http://idea.library.drexel.edu/handle/1860/720 Search the Channel search http://idea.library.drexel.edu/simple-search http://idea.library.drexel.edu/handle/1860/3829 Title: Audience Stewardship in the Arts Through Preferred Communication Pathways and Places <br/> <br/>Authors: Weil, Zeek <br/> <br/>Abstract: My paper aims to understand preferred communication paths. A marketer can communicate an offer in hundreds of ways and consumers are bombarded with messages that overlap each other in content and call to action. My goal is to present a theory that offers marketers an opportunity to communicate to market segments through communication preferences. For this project I will look at college-aged demographics, students 17-24 years old, with occasional exceptions for older graduate students. The survey instrument is created so that it can be altered and applied to any demographic for future use. Certainly this research will identify trends within the demographic, but as college-aged students are savvy users of media and technology, these trends may or may not offer predictions for future preferences. If an arts organization can communicate with a demographic via preferred paths then it should be able to reduce economic and human resource costs. This paper will not conclude that reaching an audience through preferred communication pathways will reduce economic and human costs, but it will offer a theory, based on data collected, that can be executed in future projects to conclude whether or not preferential communication to segmented demographics increases audience development. <br/> <br/>Description: Advisors: Ximena Varela, Brian Moore, Cecelia Fitzgibbon Mon, 27 Aug 2012 19:30:47 GMT http://idea.library.drexel.edu/handle/1860/3573 Title: Utilizing Volunteers in Theatres: A case for implementation and management <br/> <br/>Authors: Raffel, Melissa <br/> <br/>Abstract: This thesis focuses on how Philadelphia theatres can more robustly utilize volunteers and implement volunteer programs, as an argument for the integration of a Volunteer Manager in organizational structure. A survey of Philadelphia theatres revealed that while nonprofit theatres in Philadelphia understand that volunteers should have a larger role in their organizations, theatres don’t quite grasp how involved volunteers can be, and as a result, are unable to articulate a reason for hiring a VM. Using data from the Department of Labor, and studies on the impact of volunteerism, this paper outlines how to identify the volunteer needs of a theatre, why people volunteer as a means to understand how to best recruit, and how to recruit. Additionally, this paper attempts to crystallize why theatres need to include a VM in their organizational structure. Looking forward, the recommendation of this thesis is that theatres begin to look more closely at how they utilize volunteers and how they can begin to create a more formal structured volunteer program, with an eye towards eventually integrating a VM into the staff structure. <br/> <br/>Description: Advisor: Brian Moore Wed, 17 Aug 2011 18:37:53 GMT http://idea.library.drexel.edu/handle/1860/3458 Title: Finding Picasso: The Development of a Plan to Recruit and Enroll Students in the College of Fine & Performing Arts at Rowan University <br/> <br/>Authors: Dombkowski, Beth <br/> <br/>Abstract: This paper is an exploration of recruitment and enrollment strategies in higher education for art programs. The College of Fine & Performing Arts at Rowan University is a higher education arts institution with no history of recruitment or enrollment management for its Art, Music and Theater and Dance departments. This thesis first analyzes the history of recruitment. It then describes, based upon historical recruitment elements and current professional trends, the development, implementation and results of a recruitment plan initiated and executed by the College of Fine & Performing Arts at Rowan University. <br/> <br/>Description: Advisor: Ximena Varela Thu, 14 Apr 2011 02:04:59 GMT http://idea.library.drexel.edu/handle/1860/3457 Title: Marketing Urban Art: A Case Analysis of the Exchange Project <br/> <br/>Authors: Asbury, Philip <br/> <br/>Abstract: The Exchange is an interactive project that promotes a sharing of stylistic influences amongst a select group of urban artists. The project is web-based but it also mounted a four city tour in 2007. As scholarly research is very limited in the genre, this study was an attempt to gather the few existing sources, general information, and first hand knowledge of the author, a participant in the Exchange. The result is a look at the best practices in marketing urban art. The financial details of the Exchange were unable to be included. The author recommends that urban artists partner with organizations that share a similar mission and to focus on viral marketing. <br/> <br/>Description: Advisor: Ximena Varela Thu, 14 Apr 2011 01:59:20 GMT http://idea.library.drexel.edu/handle/1860/3400 Title: Targeting Female Arts Audiences Online <br/> <br/>Authors: Leimbach, Katie <br/> <br/>Abstract: This study explores what online marketing strategies best target women, and evaluates how well a sample of 34 nonprofit arts organizations in Greater Philadelphia are marketing to women with their websites. With declining audiences and increasing funding competition, it is critical for arts organizations to target the most profitable segments. Since women make the majority of all buying decisions, and participate in more arts activities, it is paramount for arts organizations to implement strategies to reach them. While the samples utilized these online strategies to a degree, most are not meeting the wants and needs of the female consumer. <br/> <br/>Description: Advisor: Ximena Varela Mon, 01 Nov 2010 11:39:06 GMT http://idea.library.drexel.edu/handle/1860/3399 Title: Possible Solutions For Sustainable Future: Restructuring Through Mergers and Other Alliances in the Nonprofit Arts and Culture Sector <br/> <br/>Authors: Kirk, Maggi Lawler <br/> <br/>Abstract: This study looks at how mergers and other forms of business restructuring processes may present advantages and challenges for the nonprofit arts sector. For more than a decade the sector has been impacted by the environmental trends of diminishing funding sources coupled with longstanding concerns about an over-crowded industry with too many arts organizations having similar missions, competing for the same limited financial resources. This is creating a form of mission stasis in the industry provoking concern within organizations and among foundations and state funding agencies about the health of the sector. The current economic downturn has created an even greater urgency for the need to explore the impacts and outcomes for the nonprofit sector in a climate that demands new models for collaboration. Drawing on a decade of evolving research of restructuring activities in the nonprofit sector-at-large, this thesis seeks to present the implications for arts and culture sector when considering strategic restructuring initiatives as a means to better accomplish mission delivery and sustainability within the sector. <br/> <br/>Description: Advisor: Ximena Varela Mon, 01 Nov 2010 11:31:31 GMT http://idea.library.drexel.edu/handle/1860/3398 Title: Creating a Model for an Effective and Viable Arts Lobby <br/> <br/>Authors: Regnier, Sophie <br/> <br/>Abstract: Arts organizations are at the mercy of policy makers in both regulatory and financial matters. It is therefore essential that there be an effective and viable arts lobby. This paper attempts to construct a model for an ideal lobby by examining political science literature and exploring case studies of the environmental and arts lobbies. Based on the model, recommendations were made to improve the arts lobby. An effective and viable lobby will continuously produce its intended effects, regardless of whether its policy goals are always achieved. Arts interest groups are well on their way to constructing such a lobby. <br/> <br/>Description: Advisor: Ximena Varela Mon, 01 Nov 2010 11:29:46 GMT http://idea.library.drexel.edu/handle/1860/3397 Title: A case study: How to organize a tour to China for an American Children’s Theatre <br/> <br/>Authors: Ye, Jing <br/> <br/>Abstract: The Enchantment Theatre Company (ETC) is to create original theater for young audiences and families in Philadelphia. Because the children's theatre is important for children to thrive and China is one of the fastest growing economies in the world, the author is exploring the opportunity of organizing a tour to China for the ETC. The author conducted the research on general cultural exchange procedure; analyzed successful samples and described the communication process of the ETC's case including direct government authorization agency and indirect government authorization agency. Three key factors important to the success of cultural exchange were concluded at the end, theatre's originality, professional promotion and government support. The author hopes to lead this cultural exchange project to be successful. It will help the Enchantment Theatre achieve a higher identity and development, especially in China. At the same, China’s children will have the opportunity to enjoy one of high quality children's theatres in the world. <br/> <br/>Description: Advisor: Cathy Bartch Mon, 01 Nov 2010 03:45:55 GMT http://idea.library.drexel.edu/handle/1860/3396 Title: The Effectiveness of Art Museums Marketing Late Night Programming to the Twenty-Five to Forty Age Group <br/> <br/>Authors: Cretaro, Amy <br/> <br/>Abstract: Over the last twelve years the art museum field has witnessed the birth of Late Night programming throughout the country, geared toward garnering a younger audience. As the American population ages, arts administrators across the country are actively pursuing 25 to 40 year-olds as the next generation of patrons and philanthropists. Art museums continually face diverse challenges in an effort to bring new audiences into their institutions. Evening mixers, along with an overhaul of institutional marketing are clear ways in which museums are seeking out young Americans. By conducting the survey of the fourteen art museums with relevant programming, holding three interviews, two site visits and internet research, I explored the various reasons why late night programming is held and how it is marketed to this audience segment, and if indeed 25-40 age group attends. As this study substantiates even without complete data on how late night program attendees and members move up the giving and philanthropic ladder over time; if you hold after hours programming the twenty five to forty demographic will come. <br/> <br/>Description: Advisor: Brian Moore Mon, 01 Nov 2010 03:42:21 GMT http://idea.library.drexel.edu/handle/1860/3394 Title: How Can the Public Art in Philadelphia Promote the Quality of Public Users’ Life? <br/> <br/>Authors: Kao, Shu-Yi <br/> <br/>Abstract: This research will examine the perception of public art by public users, including environmental, aesthetic, cultural, social and economic, and interpersonal impacts in the City of Philadelphia, Pennsylvania. Through 1050 anonymous questionnaires based on three surveys, this study will be an example to elaborate on and clarify the link between the role of public art by the perceptions as well as by the preferences and its interaction with public users, including residents and visitors in the City of Philadelphia. The result of this research may provide some suggestions to the governments, community developers, city planners and suburban designers in the future. Mon, 01 Nov 2010 03:25:10 GMT