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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
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DESINGEL IN FOCUS
DESINGEL INTERNATIONAL ART CAMPUS
1.BASIC PRINCIPLES
2.OBJECTIVES
3.STRATEGY
4.INTEGRATED APPROACH
5.CASES
6.CONCLUSION
DESINGEL IN FOCUS
TABLE OF CONTENTS
DESINGEL IN FOCUS
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
BASIC PRINCIPLES
DESINGEL IN FOCUS
General public = spectator/member
student
artist
member of staff
Social media era: - Facebook
- YouTube
- Flickr
- blogs
Press: of invaluable importance
BASIC PRINCIPLES
S
T
O
R
Y
T
E
L
L
E
R
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
DESINGEL IN FOCUS
OBJECTIVES
1.IMAGE COMMUNICATION
= deSingel DNA
2.PROGRAMME COMMUNICATION
= create momentums
= highlights programme through an integrated approach
DESINGEL IN FOCUS
STRATEGY
DESINGEL IN FOCUS
printed matter
digital
press
since mid-2011:
+ audiovisual media
+ social media
= &-& STORY
= RESOURCES ≠ OBJECTIVE
INTEGRATED APPROACH
What happens when you add
social media to a boring
exhibition?
A boring exhibition combined
with social media.
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
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
DESINGEL IN FOCUS
INTEGRATED APPROACH
DESINGEL IN FOCUS
INTEGRATED APPROACH
SOCIAL MEDIA ERA
listen & converse
forum http://www.desingel.be
Facebookpagina deSingel
Twitteraccount #desingel
DESINGEL IN FOCUS
1. IMAGE COMMUNICATION
Made in deSingel
2. PROGRAMME/PRODUCTION COMMUNICATION
unique productions: TeZukA
themes/clusters: Goldberg. The Series
involvement: Octopus
DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
IMAGE COMMUNICATION
Made in deSingel
= new label creates opportunities for communication
DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
De Morgen 26/09/2011
IMAGE COMMUNICATION
Made in deSingel
= new label creates opportunities for communication
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
DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
PROGRAMME COMMUNICATION
Sidi Larbi Cherkaoui TeZukA
DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
PROGRAMME COMMUNICATION
Sidi Larbi Cherkaoui TeZukA
DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
PROGRAMME COMMUNICATION
Sidi Larbi Cherkaoui TeZukA
DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
end result: 700 new
customers
PROGRAMME COMMUNICATION
Goldberg. The Series.
Objective: classical music suitable to a wide audience
Medium: short film
Result: public response and press
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
DESINGEL IN FOCUS
INTEGRATED APPROACH: CASES
1.TO CREATE MOMENTUMS
2.TO COMBINE RESOURCES AND MEDIA FOR
MAXIMUM IMPACT
DESINGEL IN FOCUS
CONCLUSION
DESINGEL IN FOCUS DESINGEL INTERNATIONAL ART CAMPUS
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