Understanding & Communicating Your Value

This session will focus on articulating and communicating the value of your programs, drawing on the latest research on audiences. You will develop a value framework for your organization and learn how storytelling can be employed to effectively communicate your value. After lunch, Alan Brown will brief you on two new studies, including a new segmentation model for performing arts ticket buyers. In the final exercise, you will develop a creative brief for an upcoming production or series and learn how to use values-messaging to target and promote your programs.

Saturday July 19, 2008
10am-5pm

Alan Brown, principal of WolfBrown, is a leading researcher and management consultant in the nonprofit arts industry. He has studied audiences, visitors and patterns of cultural participation in almost every major market in the U.S. His work focuses on understanding consumer demand for cultural experiences and on helping cultural institutions, foundations and agencies to see new opportunities, make informed decisions and respond to changing conditions. He has authored numerous articles and reports on audience behaviors, trends in cultural participation, engagement practices and the value system surrounding arts activities, and speaks frequently at national and international conferences.