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In 2007, EMC Culture Studies built - on behalf of Rotterdam Festivals - a segmentation model for cultural entertainment in Rotterdam. The findings of research into cultural data transaction among locals and transaction data of visitors from Rotterdam cultural institutions were interrelated, there were 8 groups found who were more or less interested in local art and culture. After almost 5 years, this model was due for revision. Based on an entirely new set of data, EMC Culture Studies once again mapped the Rotterdam market for cultural entertainment.
The application of this new segmentation model is key during this workshop. You are going to create a marketing plan based on profiles of more or less promising targetgroups. This gives you insight into the workings of the model and helps you to determine how far such an approach is applicable to your situation.
During the workshop Willem Wijgers introduced the new Rotterdam Target groups for arts and culture and you get the chance to move into the needs of various types of culture users. As director / chief marketing officer of a virtual Rotterdam institution you set up a campaign to attract new visitors, by making use of the information about their housing and living situation, their leisure and their use of media (online and offline), as from the description of the new target appears.