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Cheap, Quick and Dirty: How to
    Develop an Inexpensive
         Marketing Plan

          Sara Kellner, Kellner Consulting
                   Houston, TX
            www.kellnerconsulting.com

11/1/09            www.kellnerconsulting.com   1
DiverseWorks Artspace, Houston Texas
                 www.diverseworks.org




11/1/09              www.kellnerconsulting.com   2
In the beginning…
                            •   Seven staff
                            •   One PR manager
                            •   220 or so events per year
                            •   $10,000 marketing budget
                            •   Limited staff time
                            •   Edgy programming
                            •   Dreams of big audiences
                            •   Now what?


11/1/09       www.kellnerconsulting.com                 3
Keith Gulla was the
  Marketing Director




We hired Lendre
 Kearns as a
 consultant


11/1/09           www.kellnerconsulting.com   4
We organized the first annual marketing
          retreat in the summer of 2003




11/1/09            www.kellnerconsulting.com    5
First question, who are we?
Three primary program tracks
     • visual arts
     • performing arts
     • events related to donor relations
       (membership events and the annual
       Gala)


11/1/09        www.kellnerconsulting.com   6
What are we doing and when?




11/1/09   www.kellnerconsulting.com   7
Who are we really?
          What are we communicating and how?




11/1/09              www.kellnerconsulting.com   8
How do we represent ourselves in our
                 marketing materials?




11/1/09              www.kellnerconsulting.com   9
• Who are we talking
                          to?

                        • Where is the audience
                          distinctive?

                        • Where can we deepen
                          or extend
                          relationships?


11/1/09   www.kellnerconsulting.com            10
We arrived at our first Goal: Deepen, broaden, and
      diversify the audience in order to keep the
                   organization vital




11/1/09            www.kellnerconsulting.com       11
We asked ourselves about expectations


• What do we expect
  from them?

• What do they expect
  from us?



11/1/09          www.kellnerconsulting.com   12
What is it going to take to meet their
                  expectations?
                                • How willing or
                                  capable are we of
                                  meeting them?

                                • If we cannot meet
                                  those expectations,
                                  how can we change
                                  them?


11/1/09           www.kellnerconsulting.com             13
How can we add value and
    encourage people to come back?




11/1/09       www.kellnerconsulting.com   14
Everyone
                                 captures
                                  contact
                               information!




11/1/09   www.kellnerconsulting.com       15
Who are our target groups?
                          • Who do we wish were
                            coming through the door?

                          • Who is the person who
                            would find this
                            programming satisfying or
                            valuable?

                          • Where would we find
                            those people?


11/1/09     www.kellnerconsulting.com              16
What programs are good for
          newcomers?
                          • Or… not good for
                            newcomers

                          • What programs are
                            only for those
                            people who are
                            already attending?

11/1/09     www.kellnerconsulting.com        17
Visual Arts




          Performing Arts
11/1/09      www.kellnerconsulting.com   18
The Three Ring Circus




11/1/09         www.kellnerconsulting.com   19
We questioned everything.
• Do all visual arts events have to have a postcard?

• What events to we focus on above others?

• What two programs give us the best shot at the
  cover of the entertainment weekly?

• What is the one thing that is worth chasing after
  the New York Times?
11/1/09           www.kellnerconsulting.com           20
Core Marketing Tools
                               • Brochure/monthly
                                 calendar
                               • Strengthen
                                 DiverseWorks as a
                                 center about
                                 experimentation and
                                 risk.
                               • Lots of integration

11/1/09        www.kellnerconsulting.com               21
We created new marketing
               tools
• Ad space for performing arts events on
  visual arts postcards
• Cost: $0

• Annual inserting of a season calendar into
  The New York Times in early September
• Cost (in 2003): $1,000
11/1/09         www.kellnerconsulting.com      22
We did staff time and $ math

    Artistic Event + Donor Event =
    Less Staff time, fewer demands
    on supporters, more integration,
    spending less $$

11/1/09       www.kellnerconsulting.com   23
Marketing Plan 2004-2005
General Communications Objectives
Things That Worked in 2002-2003
Things That Did Not Work in 2003-2004
Review of 2003-2004 Marketing Plan
Marketing Strategies
2004-2005 Season Publications
Target Groups
2004-2005 Promotion Tactics
Long Term Success Goals
11/1/09          www.kellnerconsulting.com   24
DiverseWorks Communications
                  Objectives

          1. Generate visibility and awareness
          • Position DiverseWorks as
             – The mecca for all things alternative
             – A creative home for artists and their
               experimentation
             – A jewel in the crown of the Houston arts
               scene
             – One of Houston’s national treasures
             – THE place to be
11/1/09               www.kellnerconsulting.com       25
2. Solicit participation
              – Performing arts events
              – Exhibitions
              – PhoneWorks/Literary events
              – Special events
          3. Build Relationships
              – Communities (to reflect our international
                programming)
              – Members / 3D
              – Donors
              – Volunteers

11/1/09               www.kellnerconsulting.com        26
Long Term Success Goals
     Relationships                     Current Goal
     Members                           180     750
     Donors                            50      250
     Program Participation
     Gallery openings                  300-500   600
     Theater capacity                  Varied    75%
     National reviews/articles         1         3
     Operating Budget                  700k      900k
11/1/09            www.kellnerconsulting.com            27
Review of 2003-2004 Marketing Plan

Success with groups:
 Our success with groups has been
  consistent. Throughout the season we had
  groups and classes come in for Fotofest, Mc
  Gee and the Paper Sculpture Show.
  Continuing a relationship with schools and
  teachers is vital.


11/1/09         www.kellnerconsulting.com   28
Half Hour Happy Hour:
• The objective of this initiative was to provide
  greater value for members by encouraging them to
  attend early when we can give them greater
  personal attention (and background on the exhibit)
  and to provide them with a complimentary
  beverage, adding value to their membership.
• The event did not work for a variety of reasons:
          • Few in the audience want to arrive early – most will
            arrive about an hour after the listed opening time.
          • We didn’t really put a lot of energy into promoting
            it to our members.
          • There was not enough HYPE.

11/1/09                 www.kellnerconsulting.com              29
Strategies 2004/2005 Season

           • Effectively promote performances and
             exhibitions
           • Promote to our current audience so
             they are aware of all of our events.
           • Ensure other contemporary arts goers
             are aware of what is happening at
             DiverseWorks


11/1/09              www.kellnerconsulting.com   30
Review your materials
          The DiverseWorks Calendar: The
           NEW calendar format is working
           successfully! The color front and back
           has made a HUGE difference in the
           look. Something to look into next
           season is to go back to printing 4 a
           season, instead of only 3. The budget
           for this year could not afford it.

11/1/09             www.kellnerconsulting.com   31
Identify your target groups
          1.       DiverseWorks inner circle
               For all activities
          2.      DiverseWorks mailing list names
            (participants in past events)
               For membership, exhibitions and performances
          3.      Contemporary Performing Arts Goers
            (Infernal Bridegroom, Texas Dance List, The
            Station, De Camera List, Aurora Picture,
            Performing Arts Foundation) For performances,
            exhibitions and membership


11/1/09                      www.kellnerconsulting.com        32
4.     Contemporary Visual Arts Goers (CAM,
             Lawndale, Colquitt Galleries, Mixture, Art crawl,
             Commerce St.) For exhibitions and membership
          5.     University students and teachers
          6.     Culturally specific communities
              a.Latina, Latino, African diaspora, etc.
          7.     Youth (HSPVA)
          8.     GLBT Community
          9.     DW Alumni
          10.    Artists in the community



11/1/09                 www.kellnerconsulting.com                33
The Nitty Gritty - Tactics
          FALL CALENDAR
          Mail date:             August 23
          Period covered: September/October/ November/December
          Quantity: 10,000

Target group: The calendar will be mailed to the 5000 names on the
   Dworks. We will also look into getting lists from Nuestra Palabra (for
   El Chonchon) and possibly political groups (for Winet/Crane Exhibit).
   We will try to mail out 1000 more to those lists. 2000 to be distributed
   in September and then again in early November.



11/1/09                   www.kellnerconsulting.com                      34
El Chonchon
           Date: October 15 & 16
Target group:
  DiverseWorks mailing list, Contemporary Performing Arts
  Goers
  University Students and Teachers, Hispanic Community
Promotional Activities: Poster / Flier
  Postcard (5000 color postcards, Lists (Hispanic
  organizations / Bobbindoctrin?)
Mailed: September 27
  Possibly add in El Dia
  Maybe work with High School / College Students


11/1/09             www.kellnerconsulting.com          35
Erotic Drawing Show
Date: January 28
Target Groups: Contemporary visual arts goers, Artists in the
  community, Dworks regulars
Promotional Activities: This should be a fairly huge show. It
  is part of a tour that’s kicking off at DiverseWorks. There
  is also going to be a catalog. Probably work with other
  museums in PR efforts. We should definitely do a thick
  press kit for this show. We should talk about getting info
  together early January.
Postcard Mailed: January 11, Quantity: 5,000, Mailed to full
  Diverseworks list


11/1/09              www.kellnerconsulting.com             36
Thank you very much!

                 Questions?

                Sara Kellner
          sara@kellnerconsulting.com
                713 504 1904



11/1/09          www.kellnerconsulting.com   37

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Cheap Fast And Dirty, NAMP October 2009

  • 1. Cheap, Quick and Dirty: How to Develop an Inexpensive Marketing Plan Sara Kellner, Kellner Consulting Houston, TX www.kellnerconsulting.com 11/1/09 www.kellnerconsulting.com 1
  • 2. DiverseWorks Artspace, Houston Texas www.diverseworks.org 11/1/09 www.kellnerconsulting.com 2
  • 3. In the beginning… • Seven staff • One PR manager • 220 or so events per year • $10,000 marketing budget • Limited staff time • Edgy programming • Dreams of big audiences • Now what? 11/1/09 www.kellnerconsulting.com 3
  • 4. Keith Gulla was the Marketing Director We hired Lendre Kearns as a consultant 11/1/09 www.kellnerconsulting.com 4
  • 5. We organized the first annual marketing retreat in the summer of 2003 11/1/09 www.kellnerconsulting.com 5
  • 6. First question, who are we? Three primary program tracks • visual arts • performing arts • events related to donor relations (membership events and the annual Gala) 11/1/09 www.kellnerconsulting.com 6
  • 7. What are we doing and when? 11/1/09 www.kellnerconsulting.com 7
  • 8. Who are we really? What are we communicating and how? 11/1/09 www.kellnerconsulting.com 8
  • 9. How do we represent ourselves in our marketing materials? 11/1/09 www.kellnerconsulting.com 9
  • 10. • Who are we talking to? • Where is the audience distinctive? • Where can we deepen or extend relationships? 11/1/09 www.kellnerconsulting.com 10
  • 11. We arrived at our first Goal: Deepen, broaden, and diversify the audience in order to keep the organization vital 11/1/09 www.kellnerconsulting.com 11
  • 12. We asked ourselves about expectations • What do we expect from them? • What do they expect from us? 11/1/09 www.kellnerconsulting.com 12
  • 13. What is it going to take to meet their expectations? • How willing or capable are we of meeting them? • If we cannot meet those expectations, how can we change them? 11/1/09 www.kellnerconsulting.com 13
  • 14. How can we add value and encourage people to come back? 11/1/09 www.kellnerconsulting.com 14
  • 15. Everyone captures contact information! 11/1/09 www.kellnerconsulting.com 15
  • 16. Who are our target groups? • Who do we wish were coming through the door? • Who is the person who would find this programming satisfying or valuable? • Where would we find those people? 11/1/09 www.kellnerconsulting.com 16
  • 17. What programs are good for newcomers? • Or… not good for newcomers • What programs are only for those people who are already attending? 11/1/09 www.kellnerconsulting.com 17
  • 18. Visual Arts Performing Arts 11/1/09 www.kellnerconsulting.com 18
  • 19. The Three Ring Circus 11/1/09 www.kellnerconsulting.com 19
  • 20. We questioned everything. • Do all visual arts events have to have a postcard? • What events to we focus on above others? • What two programs give us the best shot at the cover of the entertainment weekly? • What is the one thing that is worth chasing after the New York Times? 11/1/09 www.kellnerconsulting.com 20
  • 21. Core Marketing Tools • Brochure/monthly calendar • Strengthen DiverseWorks as a center about experimentation and risk. • Lots of integration 11/1/09 www.kellnerconsulting.com 21
  • 22. We created new marketing tools • Ad space for performing arts events on visual arts postcards • Cost: $0 • Annual inserting of a season calendar into The New York Times in early September • Cost (in 2003): $1,000 11/1/09 www.kellnerconsulting.com 22
  • 23. We did staff time and $ math Artistic Event + Donor Event = Less Staff time, fewer demands on supporters, more integration, spending less $$ 11/1/09 www.kellnerconsulting.com 23
  • 24. Marketing Plan 2004-2005 General Communications Objectives Things That Worked in 2002-2003 Things That Did Not Work in 2003-2004 Review of 2003-2004 Marketing Plan Marketing Strategies 2004-2005 Season Publications Target Groups 2004-2005 Promotion Tactics Long Term Success Goals 11/1/09 www.kellnerconsulting.com 24
  • 25. DiverseWorks Communications Objectives 1. Generate visibility and awareness • Position DiverseWorks as – The mecca for all things alternative – A creative home for artists and their experimentation – A jewel in the crown of the Houston arts scene – One of Houston’s national treasures – THE place to be 11/1/09 www.kellnerconsulting.com 25
  • 26. 2. Solicit participation – Performing arts events – Exhibitions – PhoneWorks/Literary events – Special events 3. Build Relationships – Communities (to reflect our international programming) – Members / 3D – Donors – Volunteers 11/1/09 www.kellnerconsulting.com 26
  • 27. Long Term Success Goals Relationships Current Goal Members 180 750 Donors 50 250 Program Participation Gallery openings 300-500 600 Theater capacity Varied 75% National reviews/articles 1 3 Operating Budget 700k 900k 11/1/09 www.kellnerconsulting.com 27
  • 28. Review of 2003-2004 Marketing Plan Success with groups: Our success with groups has been consistent. Throughout the season we had groups and classes come in for Fotofest, Mc Gee and the Paper Sculpture Show. Continuing a relationship with schools and teachers is vital. 11/1/09 www.kellnerconsulting.com 28
  • 29. Half Hour Happy Hour: • The objective of this initiative was to provide greater value for members by encouraging them to attend early when we can give them greater personal attention (and background on the exhibit) and to provide them with a complimentary beverage, adding value to their membership. • The event did not work for a variety of reasons: • Few in the audience want to arrive early – most will arrive about an hour after the listed opening time. • We didn’t really put a lot of energy into promoting it to our members. • There was not enough HYPE. 11/1/09 www.kellnerconsulting.com 29
  • 30. Strategies 2004/2005 Season • Effectively promote performances and exhibitions • Promote to our current audience so they are aware of all of our events. • Ensure other contemporary arts goers are aware of what is happening at DiverseWorks 11/1/09 www.kellnerconsulting.com 30
  • 31. Review your materials The DiverseWorks Calendar: The NEW calendar format is working successfully! The color front and back has made a HUGE difference in the look. Something to look into next season is to go back to printing 4 a season, instead of only 3. The budget for this year could not afford it. 11/1/09 www.kellnerconsulting.com 31
  • 32. Identify your target groups 1. DiverseWorks inner circle For all activities 2. DiverseWorks mailing list names (participants in past events) For membership, exhibitions and performances 3. Contemporary Performing Arts Goers (Infernal Bridegroom, Texas Dance List, The Station, De Camera List, Aurora Picture, Performing Arts Foundation) For performances, exhibitions and membership 11/1/09 www.kellnerconsulting.com 32
  • 33. 4. Contemporary Visual Arts Goers (CAM, Lawndale, Colquitt Galleries, Mixture, Art crawl, Commerce St.) For exhibitions and membership 5. University students and teachers 6. Culturally specific communities a.Latina, Latino, African diaspora, etc. 7. Youth (HSPVA) 8. GLBT Community 9. DW Alumni 10. Artists in the community 11/1/09 www.kellnerconsulting.com 33
  • 34. The Nitty Gritty - Tactics FALL CALENDAR Mail date: August 23 Period covered: September/October/ November/December Quantity: 10,000 Target group: The calendar will be mailed to the 5000 names on the Dworks. We will also look into getting lists from Nuestra Palabra (for El Chonchon) and possibly political groups (for Winet/Crane Exhibit). We will try to mail out 1000 more to those lists. 2000 to be distributed in September and then again in early November. 11/1/09 www.kellnerconsulting.com 34
  • 35. El Chonchon Date: October 15 & 16 Target group: DiverseWorks mailing list, Contemporary Performing Arts Goers University Students and Teachers, Hispanic Community Promotional Activities: Poster / Flier Postcard (5000 color postcards, Lists (Hispanic organizations / Bobbindoctrin?) Mailed: September 27 Possibly add in El Dia Maybe work with High School / College Students 11/1/09 www.kellnerconsulting.com 35
  • 36. Erotic Drawing Show Date: January 28 Target Groups: Contemporary visual arts goers, Artists in the community, Dworks regulars Promotional Activities: This should be a fairly huge show. It is part of a tour that’s kicking off at DiverseWorks. There is also going to be a catalog. Probably work with other museums in PR efforts. We should definitely do a thick press kit for this show. We should talk about getting info together early January. Postcard Mailed: January 11, Quantity: 5,000, Mailed to full Diverseworks list 11/1/09 www.kellnerconsulting.com 36
  • 37. Thank you very much! Questions? Sara Kellner sara@kellnerconsulting.com 713 504 1904 11/1/09 www.kellnerconsulting.com 37