CLASSES + WORKSHOPS

The Houston Arts Alliance presents a National Arts Marketing Project (NAMP) Workshop – Arts Marketing Insights, Thursday, July 16.

This FULL DAY Seminar will provide arts managers with the skills and tools for increasing their effectiveness and efficiency in developing, building and retaining audiences for now and for the future. In this seminar, we will study a broad range of marketing principles, strategies, and tactics, highlighting the program with vivid examples of new and creative marketing strategies used throughout the performing arts industry.

We will:

* examine the process of strategic market analysis and planning, using an extended example of a long range strategic plan developed by the speaker.

* examine in depth consumer behavior as it relates to understanding the performing arts audience. We will discuss approaches for understanding performing arts audiences and how to apply consumer behavior theories to marketing strategies. We will also discuss the ticket buying decision process, segmentation and targeting of current and potential audience segments, and positioning strategies, which include a segment on image and brand identity.

* discuss principles relative to and methods for building audience frequency and loyalty. This presentation focuses on how to design, package and sell market-oriented alternatives to traditional subscriptions that build audience commitment and loyalty and on the value of and approaches to effectively building single ticket sales. This workshop will also help arts managers learn how strengthen a subscription campaign and realize the lifetime value of subscribers with strategies for retaining current subscribers and for re-attracting lapsed subscribers.

* Study various approaches to market research that help managers identify viable strategies and tactics attractive to their current and potential markets. Throughout the seminar, findings of relevant market research of arts audiences and brief case studies from arts and business organizations that exemplify the principles being discussed will be presented.

About the Presenter:
Joanne Scheff Bernstein is a consultant, speaker, educator and author in the field of arts and culture management and marketing.

She is currently interim executive director of the Lake Forest Symphony in Illinois, a fully professional orchestra that primarily serves the Lake County region.

As a marketing and strategic planning consultant, Ms. Scheff Bernstein has worked with diverse non-profit arts organizations including theaters, dance companies, operas, symphonies, chamber music groups, presenting organizations, museums and foundations. Clients include, among others, Chicago Opera Theater, the San Francisco Symphony, the San Francisco Opera, the San Francisco Ballet, the American Conservatory Theater, the Mary and Leigh Block Museum of Art at Northwestern University, Ballet Memphis, and Dayton Contemporary Dance Company. She was a member of the Dance/USA task force for building audiences for the twenty-first century and consulted to the Ford Foundation on the development of management education programs for cultural entrepreneurs in emerging countries.

As an adjunct associate professor of Arts Management in the Business Institutions program at Northwestern University, she is responsible for teaching arts management, supervising independent field studies and facilitating arts management activities for students such as mentor programs, internships, volunteerism, and job search. She taught Arts Management at the Kellogg Graduate School of Management for eight years and was a visiting professor at Bocconi University in Milan.

She is a member of the scientific committee of the International Association for the Management of Arts and Culture (AIMAC) and a member of the editorial board of the International Journal of Arts Management.

Visit her website at www.artsmarketinginsights.com.

Registration Policy:

Mailed checks must be postmarked by Friday, July 10, 2009. All checks should be made payable to Houston Arts Alliance. Deadline for all credit card registrations is 12pm Tuesday, July 14, 2009. At that time your registration is confirmed only if you have completed both your online registration and faxed the completed Workshop Registration Sheet with billing information to 713.630.5210.

For more information, please contact Jerome Vielman, HAA Programs & Services Manager, at 713.527.9330 or jerome@haatx.com.