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POWER YOUR BRAND THROUGH AUDIENCE IMMERSION 2014 Na9onal Arts Marke9ng Project Conference Atlanta, GA
Audience immersion [engagement]
powers the brands [organiza9ons] that succeed.
DEFIN
TION
BRAND =
Mission
DEFIN
TION
IMMERSION =
Ensuring that every touch point
delivers on the mission of the organiza;on
QUESTIO
N
WHO ARE YOU?
WHO ARE YOU?
Your mission Your art Programs offered Resources available “Engagement Prompt”
The ques;on that guides your audience engagement
QUESTIO
N
WHO IS YOUR
AUDIENCE?
WHO IS YOUR AUDIENCE? Who is there and why? Who isn’t there and why not?
What do they want from their experience?
How can they feel connected to your mission at every touch point?
AUDIENCE ORGANIZATION BRAND
MARKETING +
PROGRAMMING =
A crucial partnership
THE ART REMAINS THE ART
AUDIENCE TYPOLOGIES
TYPOLO
GY 1
READER
TYPOLO
GY 2
CRITICAL REVIEWER
TYPOLO
GY 2
CASUAL TALKER
TYPOLO
GY 4
TECHNOLOGY BASED
PROCESSOR
TYPOLO
GY 5
INSIGHT SEEKER
TYPOLO
GY 6
ACTIVE LEARNER
CUSTOMER TOUCH POINTS
CASE STUDY
MISSION
ART
In;mate audience experiences of epic story and stagecraR.
SCALE
The House serves 12,000 -‐15,000 people in Chicago
AUDIENCE 50% aZend just 2 plays per year or fewer Mixed ages with 50% under 40 (including kids) Variety of cultural usage levels
WHO’S MISSING The geek community Scenesters, Hipsters
ENGAGEMENT PROMPT
ENGAGEMENT PROMPT
How does this work connect the audience member to a mythical, larger whole that is friendly, arbul, and inspiring?
In what ways does it allow one to recognize both family and strangers more compassionately?
CraR and
Community
CRAFT
CRAFT
CRAFT
Stack of screen printed
SEASON TICKETS.
They’re 18”x24” posters.
CRAFT
Story-based Board Game
program.
Die and game piece as your
ticket.
CraR and
Community
OPEN HOUSE
OUTCOMES
What's the thing you tell your friends that sets The House apart from other companies?
OUTCOMES
I like that people from all kinds of backgrounds love The House
Love the audience interac;on!
You really felt like you were part of the show itself.
A las;ng memory of my experience with Death and Harry Houdini is actually the program/;cket. I found them to be quite beau;ful and of high quality, and I did not
CASE STUDY
_________________________________________________________________________________________________________________________
YESTERDAY’S STORIES. TODAY’S TOPICS. _________________________________________________________________________________________________________________________
TimeLine Theatre Company presents stories inspired by history that connect with today's social and poli9cal issues. Our collabora;ve ar;s;c team produces provoca;ve theatre and educa;onal programs that engage, entertain and enlighten.
ART
ART
“Tradi;onal” theatre audience Age 55+ Affluent and highly educated White
“Arts omnivores” “Con;nuing Learners”
WHO’S MISSING? “Arts Omnivores” & “Con;nuing Learners” of younger ages and diverse backgrounds
AUDIENCE
How can audiences learn more about the historical context of this play and make connec9ons to the social and poli;cal issues of today?
ENGAGEMENT PROMPT
LOBBY DISPLAYS
“BACKSTORY”
CONVERSATION
A RAISIN IN THE SUN
A RAISIN IN THE SUN
A RAISIN IN THE SUN
A RAISIN IN THE SUN
THE HOW AND THE WHY
THE HOW AND THE WHY
Collabora;ve team Director, Ar;s;c Director, Associate Ar;s;c Director
Dramaturg
Marke;ng Director
Graphic Designer Scenic Designer
Part of produc;on process
MARKETING + PROGRAMMING
POWERING THE BRAND
“Loved the interac;ve displays outside of the theater;
very engaging”
“Love, love, love the wonderful lobby displays! Each and every ;me.
One is beZer than the next!”
POWERING THE BRAND
“Produc9ons at TimeLine are a ‘getaway’ for the mind.”
“Linking the audience to a rich history … TimeLine will inspire you to engage in your pursuit of your own knowledge of the world”
POWERING THE BRAND
CASE STUDY
The National Museum of American Jewish History
History
History
Mission
The National Museum of American Jewish History, on
historic Independence Mall in Philadelphia, presents
educational programs and experiences that preserve,
explore and celebrate the history of Jews in America. Its
purpose is to connect Jews more closely to their heritage
and to inspire in people of all backgrounds a greater
appreciation for the diversity of the American Jewish
experience and the freedoms to which Americans aspire.
Art
Scale
Audience Geographic: About 85% from a combination of Philadelphia, Philadelphia suburbs, and other Mid-Atlantic states and 15% from a combination of other national and international Religious Background: 65.5% identified as Jewish; 1.2% interfaith (Jewish and another religion); 16% Christian, 14% no religious identification; 2.4% indicated somehow religious but didn’t specify; Hindu, Buddhist, Muslim, and Quaker collectively 1% Ethnicity: 85.8% white, 4.6% Asian or bi-racial Asian, 4.1% of African descent, 4% Hispanic/Latino, 1% American-Indian/Native Alaskan or mixed. Average age (not counting schoolkids): 49 Gender: 53.5% female; 46.5 male
Who’s Missing?
National (outside of Mid-Atlantic states) and international tourists Ethnic minorities
Engagement Prompt
How do we invite visitors of all backgrounds to both learn from and identify with/emotionally connect to the many stories we tell throughout the Museum?
Innovation and Expansion Gallery
Innovation and Expansion Gallery
Audience typologies served: Readers, Technology-Based Processors
Immigration and Integration Gallery: Ellis Island Interactive
Immigration and Integration Gallery: Ellis Island Interactive
Immigration and Integration Gallery: Ellis Island Interactive
Immigration and Integration Gallery: Ellis Island Interactive
Immigration and Integration Gallery: Ellis Island Interactive
Audience typologies served: Readers, Casual Talkers, Technology-Based Processors, Active Learners
Movie Theatre
Audience typologies served: Casual Talkers, Readers
Contemporary Issues Forum
Audience typologies served: Readers, Casual Talkers, Technology-Based Processors, Insight Seekers, and Active Learners
Chasing Dreams Mall Extravaganza
Chasing Dreams Mall Extravaganza
Audience typologies served: Casual Talkers, Active Learners
REMEMBER Individual program experiences will vary
but the brand inten;on should be the same
What can you always do?
GROUP BRAINSTORM
GROUP BRAINSTORM
Iden;fy (at least) one brand-‐specific
audience engagement idea for each
audience typology
SHARING
INTREPID WALK THEATRE COMPANY
MISSION: Socially provoca;ve, ar;s;cally adventurous works.
ART: Regional premieres of straight plays, small musicals, recent off-‐Broadway and off-‐off-‐Broadway successes. Plays center on the socio-‐poli;cal.
ENGAGEMENT PROMPT: How is an audience member invited to consider all sides of the hot-‐bufon issue presented by this play?
SOL AZUL DANCE COMPANY
MISSION: Celebra;ng La;no culture through crea;on and performance of dance works by contemporary La;no choreographers, and through dance educa;on programs that lead to discovery and explora;on of personal and community iden;ty.
ART: Cumng edge contemporary dance work, and commissioned works from established and emerging La;no choreographers.
ENGAGEMENT PROMPT: How is an audience member invited to explore and celebrate a diversity of contemporary La9no iden99es and voices beyond folkloric tradi9on?
ROYAL FIRE CHAMBER ENSEMBLE
MISSION: Enriching community with performances of 17th and 18th century chamber music, to engage audiences of all ages with passionate performances of familiar as well as forgoZen works.
ART: 17th and 18th Century instrumental works performed by chamber musicians with period instruments, recrea;ng the sounds the era’s composers would have heard.
ENGAGEMENT PROMPT: How is an audience invited to inves9gate historical prac9ces and be enriched by the music of 400 years ago?
CONTEMPORARY ART AMERICA
MISSION: Presen;ng the work and ideas of living ar;sts, understanding historical and social context of the art they are crea;ng, and providing insight into the crea;ve process. Creates a sense of community and is a place for contempla;on, s;mula;on and discussion.
ART: Exhibi;ons of thought-‐provoking art—pain;ng, sculpture, photography, video and film —created by living ar;sts.
ENGAGEMENT PROMPT: How is a visitor invited to make a connec9on between their own life and the art of these living ar9sts?
MUSEUM OF AFRICAN CULTURE MISSION: Dedicated to encouraging the enjoyment, study and apprecia;on of the culture, history and art of the people of Africa and of African descent.
ART: Permanent exhibits use African tradi;on of storytelling combined with innova;ve technology to explore African history, culture and art across ;me and geography. Permanent exhibits complemented by rota;ng schedule of themed-‐based exhibi;ons that offer mul;ple viewpoints on African culture. The museum also offers a wide-‐range of educa;on programs for learners of all ages.
ENGAGEMENT PROMPT: How is a visitor invited to appreciate the impact that African history, art and culture have on the contemporary lives of all people around the world?
SHARING
INSPIRATION
ENVELO
PE 1
What’s your biggest success story?
ENVELO
PE 2
What’s your hold-‐up,
your biggest concern?
ENVELO
PE 3
What’s your big & new (& possibly half-‐baked)
idea?
INSPIRATION — What to share:
1 — Biggest success story?
2 — Biggest concern?
3 — Big new idea?
Seal completed envelopes and place in corresponding bags on table.
INSPIRATION — When to open
1 — Tonight at the party • Share in a conversa;on!
2 — Tomorrow morning • Offer a response! • #immersion
• chelsea@thehousetheatre.com
3 — 1st day back at office
What are the audience immersion experiences that will power my brand?
THANK YOU! YAEL EYTAN
Museum of American Jewish History yeytan@nmajh.com
@YallaE
LARA GOETSCH TimeLine Theatre Company lara@;melinetheatre.com
@LaraGoetsch
CHELSEA KEENAN The House Theatre of Chicago chelsea@thehousetheatre.org
@chelseakeenan
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