CultuurNet Flanders Dag van der Cultuurcommunicatie 2006 Networks & Marketing

1. CultuurNet FlandersDag van der Cultuurcommunicatie 2006Networks & Marketing Mel Larsen 2006

2. overview Presentation • Networks - benefits • Success factors and common pitfalls • Networks and arts marketing Discussion

3. what is a network? “an inter-connected system of things or people”

4. networks - some thoughts • Memes • ‘6 degrees of separation’ • Social capital • Noticing Networks • Meta-networks

6. networks and the arts Some models: • On-line communities • Ambassadors • Community Networks

7. on-line communities Blogs Forums Communities TV and Radio

8. community networks • Waterloo Arts & Events Network • Ambassador initiatives

10. Waterloo Arts & Events Network • A project managed by South Bank Employers Group (SBEG) • Regeneration context • 1 year consultation and action research • 1 year in operation

11. Waterloo Arts & Events Network - ethos • Holistic - involves all • Dialogue: no simple solutions • Cross sector - inclusive partnerships • Lateral- finding new ways • Catalytic, Organic, Dynamic - evolves • Creative, Innovative

13. arts ambassadors • Community networker • Spreads the word on arts and cultural events • Builds relationships • Part of a target community: can represent views, aspirations • Can be paid or voluntary

14. choosing an approach • Promotion • Audience Development

15. promotion focused approach • Ambassadors function as a promotional tool. • Team of community promotion/sales workers target new attenders and increase attendance. • Ambassador is primarily a sales representative • Feedback and change focuses on the tactical

16. arts ambassadors - challenges • Management time - effectively a new department • Sole worker/small team burn out/moving on • Accuracy of information, ineffective ambassadors • Lack of organisational ‘buy-in’ • Lack of box office, reception, service staff ‘buy-in’ • Can be difficult to monitor effectiveness

17. Poole Arts: Tipping Point • 5 arts organisations: Gallery, Arts Centre, Orchestra, Film Festival, Arts Development Unit. • 14 month project • Budget: £15k

18. Poole Arts: Tipping Point • 100 ambassadors aged 18 - 45 • 70 were women • 80 were new attenders (no previous sales) • 20 were regulars (3+ times a year) • 55 were in full-time work (arts, teaching, marketing, caring)

19. Poole Arts: Tipping Point They got: • Free tickets • 2 for 1 vouchers • Training at fun workshops They gave: • ‘Talking time’ • Attended briefing and training sessions

20. Poole Arts: Tipping Point Achievements • 2,887 attenders • 50% new attenders, 19% occasional attenders. • 10% of Ambassadors created 53% of ticket sales. • Attitude changes of contacts. • 20% of Ambassadors volunteered in other capacities.

21. Poole Arts: Tipping Point Challenges • Dealing with ultra-eager Ambassadors • Saying 'no' to some suggestions • Aligning box office staff with the scheme • Dealing with less effective Ambassadors

23. Arts Ambassadors Unit (AAU) • Partners: Arts About Manchester and arts venues in Manchester • Targeted: African, Caribbean, South Asian, Chinese audiences • In response to low take-up of ‘mainstream’ provision by these audiences.

24. AAU: what they did… • Employed 42 Ambassadors and workers • Supported the development of 11 new arts projects and commissions, and major season of Black dance • Involved 33 venues and agencies in a variety of ways on the marketing of 112 different Black arts events including 44 participative projects

25. AAU: what they did… • Trained 40 young Black people in arts marketing, facilitated placements • Created database of 7774 people interested in Black arts events • 4 issues of a new cultural magazine profiling 83 (mainly local) artists; Produced 8 hours of radio broadcast

26. AAU: achievements • 31,000 people attended and participated in AAU supported projects over 3 years. • 43% cited ambassadors as their primary influence in deciding to attend • Overall representation of Black audiences increased in the region from 3% to 5%

27. arts ambassadors - success strategies • Great recruitment • Plan in realistic management and development time • Good communication structures • Effective teamwork: it’s everyone’s project • Good delivery to the new attenders • Evaluate and take it forward

29. networks - benefits • Genuine endorsement • Using what is already there • Can be low-cost • Facilitates ‘bottom-up’ input • Creative and organic • Unexpected outcomes

31. networks - pitfalls • Can take a long time to grow • Grows too quickly • Over-controlling it • Not managing it enough • Can be time- hungry • Abuse of network purpose (ie sales rather than connection) • ‘Chain letter factor’

32. networks - success factors • Message easy to understand and pass on • Desire to share and enthuse • Communication channels that work • Common purpose or shared practices • Central point of feedback • Desirable outcomes or resources on offer • Permission based • Ability to stimulate co-operation