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美国艺术发展委员会

美国艺术发展委员会. The Office. Americans for the Arts Staff ( 人员 ). Alaska. Hawaii. Americans for the Arts Members and Americans for the Arts Action Fund Members. 伙伴机构. GOALS ( 目标 ). Environment in which the arts can thrive More resources for the arts and arts education

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美国艺术发展委员会

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  1. 美国艺术发展委员会

  2. The Office

  3. Americans for the Arts Staff (人员 )

  4. Alaska Hawaii Americans for the Arts Members and Americans for the Arts Action Fund Members 伙伴机构

  5. GOALS (目标) • Environment in which the arts can thrive • More resources for the arts and arts education • Individual value of the arts

  6. Policy Action Outcomes Decisions/Decisionmakers Evaluate Lobbying Idea Development Advocacy Research Visibility Positions Leadership Training

  7. Creative Industries (创意产业) in the U.S. (2007) • Arts-Centric Businesses = 546,558 • Arts-Centric Employees = 2.7 million

  8. Washington, DC2,111 Arts-Related Businesses Employ 17,741 People

  9. Number of Nonprofit Arts Organizations in U.S.: 1965 to 2000 非营利性艺术机构 50,000 45,000 33,544 30,000 15,000 7,732 0 1965 1992 2000

  10. Private Sector 企业、基金会、个人

  11. National Arts Policy Roundtable at Sundance Institute 全国艺术政策协商会议

  12. Marketing (行销) Process of exchange relationship between product and the customer

  13. Steps建立忠诚度 Build Awareness 建立认知 Create Interest 培养兴趣 Stimulate Relationship 促进关系 Build Loyalty 建立忠诚度

  14. Key elements of marketing 关键元素 People Product Promotion Position Price Politics Place

  15. Traditional Marketing (传统行销) 1. Solicitation of Interest ORGANIZATION PROSPECT 2. Response to Solicitation Examples of Traditional Marketing Tools: Direct Mail Telemarketing

  16. Rethinking Marketing • Single Ticket Income • Other Ancillary Earned Income • Education and Outreach Programs

  17. Viral Marketing (口碑行销 ) Friend (Prospect #2) Friend (Prospect #3) 1. Solicitation of Interest ORGANIZATION PROSPECT #1 2. Response Friend (Prospect #4) Examples: Social Networking WebsitesE-Mail Campaigns with Forward to Friend LinksPodCastingBlogging Friend (Prospect #5)

  18. Social Networking (社群 网络) Current # of Friends: 185 Current # in Network: 82,617 Current # of Friends: 4,505 Current # in Network: 174,777,143

  19. Changing Demographics 细分年龄层 Four Generations Driving the U.S Economy World War II Generation Baby Boomers • Moving toward retirement • Born between 1946 and 1964 • Represent 39% of American Population • Retired • Declining in Number • Traditionally have a limited income Generation X Generation Y • Have never lived without a computer or e-mail • Multi-taskers (can IM, watch TV and do homework at the same time) • Climbing the Corporate Ladder • Main driver of the economy for the next twenty years (approx). • Technologically Savvy • Embraces individuality and unique experiences

  20. Reaching Generation X/Y Meet Their Needs1. an interactive experience2. exclusive content3. on-demand timing Use Technology to Start

  21. Have Content, Will Share…

  22. Online Marketing • E-Commerce $102 billion in 2006, a 24% increase. • By 2011 almost half of all US retail sales will either be influenced by or transacted online. Source: emarketer.com

  23. It is your CHOICE… 这是您的选择 . . . Blogging & Vlogging Social Networking:MySpace, YouTube, Care2 PodCasting Other Cool Items

  24. Metropolitan Opera: A Case Study • Peter Gelb, General Manager, wants to make opera more accessible: • Open houses—dress rehearsal of Puccini’s Madama Butterfly—3,000 attended • Live telecasts in 113 movie theatres nationwide • Broadcasting Opening Night in Times Square • Broadcast performances on satellite radio

  25. Economic Impact (经济影响)

  26. 发展中的产业

  27. 宣传力度

  28. Thank You! 谢 谢! Send Questions to: Robert Lynch 罗伯特 · 林奇 RLynch@artsusa.org www.artsusa.org

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