DETROIT’S NUMBER ONE SOURCE FOR ART + CULTURE
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THE PROBLEM ARTS AND CULTURAL EVENTS AND INSTITUTIONS HAVE A DIFFICULT TIME TARGETING AND SUCCESSFULLY MARKETING TO THE 21-35 YEAR OLD DEMOGRAPHIC
Image courtesy of Redbull House of Art Detroit
BY THE NUMBERS
2,109,830 18-44 year olds living in the seven Southeastern Michigan counties* *according to 2010 census data on the 7 counties
Image courtesy of Redbull House of Art Detroit
IXITI’S SOLUTION
CREATE A ROBUST APP
Image courtesy of the Detroit Design Festival
USE AN INTEGRATED MARKETING PLAN
ENCOURAGE ENGAGEMENT WITH IXITI BRAND
BUT HOW?
ENGAGE EXPERIENCE PROMOTE Image courtesy of Redbull House of Art Detroit
APP • • • •
use intuitive features inspired by popular apps offer important info first simplify the discussion tailor to the user geography and interest App features are viable for the mobile friendly website as well
Image courtesy of Dustin Spagnola
MARKETING • • •
celebrate! initial launch party pulsate – consistent activity through the year innovate – IXITI of the month campaign
WELCOME TO THE NEW IXITI APP
come on in
simple user log in
capture user data
tailor directly to interest
focus data by category
and then expand the category you want more info on
or be adventurous and shake things up a bit
get all the details on the event you want to attend
and register with a few clicks, save to your calendar, and invite friends through social media
e-tix are saved in your profile on IXITI
and you can view all your registered events on one screen
check out other happenings after the event with rewards from IXITI
rate each event to help IXITI make better suggestions for you
that’s your IXITI... art and culture your way, on your time!
THANKS FOR USING
DETROIT’S NUMBER ONE SOURCE FOR ART + CULTURE
APP • • • •
use intuitive features inspired by popular apps offer important info first simplify the discussion tailor to the user geography and interest App features are viable for the mobile friendly website as well
Image courtesy of Dustin Spagnola
MARKETING • • •
celebrate! initial launch party pulsate – consistent activity through the year innovate – IXITI of the month campaign
3... 2...1... LAUNCH!
IXITI LAUNCH PARTY
• “art is ____________” • allow participants to define what art is • engages the guests in a fun but meaningful dialogue • gives IXITI a better understanding of their demographic
Image courtesy of Detroit Design Festival
LOCATION, LOCATION, LOCATION THE VENUE • • •
simple recognizable accessible
Image courtesy of Redbull House of Art Detroit
Image courtesy of Detroit Design Festival
• 2-3 hour party • registration table to track leads • free food and drink to encourage mingling • keynote demonstration of IXITI app
IT’S ALL ABOUT THE DETAILS Image courtesy of Redbull House of Art Detroit
AND A FEW MORE DETAILS Image courtesy of Redbull House of Art Detroit
• IXITI app in the launch • IXITI partners can perform on ‘side stages’ as mini galleries • streaming twitter feeds to encourage social media • IXITI photo booth - link into social media
POP UP
P.IXITI EVENTS
• detroit loves a good pop-up event • P.IXITI events serve as continuous momentum and engagement • establishes a base demographic Image courtesy of Detroit Design Festival
SIMPLE STRUCTURE
6:30 – 7:00 arrival and drinks 7:00 – 8:00 keynote w/ prominent artist or leader in the city 8:00 – 9:00 drinks and mingling
Image courtesy of Redbull House of Art Detroit
PERFECT PARTNERS
find the right partners w/ mutual benefits detroit soup . after 5 detroit . come play detroit . d:hive . xgames detroit . teach for america . venture for america . greening of detroit . detroit young professionals . core detroit Image courtesy of Detroit Design Festival
GUERILLA CAMPAIGN
window ‘tagging’ ground ‘tagging’ graphics by be design + consulting
successful application of the campaign revolves around targeting active spaces comerica park . hart plaza . river walk . local shops and bars . art/culture institutions . campus martius . harmonie park . partner businesses . d:hive
LOCATION, LOCATION, LOCATION Image courtesy of Redbull House of Art Detroit
(again?!)
ALL ABOUT THE TIMING • graphics have a shorter shelf life • 2-3 pulses of the campaign focused on: • autumn – university in session • spring – more public space use • summer – coincide with major festivals • work with partners to time their events around the pulses for better engagement and higher relevance
Image courtesy of Style Detroit
OPT ON IN
EVENT OF THE MONTH CLUB
members of the “EMC” pay a small, flat fee monthly that gives them guaranteed access to attend the Event of the Month
Image courtesy of Detroit Design Festival
THE PERKS
• dinner and a show – 25% off at a nearby restaurant • drink tickets for the bar at the event • backstage experience before/after the event • a discount for another event that month
Image courtesy of Detroit Design Festival
A WIN-WIN FOR CULTURE SOURCE
• generates a core group of attendees while diversifying the audience attending events. • continues to build demographic information
Image courtesy of Detroit Design Festival
DETROIT’S NUMBER ONE SOURCE FOR ART + CULTURE
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