Creative New Zealand is bringing Alan Brown to Auckland and Wellington to present two sessions on how to articulate the value of arts activities and sell the benefits of attending and participating in the arts.

Session one: The architecture of value

• Cost: free
• Executive briefing for arts administrators, artistic directors, board members and artists.
• What value does your organisation create for its consitutents and stakeholders? Is value an unknowable by product of participation, or a guiding principle behind programming choices? Alan Brown will present a framework for understanding the value system surrounding arts activities, drawing on a variety of studies exploring the intrinsic and instrumental benefits of the arts.

Session two: Communicating value in today’s cultural marketplace

• Cost: $50 (GST excl) per person
• Workshop for marketing and fundraising practitioners.
• As arts marketers and fundraisers gain sophistication about ’selling the intangibles’ of arts experiences, we need better language and a new framework for talking about value. This session is particularly relevant to marketing and fundraising people and will conclude with a group discussion about values-based messaging and examples of different approaches to messaging to audience segments based on their attitudes, values and motivation for attending.

These two sessions should be excellent - book early to get a place. 

Alan Brown is a leading research and management consultant in the non-profit arts industry. Alan’s work as Principal of United States firm WolfBrown focuses on understanding consumer demand for cultural experiences and on helping institutions, funders and agencies see new opportunities, make informed decisions and respond to changing conditions.

This programme is a capability building initiative from the Audience and Market Development team at Creative New Zealand. For general enquiries, contact Helen Bartle.

This entry was posted on Wednesday, June 20th, 2007 at 10:52 am and is filed under Marketing, Professional development, Building audiences, Arts administration. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.