1. Political
Economic
Social
Technological
Legal
Environmental
Alison O‘Hara
Chief Executive
Audiences North East
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2. Political
The Big Society
Philanthropy
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3. The Big Society
•www.cabinetoffice.gov.uk
Building the Big Society
•Five priorities:
— Give communities more power
— Encourage people to take an
active role in their communities
— Transfer power from central to
local government
— Support co-
ops, mutuals, charities and
social enterprises
— Publish government data
Jay Gunn brings his animal encounters
to Centre for Life Halloween 2010

4. The Big • State of the Arts conference February 2011
Society • Definitions:
• ―Not difficult but different‖
• ―It‘s not the individual and not the state‖
• ―Giving something back‖
• ―Valuing the individual contributions to
work and the community‖
• ―‗Edge to centre‘ – moving people from
the edge of activity to centre stage‖
• Liverpool abandoned its Big Society pilot
project as the cuts have hit voluntary
groups who were to take over some of
the services under the programme
• Voluntary sector faces estimated £1.14bn
cut in local government grants this year
Tyneside Cinema. Image: Ronnie Hackston
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5. Culture Forum report
December 2010
• 26 cultural leaders • Education • Streamlining the
representing all government‘s
• Contribution to
regions of England involvement in
new economic
and all major arts and
growth
artforms heritage
• Social
• Established by Arts • Working with
enterprise
& Business and reduced public
National Campaign • Scaling up funds
for the Arts
• Clarifying the • Developing
• How the arts and state‘s role on corporate
heritage contribute arts and support and
to the Big Society heritage philanthropy
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6. Philanthropy
•£80m match funding scheme
— Government review of how
it can encourage
philanthropy
— More visible recognition of
philanthropy – thanking
donors
— Developing fundraising
skills and capacity
— Promoting and increasing
planned giving
— Supporting long-term — Increasing giving from
development of international donors
endowments — Strengthening links
— Harnessing digital between culture and other
technology to boost sectors which are
philanthropy supported through
philanthropy eg
charities, community groups
or social enterprises

7. What does this mean for us?
•Address fragmentation amongst sector?
•Collaborations?
•Upskilling eg tapping into philanthropy?
•But earned income ↑16% whilst
philanthropy/sponsorship/trusts ↓10%
•Focus on demand (ie audiences‘ desires)?
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8. Economic
Great Street Games part of Great North Run
Cultural Programme and Juice – Newcastle
Gateshead‘s festival for children and young people
2009. Image: NorthNews
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9. Downturn • North East prevalence of public sector
jobs
• Reduced support for tourism
• Local authority cuts
• Funding cuts
• Less disposable income
• Business investment in the arts and
heritage at its lowest point since 2004
(falling by 12% last year to £144m from an
all-time high of £172m in 2006/7).
• In-kind sponsorship and corporate
memberships increased (8% and 2%) but
cash fell by 18%
• Arts & Business Private investment in culture 2009/10
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10. Downturn
• Unemployment — Number of men • Increased use of
— 2.5m people over claiming volunteers (30%
16 are unemployment increase on previous
unemployed, 7.9% benefit fell by 5.4k
year). Employed/
of the workforce — Number of women contractual staff
— 21.2m full-time rose by 7.8k
grew by only 3%.
workers (down 5k — One in five 16-24
• ACE RFO key data Jan 2011
on previous years olds are out
year), 7.9k part- of work
time workers (up — ONS December 2010
224k on previous
year)
— Less public sector
jobs
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11. What does this mean for us?
•Creative approaches to fundraising?
•Organisational development?
•Sweating our cultural assets?
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12. mima • Art lovers invited to play a part in
commissioning and creating a
new exhibition
• mima has teamed up with an arts
website ‗we did this‘ to raise funds
for a piece of work by Richard
Forster
• Target of £15k has been set for
the online appeal
• 90 days to raise funds
• Those donating a sum such as
£20 will be able to join in
discussions between the artist
and curator and those contributing
£100 can have a say in the
creative process by asking
questions and making
suggestions 12

13. Royal & • Designated Regional Theatre of
the Year by The Stage
Derngate • In the last year the management
team has developed a new
organisation, Northamptonshire
Arts Management Trust, to deliver
finance, administration, sales,
marketing, human resources, IT
programming and management
services for both Royal &
Derngate and a new theatre, The
Core that opened in November
2010
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14. The Bowes • 15 weddings held in the past year
Museum • Significant contribution to income
stream with plans to extend
• Images from 450-guest Asian
wedding, extensive liaison with
London-based wedding
planner, coverage in the Journal
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15. Live Theatre • Since 2002 running an annual
Introduction to Playwriting course
• Always oversubscribed so created an
online version to cope with demand and
generate income
• Exclusive videos and advice from award-
winning writers including Lee Hall and
Alan Plater
• Five step-by-step modules
• Two levels of entry – ‗solo‘ £95 and
‗interactive‘ £495
• Most of solo version is additional income
• Interactive version more resource heavy
still sees c60% of the fee form additional
income
• Video extracts will be updated 3 times a
year
• Liaising with UK Trade and Investment
with view to developing a US audience
for the project
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16. Social
Star and Shadow Cinema
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17. 2011’s big event?
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18. The Royal Wedding
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19. • Flurry of furniture and TV buying in the
first few days of 2011 lifted retail sales in
January – furniture and electricals
Shopping
• UK retail sales ↑2.3% on last January habits
helped by discounting ahead of VAT rise
and December weather prevented
shopping
• However, industry beginning to suffer –
comparison to snow-hit performance in
2009
• Later in the month, sales of non-food
goods slowed
• British Retail Consortium and KPMG February 2011
• Housing Market 7%↓ in demand in
January – E Midlands, Yorkshire and
Humberside suffered most drops
• RICS January 2011
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20. • Clubbing together to get the best
deals
• Online collectives eg
incahoot.com, groupon.com using
bulk buying to negotiate special
Value for rates and discounted deals
money • Co-operatives – not a new idea,
government White Paper on
proposals to encourage everyone
to join their local co-operatives eg
to buy groceries
• Local discounts – old fashioned
face recognition (eg Starbucks,
the Scarf Shop, Petals) or apps
such as Vouchercloud
Newcastle City Hall Sunday for
Sammy • Flash sales – time limited offers
that encourage impulse buys
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21. • Generation G
• Random acts of kindness – consumers‘
cravings for realness, the human touch
• Brands randomly picking up the tab to
sending a surprise gift
• Actually need to know what is happening
in consumers‘ lives – tapping into social
networks to find this out
• Interflora launched a social media
campaign in the UK designed to brighten
Random acts
up the lives of Twitter users by sending
them flowers. As part of the
of kindness
campaign, Interflora monitors Twitter
looking for users that it believes might
need cheering up. Once found, the users
are contacted by tweet and sent a
bouquet of flowers
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22. • Status symbol? Olympics? Can be
Wellthy cheap!
• Mobile healthcare applications – 17k
healthcare apps
• Heaviest use of healthcare apps is by
young adults aged 18-29
• Strollometer – new mother‘s strolling
routine, Fit4Mum.com
• Sleep on it – tracks nightly sleeping
patterns
• DirectLife – builds up detailed record
of daily activities
• Park runs
• Free, weekly, 5km timed runs, open
to everyone, free, take place in
pleasant parkland surroundings and
encourage people of every ability to
take part www.parkrun.com
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23. • Education Secretary Michael
Gove announced in
Arts December that performance
education tables would measure
performance in five subjects
– English, maths, science,
foreign language and
humanities
• Sidelined art, music, design,
technology and RE
• Music Review February 2011
with national plan to be
published later this year
Image: David Arandle
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24. What does this mean for us?
•Jump on the Royal Wedding (gravy) train?
•Awareness of value for money? Not just ticket price but whole
cost
•Segmentation – looking for the easy wins?
•Rewarding loyal customers?
•Genuine random acts of kindness?
•Tapping into getting fit/participation in ‗active‘ artforms?
•Alternatives to classroom learning for the arts?
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25. Technological
Freshest Bairns at Dance City. Image: Barry Self
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26. Customer • Acquiring and maintaining
service is the customers – approach that
new boosts profit by acquiring
and maintaining customers
marketing through trust, great
customer experience, a
tailored service and lots of
positive customer buzz in
the digital arena
• Reactive and proactive
The Marketer March 2011
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27. Facebook • 633 million users by October 2010
• UK‘s largest display advertising
publisher
• Third highest number of video
viewers behind YouTube and the
BBC
• Facebook products include
photos, gaming with many inter-
connected TVs with built in
Facebook
• The Social Network
• Research Information Network
Social Media – A Guide for
Researchers
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28. Dell
• One frustrated customer • Dell Idea Storm was created as a channel for
managed to create such a customers to make suggestions to Dell and has
social media buzz about Dell‘s been used by thousands of customers since
poor customer service that at then
one point the Dell Hell site was
dominating the search engines,
overshadowing the official site
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29. Marks &
Spencer
Busts 4 Justice
• Busts 4 Justice facebook
groups was set up by 26-year-
old who was fed up of paying • Marks & Spencer launched full-page ads in
extra for her 30G bras national newspapers to apologise for its
decision to add a £2 surcharge on the price of
• 15k followers larger bras
• Group members bought M&S • The ad says that the company had decided to
shares and had planned to charge more on the basis that larger bras cost
tackle the company‘s CEO on more to make, but admitted they were wrong
the issue of the ‗tit-tax‘ at the
company‘s AGM ―so as from 9 May the storm in a D cup is over‖
• M&S reduced the price of its larger bras by £2
and offered 25% off all bras for a two-week
period (May 2009) 29

30. • New ways of delivering library services to
remote communities and making reading
more accessible through digital technology
• Trial community ‗book points‘ and e-book
New readers will be piloted in Northumberland and
County Durham – book clubs, book donations
approaches and informal book swapping
to location • The two county councils joined forces on the
Future Libraries Programme and their joint
bid – Going Digital, Going Local – was one of
10 chosen from across the country as pilot
schemes
• Local people will be able to request books by
phone or using the library online
catalogue, email and text messaging will be
heavily used by the library service to keep in
touch with customers
• The scheme will also assess the
effectiveness of e-books in providing the
reading needs of over-60s and low-income
families
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31. What does this mean for us?
•Planning approach to social media?
•Resources for reactive and proactive?
•Identifying opinion formers?
•Defining your organisation‘s ‗voice‘ in social media?
•Infrastructure for IT in rural locations?
•New locations for public engagement?
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32. Legal
Performance at Durham Streets of Play 2010.
Image: Martin Cunningham
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33. Social Media Editorial or marketing?
Celebrity endorsement of
products and companies
on blogs
Facebook promotions
Like It and Land It
guidelines
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34. What does this mean for us?
•Acknowledging influence celebs can have?
•Paid bloggers?
•Facebook rules?
•Competitions?
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35. Environmental
Tall Ships Race 2010, Hartlepool
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36. Eco superior • Ever present quest for more
environmentally sustainable societies
• Rise in eco-superior products – not just
eco-friendly but superior in other ways
• Consumers actively seeking out green
products reaching a plateau
• Mainstream consumers question value
and efficiency of going green
• While 40% of consumers say they are
willing to purchase green products, only
4% of consumers do when given a
choice (Journal of Marketing September
2010)
Audience interaction with a
water sculpture at The Alnwick
Garden
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37. What does this mean for us?
•Responding to funders to be eco friendly?
•Reactive or proactive?
•Links with ‗wellthy‘ trend?
•Complete offer – eco friendly and high quality?
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38. 2011’s big event?
‗Temenos‘ by Anish Kapoor and Cecil Balmond, the
first of the ‗Tees Valley Giants‘, the biggest public
art project in the world. Image: Alan Jukes
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