a community for EYE's culture lovers

REASON

• Few visitors to EYE in the 18-30 age range

• Main reason for their visit: the building

• There is no targeted communication from EYE for this target group

• Respond to the market

ORIENTATION

• Pilot event Visual Sound December 2012

• External research by Novel October 2013:1. Use a peer group.

2. Build a community under a communal heading.

3. Start by using EYE's current offerings.

4. Link what is offered to the target group's experiences.

5. Use relevant channels to reach this target group.

6. Work together with parties that are relevant to this target group.

OUTCOME

• Peer project and community building

• By means of events and an online platform

• With a brand

FINANCE

BRAND• Recognizable: look and tone

• Filter: EYE's offerings

• Binding: community building

• Sender: young adults

• Lowering threshold: approach to the target group

ORGANIZATIONAL STRUCTURE

- Team of 6 peer group members: various backgrounds in terms of disciplines, education level etc.

- 1 Community Manager (EYE employee, 0.4 FTE)

TARGET GROUP

Young-adult culture fans, 18-30 years old

• Cultural omnivores

• Adventurous

• Curious

• Early adopters

• Enterprising

• Located in the Randstad

MEET THE TEAM

TEASER

ONLINE

1. Online magazine Offer context about what EYE does by means of in-depth articles about: Exhibitions, Programming, Collection. Emphasis = visual: (moving) image.

2. Facebook Light content about film and culture, with a link to EYE s programming.

EVENTS IN EYE

At the opening of a new exhibition:

• More programming during the opening

• Move the exhibition outside / expand its borders

• Make the topic of the exhibition broader / more accessible

• Approach to the target group of young culture fans

• Mix of invitees to the opening + young culture fans

David Cronenberg: The Exhibition

• Cronenbergs work

• The exhibition

• Technology: The New Flesh

• Interdisciplinary program

- Dance, performance

- Visuals, VR games & music

Event #1: Het Nieuwe Vlees