Two of our senior associates head to San Jose, California this weekend to present at the National Arts Marketing Project Conference, an annual gathering sponsored by Americans for the Arts. Chloe Chittick Patton and Sarah Lee will share tools we’ve used to help arts organizations and museums better understand and engage their audiences.
The conference will be held on Saturday and Sunday, November 13-14. The conference, which Slover Linett staff attend each year, is designed to help arts professionals navigate the increasingly competitive and sophisticated marketplace in which they operate and become more outward-looking and audience-savvy.
Chloe Chittick Patton, who leads the firm's performing arts engagements, will speak at a panel titled, Digging for Gold: Using Data-Mining and Segmentation to Strengthen Audience Outreach Strategies. She and her fellow panelists — Tim Baker of Baker Richards Consulting in Cambridge, UK; Jim Royce, director of marketing, communication, and sales at the Center Theatre Group in Los Angeles; and Anna Fitzloff, director of marketing and communications at the American Repertory Theater at Harvard University — will explore ways that cultural organizations can use their ticket-buyer and donor databases to identify distinct segments within their audiences, then use that knowledge to target the right communications, at the right time, to the right customers.
Sarah Lee’s session, Beyond Cocktails and Facebook: Strategies to Attract Young Adult Audiences, will look at innovative, real-world strategies to engage young adults more deeply in the arts, and will include recent research findings about what young adults want from their arts experiences. Co-presenting with Lee will be Susannah Greenwood, director of local marketing at Artsopolis.com, and Zeek Weil, director of communications and events at Antoinette Westphal College of Media Arts & Design at Drexel University.
“In an age when arts patrons have so many organizations and events to choose from, targeting specific audiences with tailored messages and focusing your marketing investments are both so important,” says Chittick Patton. She and Lee are looking forward to sharing some of our recent projets and findings with the arts marketing community.