1 / 18

Understanding Your Community to Drive Audience Engagement

Understanding Your Community to Drive Audience Engagement. Creative Exchange: Giving & Getting Ruby Lopez Harper April 3, 2019. Fun facts about Lansing Demographics. Estimated total population: 116,000 Population growth at about 1% per year

paul2
Download Presentation

Understanding Your Community to Drive Audience Engagement

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Understanding Your Community to Drive Audience Engagement Creative Exchange: Giving & Getting Ruby Lopez Harper April 3, 2019

  2. Fun facts about Lansing Demographics • Estimated total population: 116,000 • Population growth at about 1% per year • 61% White, 22% Black of African American, 12.5% Hispanic/Latinx, 6.2% Mixed, 3.7% Asian, 0.5% American Indian/Alaska Native, 3.1% “Some Other Race” – Oh, Census! • 30% in the 20-44 age range • Slightly more females (51.6%) than males • High school grads and some college • 73% Born in Michigan • 14% (under the age of 65) have a disability

  3. WHITE POP. SHIFT 2010-2030

  4. HISPANIC POP. SHIFT 2010-2030

  5. BLACK POP. SHIFT 2010-2030

  6. Why Does This Matter:AUDIENCES

  7. Why Does This Matter:ARTS ORGANIZATIONS

  8. Who are YOU? Critically reflect on who you are and how that manifests itself in the language/messaging you use and respond to: • Race • Ethnicity • Gender (expression) • Sexual Orientation • National Origin • Religious Affiliation • Economic Class • Physical/Mental Ability

  9. What questions do you need to ask before talking about “community?” What are your hidden assumptions? How do you account for the changing of community? Who creates/defines community? Can you be part of a community without wanting to? What is your investment in community? Does community perpetuate an inequitable system of power? Who is in and who is out? Who is defining the vision of a “better” community? Where do you feel you belong?

  10. Inclusive Messaging Speaking to specific lived experiences (note that I didn’t say demographics) without relying on stereotypes. Inclusive messaging is: • Informed • Honest • Full Spectrum

  11. INFORMED Inclusive messaging means doing your homework Relationships first, messaging second Questions to consider: • Is there an example of an organization and their message that got this correct? • Do we have relationships in place with leaders in the community we want to engage? • Have we tried and failed before? What can we do different this time?

  12. HONEST Inclusive messaging should accurately reflect your organization’s current values and thinking about diversity, equity, and inclusion while balancing aspiration and conveying invitation Questions to consider: How can an organization that is working on. . . .have honest inclusive messaging? How would you frame a messaging issue for your organization? Are we being authentic and thoughtful?

  13. FULL SPECTRUM Inclusive messaging cannot just be about marketing, it needs to include the full audience experience. Questions to consider: Are there events or experiences coming up at your organization that provide an opportunity for full spectrum inclusive messaging? Is our message consistent across all platforms? Are we being authentic in our representation?

  14. The Personal Is Political Recall a time when you felt especially welcome in an organization. • What did the organization do? • How did they get you in the door? • How were you treated while you were there? • Decision to engage/purchase a ticket • Initial welcome • Wayfinding • General assistance • Programming

  15. The Personal Is Political Recall one time where YOU felt very uncomfortable/unwelcome in an organization. • What did the organization do to get you in the door? • What made you feel uncomfortable/unwelcome? • Decision to engage/purchase a ticket • Initial welcome • Wayfinding • General assistance • Programming • What did you do in response?

  16. HOMEWORK

  17. Questions? SHOUT OUT!! Brea M. Heidelberg; Arts Management Consultant, Educator, and Researcher Brea.Heidelberg@gmail.com

More Related