbanstats.org/population/minnesota/howmanypeopleliveinnorthfield
44
https://suburbanstats.org/race/minnesota/northfield/howmanyhispanicorlatinopeopleliveinnorthfieldminnesota
45
http://www.npr.org/sections/thetwoway/2015/03/04/390672196/foruschildrenminoritieswillbethemajorityby2020censussays
46
http://publiccharters.org/dashboard/students/page/race/year/2012
47
http://publiccharters.org/dashboard/students/page/race/district/MN41/year/2012
48
http://www.socialexplorer.com/tables/ACS2013_5yr/R11041441
49
http://www.socialexplorer.com/tables/C2000/R11043757
50
https://www.census.gov/hhes/www/income/data/incpovhlth/2000/statemhi.html
51
https://www.census.gov/content/dam/Census/library/publications/2014/acs/acsbr1302.pdf
16. $59,233 $52,250 $6,983
Total Change (20132000) Total Change (20132000)
$5,795 $10,102
● 2000: 2.5% of families below poverty level, 6.4% of the population of Northfield, ages
1864, below poverty level
● 2013: 6.2% of families below poverty level, 10.3% of the population of Northfield, ages
1864, below poverty level
● Average income per capita is $23,057, less than that of the state of Minnesota at
$30,656 and the national average of $28,051, perhaps influenced by the 5,000 college
students residing in Northfield.
● Median Household income is $59,233 (less than that of the state of Minnesota at
$59,836), perhaps reflecting the fact that almost 5,000 citizens of Northfield are college
students. Median male earnings are $58,250, well above that of the state of Minnesota
at $51,911. Median female earnings are $43,086, above that of the state of Minnesota at
$41,320.
● The unemployment rate of Northfield is 4.1%, below that of the state of
Minnesota at 5.0% and the national average of 5.1%. The percentage of the population
below the poverty level is 10.0%, less than that of the state of Minnesota at 11.5%.
Income % Northfield
Population 2000
% Northfield Population 2013 % Change
(20132000)
$0$24,999 17.2 24.5 7.3
$25,000$49,999 28.0 20.2 7.8
$50,000$74,999 25.6 15.0 10.6
$75,000$99,999 13.4 14.7 1.3
$100,000$124,999 8.0 10.0 2.0
$125,000$149,000 3.8 6.5 2.7
$150,000 or more 4.0 9.3 5.3
Education:
52
● The Northfield population with at or below a high school degree as their highest level of
education has decreased by 9.3% since 2000.
52
http://www.socialexplorer.com/tables/ACS2013_5yr/R11041457
17. ● The Northfield population with a Bachelor’s degree or higher has increased by 12.0%
since 2000.
● 98% of NAG survey respondents have a Bachelor’s Degree or higher, indicating that the
adult population associated with NAG is very welleducated. 53
Educational Attainment of
Population 25 and over
% Northfield
population 2000
% Northfield
population 2013
% Change
(20132000)
Less than high school 11.2 6.6 4.6
High School Graduate 23.4 18.7 4.7
Bachelor’s degree 23.1 28.5 5.4
Master’s degree 9.5 12.0 2.5
Professional or Doctorate degree 4.9 9.0 4.1
● While the percentage of the population with a Bachelor’s Degree or higher is 32.6% for
Minnesota, Northfield’s average is 49.5%, reflecting the effects of the 2 colleges located
in Northfield.
54
Technological Considerations:
Opportunities of Technology : 55
● Arts organizations finding that social media and the internet have increased engagement
throughout the community and shaped art to be a more participatory experience.
● Internet has played a huge role in contributing to a more diverse art audience and has
broadened the boundaries of what is considered art.
● The use of Internet is no longer exclusive to younger generations such as Generation X,
Millennial and Generation Z, as a report indicates that Baby Boomers now spend an
average of 19 hours per week on the Internet, more than any other forms of media. 56
Consuming the arts through technology:
● A 2012 survey shows that 71% of U.S. adults consumed the arts through electronic
media. 54% of adults reported watching or listening to arts broadcasts through the TV or
radio, while 45% use the Internet. Literature was the only type of art that was consumed
more through the Internet than TV or radio. Around onethird of adults use a handheld or
mobile device to watch or listen to music. Dance and theater performances had the
lowest rate of downloads through handheld/mobile devices.
57
53
see survey data in appendix
54
http://quickfacts.census.gov/qfd/states/27/2746924.html
55
http://www.pewinternet.org/2013/01/04/section6overallimpactoftechnologyonthearts/
56
http://www.marketingprofs.com/charts/2013/11209/howbabyboomersusethewebsocialnetworksandmobile
57
https://www.arts.gov/sites/default/files/2012sppafeb2015.pdf
18.
○ Spotify: Spotify offers thousands of popular songs and albums to users through
their computers and/or phones. Its ease and accessibility has contributed to its
substantial growth since its launch in 2008. In 2014, Spotify recorded more than
50 million total users, with 12.5 million of that total paying for their service, just 8
years after launching their service.
They grew from 6.67 million users in 2011 to
58
20 million users in 2012 and more than doubled that number from 2012 to 2104.
This growth is expected to continue. 59
○ YouTube: YouTube gives users the ability to watch numerous different forms of
entertainment and listen to music without having to leave their house. It has
partnered with Vevo, a video hosting service that provides music videos from
several of the leading recording labels.
In the past three years, there has been
60
a 50% growth in the amount of time users spend watching YouTube videos.
61
Growth of Social Media
● In May 2008, the percentage of adults using the internet who also engaged in social
media was 29%. In July 2015, that number was 76%, an increase of 47%.
62
● The use of social media has especially increased for people ages 1829 and 3049.
Between 2005 and 2013, the percentage of users on social media increased from 9% to
90% for adults ages 1829 and from 7% to 78% for adults ages 3049.
63
● Trends of specific social media sites
:
64
○ Facebook: The percentage of online adults using Facebook increased from 67%
in 2012 to 71% in 2014.
○ LinkedIn: The percentage of online adults using LinkedIn increased from 20% in
2012 to 28% in 2014.
○ Twitter: The percentage of online adults using Twitter increased from 16% in
2012 to 23% in 2014.
○ Instagram: The percentage of online adults using Instagram increased from 13%
in 2012 to 26% in 2014.
○ Pinterest: The percentage of online adults using Pinterest increased from 15% in
2012 to 28% in 2014.
● NAG has the opportunity to take advantage of the social media growth and use it this
tool to market and target new audiences (noted growth in its Facebook page number of
likes is especially promising).
58
https://news.spotify.com/us/2014/11/11/2billionandcounting/
59
https://growthhackers.com/growthstudies/spotify
60
http://webtrends.about.com/od/pr6/a/WhatIsVevoYoutubeVideo.htm
61
http://marketingland.com/youtubesaysgrowthstillstrongdespitepushfacebook118890
62
http://www.pewinternet.org/datatrend/socialmedia/socialmediauseallusers/
63
http://www.pewinternet.org/factsheets/socialnetworkingfactsheet/
64
http://www.pewinternet.org/2015/01/09/socialmediaupdate2014/
19. Economic Environment:
65
Arts and the Economy: 66
● The 20072009 recession had a major impact on the arts industry. The percent of the
U.S. GDP from arts fell from around 3.6% in 2006 to 3.2% in 2009. See graph below.
● In 2011, around 2 million workers were employed by the arts and its production. The
number of workers employed by the production of arts decreased by 170,000 workers in
2009 as a result of the recession.
● The areas that contribute the most to the arts industry revenues are motion picture,
video production, advertising, publishing, and performing arts.
● General funding for the arts decreases every year in most states, with the more classical
disciplines dance, classical music, and theater facing especially severe cuts. In 2009,
according to a report conducted by Americans for the Arts, 41 percent of nonprofit arts
groups reported a deficit, up from 36 percent in 2008. Attendance at museums and
performing arts events decreased 19 percent and 22 percent, respectively, between
2003 and 2009. 67
● Overall funding from the government has declined, with only about 10% of funding
coming from government. The reliance on ticket and gift sales (50%), and private
sponsorship (about 40%) leaves organisations at the whim of the strength of the market.
68
● Art events and the demand for art have been proven to be quite price elastic. 69
Political Legislations:
65
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk
66
https://www.arts.gov/news/2013/usbureaueconomicanalysisandnationalendowmentartsreleasepreliminaryreportimpact
67
http://www.huffingtonpost.com/2011/11/07/artintherecessionnationalendowmentforthearts_n_1080100.html
68
http://www.theguardian.com/culture/2010/feb/19/artsfundingglobalrecession
69
ftp://wwwbsg.univparis1.fr/pub/mse/cahiers2002/Bla02044.pdf
20.
Funding for the Arts: 70
● Direct public funding (NEA; state, regional, and local arts agencies)
○ Within the direct public funding sector, the NEA is the largest arts funder in the
U.S. Other funders range from federal, state, regional, and local art agencies.
○ These grants contribute to roughly 7 percent of the total nonprofit arts investment
nationwide.
○ Direct public funding is meritbased and not a way to enforce arts policy.
○ Direct grants enhance but do not provide exclusive support for artistic activities.
Other nonfederal arts funding are thus required.
● Other public funding, direct and indirect (various federal departments and agencies)
○ There are other federal agencies with the ability to fund the arts directly, such as
National Endowment for the Humanities (NEH) and Institute of Museum and
Library Services (IMLS.)
○ Other agencies operate their own artistic activities for the public’s benefit and to
advance their strategic mission, such as The Smithsonian or National Gallery of
Arts.
● Private giving and tax incentives (individuals; foundations; corporations)
○ Individual giving contribute to approximately $13 billion to the category “Arts,
Culture, and the Humanities” in 2011.
○ Corporate giving by the top 10 institutions accounts for roughly 48 percent of arts
funding, as estimated in 2009. Small private or family foundations also contribute
significantly to the arts.
70
https://www.arts.gov/sites/default/files/howtheusfundsthearts.pdf
21. ○ “Tax incentives” include a tax deduction for the donor and the yearly tax
payments waived for the nonprofit, if the receiving organization is considered
taxexempt nonprofit, encouraging individuals and corporations to support the
arts.
Arts in public schools:
● Arts education in public schools fell between 2000 and 2010. Visual arts, dance, and
theater in elementary school curriculum decreased, while music education stayed
constant (see Figure 1). Secondary schools saw similar trends.
71
Northfield Arts Commission:
● The Northfield Arts and Culture Commission (ACC) meets once a month to discuss and
improve arts facilities and the general existence of the art/culture scene in downtown
Northfield.The ACC advises Northfield City Council in artsrelated legislation and
development of the arts in Northfield. In a meeting on August 29th, 2015, topics of
discussion included better arts facilities, the proposition of a large concert hall, better
cooperation between arts groups, and funding for future projects.
72
● The ACC has specifically targeted the Northfield Arts Guild to establish ties and
collaborate to achieve the goals of both groups.
● In 2011, The Southeastern Minnesota Arts Council (SEMAC) awarded the ACC of
Northfield a grant of $7,100 for the 2012 Sidewalk Public Poetry Project and a $4,150
dollar grant for the Northfield Young Sculptors Project.
73
● The potential for collaboration among NAG and ACC means opportunities for NAG to
offer more cultural and educational events to the Northfield community which is
important as the diversity of Northfield is growing.
The demographics in Northfield explain some of its cultural and social trends. A majority of the
population in Northfield falls into the age range of 1824, which is comprised of the large number
71
http://nces.ed.gov/pubs2012/2012014rev.pdf
72
http://www.ci.northfield.mn.us/index.aspx?NID=99
73
http://patch.com/minnesota/northfield/anartsandculturecommissioncityofnorthfieldan023f243dfa
23. online ticket purchasing availability.
Opportunities:
● Located in a city with low
unemployment and welleducated
citizens which means community
members tend to value and
appreciate attending and supporting
art events.
● Two wellknown liberal arts colleges
in the community NAG could attract
students of this age group or partner
with the arts programs of the colleges
to attract more customers and expand
offerings.
● Existence of a lot of cultural capital in
Northfield that is waiting to be
transformed into economic capital
which could allow for a sustainable art
market/guild.
● Growing diversity and ethnicity in
Northfield community means
increased opportunities for cultural
and educational events.
● Close proximity to the Twin Cities
means the potential to draw large
audiences from those areas.
● Opportunities for increased
collaboration with the Northfield Arts
and Culture Committee as well as
other events within Northfield to
establish greater awareness and
participation in local arts as well as
increased convenience for consumers
in providing shared events
● Continued collaboration with the
Southeastern Minnesota Arts Council
for future grants.
● Adults are turning to dance, including
classes and workouts, as an
alternative form of exercise and an
opportunity to socialize, allowing NAG
to expand its dance education to fit
this exercisecentered demand.
● The arts/entertainment industry is at a
pivotal point in determining how it
responds to changing consumer
Threats:
● General trend of decreasing
government funding for the arts and
arts organizations.
● Younger generations of students have
not received a proper and consistent
education in the arts and thus do not
have the same appreciation as similar
generations and are not supporting or
contributing to the arts as much.
● Recent institutional and societal focus
on STEM rather than the arts is
harmful to the health and future of art
organizations and their donations.
● Newly built YMCA building could
attract larger audience and draw
customers away from the Guild.
● Northfield Dance Academy attracts
large numbers of young students
interested in studying dance.
● Northfield Public Schools offer very
convenient, on site afterschool
programs which could attract students
who may otherwise visit and
participate in programs through the
Guild.
● Colleges in Northfield host many
public art events each year, the
majority of these being free.
● The consumption of arts through
technology is growing, as music and
entertainment are easily accessible
over the Internet and phones. Social
media and music sharing sites are
gaining popularity which means that
people can have access to the arts
and entertainment from the comfort of
their own home.
● Declining arts attendance across the
board.
● In today’s timepoor society, the
perception of leisure time has
decreased. The activities adults
choose to pursue in their leisure time
25. 21.1% of Northfield’s total population is above age 55 and 12.1% of the population is above the
age of 65.
With this in mind, we are approximating the percentage of the population 62 and
74
over (retirement age) to be at 15%. This works out to be around 3,035 community members of
Northfield.
Timerich:
● Retirees are able and willing to devote more of their time to the arts and leisure activities.
● The average retiree spends about 1.7 more hours per day doing leisure activities, and
thus is able to devote more time to NAGspecific activities.
75
Involvement/Volunteering:
● 42.9% of our survey respondents are considered to be of retirement age and over half of
these have been members for over 7 years, showing their loyalty and interest in
longterm membership with NAG. 76
● A typical retiree spends about 30 minutes each day volunteering or involved in religious
or civic activities, time they can spend volunteering with NAG. 77
● Retirees note that being generous with their time and money provides a significant
source of their happiness and provides them with a greater sense of selfpurpose and
selfvalue. 78
● Across the country, art teachers are finding an increasing number of retirees joining arts
classes.
79
● Retirees are less concerned with price of admission or the venue of the arts event.
#1 Retirement Community:
● Northfield is voted as the #1 town for retirees in the country.
80
● Active retirees can take advantage of all of Northfield’s attractions, including artsrelated
activities/events, because they spend more time doing leisure activities. 81
Reachability
● Some retirees don’t have access to computers or the Internet, thus traditional advertising
such as flyers around town, newsletters in the mail and radio advertisements are the
best way to advertise the events to them. 82
● A number of retirees, however, especially the Baby Boomers, are active internet users.
They respond well to both traditional marketing and online promotional campaigns. 83
74
http://www.socialexplorer.com/tables/ACS2013_5yr/R11038971
75
http://www.retirementliving.com/proagingnetwork/studyrevealshowretireesspendtheirtime/
76
see survey results in appendix
77
http://money.usnews.com/money/retirement/articles/2013/07/08/howretireesspendtheirtime
78
http://money.usnews.com/money/blogs/onretirement/2015/11/16/7reasonstovolunteerinretirement
79
https://www1.cfnc.org/Plan/For_A_Career/Career_Cluster_Profile/Cluster_Article.aspx?articleId=fulChZnhtf1pEcUWCmaXAP2FPA
XEAXAP3DPAXXAP3DPAX&cId=kYnSn39SYnIIIwm6AsxmpQXAP3DPAXXAP3DPAX§ionId=3
80
http://www.startribune.com/moneymagazinenorthfieldisbestplacetoretireinus/280526212/
81
http://www.retirementliving.com/proagingnetwork/studyrevealshowretireesspendtheirtime/
82
https://www.psprint.com/resources/marketingtoretirees/
83
http://www.marketingprofs.com/charts/2013/11209/howbabyboomersusethewebsocialnetworksandmobile
26. Evidence of their internet adeptness is that 42.9% of our survey respondents are over
the age of 56.
Hispanic Community: 84
Quickly Growing:
● The Hispanic population in Northfield was 1,685 as of 2014 , making up of 8% of 85
Northfield’s population. 86
● The Hispanic population is expected to increase by 114.8% between 2014 and 2060.
● The documented Hispanic population of Northfield has grown by 3.7%, the largest
growth of any ethnic group.
● In the Northfield Public Schools, the percentage of Hispanic students in noncharter
schools has increased from 7.8% in the 20052006 school year to 12.2% in the
20112012 school year.
○ These percentages are higher than what is reflected in the census, indicating that
there may be undocumented Hispanic residents.
○ It could also mean that the population under 18 consists of more Hispanics, while
the older population has less people of Latino origins.
Attracted to Cultural Events:
● In general, Latinos are interested in cultural events.
● They are more engaged in events related to their own culture, rather than nonLatino
cultural arts events.
○ Even still, 80% of Latinos are interested in nonLatino cultural arts events.
Spending on the Arts:
● Income does not predict arts attendance among Latino families. However, the majority of
Latinos in low income groups tend to find free or inexpensive events to go to.
● Latino families save up for big, expensive events. Attendance rises in the highest income
group, but the middle and lower income groups participate in the arts similarly. Price and
income are not barriers to arts attendance, but Latinos respond well to discounts.
Arts Event Attendance:
● Latinos attend more visual arts events, such as museums and arts galleries than
performing arts like theater or symphony.
● Many Latino families value attending arts events as an entire family.
Language:
● Language proficiency determines participation in arts events for Latinos.
● Those who are bilingual or Englishdominant participate in the arts more.
84
https://www.azmc.org/wpcontent/uploads/2012/12/arts_culture_and_the_latino_audience.pdf
85
https://suburbanstats.org/race/minnesota/northfield/howmanyhispanicorlatinopeopleliveinnorthfieldminnesota
86
https://suburbanstats.org/population/minnesota/howmanypeopleliveinnorthfield
27. Responding to Their Image in the Media:
● Can be reached through advertisements that tailored specifically to address Hispanic
culture and image. 87
Parents with Kids Aged 12 and Under:
24% of all U.S. family households consist of married parents or adults related by birth with kids
aged 12 and under. In Northfield, this would equate to be approximately 973 households 88
(4,054 family households X 24%).
The average age of mothers having their first child is now 26 years old. This means that our 89
target audience (parents with kids under the age of 12) are between 26 and 40 years old. Most
of our age group falls within the generation of millennials which has now become the
demographic with the most buying power. 90
Educated and Working:
● More millennials have a college degree than any other generation of young adults. 91
● It is also known that parents with at least a Bachelor’s Degree are more likely to ensure
their kids receive a formal arts education, to take their children to arts events, and to sign
them up for participation in arts activities.
This is something that NAG can take
92
advantage of, especially in a welleducated community like Northfield.
● Most families with kids 12 and under will feature both parents working. Millennial
parents feel that both parents should make contributions toward the family income as
well as put an emphasis on sharing the household chores and that moms working
outside of the house serve as positive role models for the children. 93
The overall timepoor society trend noted in our macroenvironmental analysis is
definitely a large factor with this target audience.
● Millennials really value learning and this extends to the entertainment that they make
available to their family. This gives NAG an opportunity to provide entertainment that 94
also educates the family.
○ The top two reasons listed in the survey as to why people attend NAG events are
entertainment and education, confirming this value.
On a Budget:
95
87
http://www.latinpost.com/articles/29110/20141229/expertmarketingopinions3tophispanicmarketersdiscu
ss2014smarketingstrategiesandwhattoexpectin2015.htm
88
https://www.census.gov/prod/2013pubs/p20570.pdf
89
http://www.businessinsider.com/averageageofmotherhavingfirstchildgoingup20156
90
http://www.forbes.com/sites/micahsolomon/2014/12/29/5traitsthatdefinethe80millionmillennialcustomerscomingyourway/
91
https://www.whitehouse.gov/sites/default/files/docs/millennials_report.pdf
92
http://www.venicearts.org/assets/media/27037.PDF
93
http://www.cnn.com/2014/04/04/living/millennialmomsnewreportparents/
94
http://www.entrepreneur.com/article/243862
95
https://www.arts.gov/sites/default/files/whengoinggetstoughrevised2.pdf
28. ● While these families have often have 2 incomes, 88% millennials classify themselves as
good at living within their means and 67% would say that they save “by any means
necessary,” such that 74% percent said feel better saving and investing their money
rather than spending it. 96
● This age group looks for cheap events, as they are young in their careers and generally
do not have a lot of money to spend on entertainment and arts events.
○ This means staying locally around the community for entertainment rather than
taking a trip to the cities.
○ Many NAG events are free and open to the public which can draw families in.
● For some of these millennials, they graduated into the Great Recession and had difficulty
finding jobs, and so a habit of thrift has been instilled in them which impacts their
decisions with regards to spending on entertainment and how price sensitive they are.
Shared Consumption:
● Among these families, attending the events or taking classes usually involves the
participation of all members in the household. 97
○ Parents who take leadership roles want to inform and excite their children in
many regards. 98
○ A cover charge for the event means more income for The Guild
● Regular attendance of the family can increase the probability of future attendance of the
children, bringing a sustainable market for the Guild in the long run. 99
○ Association of good memories with The Guild tends to allow for the creation of
routines and willing returns to that which caused the good memory. 100
Social:
● Attending art events with their children gives parents the opportunity to spend time with
family and socialize with friends, which is one of the most common motivations for
attending arts events. 101
● Provides parents the opportunity to get out of the house and meet other families and
parents outside of work and school.
Arts and Children: 102
● Hierarchy of art events that parents will take their children to:
a. Art Exhibits: More convenient for families with young children as they offer a
wider range of hours during the day, families are allowed to stay as long or short
as they would like, and they can move around without disrupting others
96
http://www.forbes.com/sites/maggiemcgrath/2015/06/22/millennialsthemoneyconsciousgeneration/
97
http://www.artsmarketing.org/sites/default/files/documents/practicallessons/lesson_7.pdf
98
http://www.pacer.org/mpc/pdf/titleipip/SupportingInvolvement_article.pdf
99
http://www.nycaieroundtable.org/files/Handout_3_Young_Peoples_Theatre.pdf
100
http://extension.psu.edu/youth/betterkidcare/earlycare/ourresources/tippages/tips/creatingasenseofplaceconsideringroutine
ritualandbelonging
101
https://www.arts.gov/sites/default/files/whengoinggetstoughrevised2.pdf
102
https://www.arts.gov/sites/default/files/whengoinggetstoughrevised2.pdf
29. b. Dance or Theater Performance: Likely to captivate young families with children
interested in these art forms. Tend to be longer, though, and may cause kids to
lose interest or become restless.
c. Live Concert: Usually long and loud, not the best environment for young children.
● Want to support creativity and expressionism in their children
● Millennials cite the #1 reason for supporting their children’s creativity as to foster their child's
healthy development (28%), and the #2 reason as to make their child “more successful,"
(21%). This demonstrates that millennials link creativity with success and overall 103
development which is encouraging as support for the arts.
● Parents with children under the age of 6 are more likely to attend visual and/or
performance arts events with their child(ren) than without. They bring children to
socialize, learn new things, and celebrate cultural heritage.
Mobile, Social, and Responsive: 104
● 85% of millennials own smartphones so it’s critical that organizations target the millennial
audience through this method, making their websites mobile friendly and encouraging
millennials to use their smartphone to interact with the organization.
● Millennials are a nontraditional generation, have different meanings for traditional ideas
such as “family” or “community” and so traditional lifestage advertising is not effective.
Rather, marketers need to target social groups and social movements that millennials
are very passionate about as they relate to these social issues more than specific life
stages (i.e. buying a house).
● Millennials have grown up with access to technology and the internet so they expect
organizations to be engaging with them and relevant to their lives.
● 95% of millennials cite their friends as their most credible source of information, thus, it is
critical for organizations to engage with their millennial customers and create brand
loyalty so that those loyalists spread the word to their friends.
Targeting:
We chose young parents with children aged 12 and under as our target audience because they
are a substantial market in Northfield and offer the greatest potential for sustainable
membership and bringing in longterm customers to NAG at a young age. They are looking to
find arts entertainment and education for not only themselves, but their families, as well. They
are also profitable in the sense that they value education and experience with the arts such that
they are willing to pay for this experience for their kids.
Even though the other two segments are very attractive, they have certain drawbacks. Retirees
currently offer strong support to the Guild, however, an aging membership is not sustainable in
103
http://www.prnewswire.com/newsreleases/94ofamericanssayitisimportantfortheirchildrentohavecreativeexperiences3000
33841.html
104
http://www.entrepreneur.com/article/246199
31. ● Being that this target audience grew up with technology, they are very early adaptors to
the newest and different technologies on the market because they are not afraid or
intimidated by change/updates as technology has always surrounded them.
● Receive and exchange information mostly on the internet, most notably social media.
● Wellconnected with and identify strongly with their network consisting of people who
share similar social purposes and are of a similar age.
Positioning:
Product: This audience of millennial parents cares about providing both educational
experiences and entertainment centered around the arts to their children. They have limited
leisure time, which means the Guild’s double approach of providing education and
entertainment coincides greatly with their priorities. In order to make the Guild’s events appeal
to this group and turn them to loyal patrons, the events need to be “engaging, personalized and
entertaining” in order to compete with other more appealing forms of entertainment, according to
a marketing report by Goldman Sachs . Another trait of this group is being socially motivated 109
to meet other families with kids, such that it is advantageous to the Guild to promote strong
social events. To millennials, value is a holistic experience that includes price, service, quality,
time, culture, convenience, and experience. In this sense, they really value experiences such 110
as those afforded by the Purple Door Youth Theater which allows students to join together and
collaborate on the entire theater production experience.
● Classes:
○ Offer an opportunity for students to learn about and take a handson approach to
experiencing a variety of the arts.
○ The continuous classes with different levels establish engagement in students
and promote an ongoing and growing relationship between the family and NAG.
○ Target the demand of busy parents to keep their kids occupied with activities
while also providing them with educational opportunities that will help them
develop and be more successful individuals.
● Social Events:
○ Offer an opportunity for students to interact with other peers interested in arts
events and make friends in their same age group.
○ Encourages students to bring friends and family, which is a great opportunity to
attract new members to NAG.
● Productions/Performances and Art Exhibits/Showings:
● Incorporate different forms of arts into one event to break the intimidating
traditional perception of arts events (i.e. having bands playing during an exhibition in
order to make the atmosphere more fun, social and casual which is attractive to families
with young kids.
109
https://museumhack.com/featurearticleaboutmillennialsandmuseums/
110
http://saatchixblog.com/thesixthingsmarketersmustknowaboutmillennials/
32. ○ Integrate comedies production into theater programming to break the threshold
between institutional arts and entertainment
● Take advantage of the special place that informal arts occupy:
○ These forms of art occupy a significant place in the social infrastructure of
communities, in that they help to build both individual identity and group
solidarity.
○ Informal arts are great for families because they offer an opportunity for hands on
experiences that tap the creativity of children and expand one’s artistic
participation from just being an audience member to someone actively involved.
111
Place: This audience is busy and enjoys the convenience of taking advantage of opportunities
in the immediate local community. They also want to provide their children with the ability to
meet other kids their age in Northfield and expand their social network. The largest challenge
and potential opportunity for NAG is that they need to be in all of the right places so as to make
getting to NAG events/programs as convenient as possible. If they can achieve this, the
convenience factor of NAG will be greatly increased and their target audience will reward them
for it.
● Northfield: The variety of local settings throughout the community means that our target
audience is immersed in the arts and opportunities to be engaged with NAG and arts
events wherever they are (i.e. Tandem Bagels, the Archer House, etc.). This also
promotes collaboration among artists and local Northfield businesses.
○ Town’s dedication to the arts/live performances
○ Families live in a timepoor society that forces them to limit time for leisure
activities, including travel time to those activities. Providing local arts events
around Northfield eliminates that travel time for Northfield families and makes the
activities more appealing.
○ NAG needs to cobrand and comarket events with organizations around
Northfield so that it can benefit from families attending those events who may not
have time to attend solely NAG events. Families are much more likely to attend
events that feature multiple activities and organizations because they provide a
stronger source of entertainment and education. (see Implementation section 112
below for more specific ideas)
● Proximity to Minneapolis/St. Paul:
○ Collaboration with artists/museums from the cities will give the Guild a wider
scope of visibility as well as bring in a larger array of artistic work and talent.
● Center for the Arts:
○ NAG’s Center for the Arts is not a convenient location in terms of providing after
school activities and programs. Currently, parents would have to pick up their
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33. children after school and drive them to the Center in order for the students to be
involved with NAG.
■ As most families feature both parents working, this simply is not practical
and is a large impediment to NAG’s overall involvement in after school
activities and programs.
■ NAG would strongly benefit from offering after school classes at Northfield
Schools or by providing transportation from the school to the Center so
that students can participate without needing to find a ride.
Promotion:
● Focus on the use of Social Media:
○ These young parents are early adopters of technology advances. They are more
likely to find information and updates about events on social media platforms
rather than by reading a printed newspaper or seeing flyers around town.
○ Having a large network of connections in similar age on social media means that
their virtual endorsement of the NAG will be likely to spread awareness among
other young families in the proximity.
○ The use of event pages on social media will encourage the parents to invite their
connections and raise attendance for NAG.
○ Both the parents and their kids can get involved with NAG on social media Kids
can bring their parents’ attention to upcoming events that they are excited about
so that NAG engages with the children and the parents.
○ Social media is a costeffective promotional tool that spreads awareness of the
Guild quickly among this particularly technologysavy group who mainly rely upon
social media in order to know what is happening and what events are coming up.
○ NAG could launch a campaign urging that users and community members “Like
to Learn”. This would allow NAG to promote the educational experiences and
entertainment that it offers (which is very popular among this group) while also
growing its social media presence. Members who like the page would then be
supplied with updates about NAG’s newest offerings and upcoming events so
that this technological group is always in the know.
● Partner with Northfield Schools:
○ Seeing that NAG’s target audience is the parents of children that attend
Northfield Public Schools, NAG should partner with the schools to promote its
activities and the opportunities that it offers for families. Having an advertisement
on the schools’ websites as well as putting flyers up around the school and
emailing information out to the students’ parents would be a very effective way of
spreading the message that NAG has a lot to offer the families.
● Attendance reward system
○ A system of tracking attendance will help the Guild collect data on customer
demand and members’ behaviors.
○ Rewarding based on attendance will create an incentive for artsgoers and
increase loyalty among members.
34.
Price:
● Value/PriceOriented
○ This targeted segment is focused on saving and following a budget, such that
they are very priceconscious. If a trip to the theater or other art exhibit is out of
their budget, it is an easy decision to forgo that trip.
○ However, they are valueconscious as well, such that if a trip to an exhibit seems
educational or exciting for their child(ren), that will prove to be worth the price as
encouraging and fostering creativity is viewed as having a direct link on the
overall success of their children. 113
● Family Discounts
○ These young families will respond very well to family deals or discounts because
of their tendencies to do activities as a family. Free or discounted prices for child
admittance will boost family trips to the gallery or theater as well as gain
exposure for NAG.
○ Similarly, family deals for classes will be both educationally valuable and
monetarily reasonable for these young families as they value providing their
children with access to the arts.
Implementation:
Below are some suggestions for NAG to consider in order to increase their membership,
customer reach, revenues, and sustainability. See the timeline below for rollout actions and
deadlines.
CoBranding and CoLocating Arts Events:
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● By partnering with other businesses/attractions that appeal to young families, NAG will
further spread its name and the products that it offers while also reducing the cost of
attendance for families by reducing the travel time.
○ We expect that cobranding and colocating will increase NAG’s event revenues
by 20% ($3,400) and cost it $1,000 in terms of advertising and implementation
costs.
Winter Walk December 10, 2015 sponsored by Northfield Chamber of Commerce: 115
● Partner with Northfield Chamber of Commerce, surrounding businesses, and the college
choirs and/or local musicians to offer holiday music on the streets.
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35. ● Christmas crafts for kids: Set up a tent or partner with a business to offer Christmas
coloring or Gingerbread House making for kids.
● Sponsor a coloring contest so as to get young children excited and involved with NAG to
promote an early relationship that can then turn into classes, activity involvement, etc.
● Encourage a dance class to prepare a routine from The Nutcracker or other
holidaythemed productions that can be premiered at Winter Walk
● Contact Northfield Chamber of Commerce by submitting this form:
http://business.northfieldchamber.com/contact/
Jesse James Days September 711, 2016 : 116
● Request to have NAG dancers in the Grand Parade.
● Offer opportunities for NAG students to participate in the reenactment of the bank heist
and other acting activities
● Sponsor drawing or painting contests for students to create their own sketches of Jesse
James, a wanted man, to be provided to police so that they can catch the criminal. This
will get students involved and the sketches can then be displayed at a NAG booth for all
eventgoers to enjoy.
● Contact the Board of Directors by submitting this form: http://www.djjd.org/contactinfo/
Bridgewater Elementary Boosterthon MidMay 117
● The Bridgewater Elementary Boosterthon is a 710 day campaign to raise money for the
school. The week culminates in a Fun Run for the kids after they spend this week asking
community and family members for donations.
● Collaborate with the Bridgewater PTO and Northfield School District to bring in art
education and activities into the school during the week.
● Sponsor a contest in which students create drawings for a Fun Run tshirt that will then
be provided to all the students through Northfield business donations. This will
encourage creativity as well as create a tangible product that students will wear around
Northfield providing advertising for NAG and the businesses that donate the shirts.
● Take advantage of PTO and parent volunteers already involved with this event.
● Get the NAG brand on the marketing materials for the Boosterthon.
● See Facebook page: https://www.facebook.com/BWBoosterthon/info/?tab=page_info
● Contact Principal Nancy Antoine at NAntoine@northfieldschools.org
FamilyOriented Membership and Events:
● Increase art event offerings to appeal to young families as a whole
○ As noted previously, these types of events offer longer hours during the day while
also giving the visitors the flexibility to stay as long or short as they desire, while
also allowing the families to walk and move around without feeling like they are
causing a distraction or disruption.
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36. ○ Offer weekend events, as children are not at school and families have more time
for leisure activities.
○ Increased family events will increase NAG event revenue by 10% ($1,700) but
increase costs by $500 in terms of the extended events that NAG will end up
offering.
● Create a promotion/campaign that encourages parents to buy a family “household”
membership to NAG as a Christmas present to the entire family
○ Our target greatly desires to please their children and feels responsible to
providing them with exposure to the arts, and the household membership would
allow parents to feel better about fulfilling this responsibility.
○ Build on the idea of starting a new year off right by making the arts a priority in
their children’s upbringing.
○ This household membership campaign will increase membership by 15%
($4,270) but cost a total of $1,000 in mainly advertising costs.
Social Media Campaign:
Establish the digital presence of NAG through various channels of social media such as Twitter,
YouTube, and Instagram. By creating these respective NAG online accounts, fans can interact
with the Guild and engage in a more comprehensive NAG experience away from the
establishment.
● Twitter:
○ Excite and engage members with updates of events, discounts and volunteer
recruitment information.
○ Tweet artwork and arts news to excite followers.
○ Increase fan engagement with polls and contests, such as small quizzes related
to an artist or a performance of upcoming events.
○ Regular tweets about ‘Volunteer of the Month’ to engage more volunteers and
spread awareness of volunteer opportunities at the Guild.
● Facebook:
○ Promote the NAG Facebook page on the NAG website.
○ Create Facebook events for all NAG events relevant to families regarding
upcoming attractions and events.
○ Make a series of posts aimed at potential volunteer artists and performers.
○ Post photographs and videos of events so as to highlight the fun and excitement
that people experience at NAG events. Ensure to take and post pictures of entire
families of the target age group doing activities together so that potential target
families can visualize themselves participating in the activities.
○ Share articles in line with NAG’s vision to promote local arts and artists.
○ “Like to Learn” campaign mentioned earlier.
● Instagram:
○ Post images of “sneak peeks” of art exhibits, behindthescenes of music and
theater performances, and art classes.
37. ○ Pumpkin carving contest on social media: followers post pictures of pumpkins
they have carved. Winners are chosen on Halloween and they receive a gift card
to a local restaurant or the NAG gift shop.
○ Exhibit work done by attendees to NAG followers.
○ Promote customer engagement by holding contests (i.e. “selfie with your favorite
work of art”).
● YouTube:
○ Post musical events (i.e. concerts, theater performances) on YouTube to allow
customers to experience events before attending them.
○ Share these YouTube posts on all of NAG’s other sites.
○ Allow NAG attendees and fans to post videos of their talents in hopes of being
chosen to perform or exhibit their work in a local event. This will encourage
community members to share their talents and generate conversation around the
artistic talent available within the Northfield community
○ Post music videos or theater production trailers onto YouTube so as to generate
excitement and stir conversation about their upcoming events.
● This campaign will cost $300 in labor costs but increase event revenues by $500.
Reward System:
● The purpose of a reward system is to draw in parents from kids’ participation (i.e.
Enrollment of child(ren) in an educational class is accompanied with admittance for two
adults to a theater production).
● Include a participation tracking system on a membership or punch card and announce a
reward to promote attendance to NAG’s programming (i.e. Discounts on membership
fees, Lottery prizes, etc.).
● This system will cost $500 to implement but bring in $1,000 in membership and event
revenues.
Return on Investment:
ROI = Profit Investment Cost
Investment Cost
= (($1700 + $4270 + $3400 + $500 + $1000) ($500 + $500 + $1000 + $1500 + $300))/($500
+ $500 + $1000 + $1500 + $300) = 1.86
● This calculation tells us that we will see a return of $1.86 for every $1 invested,
confirming that our implementations are valuable.
Timeline:
