Adjust Your View - An Audience Development Tool Kit

Jun 4, 2010

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Adjust Your View: Developing Multicultural Audiences for the Arts is "essentially a toolkit of ideas and steps intended to provide a framework for the development of multicultural marketing strategies for the arts and cultural products."

The toolkit includes case studies from Sydney Symphony Orchestra, Carnivale Multicultural Arts Festival, Joseph Papp Public Theater, Museum of Contemporary Art San Diego, Theater Zuidplein, and a partnership with Melbourne Arts Centre and Multicultural Arts Victoria.

Fotis Kapetopoulos is the author of this tool, which was published by the Australian Council for Arts. Though, the statistics and issues are specific to Australian, the ideas, the tools, and the concepts are easily transferable.

Tags: multicultural, communication, strategy, focus groups, research, Donna Walker-Kuhne, multiethnic, patrons, Asian, immigrant, Vietnamese, Greek, Chinese, Lebanese, German, Dutch, linguistic, migrants, Gen X, Gen Y, Middle Eastern, actors, Italians, Spaniards, psychographic, culture, theatre, music, religion, ballet, Thai, concerts, Moroccan, play, France, musicians, Muslim, Ethiopia, poet, refugee, partnership, sponsorship, indigenous, presenter, culture brokers, ethnic, quantitative, qualitative, SWOT analysis, situational analysis, Spanish, Portuguese, Brazilians, Cuba, Uruguay, programming, opera, Indian, ethnic media, venue

Sub Categories

DIVERSITY: Artistic
DIVERSITY: Board Leadership
DIVERSITY: GLBTQ Community
DIVERSITY: Latino / Hispanic
DIVERSITY: Gender
DIVERSITY: Generations
DIVERSITY: Marketing
DIVERSITY: Religion
DIVERSITY: Education
DIVERSITY: Audience Development
DIVERSITY: Socio-Economic Status




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