All posts tagged as measurement

19 Mar

Ann Markusen – How do we know Creative Placemaking is working? [VIDEO]

In The Art of Placemaking Conference Videos by Tim Blankenship / 2015/03/19 / 0 Comments

Ann Markusen is Director of the Arts Economy Initiative and the Project on Regional and Industrial Economics at the University of Minnesota’s Humphrey School of Public Affairs, and Principal of Markusen Economic Research. She is a researcher, frequent public speaker, and advisor to public agencies, policymakers, businesses, economic developers, and nonprofit organizations across the US, in Europe, Japan, Korea, Australia and Brazil. Her expertise is in economic development at the state and local level, where she brings analytical skills to bear on the ways that industries and occupations shape possibilities for creating good work. Markusen is currently serving as research and writing consultant for the Minnesota House of Representatives’ Select Committee on Living Wage Jobs.

Her 2010 report Creative Placemaking, authored along with Anne Gadwa, is still considered the defining document of the creative placemaking movement. The report remains a key resource for mayors, arts organizations, the philanthropic sector, and others interested in understanding strategies for leveraging the arts to help shape and revitalize the physical, social, and economic character of place.

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25 Mar

Sponsorship Research for the Placemaking World (video)

In The Art of Placemaking Conference Videos,Videos by Peter A. Mello / 2014/03/25 / 0 Comments

Performance Research: Measuring What Matters

Measuring What Matters in Sponsorship Research

While it’s great to attend a conference and hear from all the experts from within your field, it can be even more useful to hear from experts who work in other fields. At The Art of Placemaking conference we invited Jed Pearsall, founder and president of Performance Research, a global leader in marketing and sponsorship research for Fortune 50 brands, to share his experiences in working with companies that sponsor the Arts. Performance Research’s mission is to help clients capture and measure the value of sponsorship and experiential marketing and reveal the essential truth about the impact.

Performance Research

There was lots of great information in this session. Here’s the continuum of sponsorship research that increases in importance as you move along it from left to right.

Sponsorship research

Jed cited David D’Alessandro, CEO, John Hancock Insurance, and author of Brand Warfare, as being particularly applicable for placemakers:

“Arts & cultural sponsorships have two enormous advantages. First, they represent one of the last kinds of sponsorships where consumers give you credit for just showing up…Secondly, they allow you to be distinctive and win attention by doing something unexpected.”

Many audience members expressed surprise when Jed advised that in all their years of conducting sponsorship research on arts properties, visitors have never expressed concerns to Performance Research about over-commercialization despite this being the biggest fear of art organizations and a hurdle in keeping many from entering into valuable partnerships with corporations. Consumers understand and appreciate that many events and exhibitions would not take place without corporate sponsorship.

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