Brand strategy presentation from the 2017 National Arts Marketing Project (NAMP) Conference in Memphis, TN.

1. Brand Is An Innovation Engine
@jenmartindale
@ybca

2. Hi. I’m Jen.
@jenmartindale
@ybca

3. YERBABUENACENTERFORTHEARTS

4. • Visionary new CEO
• Talented staff
• Maverick, punk rock
• Hyper local following
YBCA in 2014
• No guiding framework
• Heavily silo’ed
• Resistance to brand
• Rapidly changing city
@jenmartindale
@ybca

5. Marketing = support staff
@jenmartindale
@ybca

6. • What does YBCA stand for?
• Who’s in our tribe?
• How should we message to them?
Hired as first CMO
@jenmartindale
@ybca

7. My goal:
Transform how the
organization works
@jenmartindale
@ybca

8. My priorities
Drive
growth
Guide the
innovation
strategy
Reframe
the role of
Marketing

9. Your brand strategy
must unlock innovation
@jenmartindale
@ybca

10. We believe that culture
precedes change.
@jenmartindale
@ybca

11. “Political change is the
last manifestation of
cultural shifts that have
already happened.”
- Jeff Chang
Author, Who We Be

12. Cultural
shifts require
a collective
leap of
imagination.

13. Where is our public
imagination?

14. Art centers.
@jenmartindale
@ybca

15. 83%
“Creativity is important to
imagining the future.”
@jenmartindale
@ybca

16. 79%
“It will take all kinds of
creative thinkers to shape
the future of San
Francisco.” @jenmartindale
@ybca

17. 68%
“Art & creativity can inspire
people to improve society
and the world.”
@jenmartindale
@ybca

18. 92%
“Art and creativity will play
an increasingly critical role
in making our communities
better.” @jenmartindale
@ybca

19. Art Center.
@jenmartindale
@ybca

20. Cultural Incubator.
@jenmartindale
@ybca

21. Generate Culture Change
@jenmartindale
@ybca

22. Brand Promise:
Be a creative home for
civic action.
@jenmartindale
@ybca

23. • Art
• Incubation
• Inquiry
• Convenings
• Civic Coalitions
Strategic platforms
@jenmartindale
@ybca

24. Integrated model
YBCA
BRAND
Partnerships
& AlliancesStaff Culture
Programs
& Initiatives
Messaging
Board
Recruitment
Fundraising
/Development
Pricing
strategies
Visitor/User
Experience
@jenmartindale
@ybca

25. YBCA brand in action
2015-2017
@jenmartindale
@ybca

26. Membership

28. Polling
location.

29. 14% of gallery &
museum exhibitions
feature female
artists
@jenmartindale
@ybca

30. YBCA is
changing
the ratio

31. YBCA fellows

33. CultureBank

34. Signage

35. Signage

36. Signage

37. Signage

38. Advertising

40. Our brand strategy has
created a culture of
innovation.
@jenmartindale
@ybca

41. Revenue streams.
Alliances.
Participants.
Stakeholders.
@jenmartindale
@ybca

42. Perception of marketing
Reactionary
Disconnected
Tactical
Undervalued
Leading
Embedded
Strategic
Invaluable

43. Brand.
Is.
Business.
Critical.
@jenmartindale
@ybca

44. Thank you.
@jenmartindale
@ybca