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ICO AUDIENCE DEVELOPMENT PLAN – November 2013. The Irish Chamber Orchestra Audience Development Planning Programme in partnership with the Arts Council of Ireland. Without an audience - there is no concert. Current Environment . Challenging economic conditions: Box-Office - PowerPoint PPT Presentation
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ICO AUDIENCE DEVELOPMENT PLAN – NOVEMBER 2013
The Irish Chamber Orchestra
Audience Development Planning Programme in partnership with the Arts Council of Ireland.
Without an audience - there is no concert.
CURRENT ENVIRONMENT
Challenging economic conditions:• Box-Office• Arts Council Funding• Staff Reduction• Marketing Spend
Reduction
THE POSITIVES
GÁBOR TÁKACS NAGY PRINCIPAL ARTISTIC PARTNER
JÖRG WIDMANN PRINCIPAL GUEST CONDUCTOR/
ARTISTIC PARTNER
• Music excellence• Artistic leadership• International profile• Community engagement
• Artistic Planning – ICO Artistic Committee • Marketing challenge / disconnect relating
to programming• Need to change how we think and do things• Touring - our window of opportunity• Collaborations• Diversity of people and places• Find a balance of popularity in programmes
THE PRIORITIES – PROGRAMMING & CONCERTS
Strengths • A world class cultural ambassador• Arts Council Funding• A spirited, loyal and committed orchestra and staff.
Exceptionally high quality product.• Two of the finest Artistic Directors in Europe.• World class Soloists• A growing international reputation and audience.• Major increase in European profile and presence.• Ability to adapt to changing market conditions. • Much improved CD output• Competitively priced tickets• Successful community engagement programme with
national recognition.
Weakness• Small audiences on the domestic market. • Lack of budget and staff resource to raise our
profile.• An inability to demonstrate our international
audience successes to our own Irish audiences.• Progressively, decreasing Arts Council funding.• Lack of sponsorship opportunities. • Venue challenges• Centralised booking through Ticketmaster in
Dublin’s RDS• Artistic planning does not marry with marketing
Opportunities • Exploit successful Community engagement
programmes.• Encourage Artistic directors to be worthy
ambassadors both home and abroad.• Develop more diverse & imaginative programmes
to win new audience segments• Attract more students to concerts• Develop new and imaginative ways of growing a
young audience from our Sing Out project
Threats• The overall financial crisis in both Ireland and
Europe.• The older age profile needs to be continually
refreshed and nurtured• Venue challenges : Limerick – out of town; Dublin
– online booking• Lack of music education for young people in
Ireland.• Competition from other arts organisations for
limited audience/potential audience spend• Lack of internal resources i.e. staffing
SWOT
MARKETING AUDIT
• Venue Relationships • The Price/Ticketing /Promotion • Resources • Audiences
LOCATION ANALYSIS
Graph indicates a closer personal relationship between orchestra/ audiences in Limerick, whereas Dublin shows heavier reliance on word of mouth, indicating a much less direct relationship with audiences.
AGE ANALYSIS
In Limerick, our audience is strongest in the 50-70 year categories.
In Dublin the 50-60 year category rings through. Concurring with TGI, classical music has shown an increase of older attendees, particularly in the 65+ category.
OBJECTIVE
This graph indicates the age profile that the ICO wants to raise over the next three years.
STRATEGIES
Market Penetration• Grow audience for core programme
Market Development • Social Inclusion; corporate market
Product Development• Develop ICO product awareness
UNDERSTANDING AUDIENCES
• Engagement • Surveys/Feedback• Digital Media Analytics• Box Office Feasibility Study
by 2015*
* Subject to available resources
BUILDING RELATIONSHIPS
• Mailing Lists
• Contact cards / Surveys
• Audience Engagement/concerts
• Loyalty programmes
• Player engagement & participation post-concerts
ENGAGE BROADER AUDIENCE
• Audience Development – include in ICO Planning
• Program/Audience diversification
• Collaboration / New venues
• Audience quotes / endorsement
• Campaign -> UL Students
• Open rehearsal strategy – schools/community
DIVERSIFICATION
• Alternative venues• Lunch-time concerts• Corporate patron
venues• Streaming concerts
online
AUDIENCE SEGMENTATION
Baby Bachs5-14 Year Olds
Double Incomes30-50 year olds
Cold Feet15-20 Year Olds
The Yuppies 21-30 Year Olds
Maturing Upwardly Mobiles50-65 year olds
Golden Oldies66+
IN SUMMARY…
Changing Lives Through Music
ReputationBuild on ICO’s international reputation in the home audience.
CommunityWe need to marry the needs of our community segments
AudienceWe need to retain/ build audiences and drive to be more relevant
Music PresentationWe need to develop new and innovative ways of presenting music.
Break the MouldWe need to be less formal, be innovative and be collaborative.
LegacyWe need to be inclusive and leave a lasting impression.
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