Business Plan For Development Of ACMI Prepared By Nicholas Hudson-Ellis & Aaron Rowlands

Overview 1.Examine the Membership Product 2.Membership Structure Changes 3.Current Membership Base Landscape for Memberships 5.FY15 Budget Targets 6.Member Events Overview 7.Memberships Promotion 8.Member Events Calendar 9.Tours and Talks 10.Focus on ACMI Films 11.Member events beyond ACMI 12.Memberships Volunteers 13.Membership FY15 Timeline 14.Ongoing Membership Activity 15.Current Bookings For Member Films 16.Slated Bookings For Member Orientation Tours 17.Slated Bookings For Member First Sundays Of The Month Events

The Membership Product Film Membership - $20 1 free cinema ticket Discounted ACMI curated films Discounts at Shop/Optic For 1 person Individual Membership - $50 1 free exhibition ticket, 2 free cinema tickets For 1-2 people at same address Discounts on films, exhibitions, partners. Discounts at Shop/Optic Family Membership - $80 2 free exhibition ticket, 2 free cinema tickets, 3 free kids flicks tickets. For 1-2 adults and up to three children at same address Discounts on films, exhibitions, partners. Discounts at Shop/Optic

Membership Structure Changes  The elimination of the $15 concession Film Membership brings the pricing into parity with the Individual and Family membership.  The price parity aims to reduce customer confusion, and remove the impression that Individual/Family membership is potentially overpriced with no concession rate.  The phasing out of Corporate Membership within the Commercial business unit allows an increased focus on Individuals.

Membership Base(FY14)

2015 Landscape for Memberships Opportunities  More robust member event calendar to bolster recruitment and retention of members  New website can increase visibility of member events and member discounts. Challenges  Only 96 days with a paid exhibition. DreamWorks until Oct 5, next paid exhibition not until FY16.

Memberships Budget FY15

Member Events Overview  Building on strength of rich festival partner previews  Public facing calendar of member events  Member partner events off-site  Orientation tours for new members  Film discussion group for members First Sunday of the Month

Promotion  Memberships Banner on cinema listings  Membership promotion on all cinema advertising: connect the message of attending ACMI films with being an ACMI Member  Staff training: constant membership linking and up-selling  Shop price communications: always listing full and member prices.

Member Events Calendar  The current ACMI website does not have a public facing calendar of member events.  The new website will support showcasing the rich calendar of member events, allowing ACMI to use as a recruitment tool as well as a retention tool.  Premium member events such as MWM exhibition previews will have increased exposure and drive membership recruitment/retention.  The calendar will allow promotion of member events beyond the next month, as limited with the current monthly member e-news.

Member talks and tours  Member orientation tours: Quarterly volunteer lead free tours around ACMI to familiarise new members with the entirety of our offer.  First Sunday of the Month: A new monthly hosted discussion of an ACMI curated film, happening inside Optic. This will be a paid program.

Focus on ACMI Films  In FY2014 we had 10 festival partner previews and 2 ACMI curated film previews  In FY2015 we aim to present an equal number of previews of free and paid ACMI curated films.  Special introductions and value added content from ACMI Film Programmers will make this offer unique and exclusive. This has been trialled successfully in FY14 with Battle of the Sexes.

ACMI Member Events-Outside ACMI  We have valuable membership partners in Heidi Museum, National Trust, NGV and others.  These relationships will be leveraged to include cross-promotion and joint member events.  The first exercise will be joining with the Nat. Trust to share the exhibition Love, Desire & Riches: The Fashion of Weddings with ACMI Members, and extend the experience to a screening at ACMI.  History of Nat. Trust member engagement with ACMI, 30+ Film Members, Group Sales.

Membership Volunteers  Introduced in FY14, cemented for FY15.  Team of two volunteers working on member data integrity, membership pack mail-outs.  Volunteer support through supervision, Tessitura training, and documentation for current and future volunteers.  Estimated 416 hours of volunteered time during FY15.

Memberships FY15 Timeline EventSchedule First Sunday of the Month commencesSeptember 2014 ACMI Website Relaunch-New Member Pages August 2014 DreamWorks Family Membership Promotion July-October 2014 National Trust EventAugust 2014 Member Event Calendar onlineNovember 2014 David Bowie Membership Renewal Promotion: Renew or Join to be the first to see the David Bowie exhibition November 2014 – July 2015 Christmas Promotion: Give the gift of ACMI Membership November – December 2014 Yang Fudong exhibition Member PreviewDecember 2014 Members Oscars TelecastMarch 2015

Ongoing Membership Activity EventSchedule (Booked in EBMS) Film Festival PreviewsMonthly subject to festival partners ACMI curated films previewsMonthly subject to space availability Member orientation toursQuarterly (with option for monthly if demand exceeds quarterly schedule) First Sunday of the MonthMonthly

Current Bookings For Member Films FY15 (Film Previews)

Slated Bookings For Member Orientation Tours FY15

Slated Bookings For Member First Sundays Of The Month Events