ACMI MEMBERSHIPS 2015Business Plan For Development Of Memberships @ ACMIPrepared By Nicholas Hudson-Ellis & Aaron Rowlands

Overview1. Examine the Membership Product2. Membership Structure Changes3. Current Membership Base4. 2015 Landscape for Memberships5. FY15 Budget Targets6. Member Events Overview7. Memberships Promotion8. Member Events Calendar9. Tours and Talks10.Focus on ACMI Films11.Member events beyond ACMI12.Memberships Volunteers13.Membership FY15 Timeline14.Ongoing Membership Activity15.Current Bookings For Member Films16.Slated Bookings For Member Orientation Tours17.Slated Bookings For Member First Sundays Of The Month Events

The Membership ProductFilm Membership - $20• 1 free cinema ticket• Discounted ACMI curated films• Discounts at Shop/Optic• For 1 person

Individual Membership - $50• 1 free exhibition ticket, 2 free cinema tickets• For 1-2 people at same address• Discounts on films, exhibitions, partners.• Discounts at Shop/Optic

Family Membership - $80• 2 free exhibition ticket, 2 free cinema tickets, 3 free kids

flicks tickets.• For 1-2 adults and up to three children at same address• Discounts on films, exhibitions, partners.• Discounts at Shop/Optic

Membership Structure Changes The elimination of the $15 concession Film

Membership brings the pricing into parity with the Individual and Family membership.

The price parity aims to reduce customer confusion, and remove the impression that Individual/Family membership is potentially overpriced with no concession rate.

The phasing out of Corporate Membership within the Commercial business unit allows an increased focus on Individuals.

Membership Base(FY14)

Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-140

500

1,000

1,500

2,000

2,500

3,000

297 339 349 366 373 380 387 387 385 466 415

1,2791,422 1,443 1,484 1,509

1,608 1,619 1,639 1,6401,593

1,388

0

0 0

148268

464556 614 675

715

776

Family Individual Film

2015 Landscape for Memberships

Opportunities More robust member event calendar to

bolster recruitment and retention of members

New website can increase visibility of member events and member discounts.

Challenges Only 96 days with a paid exhibition.

DreamWorks until Oct 5, next paid exhibition not until FY16.

Memberships Budget FY15

Member Events Overview

Building on strength of rich festival partner previews

Public facing calendar of member events

Member partner events off-site Orientation tours for new members Film discussion group for members

First Sunday of the Month

Promotion

Memberships Banner on cinema listings

Membership promotion on all cinema advertising: connect the message of attending ACMI films with being an ACMI Member

Staff training: constant membership linking and up-selling

Shop price communications: always listing full and member prices.

Member Events Calendar

The current ACMI website does not have a public facing calendar of member events.

The new website will support showcasing the rich calendar of member events, allowing ACMI to use as a recruitment tool as well as a retention tool.

Premium member events such as MWM exhibition previews will have increased exposure and drive membership recruitment/retention.

The calendar will allow promotion of member events beyond the next month, as limited with the current monthly member e-news.

Member talks and tours

Member orientation tours: Quarterly volunteer lead free tours around ACMI to familiarise new members with the entirety of our offer.

First Sunday of the Month: A new monthly hosted discussion of an ACMI curated film, happening inside Optic. This will be a paid program.

Focus on ACMI Films

In FY2014 we had 10 festival partner previews and 2 ACMI curated film previews

In FY2015 we aim to present an equal number of previews of free and paid ACMI curated films.

Special introductions and value added content from ACMI Film Programmers will make this offer unique and exclusive. This has been trialled successfully in FY14 with Battle of the Sexes.

ACMI Member Events-Outside ACMI

We have valuable membership partners in Heidi Museum, National Trust, NGV and others.

These relationships will be leveraged to include cross-promotion and joint member events.

The first exercise will be joining with the Nat. Trust to share the exhibition Love, Desire & Riches: The Fashion of Weddings with ACMI Members, and extend the experience to a screening at ACMI.

History of Nat. Trust member engagement with ACMI, 30+ Film Members, Group Sales.

Membership Volunteers

Introduced in FY14, cemented for FY15.

Team of two volunteers working on member data integrity, membership pack mail-outs.

Volunteer support through supervision, Tessitura training, and documentation for current and future volunteers.

Estimated 416 hours of volunteered time during FY15.

Memberships FY15 Timeline

Event Schedule

First Sunday of the Month commences

September 2014

ACMI Website Relaunch-New Member Pages

August 2014

DreamWorks Family Membership Promotion

July-October 2014

National Trust Event August 2014

Member Event Calendar online November 2014

David Bowie Membership Renewal Promotion: Renew or Join to be the first to see the David Bowie exhibition

November 2014 – July 2015

Christmas Promotion: Give the gift of ACMI Membership

November – December 2014

Yang Fudong exhibition Member Preview

December 2014

Members Oscars Telecast March 2015

Ongoing Membership ActivityEvent Schedule (Booked in EBMS)

Film Festival Previews Monthly subject to festival partners

ACMI curated films previews Monthly subject to space availability

Member orientation tours Quarterly (with option for monthly if demand exceeds quarterly schedule)

First Sunday of the Month Monthly

Current Bookings For Member Films FY15 (Film Previews)

Slated Bookings For Member Orientation Tours FY15

Slated Bookings For Member First Sundays Of The Month

Events