Audience and Market Development

Our audience and market development training will enable arts organisations to better communicate with existing and new audiencies.

You can learn how to use a new marketing segmentation system developed for the arts sector, make better use of your organisation’s databases, information and reporting systems and take advantage of the power of online marketing.

Opportunities:

• Culture Segments workshops
• Evaluating databases, information and management reporting systems
• Optimise: online marketing webinar series
• Optimise: online marketing coaching
• Optimise: digital marketing workshops

Culture Segments workshops

Arts organisations are shown how to use market segmentation to target lapsed, current and potential audiences. They also learn how to differentiate their marketing materials to target and engage audiences more effectively.

The workshops are based on Culture Segments New Zealand, a new sector-specific segmentation system for arts, culture and heritage organisations designed by Morris Hargreaves McIntyre (MHM). The workshops are led by MHM who provide insight, advice and practical ways to integrate Culture Segments into daily marketing and audience development activity.

Culture Segments New Zealand uses data from Audience Atlas New Zealand 2011.

Who should attend?

Staff from organisations wanting to implement Culture Segments or who are already using it, including leaders and marketing, communications, audience development and box office staff. The workshops are open to all arts organisations, but priority is given to staff from organisations in the Toi Tōtara Haemata or the Toi Uru Kahikatea programmes.

When and how much?

$125 per organisation (maximum of two people per organisation)

• Auckland: Monday 18 February, 2013 (9:30am-4:30pm)
  Crowne Plaza Hotel, Elliott rooms
  128 Albert Street, CBD (map)

• Wellington: Wednesday 20 February, 2013 (9:30am-4:30pm)
  St James Theatre – Hospitality Suite
  77-87 Courtenay Place (map)

• Dunedin: Thursday 28 February, 2013 (9am-4pm)
  Dunedin Public Art Gallery – Conference Room
  30 The Octagon (map)

• Christchurch: Friday 1 March, 2013 (9am-4pm)
  Addington Events Centre, Blossom Lady Room – Level 3 Metropolitan Stand
  Twigger Street, Addington (map)

For more information please contact sabrina.leruste@creativenz.govt.nz

Evaluating databases information AND management reporting systems

Participants are shown how to use their databases, and information and management reporting systems to engage more effectively with their audiences and stakeholders. Tim Roberts from ARTS Australia  provides a "hands-on" audit and consultancy for selected organisations including an evaluation of systems and skills, recommendations for change and training suggestions.

This evaluation and advice covers:

• databases
• ticketing software
• customer relationship management (CRM)
• fundraising software
• website content management systems
• email marketing software
• analytical and reporting tools and other management reporting systems

In 2011 we commissioned Tim Roberts to research the New Zealand art industry’s use of customer data for audience development. The results can be found in Audience Data Research – Executive Summary.

 Who should attend?

Staff who are responsible for marketing, audience development or box office management, and who have a working knowledge of their organisation’s existing databases, ticketing, CRM and online systems. 

This initiative is open to organisations in the continuously funded Toi Tōtara Haemata or Toi Uru Kahikatea programmes, through an application process. Priority will be given to organisations that took part in Creative New Zealand’s Organisational Development Model survey.

When and how much?

• From March to May 2013
• $250 per participating organisation

For more information contact sabrina.leruste@creativenz.govt.nz

Optimise: online marketing webinar series

This is a series of six free one-hour webinars on best practice, and the latest trends and developments in online marketing. The webinars are presented by Vicki Allpress Hill from The Audience Connection with guest presenters for specific topics.

The topics for the 2013 series are:

• growing audience engagement on Facebook - 30 January
• creating digital content on a shoestring - 27 February
• getting the most out of YouTube - 27 March  
• audience insights from online analytics - 24 April
• engaging audiences through crowdfunding - 29 May
• what does Pinterest offer arts organisations? - 26 June

Watch previous webinars and read the Optimise Insights newsletter.

Who should attend?

Organisation leaders, managers, marketers, and audience development, online and communications staff. The webinars are open to all arts organisations, but priority is given to staff from organisations in the Toi Tōtara Haemata or the Toi Uru Kahikatea programmes.

When and how much?

The webinars are held between 10.30am and 11.30am on the dates listed above and are free.

For more information and to register for the webinars contact sabrina.leruste@creativenz.govt.nz.

Optimise: online marketing coaching

One-to-one coaching is available for three organisations to develop and implement a new online marketing initiative of their choice. Coaching focuses on a strategy or tactic that best suits each organisation’s resources and marketing goals. Participants receive online marketing coaching to the value of $3,000 from Vicki Allpress Hill of The Audience Connection.

Up to $2,500 per organisation is provided by Creative New Zealand to trial new online marketing strategies, tools or projects, on the proviso of matched-funding by the organisation.

Who should attend?

This initiative is open to three arts organisations in the continuously funded Toi Tōtara Haemata or Toi Uru Kahikatea programmes, through an application process. Priority will be given to arts organisations that took part in Creative New Zealand’s Organisational Development Model survey.

When and how much?

Applications are now closed.

For more information contact sabrina.leruste@creativenz.govt.nz

Read the Optmise Insights newsletter.

Optimise: digital marketing workshops

These workshops cover a stimulating range of content on digital marketing.  They include digital trends you can’t ignore, case studies from local arts organisations and an expert panel to address your digital marketing dilemmas.  The workshops are delivered by Vicki Allpress Hill from The Audience Connection, along with guest presenters.

We’re delighted to announce Stuart Buchanan from The Nest in Sydney, as our keynote speaker for the Optimise: Digital Marketing Workshops. Stuart’s presentation “It’s Time to Put Digital First” will open the day’s programme of stimulating and informative digital marketing content.  Stuart’s creative agency The Nest works primarily in the cultural sector and specialises in design and development for web, mobile and apps, digital publishing for tablet, and digital strategy and social media campaigns.

The Optimise: Digital Marketing Workshops will be full-day, intensive and practical sessions that cover a stimulating range of content on the latest issues and trends in online marketing, tailored to New Zealand arts managers; including:

• Keynote: “It’s Time to Put Digital First” – Stuart Buchanan of The Nest
• Breakout session: Led by Stuart, with Vicki Allpress Hill.
• Videos: latest digital marketing tips and tricks.
• Presentation: 10 great arts marketing ideas.
• Panel: Ask our online experts.

Keynote: “It’s Time to Put Digital First” – Stuart Buchanan of The Nest (9am-10:45am)

Presenter: Stuart Buchanan

The growth of digital marketing and social media shows no sign of slowing down – quite the opposite. Their role in helping us to shape the way we think has never been more profound. More than that, digital is fundamentally changing the way arts organisations operate, challenging our motives and assumptions, and forcing us to reconsider our purpose and process.

Rather than playing second fiddle to traditional advertising or print marketing, the all-pervasive role digital now has – across all aspects of what we do – demands a complete rethink of how we foster and grow audiences.

It seems as if there's only one way forward – it's time to put the past behind us, and time to put digital first.

Breakout session: Led by Stuart, with Vicki Allpress Hill (11am-1pm)

Presenters: Stuart Buchanan and Vicki Allpress-Hill

Think about your last marketing campaign – for your last season, performance, exhibition or promotion. Where was digital in the mix? Was at the forefront of the campaign – how was it used? How did it engage the target audience? Or was it in the background? How successful was your 'traditional' campaign?  Did you genuinely engage with your audience and your community, or did you do what you've always done – because any alternative feels too far out of reach?
Following on from the keynote, in this practical, creative session, we’ll explore one of your recent (or current) marketing campaigns and re-imagine, from the ground up, how to effectively put 'digital first'.  How might you have done things differently, and what effect might that have had on its success (or failure)?

latest digital marketing tips and tricks (2pm – 2.15pm)

We’ll share insights from online marketing experts in the arts from around the globe via video.

10 great arts marketing ideas (2.15pm – 3.15pm)

Stuart and Vicki will share some of the best examples of online marketing in the arts they have seen over the last few months.

Ask and expert : Panel (3.30pm – 4.30pm)

We’ve gathered together a panel of social and online experts from the arts and the business worlds to discuss digital marketing trends and answer the burning digital marketing questions you’ve always wanted to ask.

Auckland Panel:
Jennifer Duval-Smith – Executive Director, Social@Ogilvy
Anna Connell – Online Community Manager, Bank of New Zealand
Stuart Buchanan – Director, The Nest
Vicki Allpress Hill – Director, The Audience Connection
Wellington Panel:
Courtney Johnston – Director, The Dowse Art Museum
Stuart Buchanan – Director, The Nest
Vicki Allpress Hill – Director, The Audience Connection

Networking Drinks and Nibbles

Creative New Zealand invites you to join us after the workshop for some drinks and nibbles. This will also be a great oppotunity to network and ask further questions to our presenters and panelists.
Drinks will be held in the same venues as the workshops and will start after the last session and go until 6.30pm

Who should attend?

Staff working in marketing, communications and audience development.  The workshops are open to all arts organisations, but priority is given to staff from organisations in the Toi Tōtara Haemata or the Toi Uru Kahikatea programmes.

When and how much?

• 20 March in Auckland (9am - 4:30pm)
• 22 March in Wellington (9am - 4:30pm)
• cost $125 per participant
• Please RSVP by Friday 15 March

For more information contact sabrina.leruste@creativenz.govt.nz. 

Read the Optimise Insights newsletter.