What Types of Users Will Find Culture Kent’s Open Data Source Helpful? Personas & Use Cases (part 4): Event Marketer

Image Turner Contemporary

Turner Contemporary

As part of Culture Kent’s research, we asked Deeson to provide us with Personas & Use Cases for the types of users that will potentially use our Events open data source.  In turn, they identified six Personas and explained their corresponding Use Cases.  This series of blogs will highlight each one in detail according to their behaviour & motivations or responsibilities, goals, challenges, and interests.

In the fourth part of our series on the types of users who will potentially use our Events open data source, we discuss another Persona & Use Case,  the ‘Event Marketer’.  An ‘Event Marketer’ is an employee responsible for advertising events held by their organisation, or someone who owns or manages a venue that holds events, specifically a Cultural Marketing Manager.  This person is in charge of increasing the event’s audience, an important task that depends upon spreading the word beyond their existing audience.

People who are ‘Event Marketers’ might state:

“Is there an opportunity to collaboratively work on getting event information out to a wider audience?”

What are their responsibilities?
• Working closely with schedules to plan marketing budgets and activity
• Promote and market events across the local area using a variety of methods
• Build good relationships with performers and support them in promoting themselves

What are their goals?
• Increase marketing activity reach to promote events to new audiences
• Increase attendances at events across all types; comedy, theatre, arts, etc.
• Enhance reputation as an inspiring arts centre and encourage community participation

What are some of the challenges they face?
• Limited marketing budget
• Targeting the correct audiences for the correct types of events
• Sharing commercially private data in a safe and non-damaging manner

What are they interested in regarding an open data source?
• Collaborating with other institutions who understand the problem the sector is facing to bring data together
• Getting ‘what’s on’ information out to a wider audience more easily

Does this sound like you or someone you know?  Leave a comment to discuss!

This post is made possible by the work done by Deeson in Canterbury, Kent.  We truly appreciate their hard work and collaboration with Culture Kent.

Read the previous post: What Types of Users Will Find Culture Kent’s Open Data Source Helpful? Personas & Use Cases(part 1): Culturally Curious

Read the previous post: What Types of Users Will Find Culture Kent’s Open Data Source Helpful? Personas & Use Cases(part 2): Strategic Thinker

Read the previous post: What Types of Users Will Find Culture Kent’s Open Data Source Helpful? Personas & Use Cases (part 3): Strategic Planner

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What Types of Users Will Find Culture Kent’s Open Data Source Helpful? Personas & Use Cases (part 3): Strategic Planner

Image

As part of Culture Kent’s research, we asked Deeson to provide us with Personas & Use Cases for the types of users that will potentially use our Events open data source.  In turn, they identified six Personas and explained their corresponding Use Cases.  This series of blogs will highlight each one in detail according to their behaviour & motivations or responsibilities, goals, challenges, and interests.

In the previous two posts, we discussed two different types of users who will potentially use our Events open data source.  In this post, we consider a third Persona & Use Case, this time the ‘Strategic Planner’.  Here, a ‘Strategic Planner’ is anyone who plans events, such as an Events Schedule Director.  This is someone who might rely on past statistics and audience feedback to improve upcoming events.

People who are ‘Strategic Planners’ might state:

“To have a coherent picture of what’s happening and where would help us plan more effectively”

What are their responsibilities?
• Scheduling and planning of events
• Developing income generation
• Audience development
• Building strategic partnerships
• Showcasing art & culture

What are their goals?
• Increase national and international recognition
• Transform Kent – people and places
• Position Kent as ‘culture county’
• Boost the local economy
• Increase community well-being

What are some of the challenges they face?
• Benchmarking against similar institutions
• Evidence based planning
• Resources – becoming more sustainable
• Reliability of data

What are they interested in regarding an open data source?
• Audience data inc. behaviour / motivations
• Data dashboard
• Evaluation data of events
• Data-led ways to target funding
• A holistic picture of county wide events
• Becoming smarter as a sector

Does this sound like you or someone you know?  Leave a comment to discuss!

This post is made possible by the work done by Deeson in Canterbury, Kent.  We truly appreciate their hard work and collaboration with Culture Kent.

Read the previous post: What Types of Users Will Find Culture Kent’s Open Data Source Helpful? Personas & Use Cases(part 1): Culturally Curious

Read the previous post: What Types of Users Will Find Culture Kent’s Open Data Source Helpful? Personas & Use Cases(part 2): Strategic Thinker

What Types of Users Will Find Culture Kent’s Open Data Source Helpful? Personas & Use Cases (part 2): Strategic Thinker

Image Visit Kent

As part of Culture Kent’s research, we asked Deeson to provide us with Personas & Use Cases for the types of users that will potentially use our Events open data source.  In turn, they identified six Personas and explained their corresponding Use Cases.  This series of blogs will highlight each one in detail according to their behaviour & motivations or responsibilities, goals, challenges, and interests.

In the previous post, we discussed the Persona & Use Case for the ‘Culturally Curious’, the first of our six-part series on the types of users who will potentially use our Events open data source.  In this post, we focus on the ‘Strategic Thinker’, which might be  someone specific like an Arts Council Director, or, in a broader sense, someone whose role focuses on how Arts & Culture can assist with economic growth, lead to new skills, and increase community well-being.

People who are ‘Strategic Thinkers’ might state:

“By sharing information we’ll be able to become smarter as a sector, target funding and build a better offer for cultural tourists”

What are their responsibilities?
• Providing strategic direction for cultural growth to the local councils
• Understanding the relationships between arts, culture and local area benefit
• Identifying beneficial partnerships and making the connections

What are their goals?
• Grow the local economy by bringing in new businesses and tourism
• Support the creative industry by developing skills in young people
• Increase community well being to make peoples lives better through arts and culture

What are some of the challenges they face?
• Getting the data required to provide a high service level to local people
• Finance – the sector is just catching up with the impact of the recession
• Understanding how event data maps to other data sets about local well being

What are they interested in regarding an open data source?
• Better data mapping and visualisation tools
•  An agreement between local organisations to share data for the benefit of the local area
• A picture of what events have happened, are happening, and are planned for the future to
help target funding to the right areas

Does this sound like you or someone you know?  Leave a comment to discuss!

This post is made possible by the work done by Deeson in Canterbury, Kent.  We truly appreciate their hard work and collaboration with Culture Kent.

Read the previous post: What Types of Users Will Find Culture Kent’s Open Data Source Helpful? Personas & Use Cases(part 1): Culturally Curious

What Types of Users Will Find Culture Kent’s Open Data Source Helpful? Personas & Use Cases (part 1): Culturally Curious

Image Turner Contemporary launch event, 12th April 2011

Turner Contemporary launch event, 12th April 2011

As part of Culture Kent’s research, we asked Deeson to provide us with Personas & Use Cases for the types of users that will potentially use our Events open data source.  In turn, they identified six Personas and explained their corresponding Use Cases.  This series of blogs will highlight each one in detail according to their behaviour & motivations or responsibilities, goals, challenges, and interests.

In this first post, we will focus on the Persona identified as ‘Culturally Curious’.  This can be someone specific, for instance a student studying Arts History in the EU, but it can also be someone who is interested in culture & arts around Kent.

People who are ‘Culturally Curious’ might state:

“I just want to experience the culture. Finding events is difficult and time consuming.”

What are their behaviours and motivations?
• Uses Google to search for terms such as 1/events in Kent March 1st”
• Finds lesser known events on bulletin boards in local shops
• Wants to supplement digital learning with real experience

What are their goals?
• Find relevant events in reasonable travelling distance
• Broaden cultural experiences
• Find career opportunities
• Find cheap events- student budgets don’t stretch far!

What are some of the challenges they face?
• Finding events that fit price and location criteria
•Knowing where to look, often misses events because of lack of awareness
•Meeting like-minded people is not always easy
•Event information is not always accurate and up-to-date

What are they interested in regarding an open data source?
• A single source of truth for events in the local area
• Something that has accurate and timely information
• An easy way to register to cultural events
• A way of meeting new people with similar event interests

Does this sound like you or someone you know?  Leave a comment to discuss!

This post is made possible by the work done by Deeson in Canterbury, Kent.  We truly appreciate their hard work and collaboration with Culture Kent.

Spotlight on an Arts & Cultural Organisation in Kent: Creative Foundation

Image Creative Foundation

In this blog post, we are going to learn more about Creative Foundation, located in Folkestone, Kent.  One of Culture Kent’s Pathfinders, Creative Foundation has had a positive impact in arts & culture in Kent.

 1.) Name of organisation: Creative Foundation (Folkestone Creative Quarter, Quarterhouse, Folkestone Book Festival, Folkestone Triennial, Folkestone Artworks)

2.) Type of organisation: Arts Charity

3.) Year founded: 2002

4.) Tell us a little bit about your organisation and what it offers tourists:

The Creative Foundation is a visionary arts charity dedicated to enabling the regeneration of Folkestone through creative activity. Working with the people of Folkestone, partners and other stakeholders we will transform the town making it a better place to live, work, visit and study.
The Creative Foundation believes in the power of creativity to transform people, places and communities. We are passionate about this, and believe it will inspire others to be curious and imagine a changed future. We will enable or collaborate with them to make this vision happen. This will be fun but requires specialist knowledge; at times we will be radical and irreverent, but we will take on the challenges and risks our work demands.

Image Creative Foundation

Established in 2002, the Creative Foundation has a remarkable record of success having already transformed the most run down part of Folkestone. Ninety buildings have been restored in the Creative Quarter, and Quarterhouse, a performance venue for music, theatre, dance and comedy has been built. The area has been animated by three internationally acclaimed visual art Triennials, a collection of significant and permanent contemporary public art, a full performance programme and an annual book festival. The area is populated by artists and home to creative industries and is home to higher education study and research; all this has created more than 300 jobs.

Image Creative Foundation

The Creative Foundation aims to attract visitors to Folkestone from throughout Kent and nationally and potentially inspire people to move to the town, start a business and become part of our thriving community. The Triennial attracts a significant number of tourists every three years and we aim to use Folkestone Artworks as a tourist attraction in its own right to encourage repeat visits to the town alongside experiencing the shops, restaurants and galleries of the Creative Quarter and attending events at Quarterhouse and the Book Festival.

Image Creative Foundation

5.) What are some concerns your organisation has related to tourism?:

Folkestone Artworks is a fascinating collection of contemporary art that is needed to maintain Folkestone’s visual art reputation between Triennials, and so attract visitors to Folkestone. While the collection strengthens after each Triennial, the fact that the works come from a previous Triennial limits the publicity and therefore impact that can be gained from it. Over the next seven years the development of the collection’s management, interpretation, archive, and marketing and education programme will be continued, however something additional will be needed for the Artworks to deliver the desired impact.

6.) How will the efforts of Culture Kent address your concerns?:Image Creative Foundation

Culture Kent can play an important role in how we use Folkestone Artworks collection to its full potential as a tourist attraction through its efforts to establish an open data source and especially how digital technologies can enhance the visitors’ experience. We would like to work more intensively with other tourist attractions, transport providers and the food and drink industry in the region on marketing and PR campaigns that will invite people from Kent and nationally to experience the best that Kent has to offer. Culture Kent is best positioned to orchestrate such an effort and undertake research about existing and potential audiences.

Image Creative Foundation

Thank you to the Creative Foundation for telling us about their organisation and their aims for tourism growth!