1. Engaging Audiences through
Effective Collaboration
Session Two: November 2
Kelley Lavin
The Lavin Group
klavin@comcast.net
The Arts Engagement Exchange (AEE) is an initiative of the
Chicago Community Trust and the Chicago Department of
Cultural Affairs supported by the Wallace Foundation.

2. The London School of Economics found that on
Tuesdays most people are in their foulest mood.
"It seems plausible that on Monday the weekend
has not quite worn off,“ said researcher George
MacKerron. "By Tuesday they are well into
the working week and the following weekend is
not yet in sight.“
THE WEEK, October 22, 2010
Welcome Back

3. The Latest in
Collaborations
Received in the
mail last week

4. Homework Discussion

5. My organization’s Mission Statement:
The Chicago Architecture Foundation is a nonprofit
organization dedicated to advancing public
interest and education in architecture and design.
Examples how what we present/perform/offer
embodies this statement:
The Chicago Architecture Foundation presents a
comprehensive program of tours, exhibitions,
lectures, special events, and adult and youth
education activities, all designed to enhance the
public’s awareness and appreciation of Chicago’s
outstanding architectural legacy.
My organization’s Vision Statement:
Because no art other than architecture so vividly
expresses what Chicago is and where it is going,
the Chicago Architecture Foundation will educate
the public to expect the highest standards from
Chicago's built environment.
Knowing Your
Organization
Mission and Vision
Statements
Mission is defined as purpose,
reason for being. Quite simply
"Who we are and what we do.”
Vision is defined as the
“image of the future we seek
to create.”

6. Core audience demographics:
38% Male 62% Female
45-64 Average Age $75,000-80,000 Average HHI
99% Completed high school 93% College Degree
49% live in the city; 92% Caucasian
Core audience psychographics:
Active cultural participants with professed interest in
architecture, specifically: historic preservation,
Chicago History, future of Chicago, new buildings
being constructed
What does this audience like about you?
We are an educational organization - they attend for
personal enrichment. Also, that we provide
special access through behind-the-scenes tours
What do your sense this audience wants from
you ADDITIONALLY?
Looking for more hands-on ways to explore their
interests; looking for CAF to challenge their
intellect while entertaining them
Understanding
Your Core Audience
Demographics
Psychographics
Needs

7. Key target audience demographics:
25% Male 75% Female
35-55 Average Age $50,000-75,000 Average HHI
85% Completed high school 83% College Degree
Predominately white (60%) but there is more diversity than with our core
audience; 61% live in the city (higher percentage than core audience)
How do you know this is your target audience?
One of our stated goals as an institution is to be
recognized as a major cultural institution. We
understand that in order to build this reputation,
we must attract audiences that are currently
patrons of other major cultural institutions in
Chicago.
Key target audience psychographics:
Enjoy attending cultural events throughout the city
(performance, dance, music), but do not have a
professed interest in architecture.
What will this audience like about you?
Many of our current programs address architecture
as an art form; our new series “Architecture Is…”
will examine the intersection of architecture and
artistic disciplines such as dance and visual art.
Understanding
Your Target
Audience
Demographics
Psychographics
Needs

8. What is your organization’s brand in
the minds of your core audience?
We are seen as an authority on architecture and as
an educational institution, however, we are not
valued as a major cultural institution.
Is this brand image you want your audience to
have?
If not, why and what to you want it to be?
We certainly want to be seen as an educational
institution and an authority on architecture,
however we would like to be seen additionally as
a major cultural player in the city of Chicago in
order to broaden our appeal.
What do you do to support your brand?
Strong programming coupled with an active
marketing campaign
Core Audience
“What’s a brand? A
singular idea or concept
that you own inside the
mind of a prospect.”
- Al Ries, Ries & Ries
Evaluating
The Strength of
Your Brand

9. Is your current brand recognized by your target
audience? Why or why not?
Surveys have shown that we do not have strong
brand recognition beyond our current, core
audience. If people are familiar with CAF, they
think that we are solely a tour operator.
Is your current brand meaningful to your target
audience? Why or why not?
No, because they see us as an architecture-focused
institution that does not appeal to their broader
cultural interests.
If your current brand is not recognized or relevant
to
your target audience, what would you have to do to
change or alter your brand?
We have to market more effectively our
programming that addresses architecture as a
form of artistic expression as well as our
upcoming series that examines the intersection of
architecture and the arts.
Evaluating
The Strength of
Your Brand
Target Audience
“What’s a brand? A
singular idea or concept
that you own inside the
mind of a prospect.”
- Al Ries, Ries & Ries

11.
My organization’s Mission Statement:
Adventure Stage Chicago creates dynamic and transformative
theatre for young audiences that activates the imagination,
inspires dialogue and strengthens community among families,
educators and artists.
Examples how what we present/perform/offer
embodies this statement:
Each production features a young protagonist who must
overcome challenges in a thematically mature environment.
Our productions and programs are designed to be
something families can enjoy together, as a whole. We
encourage dialogue by posing a pre-show question to our
audience which we continue to discuss post-show in our
Curtain Conversation. We also have a wide range of
programming and development opportunities for educators.
My organization’s Vision Statement:
ASC strives to become Chicago’s premier destination for
theatrical productions and programming designed for
young people aged 9 to 14 and the adults in their lives. We aim
to be leaders in theatre education through professional
development workshops, residencies and resources that offer
innovative ways to infuse theatre into the classroom. We seek
to cultivate and create challenging new work as well as produce
celebrated stories.
Knowing Your
Organization
Mission and Vision
Statements
Mission is defined as purpose,
reason for being. Quite simply
"Who we are and what we do.”
Vision is defined as the
“image of the future we seek
to create.”

12.
Core audience demographics:
35% Male 65% Female
40 Adult Average Age, 12 Child Average Age
$70,000+ Average HHI
90% Completed high school 75% College Degree
____________________________________________Other Stats
Core audience psychographics:
Families with kids ages 9-14. They value education and shared experiences.
They
are very busy and involved in many activities. Convenience is important to
them.
What does this audience like about you?
We respect their children and take pride in learning. They enjoy coming to a
show that the entire family can learn from and participating in the pre and post
show discussions. Our productions are of high
quality and our camps and workshops are creative and interactive.
What do your sense this audience wants from
you ADDITIONALLY?
More of everything. We are currently preparing to move to a three show
season.
I also think they want more ways that their kids can be directly involved with
the
productions specifically, either on-stage or working backstage.
Understanding
Your Core Audience
Demographics
Psychographics
Needs

13. Key target audience demographics:
40 % Male 60 % Female
40 Average Adult Age, 10 Average Child Age
$100,000+ Average HHI
100% Completed high school 100% College Degree
Other Important Stats
How do you know this is your target audience?
They are the “best” of our core audience. They speak on our behalf, encourage
friends/peers to check us out. They organize groups. They are our biggest
supporters.
Key target audience psychographics:
Interested in child/family education. They are connectors and organizers who
are involved in multiple activities. They belong to other cultural organizations
and donate to those organizations. They are involved in their children’s schools.
What will this audience like about you?
That they are able to have an experience with their children that is insightful
and
encourages discussion. We are accessible and eager to get to know them. We
have a multitude of programs happening throughout the year.
Understanding
Your Target
Audience
Demographics
Psychographics
Needs

14.
What is your organization’s brand in
the minds of your core audience?
High production value. Educational and exciting stories that can
be enjoyed by both kids and adults. People who care about you
and your family.
Is this brand image you want your audience to
have?
If not, why and what to you want it to be?
Yep, that is pretty much what we are going for.
What do you do to support your brand?
I believe that your brand is a promise you make to your
audience, and fulfilling that promise strengthens your brand.
Our brand seeps into everything we do. We hold our designers
and actors to a high level of production. We value education
and
dialogue. We provide multiple opportunities to communicate
with our audience; Curtain Conversations, Behind the Scenes
Day, and Critics Corner on our blog to name a few.
Core Audience
“What’s a brand? A
singular idea or concept
that you own inside the
mind of a prospect.”
- Al Ries, Ries & Ries
Evaluating
The Strength of
Your Brand

15. Is your current brand recognized by your target
audience? Why or why not?
Not sure…..in many ways we are just starting out. I feel that our
brand is strong, but not sure if it is recognized by our target
audience. This is one of the reasons we are big on community
partnerships, trying to get our name out there.
Is your current brand meaningful to your target
audience? Why or why not?
Yes, that’s why they are our target audience. They value the
same things we represent.
If your current brand is not recognized or relevant
to
your target audience, what would you have to do to
change or alter your brand?
___________________________________________
___________________________________________
___________________________________________
Evaluating
The Strength of
Your Brand
Target Audience
“What’s a brand? A
singular idea or concept
that you own inside the
mind of a prospect.”
- Al Ries, Ries & Ries

17. Understanding your assets
• What assets can you bring to a
collaboration?
 Brand recognition/trust
 Audience
 Usable Facilities
 Specialized equipment or skill
 Staff time
 Operations ( i.e. box office, back office)
 Proven Marketing Expertise
 Connections /Contacts ( for funding, audience, etc.)
 Other_______________________

18. Understanding your limitations
• What legal, personnel, facilities, financial or
policy restrictions may constrain your ability
to fulfill a potential collaboration?
 Limited personnel-lack of time
 No budget to contribute
 Many approvals needed; some out of my control
 Insurance considerations
 Location-out of the way, no parking, etc.
 Facilities restrictions: configuration, electrical, etc.
 Other_______________________
• Would you discuss these with your potential
partners in the beginning?

19.
Fundamental Needs-requirements Wants-would be good to have
For yourself
For your
organization (or
boss or board)
For your
audiences(s) &
community
Identifying What You Need and Want
12

20. Break-Out Activity
• Break out into 5 groups to
brainstorm both 3 or more standard
and “out of the box” potential
partners and collaborative program
ideas that will bring the needed
resources or results. Assume that all
partners have limited financial
resources.

21. Group A: You are a children’s theater with a limited budget that
needs a location and marketing help
Group A Brainstorm:
1. Park Districts: partnering with park districts would offer
the organization a programming location as well as
advertisement in their printed publications and website
2. Community house and centers
3. Schools: schools would offer the organization space in
their auditoriums while providing access to target audience
4. Martial arts school: partnering with a martial arts school
would provide the theatre with a large production space while
offering a unique venue to produce plays with fighting scenes
to attract the interests of a subgroup of its target audience
5. Sports Teams: the theatre could provide programming
during halftime and partnering with children sports teams
would serve as a huge marketing machine for the theatre
6. Bookstore: the theatre could partner with bookstores
and produce plays based on books

22. Group B: You are a contemporary visual arts gallery that needs to
attract more of your core audience
Group B Brainstorm:
1. Banks: the gallery could collaborate with banks since art is
seen as a good investment for its audience
2. High schools and Universities: to target high school and
college students, the gallery could partner with colleges and
schools to put on challenges, competitions, and student exhibitions
to get students into the gallery and interested in contemporary art.
3.Arts organizations: the gallery could collaborate with
performing arts organizations to bring in the performing arts at
gallery openings to activate the space in a new way
4. Restaurant: the gallery could partner with local
restaurants to cater openings
5. Neighborhood festivals: the gallery could participate in
local festivals to create a sense of community and ownership

23. Group C: You are a neighborhood center with facilities that needs
to attract both performing and visual artists and an audience
Group C Brainstorm:
1. Partner with arts organizations to provide space for an
arts crawl
2. Chicago Artist Resource (CAR)
3. Offer their facility for performances for a small fee or at
no cost
4. Put on free performances to attract audiences
1. Put on holiday, themed performances and festivals
6. Present a well-known musician or visual artist to draw
audience
7. Hold contests

24. Group D: You are a bank that wants to build its clientele through
the arts organizations and their patrons in your neighborhood
Group D Brainstorm:
1. The bank could sponsor programs and have a percentage
of revenue going to arts funding and the development of an arts
fund program
2. sponsor local art fairs and block festivals
3. sponsor artist exhibitions in restaurants
4. Develop a community save the arts saving plan. A cash
back plan could be developed in which patrons can use their debit
card on particular days to benefit a particular arts organization.
5. The bank could develop programs and in-service training
for artists and in return the bank builds a reputation that it cares
about the community and gets visibility and local caché.

25. Group E: You are a chamber music group without a location that
needs to expand its audience to a younger demographic
Group E Brainstorm:
1. Coffee houses: partner with local coffee houses to
perform to patrons
2. Churches
3. Partner with yoga schools to perform live at classes while
reaching new audiences
4. Perform at French market and give out coupons for other
performances
5. Partner with visual arts festivals to perform to a wider
audience

26. 10 Minute Break

27. Real Life Collaborateurs
Asad Jafri
Director of Arts
and Culture at the
Inner-city Muslim
Action Network
(IMAN)
Michael Orlove
Senior Programs
Director, Chicago
Department of
Cultural Affairs

28. Finding Potential Partners
• Putting yourself out there
• Trial and error
• Referrals
• Read and research
• Talk, talk, and more talk

29. Contact and Connect With
• Your alderman
• Your local Chamber of Commerce or other
neighborhood organization
• Your local park, neighborhood and/or school
(or school council)
• Area churches
• Area businesses

30. Join
Get Involved
• Cultural Network (contact Maureen at
maureen.burns@cityofchicago.org to sign up)
• Your discipline's service and professional
organizations (local or national)
– League of Chicago Theaters; Arts Alliance Illinois;
Audience Architects, Southside Arts and Humanities
Network; Theater Communications Group, Opera America,
Americans for the Arts, etc
– Arts & Business Council; Chicago Arts Educators Forum;
Emerging Leaders Network; Chicago Latino Network;
Young Nonprofit Professionals Network; GuideStar;
Bronzecomm

31. Stay Up To Date
• Sign for eblasts from organizations, facebook or
follow them on twitter
• Subscribe to You've Cott Mail, www.thomascott.com
• Check out National Arts Marketing Project &
subscribe to their e-blasts, www.artsmarketing.org
• Check out www.chicagoartistsresource.org
• and sign-up for the monthly e-blasts
• Register on www.artsengagementexchange.org/ sign
up for the eblasts

32. Check Out
• http://www.muckety.com/
• http://news.muckety.com/2009/01/02/chicago-bi
• http://www.linkedin.com/nhome/
• http://www.hispanicbusinessmagazine.com/

33. Next Week
• Homework is on the AEE website
• November 9 Agenda:
– Using social media to collaborate
– The underbelly of collaborations
– How not to get messed up
– Real-life collaborateur panel