My Conference: Executive Directors, Group 3-4
Constituency Liaison: Russell Jones
Wednesday, June 16th
Digital Media: Developing an Integrated Time and Cost Efficient Strategy
Follow-up in Atlanta – Part II
In light of the fruitful meeting and follow-up discussions at the Mid-Winter Managers’ weekend, this session will focus on the following areas:
1. Rights Overview – what is working for streaming and/or download events with soloists, musicians, and publishers
2. Using what you are already doing! Getting it out into the Internet
3. Creative and practical examples of complete digital strategies that don’t break the bank.
a. Using free services, getting grants, local organizations and your own management and artists to connect with your community.
i. Portland Symphony Orchestra
ii. Indianapolis Symphony Orchestra
4. Share technology developments – InstantEncore product releases since the conference – live video streaming in mobile devices and the Maestro Website Builder
Examples from the Orchestra
Portland Symphony Orchestra
- Using Digital Media to connect with musicians, audiences, and students
- Student Project Partnership with the University of Southern Maine, Media Studies Department – series of Video interviews, discussions, and performance clips
- Artistic Planning Presentation – what goes into programming a season
- Backstage Pass! Flip camera to post regular video content on YouTube, InstantEncore.com, Facebook, and iPhone App
- Video Program Notes - “Online Insights” at YouTube, InstantEncore, Facebook, and additional releases from video capture
- Seek to release portions of the 85th Anniversary CD through the IE platform
- Robert Moody, music director, with a Maestro Website and iPhone app
- PSO receives a grant for their own iPhone app
Indianapolis Symphony Orchestra
- Listen Before the Concert
- Telemarketing training sessions
- Box Office is using in the personal renewal appointments with patrons
InstantEncore – Past and Future
You can go back and listen to your favorite concerts from the past, or preview music we are doing in the future courtesy of the Naxos Library or other recordings posted on InstantEncore
- Sell digital downloads, give away downloads for special audience promotion
- ISO iPhone App
Margo Drakos, chief operating officer, InstantEncore.com; Mark Newman, vice president of marketing, Indianapolis Symphony Orchestra; Carolyn Nishon, director of artistic operations, Portland Symphony Orchestra; Ari Solotoff, chief of staff and director of planning, Philadelphia Orchestra; former executive director, Portland Symphony Orchestra
Building a High Performance Board
To help boards operate at the best and highest use of their collective ability, BoardSource developed The Source: Twelve Principles of Governance that Power Exceptional Boards. This session provides detailed information and concrete practices that can be put in place immediately and will ensure an optimally engaged and highly effective board.
David Styers, senior governance consultant, BoardSource
Session shared with Board Members Groups 3-8, Executive Directors Groups 5-8
Thursday, June 17th
Next Audience Engagement Strategy
The Indianapolis Symphony Orchestra has engaged in an aggressive strategy to attract what it calls the next audience. By refreshing the ISO brand, creating progressive flexible ticket packaging, developing audience-focused programming and adopting a robust new technology platform that concentrates on social commerce and awareness, we are gaining unprecedented access to the consumer marketplace and making meaningful connections with a new and diverse audience. Our efforts have resulted in measurable ticket sales growth and success in cultivating the next audience.
In this presentation, conference attendees will learn specifically about the ISO’s Next Audience Engagement Strategy (for example, the unique relationship we have with our resident ensemble Time for Three and the impact it has had on programming, our use of social media to induce ticket sales, and the network of street level promoters that has evolved to carry the ISO message to the masses). In addition, they will learn about our outcomes (how we are growing our subscriber base through flexible packages and increasing single ticket sales). And finally, they will learn how we measure success and customer satisfaction through our use of the Net Promoter Score.
Mark Newman, vice president of marketing, Indianapolis Symphony Orchestra
Session shared with Marketing Groups 1-2
Managing in Recession
An opportunity to share our news, successes and failures in the past year.
James Johnson, chief executive officer, The New York Pops; Eddie Walker, executive director, Oklahoma City Philharmonic
Friday, June 18th
What Orchestras Can Learn from Harley HOGs: Strategic Ideas for Building Strong Communities in the Orchestra World
Building on the Friday morning Perspective session: Really Knowing your Customers and Not Just their Pocketbooks, this deeper dive into the world of authentic relationship building looks at one of the most successful brand communities of all time – Harley-Davidson’s Harley Owners Group (HOG) to explore how orchestras could likewise create a newer, deeper level kind of subscriber and donor “family.” Professor Fournier, a longtime consultant with Harley-Davidson, will discuss how Harley-Davidson built a community-centric organization and following, and show how orchestras can build “pools”, “hubs”, and “webs” that connect occasional ticket buyers to attendees and the most ardent advocates and donors to build strong community around your orchestra brands.
Speaker: Susan Fournier, associate professor of marketing, Boston University; David Snead, vice president, marketing, New York Philharmonic
Facilitator: Reimer Priester, director of development, Louisiana Philharmonic Orchestra
Session shared with Marketing Groups 1-8 and Development Groups 1-8