Heide Museum of Modern Art 2010 Annual Report

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8. Communications & Marketing 8. COMMUNICATIONS & MARKETING In 2010, the reopening of Heide I to the public, the dedication of Heide II to the presentation of the Collection, a strong line-up of exhibitions and related programs coupled with an increased marketing presence in mainstream media and a full complement of operational services including the Café and Heide Store, provided new directions and opportunities to attract visitors to Heide and this was reflected in the increase of audience numbers to the site. Marketing and Communications continued to raise the profile of the museum, increasing reach into the broader community and within the arts engaged audience segments. Each campaign included single or multiple executions of the following components: Advertising Signage Distribution & direct marketing Printed collateral Publicity/media Events Social/Online/website Electronic Direct Marketing Heide Museum of Modern Art 2010 Annual Report Heide attracts a diverse range of audiences across age, socio-economic, geographic and psychographic profiles. In an attempt to target these audiences, the marketing campaigns were segmented accordingly, using advertising and publicity to raise awareness of the museum offerings. In 2010, exhibition campaigns were focused on encouraging visitation primarily amongst Victorians and secondarily within interstate and international segments. The summer exhibition Cubism & Australian Art in Heide III continued until April and attracted strong media support. This was followed by Simryn Gill: Gathering and Up Close: Carol Jerrems with Larry Clark, Nan Goldin and William Yang – this exhibition in particular captured a huge amount of media coverage and resulted in the largest attendance numbers in Heide’s history. In March Heide I reopened to the public with the exhibition, Sunday’s Kitchen: Food & Living at Heide. The exhibition captured the interest of the Age’s A2 Editor Sally Heath; who started weekly coverage in which she cooked every recipe in the book and wrote about it over a three-month period. Media partnerships help to generate awareness and encourage visitation; 774 ABC Melbourne joined as Exhibition Media Supporter extending the advertising campaign to banners, posters, radio airtime and podcasts for Up Close. JC Decaux continued their support of Heide as Exhibition Support Sponsor enabling the advertising campaign for Up Close and freehand to reach audiences in the Melbourne CBD on the highly visible and sought after CityLight panels at tram and bus stops. Heide also partnered with 26
8. Communications & Marketing 28 Cover of the Heide Visitors Guide 28 the City of Manningham to advertise in Destination Melbourne’s Autumn Official Visitor’s Guide (OVG). Over 200,000 copies of the OVG are printed and distributed to Visitor Centres across Victoria and is the main tourist publication produced. In September, Heide entered the world of social media with the launch of Facebook and Twitter accounts, allowing us to communicate within new and existing audiences in a cost-effective way. The sites quickly attracted hundreds of followers and the numbers continue to increase. Publicity driven marketing campaigns were staged for exhibitions held in other areas of the Museum, including Charlie Sofo: I wander; Affinities: The Heide Collection and Pan in Armour: Albert Tucker’s Bushrangers; Advertising and publicity campaigns were also developed to support Heide Gardens, Public Programs, Collection, Heide Store, Café Vue at Heide and Heide Membership. Corporate marketing campaigns consisted of profiling Heide staff and recruitment, development of corporate materials and release of the biannual publication Heide Magazine. Media coverage remains one of the most effective and efficient tools in Heide’s marketing mix for attracting new and existing audiences. Highlights for coverage in 2010 included: Heide Museum of Modern Art 2010 Annual Report Print Art World; Art & Australia; Artlink; Art Monthly; Landscape Architecture; Beat Magazine; InPress; Qantas Magazine; Vogue Australia; Belle Magazine; Inside out; Gourmet Traveller; Sydney Morning Herald; Canberra Times, The West Australian; The Mercury (Tasmania) and regular, extensive coverage in The Age, The Australian, Australian Financial Review, Herald Sun; Melbourne Weekly and Manningham Leader. Television Stories featured on ABC TV Art Nation; ABC TV 7.30 Report; ABC TV Lateline; Channel 9 programmes and Channel 31. Radio Interviews on ABC Radio National; 774 ABC Melbourne; MMM; SBS Radio; PBS Radio; Joy FM and regular segments on 3RRR and 3MBS. Online Interviews, listings and reviews on an ever-growing number of art and design local, national and international websites and blogs. A new site map/ visitor’s guide was designed and printed in 2010. This guide provides visitors with greater ease in navigating the Heide site and can also be used as a selfguided tour of the Sculpture Park. 27
Page 1 and 2: Heide Museum of Modern Art 2010 Ann
Page 3 and 4: 1. Statement of Purpose & Values ST
Page 5 and 6: 3. Chairman & Director's Report 3.
Page 7 and 8: 3. Chairman & Director's Report Hei
Page 9 and 10: 4. Cultural Programming In 2010 Hei
Page 11 and 12: 4. Cultural Programming 4.1 Exhibit
Page 13 and 14: 4. Cultural Programming 4.1 Exhibit
Page 15 and 16: 4. Cultural Programming 4.2 Public
Page 17 and 18: 4. Cultural Programming 16 Art acti
Page 19 and 20: 5. Commercial Operations 5.2 VISITO
Page 21 and 22: 6. Collection 6.1 Acquisitions 6.1
Page 23 and 24: 6. Collection 2010.30 Penelope Davi
Page 25 and 26: 6. Collection 2010.60 Domenico de C
Page 27: 7. Facilities 7.2 Gardens 26 Heide
Page 31 and 32: 9. Graphic Design 9. GRAPHIC DESIGN
Page 33 and 34: 10. Development Heide Foundation Co
Page 35 and 36: 10. Development 10.2 2010 Partnersh
Page 37 and 38: 10. Development 10.2 2010 Partnersh
Page 39 and 40: 11. Governance 11.1 Board 11.1 BOAR
Page 41 and 42: 11. Governance 11.2 Heide Board Sub
Page 43 and 44: 11. Governance 11.3 Board Directors
Page 45 and 46: 12. Staff & Volunteers Visitor Serv
Page 47 and 48: 12. Staff & Volunteers 33 guests at
Page 49 and 50: 13. Financial Statements 13. FINANC
Page 51 and 52: 13. Financial Statements Informatio
Page 53 and 54: 13. Financial Statements Members’
Page 55 and 56: 13. Financial Statements STATEMENT
Page 57 and 58: 13. Financial Statements STATEMENT
Page 59 and 60: 14. Notes to the Financial Statemen
Page 79 and 80:
Directors’ Declaration DIRECTORS
Page 81:
Independent Audit Report Independen
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Heide Museum of Modern Art 2010 Annual Report

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