Presentation from the 2014 National Arts Marketing Project Conference

1. POWER
YOUR
BRAND
THROUGH
AUDIENCE
IMMERSION
2014
Na9onal
Arts
Marke9ng
Project
Conference
Atlanta,
GA

2. Audience
immersion
[engagement]
powers
the
brands
[organiza9ons]
that
succeed.

3. DEFINTION
BRAND
=
Mission

4. DEFINTION
IMMERSION
=
Ensuring
that
every
touch
point
delivers
on
the
mission
of
the
organiza;on

5. QUESTION
WHO
ARE
YOU?

6. WHO
ARE
YOU?

Your
mission

Your
art

Programs
offered

Resources
available

“Engagement
Prompt”

The
ques;on
that
guides
your
audience
engagement

7. QUESTION
WHO
IS
YOUR
AUDIENCE?

8. WHO
IS
YOUR
AUDIENCE?

Who
is
there
and
why?

Who
isn’t
there
and
why
not?

What
do
they
want
from
their
experience?

How
can
they
feel
connected
to
your
mission
at
every
touch
point?

9. ORGANIZATION
BRAND
AUDIENCE

10. MARKETING
+
PROGRAMMING
=
A
crucial
partnership

11. THE
ART
REMAINS
THE
ART

12. AUDIENCE
TYPOLOGIES

13. TYPOLOGY
1
READER

14. TYPOLOGY
2
CRITICAL
REVIEWER

15. TYPOLOGY
2
CASUAL
TALKER

16. TYPOLOGY
4
TECHNOLOGY
BASED
PROCESSOR

17. TYPOLOGY
5
INSIGHT
SEEKER

18. TYPOLOGY
6
ACTIVE
LEARNER

20. CUSTOMER
TOUCH
POINTS

22. CASE
STUDY

24. MISSION

25. ART
In;mate
audience
experiences
of
epic
story
and
stagecraR.

31. SCALE
The
House
serves
12,000
-­‐15,000
people
in
Chicago



32. AUDIENCE
50%
aZend
just
2
plays
per
year
or
fewer
Mixed
ages
with
50%
under
40
(including
kids)
Variety
of
cultural
usage
levels
WHO’S
MISSING
The
geek
community
Scenesters,
Hipsters

33. ENGAGEMENT PROMPT

34. ENGAGEMENT PROMPT
How
does
this
work
connect
the
audience
member
to
a
mythical,
larger
whole
that
is
friendly,
arbul,
and
inspiring?
In
what
ways
does
it
allow
one
to
recognize
both
family
and
strangers
more
compassionately?

35. CraR
and
Community

36. CRAFT

37. CRAFT

38. CRAFT
Stack of
screen printed
SEASON
TICKETS.
They’re
18”x24”
posters.

40. CRAFT
Story-based
Board Game
program.
Die and game
piece as your
ticket.

41. CraR
and
Community

44. OPEN HOUSE

47. OUTCOMES
What's
the
thing
you
tell
your
friends
that
sets
The
House
apart
from
other
companies?

48. OUTCOMES
I
like
that
people
from
all
kinds
of
backgrounds
love
The
House
Love
the
audience
interac;on!
You
really
felt
like
you
were
part
of
the
show
itself.
A
las;ng
memory
of
my
experience
with
Death
and
Harry
Houdini
is
actually
the
program/;cket.
I
found
them
to
be
quite
beau;ful
and
of
high
quality,
and
I
did
not

50. CASE
STUDY

51. _________________________________________________________________________________________________________________________
YESTERDAY’S
STORIES.
TODAY’S
TOPICS.
_________________________________________________________________________________________________________________________

52. ART
TimeLine
Theatre
Company
presents
stories
inspired
by
history
that
connect
with
today's
social
and
poli9cal
issues.
Our
collabora;ve
ar;s;c
team
produces
provoca;ve
theatre
and
educa;onal
programs
that
engage,
entertain
and
enlighten.

53. ART

54. AUDIENCE

“Tradi;onal”
theatre
audience
 Age
55+
 Affluent
and
highly
educated
 White

“Arts
omnivores”

“Con;nuing
Learners”
WHO’S
MISSING?

“Arts
Omnivores”
&
“Con;nuing
Learners”
of
younger
ages
and
diverse
backgrounds

56. ENGAGEMENT
PROMPT
How
can
audiences
learn
more
about
the
historical
context
of
this
play
and
make
connec9ons
to
the
social
and
poli;cal
issues
of
today?

57. LOBBY
DISPLAYS

58. “BACKSTORY”

59. CONVERSATION

60. A
RAISIN
IN
THE
SUN

61. A
RAISIN
IN
THE
SUN

62. A
RAISIN
IN
THE
SUN

63. A
RAISIN
IN
THE
SUN

64. THE
HOW
AND
THE
WHY

65. THE
HOW
AND
THE
WHY

66. MARKETING
+
PROGRAMMING

Collabora;ve
team
 Director,
Ar;s;c
Director,
Associate
Ar;s;c
Director
 Dramaturg
 Marke;ng
Director
 Graphic
Designer
 Scenic
Designer

Part
of
produc;on
process

67. POWERING
THE
BRAND

68. POWERING
THE
BRAND
“Loved
the
interac;ve
displays
outside
of
the
theater;
very
engaging”
“Love,
love,
love
the
wonderful
lobby
displays!
Each
and
every
;me.
One
is
beZer
than
the
next!”

69. POWERING
THE
BRAND
“Produc9ons
at
TimeLine
are
a
‘getaway’
for
the
mind.”
“Linking
the
audience
to
a
rich
history
…
TimeLine
will
inspire
you
to
engage
in
your
pursuit
of
your
own
knowledge
of
the
world”

70. CASE
STUDY

71. The National Museum of
American Jewish History

72. History

73. History

74. Mission
The National Museum of American Jewish History, on
historic Independence Mall in Philadelphia, presents
educational programs and experiences that preserve,
explore and celebrate the history of Jews in America. Its
purpose is to connect Jews more closely to their heritage
and to inspire in people of all backgrounds a greater
appreciation for the diversity of the American Jewish
experience and the freedoms to which Americans aspire.

75. Art

76. Scale

77. Audience
Geographic: About 85% from a combination of
Philadelphia, Philadelphia suburbs, and other Mid-Atlantic
states and 15% from a combination of other national and
international
Religious Background: 65.5% identified as Jewish; 1.2%
interfaith (Jewish and another religion); 16% Christian, 14%
no religious identification; 2.4% indicated somehow
religious but didn’t specify; Hindu, Buddhist, Muslim, and
Quaker collectively 1%
Ethnicity: 85.8% white, 4.6% Asian or bi-racial Asian,
4.1% of African descent, 4% Hispanic/Latino, 1%
American-Indian/Native Alaskan or mixed.
Average age (not counting schoolkids): 49
Gender: 53.5% female; 46.5 male

78. Who’s Missing?
National (outside of Mid-Atlantic states) and
international tourists
Ethnic minorities

79. Engagement Prompt
How do we invite visitors of all backgrounds to
both learn from and identify with/emotionally
connect to the many stories we tell throughout
the Museum?

80. Innovation and Expansion Gallery

81. Innovation and Expansion Gallery
Audience typologies served: Readers, Technology-Based
Processors

82. Immigration and Integration Gallery: Ellis
Island Interactive

83. Immigration and Integration Gallery: Ellis
Island Interactive

84. Immigration and Integration Gallery: Ellis
Island Interactive

85. Immigration and Integration Gallery: Ellis
Island Interactive

86. Immigration and Integration Gallery: Ellis
Island Interactive
Audience typologies served: Readers, Casual Talkers,
Technology-Based Processors, Active Learners

87. Movie Theatre
Audience typologies served: Casual Talkers, Readers

88. Contemporary Issues Forum
Audience typologies served: Readers, Casual Talkers,
Technology-Based Processors, Insight Seekers, and Active
Learners

89. Chasing Dreams Mall Extravaganza

90. Chasing Dreams Mall Extravaganza
Audience typologies served: Casual Talkers, Active Learners

91. REMEMBER
Individual
program
experiences
will
vary
but
the
brand
inten;on
should
be
the
same
What
can
you
always
do?

92. GROUP
BRAINSTORM

93. GROUP
BRAINSTORM
Iden;fy
(at
least)
one
brand-­‐specific
audience
engagement
idea
for
each
audience
typology

94. SHARING

95. INTREPID
WALK
THEATRE
COMPANY

MISSION:
Socially
provoca;ve,
ar;s;cally
adventurous
works.

ART:
Regional
premieres
of
straight
plays,
small
musicals,
recent
off-­‐Broadway
and
off-­‐off-­‐Broadway
successes.
Plays
center
on
the
socio-­‐poli;cal.

ENGAGEMENT
PROMPT:
How
is
an
audience
member
invited
to
consider
all
sides
of
the
hot-­‐bufon
issue
presented
by
this
play?

96. SOL
AZUL
DANCE
COMPANY
 MISSION:
Celebra;ng
La;no
culture
through
crea;on
and
performance
of
dance
works
by
contemporary
La;no
choreographers,
and
through
dance
educa;on
programs
that
lead
to
discovery
and
explora;on
of
personal
and
community
iden;ty.

ART:
Cumng
edge
contemporary
dance
work,
and
commissioned
works
from
established
and
emerging
La;no
choreographers.

ENGAGEMENT
PROMPT:
How
is
an
audience
member
invited
to
explore
and
celebrate
a
diversity
of
contemporary
La9no
iden99es
and
voices
beyond
folkloric
tradi9on?

97. ROYAL
FIRE
CHAMBER
ENSEMBLE
 MISSION:
Enriching
community
with
performances
of
17th
and
18th
century
chamber
music,
to
engage
audiences
of
all
ages
with
passionate
performances
of
familiar
as
well
as
forgoZen
works.
 ART:
17th
and
18th
Century
instrumental
works
performed
by
chamber
musicians
with
period
instruments,
recrea;ng
the
sounds
the
era’s
composers
would
have
heard.

ENGAGEMENT
PROMPT:
How
is
an
audience
invited
to
inves9gate
historical
prac9ces
and
be
enriched
by
the
music
of
400
years
ago?

98. CONTEMPORARY
ART
AMERICA
 MISSION:
Presen;ng
the
work
and
ideas
of
living
ar;sts,
understanding
historical
and
social
context
of
the
art
they
are
crea;ng,
and
providing
insight
into
the
crea;ve
process.
Creates
a
sense
of
community
and
is
a
place
for
contempla;on,
s;mula;on
and
discussion.
 ART:
Exhibi;ons
of
thought-­‐provoking
art—
pain;ng,
sculpture,
photography,
video
and
film
—created
by
living
ar;sts.

ENGAGEMENT
PROMPT:
How
is
a
visitor
invited
to
make
a
connec9on
between
their
own
life
and
the
art
of
these
living
ar9sts?

99. MUSEUM
OF
AFRICAN
CULTURE
 MISSION:
Dedicated
to
encouraging
the
enjoyment,
study
and
apprecia;on
of
the
culture,
history
and
art
of
the
people
of
Africa
and
of
African
descent.
 ART:
Permanent
exhibits
use
African
tradi;on
of
storytelling
combined
with
innova;ve
technology
to
explore
African
history,
culture
and
art
across
;me
and
geography.
Permanent
exhibits
complemented
by
rota;ng
schedule
of
themed-­‐based
exhibi;ons
that
offer
mul;ple
viewpoints
on
African
culture.
The
museum
also
offers
a
wide-­‐range
of
educa;on
programs
for
learners
of
all
ages.
 ENGAGEMENT
PROMPT:
How
is
a
visitor
invited
to
appreciate
the
impact
that
African
history,
art
and
culture
have
on
the
contemporary
lives
of
all
people
around
the
world?

100. SHARING

101. INSPIRATION

102. ENVELOPE
1
What’s
your
biggest
success
story?

103. ENVELOPE
2
What’s
your
hold-­‐up,
your
biggest
concern?

104. ENVELOPE
3
What’s
your
big
&
new
(&
possibly
half-­‐baked)
idea?

105. INSPIRATION
—
What
to
share:

1
—
Biggest
success
story?

2
—
Biggest
concern?

3
—
Big
new
idea?
Seal
completed
envelopes
and
place
in
corresponding
bags
on
table.

106. INSPIRATION
—
When
to
open

1
—
Tonight
at
the
party
•
Share
in
a
conversa;on!

2
—
Tomorrow
morning
•
Offer
a
response!
•
#immersion
•
chelsea@thehousetheatre.com

3
—
1st
day
back
at
office

107. What
are
the
audience
immersion
experiences
that
will
power
my
brand?

108. THANK
YOU!
YAEL
EYTAN
Museum
of
American
Jewish
History
yeytan@nmajh.com
@YallaE
LARA
GOETSCH
TimeLine
Theatre
Company
lara@;melinetheatre.com
@LaraGoetsch
CHELSEA
KEENAN
The
House
Theatre
of
Chicago
chelsea@thehousetheatre.org
@chelseakeenan