ПРОЕКТЫ УЧАСТНИКОВ СЕМИНАРА «МАРКЕТИНГ ДОЛГОСРОЧНЫХ ПРОЕКТОВ В 21-М ВЕКЕ» В РАМКАХ ПРОЕКТА MarketingART. Москва, 2017 Moscow, 2017

Transcription

1 ПРОЕКТЫ УЧАСТНИКОВ СЕМИНАРА «МАРКЕТИНГ ДОЛГОСРОЧНЫХ ПРОЕКТОВ В 21-М ВЕКЕ» В РАМКАХ ПРОЕКТА MarketingART PROJECTS OF THE SEMINAR`S PARTICIPANTS «MARKETING OF LONG-TERM PROJECTS IN THE 21ST CENTURY» WITHIN THE FRAMEWORK OF THE PROJECT MarketingART Москва, 2017 Moscow, 2017

2 Перевод и оформление проектов участников семинара подготовлен Ольгой Романовой в 2017 г. специально для Международного отдела СТД РФ (ВТО) в продолжение информационного проекта для профессионалов театра Russian Theatre Life in Brief / Rtlb.ru. В материалы включена ключевая информация, раскрывающая творческое направление и идею каждого проекта. Все проекты были представлены на семинаре «Маркетинг долгосрочных проектов в 21-м веке» 2-5 октября 2017 года. The translation and design of the seminar participants' projects were prepared by Olga Romanova in 2017 specifically for the International Department of Theatre Union of the Russian Federation in continuation of the information project for theatre professionals of the Russian Theatre Life in Brief / Rtlb.ru. The materials include key information that reveals the creative direction and idea of each project. All projects were presented at the seminar "Marketing of long-term projects in the 21st century" on October 2-5, 2017.

3 Moscow Music and Drama Gypsy Theatre Romain Annual Festival of Gypsy Culture and Art City Moscow Participant Evgenia Gallyamova Terms 8-12 April 2018 onwards regularly on an ongoing basis Place Venues of Romain: Main stage, The White Hall, foyer of the balcony, foyer of the auditorium Romain is a professional theatre, on August 19 it has started the 86th season. Currently there are 17 productions in the repertoire. The program consists of: performances, concerts, chamber music evenings, round tables (possible topics for discussions: Gypsy theatre repertoire policy, coverage of the topic in the media). Festival of Gypsy Culture and Art is a great opportunity to show Roma cultural traditions (songs, dances and performances) of different countries to the audience. Objectives of the project: Drawing of attention to Gypsy art and diverse Gypsy culture; Engagement of the world class theatre companies; Change of attitude towards Roma culture to a more positive one; Exchange of experience between the festival participants; Providing the creative atmosphere for the artists; Attraction of new audiences.

4 State Budgetary Cultural Institution of Moscow Vedogon-theatre New Epoch: Transformation of Vedogon-theatre to Multifunctional Art center City Moscow (Zelenogradsky District) Terms Target audience preschoolers; schoolchildren and students (there are 37 general education schools in Zelenograd, including private schools, 14 higher educational institutions, there is a hostel for students nearby the theatre); working population; people of retirement age. Place Vedogon-theatre Established in 1999, the theatre had carried out its activities in the building of the former the Era cinema for many years. In 2006, the former small cinema auditorium was reconstructed (attendance capacity: 96 spectators). Hereafter the theatre has produced more than 40 productions and won theatrical competitions (e.g. The Golden Mask Award). But small capacity of the hall, limited rehearsal and storage facilities became an obstacle to the further development. So, the project of transformation was created to provide various services of art and modern culture Objectives of the project: provide residents of the Zelenograd District with high-quality professional services in the field of theatrical art and contemporary culture; create opportunities for creative work of young artists; attract the world-class troupes and develop the project activities in Vedogon-theatre; increase economic efficiency of the budgetary financial subsidy; attract new audience in order to the attendance capacity (418 places after the reconstruction). There are three stages of project and the 3rd one ( ) includes: Overhaul works: technical adaptation of the building to theatrical needs (continuation); The opening of the renovated building of Vedogon-theatre; Full-scale implementation of the Center's creative projects: new productions for adolescents and children (new repertoire policy), creative laboratories, theater tours, teacher's club, lecture hall, workshops, discussion platforms, film club, game libraries, etc.); International Music Saloon Stars of Russia and European countries (6 concerts of academic chamber music a year, lectures); The New Era gallery (exhibition hall); Art Cafe of Vedogon-theatre (jazz and rock concerts, solo programs); The Clean Room Project for children from 6 months to 3 years; subscription for children performances (productions of Russian and foreign theaters, workshops and meetings (1-2 times a month); organization of the platform for tours of Russian and foreign troupes, musical and dancing collectives.

5 Russian Musical Academy Russian Musical Academy (professional community) City Moscow Terms autumn of 2017 (professional admission); winter-spring of 2018 (voting of Academy members and carrying out the educational projects); summer of 2018 (the first award ceremony); onwards regularly on an ongoing basis. Target audience workers of the musical industry and related fields, students of theatre universities, foreign experts and all potential audience of the Academy's projects. That is a professional association of producers, directors, dramatists, composers, artists, choreographers and other professionals in the musical industry. The association will carry out the projects in the following fields: - Enlightening (lectures, workshops); - Entertaining (tourist route, concerts, joint tours, amateur productions in schools); - Educational (publication of periodicals about musicals, encyclopedias, videoblogs, Internet applications); - Marketing (research of the audience and closed exchange of information between theaters); - Competitive (competitions and grants); - Charitable (auctions, promotions, fundraising). The main differences between Russian Musical Academy Award and existing theatre awards: only industry professionals participate in selection of nominees and winners; a large number of professionals participate in voting; secret balloting; the auditing company follows the course of selection of nominations and determination of winners.

6 Shadow theatre coming out of the shadow State Budget Cultural Institution of Moscow Moscow Children's Shadow Theatre City Moscow Terms regularly on an ongoing basis Target audience Children 7-14 y.o. Place Moscow Children's Shadow Theatre Moscow Children's Shadow Theatre (MCST) carries out the performances since 1988 in the Izmailovo district (remote district). The theatre has been forming its own loyal audience for 30 years. However, there was a rebranding strategy, a new team came to the theatre headed by the principal Margarita Modestova and the artist Viktor Platonov in MCST develops its repertoire, put on the plays for the youngest viewers and teenagers. Also the theatre team is interested in attracting new audiences. The majority of theatres are located in downtown Moscow. MCST is situated in a large area of the Izmailovo district. So, it also works on culture decentralization problem and pre-professional theatre education. The following projects will be launched during the rebranding program: Tenevichok Children Drama School, where children learn to create shadow theatre with their own hands. Shadow Hunters Quest: modern forms and genres should attract new audiences. Friends Club (loyalty program): club cards and privileges for the audience. Excursion Where the Shadows Live: acquaintance with theatre`s structure and its backstage life. Offsite activities (for City Day, Theatre Night, Night of Arts). Performances of the other theatre companies (Theatre Studio T, The First Theatre, Booksy Bear and others) on regularly basis - thuswise the spectators of that companies come to Moscow Children's Shadow Theatre. Meetings with the authors (poets, musicians and artists) after the shows. International Festival of Shadow Theatres: attraction of public interest to the genre. Theatre classes with a theater teacher on the topics of the current repertoire.

7 Independent theatre company LIQUID THEATRE LIQUID THEATRE rebranding (Image, structural changes within the company) City Moscow Terms October October 2018 Target audience y.o. Place Internet Objectives of the project: Creation of LIQUID THEATRE website: communication platform between spectators and theatre team; Promotion throughout the video and other materials in social networks; Attraction of new audiences. The experience of a person in theatre (watching performance or attending a workshop) is always a release of problems, fears and care. When the spectator finds answers to his questions or sets new new questions, he comes more often. Joint emotional experience bring people together, develop the sense of confidence and even empathy. As a result, people are better socialized and it changes the atmosphere in society, promotes intellectual growth.

8 State Russian Academic Youth Theatre City Moscow Terms September - May, annually Target audience teachers, school psychologists, heads of children's theater studios, teachers for out-of-class work. Place Russian Academic Youth Theatre Teacher's Club Creative collaboration of theatre and school: teachers become the "theatre agents" among the younger generation. They help children to understand art and create the future theatre audience. Theatre education is the practical direction of modern psychology and art pedagogy. It puts into practice principles of eventivity, emotional experience, personal creative action and improvisation; connects intellectual, sensual and emotional perception. The project provides special sessions for regional specialists held during the school holidays at sanatorium Actor (Russian Theatre Union). The program includes: - insight into theatre education notion; - gaming techniques; - original techniques; - meetings with theatre professionals; - visits of the performances, a flexible system of ticket discounts. Objectives of the project: development of future theatre audience; aesthetic education: open creative environment for the communication with schoolchild and developing of many-sided personality; creating the platform for creative work of teachers.

9 Regional State Autonomous Cultural Institution Tomsk Regional Theatre for Young Spectators Transformation of Tomsk Regional Theatre for Young Spectators to Youth Theatre City Tomsk Terms Target audience y.o. (people wanting to spend leisure time culturally; theatrical experience gives them the sense of well-being) Provincial The project includes the changing of art policy: attracting young adults to the theatre. New productions made by young playwrights will be launched during years. Young directors, stage designers and other creative specialists will be involved in the work on a permanent basis. The project is proposed to hold informal activities and communication, form ticket sales strategy, change the name of the theatre. Objectives of the project: Engagement of young artists; Increasing the number of performances for the youth audience; Development of marketing strategies.

10 Municipal Budgetary Culture Institution of Magnitogorsk Magnitogorsk Puppet and Actor Theatre Buratino Your Puppet Theatre City Magnitogorsk Terms September - December 2018 (onwards regularly on an ongoing basis) Target audience y.o. Place Puppet and Actor Theatre Buratino In 2018 Theatre Buratino celebrates the 45th anniversary. It is one of the most famous theatres in Magnitogorsk. Its rich history and creative experience, the spirit of innovation and experiment has become a landmark of the city. The artistic traditions in the theatre appeared as the intelligence quotient in the region. Organization of the leisure time for young people and theatre`s transformation to a full-fledged platform help to educate many-sided individuals. Objectives of the project: organize the leisure time of teenage audience; create a constant dialogue between teenage audience and puppet theatre: find relevant topics for the younger generation and implement them on the stage; develop the creative abilities of teenagers: social and cultural adaptation; create new theatre that meets the requirements of modern youth; develop puppet theatre as the art for all ages. The project creation will help to attract new audience to puppet theatre. It should become a welcome place for all ages, especially teenagers, who will be the parents of a new generation of the spectators in the future. repertoire.

11 State Budgetary Institution of Culture of Omsk Region Galerka Drama Theatre Art-cafe Visiting Galerka City Omsk Participants Natalia Shvirst and Alevtina Danilova Terms Starting from February 2018 onwards regularly on an ongoing basis Target audience 12+ Omsk inhabitants, guests of the city Place foyer and cafe of Galerka Drama Theatre Galerka Drama Theatre was established in 1990 on the initiative of Vladimir Vit`ko with the financial support of culture department of the city administration. The art motto of Galerka team has always been the devotion to the traditions of the national psychological theatre. Galerka focuses on Russian classical and modern drama in its repertoire. In 2015, Galerka Drama Theatre and The State Academic Maly Theatre of Russia signed an agreement on joint activities aimed at preserving and developing the Russian psychological theatre. It is planned to create an International Center of National Theatres and also to recruit students for the special faculty at The Mikhail Shchepkin Higher Theatre School. Galerka has been working at the leased premises as its own venue is in the process of reconstruction (should be completed by November 2017). So, it was hard to develop sustainable strategies during this period. As a result, right before the opening of Galerka own venue it is more than relevant to get new methods of theatre marketing for future long-term projects. That is a method of working with communities. The main purposes of it are the following: promotion attracting a new audience and involving loyal audience in theatre process creating a platform for communication among professionals periodicals publishing development of relations with journalists, theater critics, volunteers etc.

12 State Budgetary Institution of Culture and Art of The Bashkortostan Republic Bashkir State Opera and Ballet Theatre The Second International F.Shalyapin Vocalists Contest as part of The International Festival of Opera Art Shalyapin Evenings in Ufa City Ufa Terms 1-10 June 2018 Target audience 18+ Place Hall of Conservatory named for F. Shalyapin, Main stage of Bashkir State Opera and Ballet Theatre During the 80th season ( ) the theatre will hold massive events such as grand concerts, 7 new productions and International Festival of Opera Art Shalyapin Evenings in Ufa. The project was established in 1991 in memory of the great Russian singer Fyodor Shalyapin during the 100th anniversary of the singer's debut on the Ufa stage (December 18, 1890). There are 3 stages of the competition: - selection according to the video materials sent by the contestants; - toss-up among the contestants, laying flowers at the monument to Chaliapin, voice trial in the conservatory hall (3 days) - contest Main objectives of the Contest: - support of Russia's talented creative youth; - increasing the level of vocal culture and performing skills of vocal students; - exchange of performing experience; - acquaintance with new tendencies in musical; - networking and new partnerships.

13 Autonomous Nonprofit Organization Visit Theatre City Saint Petersburg Terms April 2018 Target audience theater managers of Russia and CIS (Commonwealth of Independent States) countries: principals, heads of development departments, PR-managers, independent producers; teachers and students of theatrical universities (Producing Department). Place Angleterre Cinema, Karlsson Haus Theatre (Furshtatskaya venue), Indigo Hotel Conference Hall, Mikhail Shemyakin Foundation, Foyer of the St. Petersburg Bolshoi Puppet Theatre Meeting for theatre managers Place for Action (Modern Producing Practices) Place for Action is a platform for communication and exchange of experience, a place where young and established professionals could share their experience, inspire each other, attend case studies and learn about fundraising, organizing festivals etc. Each day of Place for Action is marked by certain topics. They are the following: Fundraising, Grant Programs, Sponsorship and Crowdfunding, Law Knowledge, Media Relations, Theatre Awards in Details, Ticket Sales, International Unions: Pro et Contra, Unprovincial Regions: who and how does culture in Russia, Secrets of Successful Project. Place for Action program is held in different places: from private theatre to fashionable hotel. Objectives of the project: Organization of an ongoing dialogue, networking and collaboration among participants; Familiarization with outstanding results of well-known theatre producers` projects; Development of new methods and techniques of work Presentation of unique experience, new knowledges and practical cases in the field of theatre management (real examples, figures, activities, practices of beginners and experienced managers). nners.

14 State autonomous cultural institution of Saint Petersburg The St.Petersburg Masterskaya Theatre City Saint Petersburg Terms project starts in 1 year Target audience y.o. Place Social media - VKontakte, Facebook, Instagram Converting SMM system in Masterskaya Theatre (Pedagogical methods of SMM system management in the theatrical sphere) Issues: The communication tools of most modern theaters, concert organizations and circuses are limited to replicating and distributing printed advertising products, establishing communication with the media. Objectives of the project: self-presentation of theatre in the Internet: immersing the audience into domestic atmosphere of the theatre and attracting new spectators to that very Russian psychological theatre; pedagogical marketing will involve many people to theatrical process; project will change the audience impression of the theatre and impel them to enforce a new one by visiting the theatre.

15 Rebranding program of Provincial Dances theatre Ekaterinburg Theatre of Contemporary Choreography Provincial Dances City Ekaterinburg Terms September - October 2017 (analysis period); October - November 2017 (development of the strategy); November - December 2017 (development of visual elements of the brand); November July 2018 (realization of all the rebranding directions); June - July 2018 (presentation of the results of the rebranding program during the school-laboratory [DanceCrime_18]). Target audience professional art community; audience (detailed information will be determined during analysis period; theatre founders. Place Provincial Dances theatre Provincial Dances theatre was established in More than three dozen performances were staged since then. The theatre went on tour to 53 cities of 19 countries. Nine productions were nominated at The Golden Mask (National Theatre Award and Performing Arts Festival). The theatre acquired the status of a municipal one in There are the great creative experience and loyal audience formed during 28 years of work. Now Provincial Dances theatre team wants to strengthen cultural connections and attract new audiences. Nowadays its creative potential and artistic quality of productions are higher than its involvement into cultural processes in the country and abroad. Work on the project involves several stages: meetings, consultations with members of art community, with professionals of marketing field, PR and advertising; consolidation of received information, detailed specification of the rebranding project activity; development of visual elements of the brand; creation of the presentation materials (photo-portfolio, promotional film and teasers of productions, text materials); updating of marketing, advertising and pr-strategies; training of employees from marketing departments; initiation of permanent educational projects and theatre friends club. Objectives of the project: attraction of new audiences, especially the young generation; popularization of contemporary dance (and art in general) on local and national levels; transformation of Ekaterinburg to the city of culture; development of interregional and international connections.

16 The Boris Shchukin Theatre Institute (Moscow) and The One Theatre (Krasnodar) NT Festival-laboratory of non verbal theatre in Southern Russia (Plastic theatre involving hearing and deaf actors) City Krasnodar Terms 2-5 March 2018 (onwards regularly on an ongoing basis) Target audience Young actors and teachers of non-verbal theaters (hearing and deaf); Volunteers; People potentially may be interested in art (spectators of the festival-laboratory shows): more than 1,000 people per one season. Place The One Theatre In 2018 T Currently there are no examples of the festivals in Southern Russia, where deaf and hearing actors could work together. NT provides access to cultural goods and services for people with disabilities. Culture field plays a leading role in the formation of human capital assets, creating a knowledge-based economy. Objectives of the project: popularization of non-verbal theatre; deaf and hearing audience watch non-verbal performances on equal terms; mass audience pay attention to the problems of the deaf; non-verbal theatre becomes a platform for communication and cultural enrichment for people with disabilities; young teachers of theatre art practice in front of the wide audience. NT project process: Development of an educational program (drawing up a schedule grid, determining the main directions of training). Creation of application form for participants and volunteers. Website development, managing the groups in social networks. Outreach to partners (mailing letters, personal meetings). Collection of applications, selection Setting up the volunteers department (after a week training), the preparation of venues. 4 days of NT Festival-laboratory. Analysis of the first season (challenges and solutions).

17 State Autonomous Cultural Institution of the Krasnodar Territory Krasnodar Academic Drama Theatre named after Gorky Centenary of Krasnodar Academic Drama Theatre City Krasnodar Terms Target audience women y.o. (the target audience is determined by internal surveys data; that is the most active and numerous part of the audience) Place Krasnodar Academic Drama Theatre It was decided to develop a new strategy for the promotion of the theatre due to the jubilee 100th season. The analysis of the present image of the theatre and competitive environment was made. The industry rivalry (cinemas, gyms, computers, television, entertainment facilities) and the rebranding strategy experiences of other theatres is properly considered. The project includes several directions: Rebranding strategy; PR strategy in social networks and media; Creation of new official website and its promotion; Launching of theatre museum: permanent exposition in the foyer and other area of the theatre building; Launching of theatre library based on the archive materials of the theatre (plays, books, magazines etc.). Objectives of the project: Form Krasnodar Academic Drama Theatre brand, make it the center of the theatre culture of the region; Attract the audience (25-45 y.o.); Team up the theatrical figures of the Krasnodar Territory, including private theatres. Such a different theatre - that is the motto of rebranding program. It should demonstrate the ability to keep traditions, develop new ideas and change the present conviction of conservative and archaic theatre.