Embed Size (px)
DESCRIPTION
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.
Citation preview
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
[email protected] www.chambermusic.co.nz
