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Cheap Fast And Dirty, NAMP October 2009


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A presentation I gave on how to develop an inexpensive marketing plan at the National Arts Marketing Project conference,

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Cheap Fast And Dirty, NAMP October 2009

  1. 1. Cheap, Quick and Dirty: How to Develop an Inexpensive Marketing Plan Sara Kellner, Kellner Consulting Houston, TX 11/1/09 1
  2. 2. DiverseWorks Artspace, Houston Texas 11/1/09 2
  3. 3. In the beginning… • Seven staff • One PR manager • 220 or so events per year • $10,000 marketing budget • Limited staff time • Edgy programming • Dreams of big audiences • Now what? 11/1/09 3
  4. 4. Keith Gulla was the Marketing Director We hired Lendre Kearns as a consultant 11/1/09 4
  5. 5. We organized the first annual marketing retreat in the summer of 2003 11/1/09 5
  6. 6. First question, who are we? Three primary program tracks • visual arts • performing arts • events related to donor relations (membership events and the annual Gala) 11/1/09 6
  7. 7. What are we doing and when? 11/1/09 7
  8. 8. Who are we really? What are we communicating and how? 11/1/09 8
  9. 9. How do we represent ourselves in our marketing materials? 11/1/09 9
  10. 10. • Who are we talking to? • Where is the audience distinctive? • Where can we deepen or extend relationships? 11/1/09 10
  11. 11. We arrived at our first Goal: Deepen, broaden, and diversify the audience in order to keep the organization vital 11/1/09 11
  12. 12. We asked ourselves about expectations • What do we expect from them? • What do they expect from us? 11/1/09 12
  13. 13. What is it going to take to meet their expectations? • How willing or capable are we of meeting them? • If we cannot meet those expectations, how can we change them? 11/1/09 13
  14. 14. How can we add value and encourage people to come back? 11/1/09 14
  15. 15. Everyone captures contact information! 11/1/09 15
  16. 16. Who are our target groups? • Who do we wish were coming through the door? • Who is the person who would find this programming satisfying or valuable? • Where would we find those people? 11/1/09 16
  17. 17. What programs are good for newcomers? • Or… not good for newcomers • What programs are only for those people who are already attending? 11/1/09 17
  18. 18. Visual Arts Performing Arts 11/1/09 18
  19. 19. The Three Ring Circus 11/1/09 19
  20. 20. We questioned everything. • Do all visual arts events have to have a postcard? • What events to we focus on above others? • What two programs give us the best shot at the cover of the entertainment weekly? • What is the one thing that is worth chasing after the New York Times? 11/1/09 20
  21. 21. Core Marketing Tools • Brochure/monthly calendar • Strengthen DiverseWorks as a center about experimentation and risk. • Lots of integration 11/1/09 21
  22. 22. We created new marketing tools • Ad space for performing arts events on visual arts postcards • Cost: $0 • Annual inserting of a season calendar into The New York Times in early September • Cost (in 2003): $1,000 11/1/09 22
  23. 23. We did staff time and $ math Artistic Event + Donor Event = Less Staff time, fewer demands on supporters, more integration, spending less $$ 11/1/09 23
  24. 24. Marketing Plan 2004-2005 General Communications Objectives Things That Worked in 2002-2003 Things That Did Not Work in 2003-2004 Review of 2003-2004 Marketing Plan Marketing Strategies 2004-2005 Season Publications Target Groups 2004-2005 Promotion Tactics Long Term Success Goals 11/1/09 24
  25. 25. DiverseWorks Communications Objectives 1. Generate visibility and awareness • Position DiverseWorks as – The mecca for all things alternative – A creative home for artists and their experimentation – A jewel in the crown of the Houston arts scene – One of Houston’s national treasures – THE place to be 11/1/09 25
  26. 26. 2. Solicit participation – Performing arts events – Exhibitions – PhoneWorks/Literary events – Special events 3. Build Relationships – Communities (to reflect our international programming) – Members / 3D – Donors – Volunteers 11/1/09 26
  27. 27. Long Term Success Goals Relationships Current Goal Members 180 750 Donors 50 250 Program Participation Gallery openings 300-500 600 Theater capacity Varied 75% National reviews/articles 1 3 Operating Budget 700k 900k 11/1/09 27
  28. 28. Review of 2003-2004 Marketing Plan Success with groups: Our success with groups has been consistent. Throughout the season we had groups and classes come in for Fotofest, Mc Gee and the Paper Sculpture Show. Continuing a relationship with schools and teachers is vital. 11/1/09 28
  29. 29. Half Hour Happy Hour: • The objective of this initiative was to provide greater value for members by encouraging them to attend early when we can give them greater personal attention (and background on the exhibit) and to provide them with a complimentary beverage, adding value to their membership. • The event did not work for a variety of reasons: • Few in the audience want to arrive early – most will arrive about an hour after the listed opening time. • We didn’t really put a lot of energy into promoting it to our members. • There was not enough HYPE. 11/1/09 29
  30. 30. Strategies 2004/2005 Season • Effectively promote performances and exhibitions • Promote to our current audience so they are aware of all of our events. • Ensure other contemporary arts goers are aware of what is happening at DiverseWorks 11/1/09 30
  31. 31. Review your materials The DiverseWorks Calendar: The NEW calendar format is working successfully! The color front and back has made a HUGE difference in the look. Something to look into next season is to go back to printing 4 a season, instead of only 3. The budget for this year could not afford it. 11/1/09 31
  32. 32. Identify your target groups 1. DiverseWorks inner circle For all activities 2. DiverseWorks mailing list names (participants in past events) For membership, exhibitions and performances 3. Contemporary Performing Arts Goers (Infernal Bridegroom, Texas Dance List, The Station, De Camera List, Aurora Picture, Performing Arts Foundation) For performances, exhibitions and membership 11/1/09 32
  33. 33. 4. Contemporary Visual Arts Goers (CAM, Lawndale, Colquitt Galleries, Mixture, Art crawl, Commerce St.) For exhibitions and membership 5. University students and teachers 6. Culturally specific communities a.Latina, Latino, African diaspora, etc. 7. Youth (HSPVA) 8. GLBT Community 9. DW Alumni 10. Artists in the community 11/1/09 33
  34. 34. The Nitty Gritty - Tactics FALL CALENDAR Mail date: August 23 Period covered: September/October/ November/December Quantity: 10,000 Target group: The calendar will be mailed to the 5000 names on the Dworks. We will also look into getting lists from Nuestra Palabra (for El Chonchon) and possibly political groups (for Winet/Crane Exhibit). We will try to mail out 1000 more to those lists. 2000 to be distributed in September and then again in early November. 11/1/09 34
  35. 35. El Chonchon Date: October 15 & 16 Target group: DiverseWorks mailing list, Contemporary Performing Arts Goers University Students and Teachers, Hispanic Community Promotional Activities: Poster / Flier Postcard (5000 color postcards, Lists (Hispanic organizations / Bobbindoctrin?) Mailed: September 27 Possibly add in El Dia Maybe work with High School / College Students 11/1/09 35
  36. 36. Erotic Drawing Show Date: January 28 Target Groups: Contemporary visual arts goers, Artists in the community, Dworks regulars Promotional Activities: This should be a fairly huge show. It is part of a tour that’s kicking off at DiverseWorks. There is also going to be a catalog. Probably work with other museums in PR efforts. We should definitely do a thick press kit for this show. We should talk about getting info together early January. Postcard Mailed: January 11, Quantity: 5,000, Mailed to full Diverseworks list 11/1/09 36
  37. 37. Thank you very much! Questions? Sara Kellner 713 504 1904 11/1/09 37