New Arts Partnership to form Audience Analytics

Aug 7th, 2015Press Release from Lehigh Valley Arts Council
The Lehigh Valley Arts Council (LVAC) announces a new partnership with the Greater Philadelphia Cultural Alliance (GPCA) , the formation of Audience Analytics of the Greater Philadelphia and Lehigh Valley Region. As of July 1, 2015, seventy-five participating cultural nonprofits in a ten county area now gain access to an expanded market of more than two million arts households.

Audience Analytics is a strategic audience development program, designed to improve marketing intelligence and build audiences. Participating arts and cultural organizations in both regions are provided with the training, tools, and expertise to thrive in an increasingly competitive market.

“This partnership is very exciting in so many ways, from audience development to organizational sustainability,” said Randall Forte , LVAC Executive Director. “From a cultural tourism perspective, it allows the Lehigh Valley cultural community to expand their reach and increase the number of out-of-area attendees.”

Audience Analytics has contracted Target Resource Group, the nation’s leading provider of data management and consulting services, for use of TRG’s new and robust Data Center system. When an organization’s data is uploaded into the system, it is first cleansed and certified though the USPS National Change of Address. Household records are then appended with demographic, psychographic, and geographic characteristics, allowing organizations to analyze their patrons in variety of powerful ways. By obtaining these insights, participants are able to make the most efficient and effective use of their marketing and programming dollars. In addition, Data Center allows organizations to identify their best potential trading partners and streamlines the mailing list exchanges. All trades are 100% permission based, ensuing organizations retain 100% control of their data.

The Lehigh Valley Arts Council had been in discussion about forming this partnership with GPCA prior to launching the Cultural List Exchange Co-Op in 2013. The past two years were devoted to establishing a core group of Lehigh Valley organizations and providing them with enough time to learn the system and get up to speed with the more seasoned Philadelphia organizations.

The participants include a wide range of cultural organizations representing the performing arts, visual arts, literary and media arts, as well as historical and cultural institutions. From the Lehigh Valley, the core group includes:

Act 1 DeSales University Performing Arts
Allentown Art Museum
Allentown Symphony Association
Bach Choir of Bethlehem
Baum School of Art
Civic Theatre of Allentown
Historic Bethlehem Museum & Sites
Lehigh Valley Arts Council
Pennsylvania Shakespeare Festival
Pennsylvania Sinfonia Orchestra
Repertory Dance Theatre
The Lehigh Valley Charter High School for the Arts
Touchstone Theatre
Williams Center for the Arts
Youth Education in the Arts
Zoellner Arts Center

Included among the Philadelphia organizations are:
Annenberg Center for the Performing Arts
Arden Theatre Company
Bristol Riverside Theatre
Chamber Orchestra of Philadelphia
Curtis Institute of Music
Delaware Shakespeare Festival
Delaware Theatre Company
Kimmel Center for the Performing Arts
Longwood Gardens
Opera Philadelphia
Philadelphia Museum of Art
The Barnes Foundation
The Franklin Institute
The Philadelphia Orchestra Association
The Wilma Theater
Winterthur Museum, Garden & Library

If you or your organization would like additional information about the program, contact Kim Infante at the Lehigh Valley Arts Council at gro.licnuocstravlnull@celc.

The Lehigh Valley Arts Council thanks our Founding Partner, Discover Lehigh Valley, and our corporate and foundation supporters for their investment toward the initial development of this program and their support for the Lehigh Valley Arts Council in uniting the nonprofit sector.

About the Lehigh Valley Arts Council
The Lehigh Valley Arts Council is the region’s central voice for the arts, promoting arts awareness and advocating its value while strengthening access to the arts for all citizens in our community. The Arts Council’s mission is to promote the arts; to encourage and support artists and their development; to assist arts organizations; and to facilitate communication and cooperation among artists, arts organizations, and the community. Services include arts research and advocacy, professional development seminars, publications, and cooperative regional marketing initiatives.

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