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Performing Arts Management Series Part II - Financing, Marketing and other Strategies
9 - 13 Jul 2007
Following the successful run of Part 1 of the Performing Arts Management Series workshop on Copyright and Performing Rights for Practitioners in October 2006, the Academy is pleased to present a follow on workshop entitled: "Financing, Marketing and other Strategies".
Building larger and more diverse audiences for the arts is the concern of arts managers and organisations world-wide. Whether the object is to increase income, maximise market opportunities, enrich attenders’ enjoyment or embrace wider, more diverse audiences. Audience development strategies can offer much needed solutions. The potential is there – many more people express an interest in attending the arts than actually go.
However, developing new audiences demands time and resources. Poorly managed strategies can be wasteful, tokenistic, and unproductive or can result in very short-term gains, which are not sustained.
This 4 day workshop will explore
- Audience development strategies
- The sustainable growth achievable from audience development
- The impact of audience development against social exclusion
- The relationship between marketing, education and audience development
- The connections between audience development, tourism and economic
regeneration
- What part does the product/experience play in audience development
Answers to these and many other questions will emerge through a wide range of case studies, presentations, discussions and group work throughout this programme and by taking a broad overview – looking at Audience Development as has become more market focused. This workshop concentrates on providing practical tools and processes that can be directly applied to different artforms and organisations in Singapore.
The workshop is developmental, leading participants through the main processes involved in audience development in terms of marketing, planning campaigns and strategies, establishing a mission statement and brand identity, developing and retaining an audience and identifying market position. This will include the development of education projects and how they form a key part of Audience Development. All sessions will involve a combination of presentations and practical projects.
(To download the brochure or PDF, right-click on the link, then select "Save Target As")
Coverage
Day One (9 July)
• Introduction to arts marketing
• Definitions of marketing
• Strategic options
• Marketing planning process
Day Two (11 July)
• Analysing the environment
- Assess the task
- Marketing Objectives
- Allocate resources
- Identify Target Market Segments
- Pricing
Day Three (12 July)
• Analysing the environment (con’t)
- Sales objectives and Strategies
- Communications objectives and strategies
- Communication tools
- Planning the communications strategy
Day Four (13 July)
• Analysing the environment (con’t)
- Action Plans
- Evaluate progress
- Contingency plans
• Education strategies linked to audience development
• Q&A Session
Time
Date: 9th, 11th,12th & 13th July 2007
Time: 8:45am - 5:00pm
Venue
IP Academy (Board Room)
6 Raffles Quay, #17-01 Singapore 048580
Fees
Workshop Fee: SGD$1400* per head
Early Bird Fee (Before 16th June 2007): SGD$1000* per head
(Before 30th June 2007): SGD$1200* per head
To allow for optimal interaction, class size will be lmited. We therefore encourage interested participants to sign up early to avoid disappointment.
*Subject to GST revision
Contact Person
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