deSingel puts in all kind of possible tools as part of a permanent en well thought strategy. CRM is a common thread throughout the entire organization. The large number and diversity of the program compels audience segmentation. New and social media play an increasingly important role in the constant quest for new audiences. Kristien Gerets illustrated it all on the basis of a number of cases from daily practice. www.congrespodiumkunsten.nl

1. DESINGEL
IN FOCUS
DESINGEL INTERNATIONAL ART CAMPUS

2. DESINGEL IN FOCUS
TABLE OF CONTENTS
1.BASIC PRINCIPLES
2.OBJECTIVES
3.STRATEGY
4.INTEGRATED APPROACH
5.CASES
6.CONCLUSION

3. DESINGEL IN FOCUS
BASIC PRINCIPLES
deSingel newbuild clearly sets the pace of the exciting
art campus
36,000 m² acting as an infinite source of contentual
opportunities to create a closer bond between the general
public and the artist
more than ever, give visibility to all things international

4. DESINGEL IN FOCUS
BASIC PRINCIPLES
S
General public = spectator/member T
student O
artist R
member of staff Y
Social media era: - Facebook T
- Twitter E
- YouTube L
- Flickr L
- blogs E
Press: of invaluable importance R

5. DESINGEL IN FOCUS
OBJECTIVES
QUANTITATIVE
promote ticket sales
create loyalty among the general public and seek out
new audience
programme extension newbuild
QUALITATIVE
provide in-depth information
converse
create ambassadors
promote creative communication in arts sector

6. DESINGEL IN FOCUS
STRATEGY
1.IMAGE COMMUNICATION
= deSingel DNA
2.PROGRAMME COMMUNICATION
= create momentums
= highlights programme through an integrated approach

7. DESINGEL IN FOCUS
INTEGRATED APPROACH
 printed matter
 digital
 press What happens when you add
social media to a boring
exhibition?
since mid-2011: A boring exhibition combined
+ audiovisual media with social media.
+ social media
= &-& STORY
= RESOURCES ≠ OBJECTIVE

8. DESINGEL IN FOCUS
INTEGRATED APPROACH
WITH REGARD TO REPUTATION MANAGEMENT:
IN LISTEN!
everyone = critic
everyone has numerous channels at their disposal to
express opinions: Facebook, blogs, etc.
people talk about a brand = 80% +
catch and disseminate positive commentary

9. DESINGEL IN FOCUS
INTEGRATED APPROACH
WITH REGARD TO REPUTATION MANAGEMENT:
CONVERSE
 answer complaints  adjust operation
 long-term relations  sincere and genuine
conversation
 committed spectator/member = ambassador
 we must guide that conversation:
- by being present on social media
- by telling stories  blog & audiovisual media
 storytelling = attracting a new audience

10. DESINGEL IN FOCUS
INTEGRATED APPROACH
SOCIAL MEDIA ERA
listen & converse
 forum http://www.desingel.be
 Facebookpagina deSingel
 Twitteraccount #desingel

11. DESINGEL IN FOCUS

12. DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
1. IMAGE COMMUNICATION
Made in deSingel
2. PROGRAMME/PRODUCTION COMMUNICATION
unique productions: TeZukA
themes/clusters: Goldberg. The Series
involvement: Octopus

13. DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
IMAGE COMMUNICATION
Made in deSingel
= new label creates opportunities for communication
De Morgen 26/09/2011

14. DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
IMAGE COMMUNICATION
Made in deSingel
= new label creates opportunities for communication

15. DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
PROGRAMME COMMUNICATION
Sidi Larbi Cherkaoui TeZukA
9 presentations x 800 seats = 7,200 tickets for sale
= a totally new experience for stage art productions at
deSingel
requires a major campaign
perfect timing = 1 year after the opening of the newbuild
in Oct 2010

16. DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
PROGRAMME COMMUNICATION
Sidi Larbi Cherkaoui TeZukA

17. DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
PROGRAMME COMMUNICATION
Sidi Larbi Cherkaoui TeZukA

18. DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
PROGRAMME COMMUNICATION
Sidi Larbi Cherkaoui TeZukA
end result: 700 new
customers

19. DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
PROGRAMME COMMUNICATION
Goldberg. The Series.
Objective: classical music suitable to a wide audience
Medium: short film
Result: public response and press

20. DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
PROGRAMME COMMUNICATION
Philippe Decouflé/Octopus
Objective: involving the audience 
Medium: short film
Result: response from Forum (64) –
short and long-term

21. DESINGEL IN FOCUS
CONCLUSION
1.TO CREATE MOMENTUMS
2.TO COMBINE RESOURCES AND MEDIA FOR
MAXIMUM IMPACT

22. DESINGEL
IN FOCUS
DESINGEL INTERNATIONAL ART CAMPUS