12. ✓ It’s an aspiration
✓ Not a decision making tool
✓ Rarely unique or memorable
13. YBCA presents contemporary art that
reflects the profound issues and ideas
of our time, expands the boundaries of
artistic practice, and celebrates the
diversity of human experience.
16. • You make big and small decisions
• Your team know what they’re running towards
• Your funders understand why you’re unique
• Your public know what to expect from you
A purpose helps
42. 42
WHAT we do: YBCA is a cultural incubator.
HOW we do it:
• Present & commission contemporary art and artists
• A commitment to asking and exploring the urgent
questions of our time.
• Host convenings that bridge people, communities and
sectors
• Build civic coalitions that lead to lasting change and policy
shifts
• Incubate game-changing ideas
WHY we do it: We believe that culture precedes change.
43. We believe __________ .
Start with the WHY.
We exist _____________ .
Activation idea ________.
53. • Age
• Income
• Education
• Ethnicity
• Geography
Who Why
• Beliefs
• Motivations
• Desires
• Needs
• Values
54. • Age: 18 - 65+
• Income: $30k - $200k+
• Education: High school - PhD
• Ethnicity: Caucasian, AA, API, Latinx, Native American
• Geography: SF, Oakland, San Jose, Marin County
• Cultural Participation: > 2 times per month
YBCA’s tribe is pretty diverse
56. • Art creates empathy among people who are
different from each other
• Art and creativity can inspire people to improve
society and the world
• It’s important that different types of people work
together for social progress
• Creating change in the world is a personal goal
57. “Creative Changemakers”
• Art creates empathy among people who are
different from each other
• Art and creativity can inspire people to improve
society and the world
• It’s important that different types of people work
together for social progress
• Creating change in the world is a personal goal
66. • Shows you how to walk and talk
• Helps distinguish you from competitors
• Is built over time — consistency is key
• Is *not* the personality of your people
• Should feel appropriate to your purpose
Brand personality…
67. • How old is my brand, mentally?
• Where would my brand hang out?
• What kind of music would my brand listen to?
• What celebrities or historical figures would my
brand be friends with?
Ask yourself things like
68. We believe that culture
precedes change.
We exist to spur
cultural shifts.
82. • What mindset do people need to be in, in order to
be receptive to our story?
• What might they be doing (or where might they
be) when they’re in that mindset?
• What platforms and tactics can I use to reach
them during these moments?
Ask yourself things like
83. Owned
(channels controlled
by brand)
Earned
(organic exposure to
brand)
Paid
(brand pays to
leverage platform)
• Website
• Blog
• Social media
(organic)
• Email/phone
database
• Building signage
• Collateral
• Media relations
• Blogger relations
• Influencer relations
• Social sharing
• Word of mouth and
referrals
• Advertisements
(any platform)
• Sponsorships or
endorsements
• Direct mail
84. Pick 3 ways you’ll reach
your people
with your story.
