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How do we begin to have a conversation with people who have no idea who we are and what we do? How do we introduce them to an unfamiliar artform in a way that resonates? Candice de Villiers (Marketing and Communications Coordinator) shares a case study on how Chamber Music New Zealand (CMNZ) used video to start a conversation with potential new audiences through the Creative New Zealand’s Optimise Coaching Programme in 2013. The goal - to answer the question...‘What is chamber music?' The case study will explore how CMNZ approached the challenge of introducing chamber music in a new and accessible way, utilised existing audiences and networks to create and share content, and used Facebook and Google targeting to engage with specific culture segments.
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Largest presenter of top quality chamber music concerts throughout the country.
Kelemen Quartet (on tour with CMNZ in 2014)
Part one: THE CHALLENGE
Part two: THE APPROACH
Part three: THE CAMPAIGN
Part four: THE OUTCOMES
THE CASE STUDY…
THE CHALLENGE – Introducing our art
THE CHALLENGE – We are unknown
Promotional brochure from the mid-1980s
THE CHALLENGE – Who & what we want?
www. !
THE APPROACH – What’s the medium?
“Globally, IP video traffic will be 79% of all consumer Internet traffic in 2018, up from 66% in 2013.” Cisco Visual Networking Index: Forecast and Methodology, 2013–2018
THE APPROACH – Sharing the humanity!
cream of the crop
a conversation
provokes emotion
social
THE APPROACH – Getting the team together
THE APPROACH – camera rolling…& ACTION!
Video 1: Capturing Life’s Pleasure Video 2: Capturing Life’s Drama Video 3: Capturing Life’s Kindness Video 4: Capturing Life with Friends
THE CAMPAIGN – Where to share?
THE CAMPAIGN – How to reach them?
ARTS & ENTERTAINMENT
music & audio
classical music music art & memorabilia
photographic & digital arts architecture
charity & philanthropy
PEOPLE & SOCIETY
graphic design
BOOKS & LITERATURE
poetry
arts education
painting
literary classics
music education & instruction
classic films sheet music
music composition & theory
concerts & music festivals
art & craft supplies
art museums & galleries
#Art museum
#Classical music
#Theatre
#Visual arts
#Music
#Art
#Te Papa Tongarewa
#Graphic design
#Choreography
#Decorative arts
#Painting
#Performing arts
#Work of art
#Fine art
#Poetry
#Ballet
#Literature
#Conversation
#Chamber music
#Drama
#Arts festival #Play (theatre)
#National Arts Festival
#Dance
#Online art gallery
THE CAMPAIGN – Calling on freebies & friends
THE OUTCOMES – Did we meet our targets?
Target 1: 100 people generate content
Result: 503
Target 2: 10% increase in traffic to the website
Result: 11.6%
WHAT NEXT?
QUESTIONS?
Candice de Villiers Marketing and Communications Coordinator
candice@chambermusic.co.nz www.chambermusic.co.nz
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