2. REASON
• Few visitors to EYE in the 18-30 age range
• Main reason for their visit: the building
• There is no targeted communication from EYE for
this target group
• Respond to the market
3. ORIENTATION
• Pilot event Visual Sound December 2012
• External research by Novel October 2013:
1. Use a peer group.
2. Build a community under a communal
heading.
3. Start by using EYE's current offerings.
4. Link what is offered to the target group's
experiences.
5. Use relevant channels to reach this
target group.
6. Work together with parties that are
relevant to this target group.
4. OUTCOME
• Peer project and community building
• By means of events and an online platform
• With a brand
6. BRAND
• Recognizable: look and tone
• Filter: EYE's offerings
• Binding: community building
• Sender: young adults
• Lowering threshold: approach to the target group
7. ORGANIZATIONAL
STRUCTURE
- Team of 6 peer group members: various
backgrounds in terms of disciplines, education level
etc.
- 1 Community Manager (EYE employee, 0.4 FTE)
8. TARGET GROUP
Young-adult culture fans, 18-30 years old
• Cultural omnivores
• Adventurous
• Curious
• Early adopters
• Enterprising
• Located in the Randstad
10. ONLINE
1. Online magazine Offer context about what EYE
does by means of in-depth articles about:
Exhibitions, Programming, Collection. Emphasis =
visual: (moving) image.
2. Facebook Light content about film and culture, with
a link to EYE s programming.
11. EVENTS IN EYE
At the opening of a new exhibition:
• More programming during the opening
• Move the exhibition outside / expand its borders
• Make the topic of the exhibition broader / more
accessible
• Approach to the target group of young culture fans
• Mix of invitees to the opening + young culture fans
12. David Cronenberg:
The Exhibition
• Cronenbergs work
• The exhibition
• Technology: The New Flesh
• Interdisciplinary program
- Dance, performance
- Visuals, VR games & music
