Phase One, Part I

Day 1: Thursday, July 7, 2005 Senator John Heinz Pittsburgh Regional History Center: Mueller Education Center
8:30 a.m.–9:00 a.m.	Continental Breakfast
9:00 a.m.–10:00 a.m.	Introductions & Keynote Address Representatives from the Arts & Business Council of Americans for the Arts American Express and The National Arts Marketing Project
10:00 a.m.–10:15 a.m.	Break
10:15 a.m.–11:15 a.m.	Program Overview Program Orientation Outline of Expectations Marketing Planning Overview Explanation of Workbook Q & A Julie Peeler, Vice President, Arts & Business Programs, Americans for the Arts Participants will gain a clear understanding of course objectives and the role audience development plays in earned income. They’ll be introduced to marketing and its specific application to the arts as well as the marketing planning process.
11:15 a.m.–12:00 p.m.	Managing Change David Jobin, Managing Director, San Jose Repertory Theater Great plans are often less successful than they could be, not because of the plan, but because the organization isn’t fully ready for change. This session covers key factors to consider when an organization of any size undergoes change, including recognizing the need for change and creating an environment for change, thus preparing the participants to maximize their audience development plans. David will also share his experience with the NAMP ATP which he participated in as Managing Director of City Theatre, Pittsburgh.
12:00 p.m.–1:00 p.m.	Lunch
1:00 p.m.–2:30 p.m.	Taming the Dreaded Situation Analysis: Part I Major Consumer Trends Affecting Arts Audiences Dona Vitale, President, Strategic Focus Inc., Chicago This interactive session will recap recent arts audience participation research, U.S. Census trends, and other national behavioral research, then conduct a brainstorm discussion and outline implications for local arts marketers. You’ll learn how to collect your own market intelligence and determine its application to your own organization.
2:30 p.m.–2:45 p.m.	Break
2:45 p.m.–3:45 p.m.	Taming the Dreaded Situation Analysis: Part II Conducting a Competitive Analysis John Copeland, Program Coordinator, NAMP Participants will learn creative ways of identifying and assessing who and what competes for consumers’ hearts, minds, and wallets. Then, they’ll learn how to apply their findings for more successful marketing plans.
3:45 p.m.–5:00 p.m.	Taming the Dreaded Situation Analysis: Part III Conducting a S.W.O.T. Analysis Julie Peeler, Vice President, Arts & Business Programs, Americans for the Arts You’ll gain an understanding of how to conduct an organization-wide, objective analysis of internal strengths and weaknesses and external opportunities and threats in order to provide a broader sense of your organization’s ongoing potential.
Day 2: Friday, July 8, 2005 Pittsburgh Opera: Rehearsal Hall
8:30 a.m.– 9:00 a.m.	Continental Breakfast
9:00 a.m.–11:00 a.m.	Finding Your Audience Through Market Segmentation Dona Vitale, President, Strategic Focus Inc. This session provides participants with an understanding of techniques for identifying and targeting various arts segments, as well as developing workable marketing strategies for aimed at target groups.
11:00 a.m.–11:15 a.m.	Break
11:15 a.m.–12:15 p.m.	Conducting Better Audience Surveys Dona Vitale, President, Strategic Focus Inc. Participants will learn when and how to use audience research to guide strategic planning and develop marketing programs. The session will include practice creating surveys and analyzing and applying the information they provide.
12:15 p.m.–1:15 p.m.	Lunch
1:30 p.m.–3:30 p.m.	Who Are You Anyway? Positioning Your Organization for New Audience Development Julie Peeler, Vice President, Arts & Business Programs, Americans for the Arts Participants will learn to distinguish between mission and position (or brand), and come to understand positioning’s role in audience development. They will also gain tools to help their own organizations refine their mission statements, as well as learn practical exercises for developing effective positioning statements. This session will incorporate components learned the previous day, including defining an audience target, conducting a competitive analysis, conducting an environmental analysis, and auditing the organization’s internal strengths and weaknesses.
3:30 p.m.–3:35 p.m.	Break
3:45 p.m.–5:00 p.m.	Choosing Targets & Setting Objectives Julie Peeler, Vice President, Arts & Business Programs, Americans for the Arts Ladies and gentlemen, it is time to set your objectives and determine which part of the market will help you reach them.  Setting measurable, obtainable, socially significant objectives is key to the success of any marketing plan.  This session will lead participants through the process of choosing appropriate targets, turning audience development dreams into achievable objectives.
Day 3: Saturday, July 9, 2005 Union Trust Building / 2 Mellon Center: Amphitheatre
9:00 a.m.–9:30 a.m.	Continental Breakfast
9:30 a.m.–12:00 p.m.	Direct Marketing, Three Ways John Elliott, President, Elliott Marketing, Pittsburgh The session will cover direct marketing from developing a compelling offer to effective results tracking. It will provide information on how to leverage your database for best results, the importance of timing, alternatives to mail, and how to develop and maintain an effective database that provides you with the information you need to reach customers. It will also cover optimizing telemarketing, and leveraging web technology to reach new customers. Best of all, you’ll learn when to use each method of direct marketing, depending upon your customer.
12:00 p.m.–1:00 p.m.	Lunch
1:00 p.m.–3:30 p.m.	Direct Marketing, Three Ways (continued)
3:45 p.m.–5:00 p.m.	Lightning Round! 30 Ideas in 90 Minutes Each organization should come prepared to share a marketing tactic that they used with surprising or unusual results, or something they’re just proud of. Write up a one page description of the marketing program, including the target, why you did it, what you did and the results. Bring 30 copies. You’ll be presenting these to each other, and you only have 3 minutes to do it!
Day 4: Sunday, July 10, 2005 Union Trust Building / 2 Mellon Center: Amphitheatre
9:00 a.m.–9:30 a.m.	Continental Breakfast
9:30 a.m.–10:30 a.m.	Minding Your Marketing P’s: An Overview of the Four P’s of Marketing and Their Implication for New Audience Development Julie Peeler, Vice President, Arts & Business Programs, Americans for the Arts This session explains the role product, price, and place strategies play in audience development and how rushing to promotion without attending to these issues can produce off-target communications programs. It also explains how increasing the perceived value of the arts experience with product enhancements, attention to service, and customer convenience can help arts organizations attract new audiences, as well as improve their retention programs.
10:30 a.m.–10:45 a.m.	Break
10:45 a.m.–12:00 p.m.	Price Issues Andrew S. Paul, Artistic Director, Pittsburgh Irish and Classical Theatre An organization that only prices to cover costs cannot finance its own future. Here, we’ll look at pricing strategies that combine what the market will bear with meeting mission-based goals (servicing diverse communities).
12:00 p.m.–1:00 p.m.	Recap Learnings Q&A Session

Homework Assignment: draft a marketing plan through objective setting.

End of Phase One, Part I.  Good luck on your homework assignments.
Call your consultant with questions or contact Julie Peeler at 727.937.2088.
See you on Thursday, August 11, 2005 at 8:30 a.m.!