Strategic Planning: The Roadmap for Business Growth
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
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
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