A key component of The Essential Journey of Audience Building has been capturing and utilizing data to make informed organizational decisions. The ABR has created a resource library — a knowledgebase — that contains the learning gleaned from experts in a variety of fields and from the very important peer interaction that has been the cornerstone of the ABR.
In this workshop, IMPACTS Research discusses how the coronavirus has created major shifts in how people engage with arts and culture organizations and how the coronavirus may have impacted the visitation and engagement decisions of people for years to come. IMPACTS Research explores the economic downturn and the changes in interpersonal communication in light of social distancing. How each trend translates to different business models is discussed during the workshop.
Some key takeaways from this workshop: “Let data light the path.” “Meet audiences where they ARE - and that is online. Younger, more diverse audiences - especially - are online.” “Online content consumption has increased dramatically during the time of the pandemic - in all ways.” “Take the long view - be thoughtful, not reactive. Be willing to change.” “Focus on subscriber-members while being welcoming to younger & diverse audiences.” “$300 is the threshold at which people feel like ‘donors’/investors….”
REFERENCES
IMPACTS_WebinarReferences_ABR_Sept102020.pdf
This report is the fifth in the Kelton COVID-19 Consumer Pulse series, featuring data from the fifth and sixth waves of the ongoing study.
By Stephen Brown, President, Cookerly PR
As The Arthur M. Blank Family Foundation reconvened its Audience Building Roundtable for a “COVID-19 Pivot,” I had the opportunity to talk with more than 50 arts and culture organizations in the Roundtable about ways they can stay top of mind with their audiences during a 2020 which has thrown curveballs to nearly every American institution.
The week ending June 12, 2020, the twelfth week of national arts and culture data expert Colleen Dilenschneider’s research about “intent to visit” has now intersected with societal unrest in the wake of tragedies and protests related to systemic racial injustices, capturing the attention of Americans and the world at large, with people indicating that they intend to return to their usual attendance behaviors within about three months, but with some redistribution of demand.
Presented by Alan Brown, WolfBrown: http://wolfbrown.com/people/alan-brown
Presented by Stephen Brown, President of Cookerly PR
Download:
ABR Thursday Rethink Amplifying Your Message 5-28-20 Cookerly PR.pdf
Stephen Michael Brown, APR, is president of Cookerly Public Relations. He helps ideate for consumer and corporate campaigns, develop social media programs and strategize for all facets of integrated marketing and lead generation. Favorite recent assignments have included brand activations for nationwide clients at the Super Bowl, the Winter Olympics, the Kentucky Derby and the Academy Awards.
Stephen is in his element facilitating brainstorms and branding workshops, leading media training sessions and coaching executives for public speaking. He recently spoke at Social Media Week about the intersection of mixed reality on communications disciplines. Some of Stephen’s notable campaigns include the introduction of Coca-Cola Freestyle technology and the McCafé line of coffees to U.S. restaurants; celebrations of The Home Depot’s pioneering work in the DIY industry and InterfaceFLOR milestones in sustainability; and social media activations for Mercedes-Benz, General Mills, LexisNexis and Procter & Gamble.
A graduate of the University of South Carolina and of Leadership Atlanta, Stephen is past president and a board member of PRSA Georgia, chairman of the board for Actor’s Express and involved in advisory boards for Alliance Theatre, Serenbe Playhouse and Center for Puppetry Arts. He is a fan of theatre and movies. He resides in the creative enclave of Pinewood Forest in south Atlanta.
By Ariel Fristoe, Artistic Director, Out of Hand Theater
I want to share something extraordinary and unexpected that came out of Out of Hand Theater’s audience building journey. Out of Hand works at the intersection of art, social justice, and civic engagement. We spark conversations to build a better world by using the tools of theater to support and enhance the work of community partners. Through the generosity of The Arthur M. Blank Family Foundation, we have taken several steps on our audience building journey, starting with our neighborhood, Old Fourth Ward.
Following a $32-million renovation, the Alliance Theatre opened the Coca-Cola Stage this past January. Even as construction was being completed during the 2017–2018 season, the show had to go on, and leadership at the Alliance made the untested (and rather bold) move to produce 12 shows in different locations around Atlanta, selecting venues that complemented themes of the work being produced. The hope was that they could meet Atlantans where they lived and bring them back to the newly renovated stage once it opened.
By Adam Fristoe, Out of Hand Theater
Thanks to a scholarship provided by the Arthur Blank Family Foundation’s Audience Building Roundtable, Out of Hand Theater’s Co-Artistic and Marketing Director Adam Fristoe was able to attend the 2018 National Arts Marketing Conference in Seattle, Washington.
Over the past five years, Out of Hand has focused our work toward social justice, civic engagement and community building in Metro Atlanta. In Seattle, Washington, both the city and King County have policies in place that make a commitment to equity, in particular to racial equity, including taking into account historical inequities. In Seattle, I was specifically looking for guidance and best practices in implementing such a commitment at Out of Hand, as well as for strategies to advance advocacy for these policies in Atlanta.
Download: ABR Workshop Deck 2-22-19.pptx
By Darlene Hamilton, Assistant Director, Marketing & Communications
Rialto Center for the Arts at Georgia State University
The Rialto Center for the Arts at Georgia State University was among five arts organizations chosen to participate in the second cohort of The Arthur M. Blank Family Foundation’s Audience Building Roundtable Patron Analysis: Putting Data into Action. We were thrilled to participate in the study. Each organization provided three years of data on Single Ticket Buyers (STBs), Subscribers, Members and Donors.
Click to download: ABR Workshop 10-26-18 DESIGN THINKING WITH SCOTT SANCHEZ & MODA.pdf
By Laura Flusche, PhD, Executive Director, Museum of Design Atlanta
In 2017, when the Audience Building Roundtable of The Arthur M. Blank Family Foundation offered member organizations an opportunity to be part of a second cohort working with TRG Arts to analyze patron data, MODA jumped at the chance. We have an expansive database — we use Blackbaud’s ALTRU — but didn’t feel that we’d developed enough effective methods for analyzing that data and using it to build audience.
Click to download: ABR Patron Analysis Results + 5 Organization Reports 9-28-18.pdf