Marketing Managers, Groups 3-8
Scott Harrison, director of patron engagement and loyalty programs, Detroit Symphony Orchestra, invites you to join him at the League's 2011 Conference
Constituency Liaison: Melanie Thibeault
All Marketing Meetings are sponsored by Artsmarketing Services Inc.
Tuesday, June 7th
Wednesday, June 8th
Join us for breakfast and a sneak peek of the exciting new symphony show Cirque Musica. Blending the thrills of today’s greatest circus performers with stunning orchestral arrangements, Cirque Musica is a high quality performance sure to please patrons young and old.
Sponsored by Cirque Musica, The Cooking Group and The Agency Group.
Churning Butter into Gold
Inspired by the findings of the Audience Growth Initiative (Churn study), marketing and development directors from nine orchestras undertook a follow-up Patron Growth Initiative with Prescott & Associates to tackle the more complex issue of building sustainable support, factoring in both attendance and donations — thus helping orchestras grow total lifetime value. Kate Prescott will present the findings and recommendations of the yearlong effort that included data mining (on a database of 545,000 concertgoers and donors), qualitative, and quantitative research. Her presentation will be followed
by remarks from participating marketing and development directors on strategies they are pursuing as a result of the Initiative.
Kevin Giglinto, vice president for marketing and sales, Chicago Symphony Orchestra; Judith Helf, director of individual giving, New York Philharmonic; Shana Mathur, vice president, marketing and communications, Los Angeles Philharmonic; Kate Prescott, president, Prescott & Associates
Facilitator: Jack McAuliffe, president, Engaged Audiences LLC
Shared session with Executive Directors, Groups 2, 3, 4, 5 and 6, Public Relations, and Marketing and Development Managers Groups 1 through 8.
Easing Your Social Media Anxiety
Only two people “liked” your orchestra’s Facebook status, but how do you know if that’s good or bad? And does it even matter? We will look at ways to measure your online social engagement, compare it to others, and discuss ways to improve it. Like most small-budget orchestras, the League does not have a dedicated social networking staff person. So how do we prioritize our goals with limited time and resources, what are those goals, and how will we know when they are reached?
James Holt, membership and marketing associate, League of American Orchestras
Shared session with Marketing Managers, Groups 3-8 and Development, Groups 3-8
Thursday, June 9th
Patron Growth Initiative for Smaller Budget Orchestras: Rethinking the Relationship Between Sales and Contributed Revenue
Inspired by the findings of the Audience Growth Initiative (Churn Study), marketing and development directors from nine orchestras undertook a follow-up Patron Growth Initiative (PGI) with Prescott & Associates to tackle the more complex issue of building sustainable support, factoring in both attendance and donations — thus helping orchestras grow total lifetime value. During this meeting Jack McAuliffe, president of Engaged Audiences LLC and facilitator of the PGI will summarize the findings and recommendations and suggest implications for smaller-budget orchestras, and then facilitate a discussion of possible changes in your approach to marketing and development.
Jack McAuliffe, president, Engaged Audiences LLC
Shared session with Executive Directors Groups 7 and 8, and Development Managers Groups 6 through 8
Laura Sweet, vice president of marketing and communications along with her colleague marketing coordinator Joel Rainville from the Ordway Center for Performing Arts in Saint Paul, Minnesota will review concepts involving advertising effectiveness. This presentation will allow for interactive discussion on how to tell when a campaign is working, (or if it’s not), and how to deal with challenges like board and senior leaders who think they are marketing experts. We’ll also talk through the use and ideal frequency of e-mail programs; list sharing, and the concept of ‘big list’s.
Laura Sweet, vice president of marketing and communications, Ordway Center for Performing Arts; Joel Rainville, marketing coordinator, Ordway Center for Performing Arts
Successful Strategies for Building Subscription Audiences
Performing arts have debated the viability of selling subscriptions for the last three decades. But the resulting reliance on single ticket sales has not offered a cost effective alternative or economic sustainability. Why have orchestras of all sizes recently achieved record subscription results? This session challenges the notion that subscription sales are no longer viable offering recent successful case strategies, including an overview of belief systems that hinder subscription sales; the difference between a marketing plan and an audience development strategy; organizational alignment and accountabilities for subscription success; the merger of product development, artistic goals and revenue expectations; creative “best value” subscription packages and subscriptions for specific markets; the systematic creation of resources beyond internal staffs and budgets; and the development of a Patron Investment Program.
Doug Kinsey, president, Audience Strategies for the Arts, Inc.
Name badges for this event generously provided by TALASKE l Sound Thinking