You Need to Read This: A Brief, Thoughtful Synthesis of Culture Track: Canada

As we reported upon its release last month, Culture Track: Canada, a study of cultural participation across Canada, is the first report of its kind in the country and aims to be the baseline for policy and funding in the cultural sector.  

CAPACOA's latest newsletter brings readers' attention to an insightful article about Culture Track, by Julie Fossitt, from the City of Kingston. Fossitt looks at some key statistics presented in the study, and asks what they mean for cultural marketers.

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For example, Fossitt points out that, by far, more people experience public parks and street festivals than "traditional" art forms such as classical music, theatre, and opera. If you promote traditional arts, asks Fossitt, doesn't it make sense to present them at those high traffic locations?  

Other Culture Track Canada stats indicate that groups who attend the most cultural events are millennials and allophones — people who speak languages other than English or French at home. Are you creating product and marketing messaging that speak to these groups?

"Diving into more research about how millennials consume content, what marketing channels they use, and how they want to spend their time is essential for the sustainability of cultural organizations," writes Fossitt. 

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Similarly, the more you can create messaging that appeals to allophones, the more potential for audience growth. "As the population in Canada continues to be more diverse, this will become a requirement to stay relevant," notes Fossitt.

Fossitt also provides thoughtful analysis for marketers on the fact that the number one reason people attend cultural events is “to have fun,” and that an ideal cultural activity should be “social, lively and interactive." "What this means for marketers: If you are promoting cultural activities that have lower participation, there are opportunities to connect with more people." Here again, Fossitt suggests offering programs in parks or at community festivals, as well as to provide free or low-cost experiences.

For more insights, read the the entire article here.

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