Understanding the role of

Outreach at the NCPA

Audience

Building

Programming

Marketing & BTL

PR & Online Communication

s

Outreach

Membership & Customer

Relationship

• It is community engagement

What does Outreach mean?

It’s about walking amongst your people (in the figurative sense) and building one-on-one relationships so that customers feel more connected to your brand… delivering contextually relevant user experiences and

creating active communities.

—Audience Development Magazine

• By building relations with targeted communities

• With the objective of helping them learn about, understand and appreciate the performing arts

Outreach @ NCPA

Output of a Fellowship and a subsequent training course received in April 2011 from the Goethe Institut

The Management bought in to the idea and subsequently Shivangi Ambani hired as Assistant Manager — Outreach in August 2011

Outreach plans and budgets approved on January 18, 2012

Activation started immediately

Nivedita Neelam hired as an Executive – Outreach on April 9, 2012

Communities

Schools Colleges TouristsGovt.Corporates

Art Orgs

Data Collection Information Dissemination

Engagement & Collaboration

Aspects of Outreach

Outreach activities for targeted audience groups

Corporates Colleges Schools

Engagement & Collaboration

- Volunteering- Discounts on bulk

bookings- Chalk Talks- Corporate

connect programmes

- Brand Ambassadors- Interns- Tie-ups with College

Festivals- Collaboration with

depts- Student Discounts

- School tours- Special Lec-Dems- Workshops- Collaterals- Bulk bookings for

events tied in with artiste interaction (Waiting for Godot)

Information Dissemination

- Pocket Calendars- E-Newsletters- Social media

including Facebook, Twitter

- Presence on Corporate intranet

- Posters- Word of mouth

publicity by Brand Ambassadors

- Social media including Facebook, Twitter

- Online Forums

- Mailers to Principals- On Stage sent to

Principals- Posters- Collateral for school

children

Data Collection

- Relationship building & subsequent database collection

- Feedback collection at events for corporates

- Through Brand Ambassadors & programme registrations

- Programme registrations

Outreach Activities at

the NCPA so far…

2012 January February

Schools • Between Aug-Mar 2012 a database of 176 schools developed (including a list of 100 schools from Dance and approx. 17 from WCM)

• School’s Tour of the NCPA and the Opera sets for SOI (380 children engaged)

• Promotions of Summer Fiesta at the Children’s events at Kala Ghoda Festival

Colleges • 35 BMM students brought in for Indian Music Media seminar , 5 College BMM Depts. invited

• 2 Interns (Outreach & Marketing) hired

• Tie-up with St. Xavier’s BMM college festival – Zeitgeist (500 students reached)

Corporates• Design for pocket calendars

finalized

• Guided tour for SOI in Feb 2012 (85 people) as part of Kala Ghoda Festival

• Distribution to Pocket Calendars initiated, 30 NCPA venues partners onboard (Pick up rate: 78 %)

Chalk Talks • Chalk Talk on Understanding Opera by Zane Dalal

• Chalk Talk on Understanding Carmina Burana

2012 March April

Schools • Worked with WCM for workshops & interactive sessions for children in association with Carnegie Hall ACJW

• Round Table with Music Educators. Database of 33 music teachers collected

• Summer Fiesta Posters and fliers sent to schools (B D Somani, Activity School, Jamna Bai)

• Intern hired, trained for the promotion of Summer Fiesta and given School contacts

Colleges • Brand Ambassadors from 4 top colleges in South Bombay onboard (KC, Jai Hind, St. Xavier’s, HR)

• Promotion of events on Campus through Word of Mouth, Social media & Posters

• Promotion of events on Campus through Word of Mouth, Social media & Posters

Corporates

• 5 venue partners added for distribution of pocket calendars (Pick up rate: 85%)

• Outreach – Executive hired

• 10 venue partners added for distribution of pocket calendars (Pick up rate: 79%)

Chalk Talks

Chalk Talk on Understanding Dance by Ranjana Dave and Amrita Lahiri

2012 May June

Schools • Summer Fiesta Activity started with schools; Newsletters and fliers sent

• Managed booking and organized an interactive session with the caste of ‘Waiting for Godot’ for 70 children from B D Somani, IB school

Colleges • College Brand Ambassadors hired for promotion of Summer Fiesta during Sound of Music

• Collaboration with IIT Bombay as their ‘Live Your Passion Associate’ for Aaveg 2012 at the NCPA (200 students reached)

• Special announcements on NCPA Cheer 2012 in 5 colleges attracted a good number of college crowd for the workshops

Corporates

• 15 Essar employees on board to disseminate information about Summer Fiesta during Sound of Music

• 3 venue partners added for distribution of pocket calendars (Pick up rate: 88%)

• Feedback form revised

• 5 Corporates reached for NCPA Cheer

• 2 venue partners added for distribution of pocket calendars (Pick up rate: 92.4%)

Activities initiated in July 2012

• Talks initiated with the BEST Kala ani Krida Mandal which engages approx. 40,000 employees. Agreement on - putting up Event posters and Pocket Calendars at 25 highly frequented Bus Depots across Mumbai. This initiative has already started off with Pratibimb.

Keen interest shown in collaborating with the NCPA

• Talks initiated with the Central Bureau of Intelligence Mumbai Office. Agreement on - putting up Event posters and Monthly pocket calendars at their office at Fort

• Information regarding Pratibimb given to colleges with a strong Marathi base. Namely – Sathaye, Poddar, Ruia, JJ School of Architecture and other colleges like Jai Hind, HR, St. Xavier’s, IIT Bombay

• MOU signed with Malhar, St. Xavier’s college’s Annual Festival. NCPA will reach out to approx. 30,000 students and ensure integration of students into NCPA’s activities

Activities initiated in July 2012

• NCPA to tap into the vast audience base of Western music lovers by collaborating with the St. Andrew’s Parish Zonals, Bandra.

• Enable an SOI concert at IIT Bombay’s college festival Mood Indigo, thereby exposing NCPA’s SOI to approx. 7000 young students from 300 colleges across India

• Talks initiated to enable an SOI concert at St. Peter’s church, Hill Road, Bandra on the occasion of the 160th year celebrations of the Church

Pocket Calendars – Venue Partners

Crossword

Kemps

Corner Feb-12 Amara Boutique Kemps Corner Feb-12

Crossword Bandra Feb-12 Rhythm House Kala Ghoda Feb-12

Crossword Juhu Feb-12 Sabyasachi Kala Ghoda Feb-12

Crossword Malad Feb-12 Kitab Khana Fort Feb-12

Crossword Chembur Feb-12 Ensemble Lions Gate Feb-12

Planet M Kandivili Feb-12 Ensemble Kemps Corner Feb-12

Planet M Malad Feb-12 Landmark Vashi Feb-12

Planet M Andheri Feb-12 Landmark Andheri Feb-12

Planet M Hiranandani Feb-12 SOBO Huges Road Feb-12

Planet M Vashi Feb-12Tappu Ki Dukaan Fort Feb-12

Planet M Mulund Feb-12 Croma Kemps Corner Feb-12

Planet M Ghatkopar Feb-12 Bombay Store Fort Feb-12

Planet M Thane Feb-12 Attic Colaba Feb-12

Suzette

Nariman

Point Feb-12Kala Ghoda Cafe Kala Ghoda Feb-12

Organisation Location Added onOrganisation Location Added on

Pocket Calendars – Venue Partners

Motilal Oswal Prabhadevi Mar-12Furtados Music Store Dhobi Talao April-12

Shemaroo Kemps Corner Mar-12Furtados Music Store Kalbadevi April-12

Oberoi Trident Nariman Point

Nariman

Point Mar-12Furtados Music Store J.V.P.D Scheme April-12

Leopold Cafe Colaba April-12 Hush Sleep Studio Andheri West May-12

Gaylord Churchgate April-12 Hush Sleep Studio Andheri East May-12Bhargavas Musik Goregaon April-12 Hush Sleep Studio Lower Parel May-12Bhargavas Musik Bandra April-12 Café Zoe Lower Parel May-12

Bhargavas Musik Worli April-12

IIT Bombay - Main Admin Office Powai June-12

Furtados Music Store Malad April-12

IIT Bombay - Canteen Powai June-12

Furtados Music Store Vashi April-12 Moshes Cuffe Parade Feb*

Apart from these venues, the pocket calendars are also sent to 9 venues at the NCPA

Organisation Location Added on Organisation Location Added on

Numbers that matter

• Newsletter Database: 10,932

• Genre databases: Indian Music, Western Music, Dance, Theatre & Film, Jazz, Photography, Workshops, Schools, College Students, Corporate Database

Indian Dance Indian Music Western Classical Theatre & Film Photography Total

Dec 30 40 25 16 0 111

Jan 202 71 45 202 0 520

Feb 0 44 149 50 9 252

March 287 119 77 121 0 604

April 39 75 228 345 0 687

May 43 17 0 118 0 178June 20 12 265 291 0 588

Total 621 378 789 1143 9 2940

Colleges contacts Schools Contacts Corporates ContactsChildren's

programming

registrations540 408 65 1880 2893

5833TOTAL

How can this data be used?

Print Ads36%

Emails11%

On Stage3%

Event Calendar3%

Website7%

Newspaper Articles13%

Face-book/

Twitter4%

Flyers/Posters

0%

TV Pro-mos0%

Radio1%

Word Of Mouth18%

Other3%

Bandish - Data AnalysisHow do audiences find out about NCPA's events?

Print Ads

Emails

On Stage

Event Calendar

Website

Newspaper Articles

Facebook/Twitter

Flyers/Posters

Hoardings

TV Promos

Radio

Word Of Mouth

Other

No of Events (No. of

seats available for sale)% of Attendance

No of Events (No. of

seats available for sale)% of Attendance

Jan 20 (11670) 56% 39 (10670) 90%

Feb 31 (17180) 55% 30 (12810) 57%

March 18 (11780) 53% 36 (13660) 47%

April 36 (16000) 48% 34 (11340) 68%

May 43 (14860) 51% 21 (6820) 63%

June 38 (12050) 63% 36 (13670) 70%

54% 66%

2011 2012Month

Numbers that matter

Outreach activities aligned to Programming

On Campus publicity through posters

Social Media – FB, Twitter

Word of mouth publicity

Promotion through Pocket calendars

Specially programmed events

Indian Music

2 (Bandish, Sama or Aadi Anant)

Indian Dance

2 (Nrityagram, Contemporary)

Western Music

3 (SOI 2 seasons, Jazz)

Theatre & Film

2 (Summer Fiesta, Pratibimb or Nave Valan)

Photography

1 (World Photography Day)

College Notice boards

Outreach activities independent of Programming

Events Target

NCPA Tours 1 every 6 months

School Tours 1 every 6 months

College Festivals 3 festivals a year (IIT Bombay, St. Xavier’s, National College)

Chalk talks 6 per year

Schools/College Principals and Music Educators Meet

1 every 6 months

Thank You!