Blueprint For Building Audiences€¦ · student or teacher than to keep existing student or teacher. ©Arts & Business Council of Americans ... Gen Y (aka Echo Boom): 1980 - 1994

©Arts & Business Council of Americans for the Arts 1

Blueprint For Building Audiences:How To Write A Marketing Plan

Julie PeelerVice President ofArts & Business Programs

Nancy Hytone LebArts Marketing Consultant

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Healthy Arts Organization

Balances:Managerial

Soundness

Artistic Excellence

Customer Input


What is marketing?

It ISN’T “selling” or “telling”It’s the process by which you come to understand the relationship between your product and the customer.Vehicle for demonstrating value to the consumer.


Marketing is not an event, but a process. It has a beginning, a middle, but never an end. You can improve it, perfect it, change it, even pause it…..but you never stop it completely.


What’s its role in a mission driven organization?

Translates the artistic vision into language consumers understand

Keeps you abreast of consumer trends

Acts as the liaison between the consumer and artist


Finds/captures paying customers to support the artistic mission.

4 elements:

Build Awareness

Create Interest

Stimulate Trial

Build Loyalty


Promotion

Product People

Price Position

Place Politics

What are the key tactical elements of marketing?


How does the planning process work?1. Business Review2. SWOT Analysis3. Environmental

Analysis4. Quantifiable

Marketing Objectives5. Target Markets6. Strategies

7. Tactics8. Channels9. Communications

goals/strategies10. Budget11. Action Plan12. Evaluation Plan


Where are we? Unique mission? Who is our customer? Who are our new targets? Growth potential?

Where are we going? Measurable Objectives?

How will we get there? Appropriate strategies?

What will we say, to whom and how?

What will it cost?

Who will do what and when?

How will we know it’s working?


Where are we?

⇒What is our mission?⇒Who is our current customer?⇒Who else could be a potential customer for

us?⇒Who do we compete with for our

customer’s time and money?


Where are we?⇒What are the key issues facing my

organization, my industry and my community currently and in the near future?

⇒What are our internal strengths and weaknesses (assets, financial resources, management, volunteers, corporate culture, etc..)?

⇒What are our external opportunities and threats?


Internal Analysis (S.W.O.T.)

Internal Factors

External Factors

StrengthsWeaknesses

OpportunitiesThreats


SWOT Analysis

W/TS/TThreats

W/OS/OOpportunities

WeaknessesStrengths


Where do we want to go?

⇒What three key objectives should I focus on that are:⇒Measurable⇒Attainable⇒Financially viable⇒Socially significant?


How will we get there?⇒What strategies and tactics will I

employ that address opportunities uncovered in Section I?

⇒Practice 360° Marketing⇒How do those learnings apply to:

Product PricePlace PromotionPeople Positioning


What will we say, to whom and how?

Who does the promotions plan target?What message will motivate them to buy?Where do they get their messages about leisure time activities?


Who will do what, when & with what resources?⇒What can and should I pay for, and

what can and should I find pro bono?⇒Does this growth strategy require

adding staff?⇒What is our internal approval process

for marketing materials?


What will it cost?


What will it cost?

6:1 RuleSpend six times more to acquire new student or teacher than to keep existing student or teacher.


How will we measure progress and when?⇒Are the systems in place to track new

students and teachers as they come into our organization, and the source of their interest in our organization?

⇒Do we have a process for encouraging their continued interest in our organization?


Did we achieve our goals? What did we learn in the process?

⇒Does our analysis include all seven of the Arts Marketing Ps, not just promotion?

⇒What did we learn about our suppositions regarding parents, new students and teachers that we made in the first section of the planning model?

⇒What did we learn about timing, or internal processes, that could help us in planning or execution of our marketing plans next year?


Targeting Your Marketing


Step 1: The Customer

Who are they (demographic description)?What are their wants, needs, desires, attitudes, interests, barriers, concerns, pressures (lifestyle description)?How could you benefit them? Solve a problem?Where do they get information about leisure time activities?


Why segment the market?

“Segmentation is saying something to somebody instead of saying nothing to everybody.”

Jay Conrad LevinsonGuerilla Advertising, 1994


Demographics Are Not Enough

Typical Demographic ProfileFemaleCaucasianAge 50 to 64High IncomeProfessional CareerAdult ChildrenPolitically Active


Who Is It?


IDENTIFYING CHARACTERISTICSTraits that put people into categories

Demographics Geography Usage or Behavior

Attitudes, Beliefs or Opinions

Future Intentions or Interest


ENRICHING CHARACTERISTICS

Traits that "Paint a Portrait“of the segment

InterestsRelated BehaviorPersonal ValuesPsychological CharacteristicsLife Stage


Evaluating Consumer Data


Defining your market segments

By ageRace and ethnicity


National Perspective

We’re getting older:


California

2000 2050

2,500,000 2,000,000 1,500,000 1,000,000 500,000 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000

0-4

10-14

20-24

30-34

40-44

50-54

60-64

70-74

80-84

FemaleMale

2,500,000 2,000,000 1,500,000 1,000,000 500,000 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000

0-4

10-14

20-24

30-34

40-44

50-54

60-64

70-74

80-84

FemaleMale

Source: Public Policy Institute of California


Who are we talking to?

Matures: 1945 and earlierBaby Boomers: 1946 - 1964Gen X: 1965 - 1979Gen Y (aka Echo Boom): 1980 - 1994Gen Next: 1995 - 2010


Gen Y

81 million strongIf they’re independent, median HHI is $$22,679.70% have a part-time or full-time job10% married


Gen Y

Markers in their LivesSchool ViolenceDirect TVInternet & E-commerce

Values in their LivesIdealistic ChoiceSavvy Function over formTechno-fierce


Gen Y


Baby Boomers

Rewinding, not winding downOpen-minded and willing to try new thingsHuge buying power - especially 50-60

$2.1T spendingInternet savvy, more so on the West Coast.

Source: Boomer Project, Richmond, VA


Who are we talking to?

Gen Xers and younger groups demand “unique experiences” and process information very differently (skeptically) than Boomers.Gen X & Y are new media drivenLess arts education therefore less familiar with standard arts repertoire.


New Definition of Family

24% of HH = traditional definitionSingle, professional femalesNewly, single middle-agersNewly married gays


Cultural Trends:A New Agenda of Values

Quantity QualityTangibles IntangiblesMoney Time


What do they want?

37% of people want to go places different from their daily live that they feel like make believe.55% express a desire to “have more fun.”63% want to “find more excitement and sensation in life.”58% want romance and mystery.

Source: American Demographics 2000


National Perspective:Race and Ethnicity2000 census: 281,421,906 people2006 estimated: 299, 398,484 (+6.4%)Over 18% of the population currently speaks a language other than English at home.Hispanic and Asian populations are growing faster than the population as a whole.White, non-Hispanic population will decline, already evidenced in some states.


US Regional Population by Minority %

Source: 2000 U.S. Census Data


Race and Cultural Participation

We need to examine the measuring stickNarrow Definition of “Arts” and Passive Experience

Largely White and US born minorities in attendance

Broader Definition and Participatory ExperienceAfrican Americans and Immigrants involvement increases dramatically

Source: Urban Institute 2005


Race and Cultural Participation

Bay Area Arts and Culture OrganizationsForward thinking in terms of “defining the arts” and recognizing changing demographics.Confluence of policy and community based support.

23% of all arts & cultural organizations in the area are ethnic-based.


As California goes, so goes the nation

Not exactlyCalifornia US

White Persons 59.5% 75.1%

Black or African American Persons 6.7% 12.3%

Asian Persons 10.9% 3.6%

Persons Reporting some other race 16.8% 5.5%

Persons of Hispanic or Latino origin 32.4% 12.5%Foreign born persons 26.2% 11.1%

Language other than English spoken @ home 39.5% 17.9%

Homeownership rate 56.9% 66.2%

Median value of owner-occupied housing $211,500 $119, 600


Think Local

In 2006:Bay Area population growth outpaced the state (+1.17%).

Santa Clara +1.67% to total population of 1.8 million.San Francisco +1.4% to total population of 817,537.Contra Costa Co. +1.28% to total population of 1.04 million.

Source: CA Department of Finance, SF Chronicle


Think Local

Key factor is the #of Bay Area residents moving OUT has dramatically declined.

San Francisco: 4,000 in 05/06400 in 06/07

Source: CA Department of Finance, SF Chronicle


Think Local

Bay Area forecast:+ 2 million people in the next 30 years (San Jose, SF and Oakland).Employment expected to increase 52% and top 5 million jobs by 2035.# of people age 60 and older will grow faster than other segments.

Source: Association of Bay Area Governments, SF Chronicle


Think Local


San Francisco2000 2006 est.

White Persons 49.7% 53.0%Black or African American Persons 7.8% 6.7%

Asian Persons 30.8% 31.8%Persons Reporting some other race 6.5% 4.7%Persons of Hispanic or Latino origin 14.1% 14.1%

Foreign born persons 36.8% 36.3%Median Age 36.5 39.4

Homeownership rate 35.0% 39.3%Median value of owner-occupied housing $396.4K $806.7K

Source: www.bayareacensus.ca.gov/counties (2003)


Alameda County2000 2006 est.

White Persons 48.8% 45.8%Black or African American Persons 14.9% 13.8%



Homeownership rate 54.7% 57.4%Median value of owner-occupied housing $303.1K $646,8K



Marin County2000 2006 est.

White Persons 84% 81.7%Black or African American Persons 2.9% 3.2%






2000 2006 est.White Persons 65.5% 59.7%

Black or African American Persons 9.4% 9.2%Asian Persons 11.0% 13.3%

Persons Reporting some other race 8.1% 13.0%Persons of Hispanic or Latino origin 17.7% 21.9%

Foreign born persons 19.0% 23.6%Median Age 36.4% 37.5%



Contra Costa County


Santa Clara County





Homeownership rate 59.8% 60.6%Median value of owner-occupied housing $446K $743K









San Mateo County


What do all these #s mean?

Snapshot view of each regionDiversity and differences within each county.Go micro to find city and neighborhood data.

Documents

Blueprint For Building Audiences€¦ · student or teacher than to keep existing student or teacher. ©Arts & Business Council of Americans ... Gen Y (aka Echo Boom): 1980 - 1994