ArtsReach2007 cheng keepingscore

Keeping Score: 

Using Multi-Media to Reach Beyond the Hall and Create New Audiences ArtsReach Marketing Conference October 2007 Edie Cheng, Electronic Media Manager Gary Ginstling, Director of Communications Keeping Score

Agenda: 

Agenda Keeping Score – why and what? Results to date Challenges/Lessons Learned Examples

Why Keeping Score?: 

Why Keeping Score? The primary goals of Keeping Score are: To enlarge the audience for classical music To reach and educate underserved classical music audiences To cultivate appreciation of the classical music art form To establish the SFS and MTT as providers of an exceptional classical music experience HOW? via….

Public Television & Home Video: 

Public Television & Home Video

Trailer for PBS shows: 

Trailer for PBS shows

Public Radio Series: 

Public Radio Series

Educational Websites: 

Educational Websites KeepingScore.org SFSKids.com

Education and Community Engagement Programs: 

Education and Community Engagement Programs

Results to Date: 

TV Broadcasts Aired in the top 25 TV markets, on 250+ PBS stations Average of 1.6 rating in primetime locally Over 4.5 million viewers nationwide DVD sales Almost 30,000 units sold Over $285,000 in revenues Website Over 100,000 visitors to date Results to Date

Marketing Campaign: 

>31 million Marketing impressions National print ads: 15,414,000 Online ads: 14,313,000 SF Chronicle: 1,401,000 Designed to reach a 30-45 demographic Marketing Campaign

“Revolutions in Music” Ad Campaign – Not Just Business as Usual: 

“Revolutions in Music” Ad Campaign – Not Just Business as Usual Newsweek Top 20 Metro Architectural Digest Hemispheres/United Airlines NY Times Sunday USA Today Yahoo.com, NPR.org, NYTimes.com Chronicle/SFGate.com Playbill & Encore ARTS BART & MUNI KDFC

PR Campaign: 

PR Campaign Public Relations Over 25 million total circulation Secured coverage in 13 of top 25 markets Over 100 blogs (and counting)

Top Tier Publications: 

Top Tier Publications ‘TILSON THOMAS INHERITS THE MANTLE OF BERNSTEIN’

And then there are the Blogs….: 

And then there are the Blogs…. “This is the prettiest thing I ever saw on the internet.” Roads to Iraq “Web design and geekery just doesn't get better than this. There is history, insight from Tilson Thomas, inline performance video, and beautifully crafted sheet music "playing" in real time with the audio. Ingenious stuff.” dailyrevolution.net “I luckily stumbled aross by far the most creative, informative and absolutely satisfying programs on television that I’ve seen in a very long time.” Insert Clever Blog Title [that’s the name of the blog]

Slide15: 

“Tilson Thomas is Bernstein’s most faithful and hopeful follower, and with these programs he is performing radical acts of demystification.”

Challenges / Solutions: 

Challenges / Solutions No dedicated staff for media production Largest fundraising challenge in organization’s history Project scope creates huge swings in cash flow No distribution network (initially) Established an internal “Steering Committee” to represent all divisions Key funder supported the project and underwrote a pilot Regular reports to Board to secure highest level of support Created key partnerships with media players – PBS, KQED, American Public Media

Lessons Learned: 

Lessons Learned Multi-faceted project complex to explain Each component on its own schedule Brand management Need to tie new audiences back to core business – providing great concert experiences Lack of common carriage

What’s next?: 

What’s next? 3 new documentaries slated for broadcast in 2009 Filming in San Francisco next month New web sites and radio shows in pre-production Education and community programs continuing through 2010