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.
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CURRENT ENVIRONMENT Challenging economic conditions: Box-Office
Arts Council Funding Staff Reduction Marketing Spend Reduction
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THE POSITIVES GBOR TKACS NAGY PRINCIPAL ARTISTIC PARTNER JRG
WIDMANN PRINCIPAL GUEST CONDUCTOR/ ARTISTIC PARTNER Music
excellence Artistic leadership International profile Community
engagement
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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
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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 Dublins 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
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MARKETING AUDIT Venue Relationships The Price/Ticketing
/Promotion Resources Audiences
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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.
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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.
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OBJECTIVE This graph indicates the age profile that the ICO
wants to raise over the next three years.
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STRATEGIES Market Penetration Grow audience for core programme
Market Development Social Inclusion; corporate market Product
Development Develop ICO product awareness
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UNDERSTANDING AUDIENCES Engagement Surveys/Feedback Digital
Media Analytics Box Office Feasibility Study by 2015* * Subject to
available resources
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BUILDING RELATIONSHIPS Mailing Lists Contact cards / Surveys
Audience Engagement/concerts Loyalty programmes Player engagement
& participation post-concerts
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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
AUDIENCE SEGMENTATION Baby Bachs 5-14 Year Olds Double Incomes
30-50 year olds Cold Feet 15-20 Year Olds The Yuppies 21-30 Year
Olds Maturing Upwardly Mobiles 50-65 year olds Golden Oldies
66+
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IN SUMMARY Changing Lives Through Music Reputation Build on
ICOs international reputation in the home audience. Community We
need to marry the needs of our community segments Audience We need
to retain/ build audiences and drive to be more relevant Music
Presentation We need to develop new and innovative ways of
presenting music. Break the Mould We need to be less formal, be
innovative and be collaborative. Legacy We need to be inclusive and
leave a lasting impression.