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美国艺术发展委员会. The Office. Americans for the Arts Staff ( 人员 ). Alaska. Hawaii. Americans for the Arts Members and Americans for the Arts Action Fund Members. 伙伴机构. GOALS ( 目标 ). Environment in which the arts can thrive More resources for the arts and arts education
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Alaska Hawaii Americans for the Arts Members and Americans for the Arts Action Fund Members 伙伴机构
GOALS (目标) • Environment in which the arts can thrive • More resources for the arts and arts education • Individual value of the arts
Policy Action Outcomes Decisions/Decisionmakers Evaluate Lobbying Idea Development Advocacy Research Visibility Positions Leadership Training
Creative Industries (创意产业) in the U.S. (2007) • Arts-Centric Businesses = 546,558 • Arts-Centric Employees = 2.7 million
Washington, DC2,111 Arts-Related Businesses Employ 17,741 People
Number of Nonprofit Arts Organizations in U.S.: 1965 to 2000 非营利性艺术机构 50,000 45,000 33,544 30,000 15,000 7,732 0 1965 1992 2000
Private Sector 企业、基金会、个人
National Arts Policy Roundtable at Sundance Institute 全国艺术政策协商会议
Marketing (行销) Process of exchange relationship between product and the customer
Steps建立忠诚度 Build Awareness 建立认知 Create Interest 培养兴趣 Stimulate Relationship 促进关系 Build Loyalty 建立忠诚度
Key elements of marketing 关键元素 People Product Promotion Position Price Politics Place
Traditional Marketing (传统行销) 1. Solicitation of Interest ORGANIZATION PROSPECT 2. Response to Solicitation Examples of Traditional Marketing Tools: Direct Mail Telemarketing
Rethinking Marketing • Single Ticket Income • Other Ancillary Earned Income • Education and Outreach Programs
Viral Marketing (口碑行销 ) Friend (Prospect #2) Friend (Prospect #3) 1. Solicitation of Interest ORGANIZATION PROSPECT #1 2. Response Friend (Prospect #4) Examples: Social Networking WebsitesE-Mail Campaigns with Forward to Friend LinksPodCastingBlogging Friend (Prospect #5)
Social Networking (社群 网络) Current # of Friends: 185 Current # in Network: 82,617 Current # of Friends: 4,505 Current # in Network: 174,777,143
Changing Demographics 细分年龄层 Four Generations Driving the U.S Economy World War II Generation Baby Boomers • Moving toward retirement • Born between 1946 and 1964 • Represent 39% of American Population • Retired • Declining in Number • Traditionally have a limited income Generation X Generation Y • Have never lived without a computer or e-mail • Multi-taskers (can IM, watch TV and do homework at the same time) • Climbing the Corporate Ladder • Main driver of the economy for the next twenty years (approx). • Technologically Savvy • Embraces individuality and unique experiences
Reaching Generation X/Y Meet Their Needs1. an interactive experience2. exclusive content3. on-demand timing Use Technology to Start
Online Marketing • E-Commerce $102 billion in 2006, a 24% increase. • By 2011 almost half of all US retail sales will either be influenced by or transacted online. Source: emarketer.com
It is your CHOICE… 这是您的选择 . . . Blogging & Vlogging Social Networking:MySpace, YouTube, Care2 PodCasting Other Cool Items
Metropolitan Opera: A Case Study • Peter Gelb, General Manager, wants to make opera more accessible: • Open houses—dress rehearsal of Puccini’s Madama Butterfly—3,000 attended • Live telecasts in 113 movie theatres nationwide • Broadcasting Opening Night in Times Square • Broadcast performances on satellite radio
Thank You! 谢 谢! Send Questions to: Robert Lynch 罗伯特 · 林奇 RLynch@artsusa.org www.artsusa.org