Fructose Marketing Strategy
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Fructôse is an arts association located in Dunkirk, France that provides workspaces and resources to artists. It was established in 2008 to foster new art forms and relationships between art, land, and people. Fructôse's mission is to promote synergies through partnerships and question the role of art in society. A SWOT analysis found strengths in funding, real estate, reputation and talent development, but weaknesses in defining its market, location, and budget. Opportunities include community engagement and strategic alliances, while threats include new development plans and losing cultural capital status. Future plans include rebranding, defining the market, establishing funding, and identifying an artistic direction.
Fructose Marketing Strategy
- 1. Fructôse
- 2. Background •Established April 2008 •Arts association that offers support services such as: o workspaces, research materials and administrative resources oFormer customs port now houses offices, a sound studio, and 2 local music rehearsal spaces •Welcomes artists of all disciplines of contemporary, innovative, & non-commercial art •Organizes programs that reflect on artists’ role in urban renewal and social innovation
- 3. Mission •Search for new art forms, as well as to foster new relationships between the art, land and people to address economic, environmental and social challenges. •Promote synergies through partnerships, meetings, exchanges and artist residencies. oIn 2011, 81 artists met and formed12 partnerships with groups of residents and associations. •Question and defend the role of art and creativity in society. •Fructose is a project that crosses disciplines (music, visual arts, performance, performance, photography, video, poetry, writing ...)
- 4. Strengths •Publicity and Funding •Real Estate •Local Support •No significant competition •Strong reputation •Fosters artistic talent Opportunities •Local and regional community engagement •Strategic alliances, partnerships •Website development Threats •Possibility of a new urban plan •Loss of title as Regional Cultural Capital •Funding •Partnerships •PR Weaknesses •Undefined market sector •Location •Lack of local interest in the arts •Public Relations •Unclear methods to achieve goals •Unclear artistic direction •Limited budget S W TO SWOT ANALYSIS
- 5. Strengths • Publicity and Funding: Declared Regional Capital of Culture (April- December 2013) as a result have received funding and support from the European Union • Real Estate: Substantial amount land and abandoned buildings at their disposal • Local Support: by regional community and local institutions • No significant competition • Strong reputation • Fosters artistic talent: provides many local artists a venue to collaborate and receive training
- 6. Weaknesses • Undefined market sector: Are they local or international? Demographics? • Location • Lack of local interest in the arts • Public Relations: Promotional materials, online presence • Unclear methods to achieve goals: does not clearly state how they will accomplish goals • Unclear artistic direction: mediums, central message • Limited budget
- 7. Opportunities • Local and regional community engagement: tap into the surrounding populations to support artistic endeavors • Strategic alliances, partnerships: create virtual and in-person exchanges with similar artistic centers around the world with similar histories and circumstances • Website: The first impression and best opportunity to attract the largest variety of people
- 8. Threats • New Urban Plan: proposed real estate development in current location • Funding: Maintaining funding after losing status of “Regional Cultural Capital” in December 2013
- 9. Up Next…Final Presentation • Revamp Website and Social Media • Define market • Establish sustainable source of funding • Identify Artistic Direction
- 10. Objectives • Rebranding • Obtain Sponsorships/ Create Partnerships • New Artistic Creations
- 11. Promotion • Market defined: • All ages, ethnicities and genders • Initial market will focus on ages 18-35. • Origins: France, Holland, Belgium, U.K. and beyond
- 12. Price • Price differentiation based on age & status: o Under 18 o 18 and up o Students: o Retired (62+) • Everything should have a price
- 13. Product: Exhibitions • Consistent Exhibitions • Synchronize major cultural festivals: La Fête des Voile
- 14. Branding •The aesthetic design references the molecular structure of Fructôse •Symbolizes the international outreach and origins of contributing artists/ visitors to Fructôse
- 15. Positioning Statement Fructôse is a platform to foster emerging artists’ growth. It provides a immersive cultural experience for art lovers of all ages while giving back to the community.
- 16. Product: Nightlife • Fructôse First Fridays • To promote creative works and the Dunkirk community • New artists every month • Marketplace at pier • Local businesses can participate
- 17. Product: Café/ bistro •Open 5 days per week •Separate entrance to exhibition space •Will draw visitors that don’t normally visit Fructôse/ generate revenue •Live music on First Fridays •Sweet desserts •Rotating guest chefs
- 18. Product: Bookshop/ Boutique •Generates funding •Promotes Fructôse outside the art center via branded merchandise •Possibly rented to a commercial tenant
- 19. Product: Education • Lecture Series, Classes and Workshops Sweet Themed Titles to Designate Groups: o Short and Sweet : Ages 3-4 o Sweet Tooth: o I Ages 5-8 o II: Ages 9-12 o III: Ages 13-15 o Sweet-talk o I: Ages 16-19 o II: Ages 20-39 o III: Ages 40-59 o Sweet as Honey: Ages 62+
- 21. Promotion • Individual Membership: –Fructose Ambassador –Fructose Club –Fructose Friends • Private exhibits, concerts, VIP dinners • Corporate Sponsors
- 22. • Institutional Partners: • Big partners: Potential Project Funding and Partners
- 26. Promotion
- 27. Promotion • Demographics • Search terms: • Total sites linking to Fructose: 22 Keyword % of Search Traffic 1. Fructose 92.35% 2. Saprophytes 4.72% 3. Planbatiment fructose dunkerque 0.94% 4. Fructose dunkerque 0.84% 5. Station tourisme experimental 0.68%
- 28. Log In
- 29. • Create a Facebook Fan Page • Create a twitter profile • Instagram • Youtube • Blogger • Google+
- 31. Conclusion • Internationally recognized brand & strong online presence • Sound financial foundation • Strong local and international partnerships • Cultural Capital for the regionrevitalize Dunkirk
Editor's Notes
- #11: KT
- #12: KT: Demographics: IN our visit to Fructose, we notice that the participants ranged significantly in age and origin. We would like to continue expanding reach, by appealing a wide range of demographics. All ages, ethnicities and genders Initial market will focus on ages 18-35. Origins: Dunkirk, Paris, Lille, Bruges (and its environs), and London (and its environs). The reach will continue to grow as Fructose becomes recognized as an international brand.
- #13: KT: Price differentiation based on age and status (student, retired) Under 18: Free 18 and up: Price varies based on event; this category pays highest price; start at 9 Euros. Students: Price varies based on event: students and retirees pay same price; start at 7 Euros. Retired (62+): Price varies based on event; start at 7 Euros. Prices are based on the market rate of museum and cultural center prices such as the Louvre, Musee d’Orsay, Musee L’Orangerie, Grand Palais and Palais de Tokyo. However, we also took into account the geographic and socioeconomic differences between Paris and Dunkirk, resulting in a lower price scale. Everything should have a price in order to give value to the product
- #14: KT: Product: New exhibitions on a consistent basis (every 3-4 months): the regularity of performances will make Fructose a reliable source of entertainment for customers. Varied genres to appeal to wider audience: performance art, concerts, video games, visual art, sculpture, etc. Synchronize Fructose events with other major cultural festivals in Dunkirk such as La Fete des Voile in order to attract greater attendance and visibility.
- #15: MS: The Logo: The aesthetic design references the molecular structure of Fructose The arms reaching out symbolize the international outreach and interest in Fructose Brand Positioning: A platform for emerging artists to collaborate and interact with the local and international community. Positioning Statement:
- #16: Purpose: To generate revenue, foster art appreciation, capitalize on Fructose large space outside of exhibitions, engage all ages and to promote Fructose as an interactive space.
- #17: Mariah: Nightlife: Fructose First Fridays First Friday of every month An event hosted by Fructose to promote creative works and the Dunkirk community. Every month will host a new artist/ show/ event. An exhibition and performance walk offers the opportunity to enjoy a Friday night at Fructose and in the town while experiencing diverse visual and performing arts. Other local businesses (or pop ups) are invited to participate at the Fructose pier with marketplace stands available for rent. Restaurants and galleries can participate by offering First Friday specials. The art walk will be clearly designated leading into town by displaying the “Fructose First Fridays” banner. First Friday helps further highlight the diversity and unique character of Dunkirk.
- #18: Fructose Café: Space dedicated in Fructose for renting to outside café/ restaurant. Open minimum 5 days per week. Currently, there is no place to eat on this pier. By having the café open on a regular basis, this will create an incentive for the public, particularly those that would not usually attend the exhibitions, to visit the center regularly, discover new exhibits and in turn generate additional revenue. There will be a separate entrance for the café so that it is accessible outside the exhibitions’ hours of operations. A comfortable dining space for Fructose visitors to linger and nourish themselves. Serves breakfast, lunch and dinner Live music on First Fridays Known for their sweet desserts in keeping with the sweet theme denoted by the word, fructose. Rotating residencies by up-and-coming as well as well-known chefs
- #19: Mariah: In order to develop the store, we looked at the successful examples of stores such as MoMa and Musee D’Orsay to develop a product line that generates funding, as well as promote Fructose outside the center via branding merchandise. Bookshop/ Boutique: Located at the front entrance of Fructose Open minimum 5 days per week. Open late on (8pm) Thursdays and First Fridays Online shopping available on Fructose’s website. Special exhibitions will have additional store cart at their exit Each exhibition has their specially made merchandise featuring the work i.e. exhibition catalogue, post cards, mugs, t-shirts, etc. To save on costs, this space may be rented by outside boutique business. Examples: Moma bookshop: http://www.moma.org/visit/plan/stores#shop Musee d’Orsay: http://www.musee-orsay.fr/en/visit/services/bookshop-gift-shop.html Palais de Tokyo
- #20: KT: Education Workshops: Age appropriate and branded workshops for both learning about and creating art. The names of the workshops are in line with the sweet theme conjured by “fructose.” Examples of workshops: Children: drawing, painting, theater Teens: Improv classes, photography, set design or mise en scene Adults: Art history, live model drawing, contemporary painting class, mixed media sculpture class, cooking classes at café Purpose: To generate revenue, foster arts appreciation, capitalize on Fructose’s large space outside of exhibitions, engage all ages and promote Fructose as an interactive space.
- #21: MS: News Letter: (Promotional) A newsletter is emailed weekly. Each topic may vary depending on what’s happening at Fructose. Log in/ sign up option available from Fructose website homepage Mailing list for visitors and members of Fructose People can choose if they want to receive emails for: All Mailings Events Only First Fridays Individual Artists announcements Residencies for artists
- #22: KT: Different levels of individual membership: Fructose Ambassador: 500 Euros and up: Benefits for Ambassadors will include: invitation to Annual Gala; private dinners with artists in residence; access to VIP rooms at all Exhibit Openings; special pre-fix menu at café/ bistro; discounts at café/ bistro, bookshop/boutique; unlimited access to all public and private exhibits and events. Fructose Club: 100-150 Euros: private meetings with artists in residence; invite-only exhibits; discounts at café/ bistro, bookshop/ boutique, and on workshops; unlimited access to all public and most private exhibits and events. Fructose Friends: students and retirees (62+): 20 Euros; General public: 30 Euros: Benefits include free, unlimited access to all public events; discounts at café/ bistro, bookshop/ boutique, and on workshops. Corporate Sponsors: Price varies based on size of firm; examples of corporate sponsors will be covered on the following slides. Benefits include: invitation to Annual Gala; private dinners with artists in residence; access to VIP rooms at all Exhibit Openings; special pre-fix menu at restaurants; discounts at café/ bistro, bookshop/ boutique; unlimited access to all public and private exhibits and events. Purpose: To foster customer loyalty, generate revenue and prestance.
- #23: Adi: Communauté Urbaine and Nord pas de calais are the main 2 institutional partners that fructose should approach for financial support. EDF is one of the major partners or sponsors for many other cultural institutions and big festivals. They can provide electricity for events and in turn receive free advertising from Fructose. La Voix du Nord is the Media Source/Newspaper with the largest readership in the Nord pas de Calais area. Fructose and La Voix du Nord can provide mutual marketing for each other.
- #24: Adi: Project partners: we have identified these major players and financiers in the Nord pas de Calais area. Fructose should collaborate with them on many different levels from financial support to exposure to audience attraction.
- #25: Adi: Media partners: These are the major Website/Newspaper/Radio/TV companies covering the Nord pas de Calais area. Their support could be a great opportunity to advertise and promote upcoming events, workshops, concerts and exhibitions.
- #26: Adi: Partnerships with the big transportation companies are indispensable considering the geographical placement of Fructose. Discounts on transportation tickets as well as promotional free weekends where people can travel from different cities from France, the UK, Germany or Belgium to visit Dunkirk and Fructose would help attract more visitors from a larger catchment area.
- #27: Mariah: Language: currently only in French Format: is not compatible with all web browser formats Updates: not updated on a regular basis Social Media: no links to Social Media Artists Info: There is no biographical information on artist Calendar: there is no Calendar of Events Contact Info: layout and actual information is difficult to find and incomplete Brand: no logo or identifiable brand Aesthetics: too busy: too many fonts, no hierarchy of information
- #28: Adi: After analyzing the web traffic of Fructose’s current website, we found that no historical or demographic data is provided because there are less than 100,000 visitors to the website per year. We did find that the most common search term used to find the website is Fructose, which means users that are accessing the website either know about the organization already or they are searching for the chemical compound and reach this website by mistake. Goals for the website related to search ability and popularity: improve the Search Engine Optimization (SEO) so that the website appears within the first three website options when searching for “Fructose” Diversify search terms that lead to website Increase # of new and repeated visits Link website with more websites http://www.fructosefructose.fr http://www.alexa.com/siteinfo/fructosefructose.fr
- #29: Mariah: Language: available in multiple languages (English, French, German) Format: compatible with all web browsers including smart phones Updates: updated on a regular basis Social Media: Linked to Social Media; Facebook, Twitter, Google+, Blogger, Instagram and Flickr Information Links: About: history of Fructose and Dunkirk, and mission statement Visit: Google map, transportation options, ticketing, hours of operation. Contact: Address, email, phone. Artists: artists biographies Events: calendar of current, upcoming events that include exhibitions and performances Residency: information for artists on how to apply for residencies and examples of past participants. Archives: past events Store: online shopping representative of bookshop/boutique Café/Bistro: online menu, prices, and schedule of visiting chefs. Brand: consistent branding throughout website. Aesthetics: minimal design indicative of Fructose. User-friendly. Logical hierarchy of information provided in a visually pleasing way. Changed web domain to easier link: http://www.fructose.com/ or http://www.fructose.fr/
- #30: MARIAH: REMOVE and copy into long form Create Facebook fan page to keep in touch with fan photos, event pages, and activities at fructose. Twitter is another very important way to stay in touch with the community and post all the news, articles, and all things related to fructose. Instagram is a photo-based social network. Fructose should have their own profile that covers the art scene to create buzz and provide free exposure to fructose. Youtube is another form of social networking for trailers/teasers/artist interviews and live performances tfor the fructose fans.
- #31: Mariah: Curb Appeal: Branding present throughout the space Currently there is no existing signage separating Fructose from unoccupied buildings on the pier. Signage and banners will lead visitors to Fructose. Large illuminated Fructose sign on main building can be seen from across town.