Engagement and marketing are not the same thing, but they can work very well hand in hand. As a marketing tool, engagement has everything to do with fostering a richer, fuller experience for those who are already in the building, and then, in turn, encouraging them to tell others about their experience.
As an executive artistic director, not a professional marketing director, I do believe that we need to work hand in hand as well. Giving everyone a meaningful, engaging experience through...
This is an excerpt of a post that was originally published on July 25, 2016 by Christopher William in Capacity Interactive
If you’re anything like me, you can sometimes get distracted by shiny objects. For digital marketers and content creators, those shiny objects can appear in the form of emerging social media networks.
Lately, the shiny object that’s catching my eye is Snapchat. I can’t get through a work week without seeing new articles about the “...
This is a piece from Art of Relevance, a book by Nina Simon
The Art of Relevance explores how mission-driven organizations can matter more to more people. The book is packed with inspiring examples, rags-to-relevance case studies, research-based frameworks, and practical advice on how your work can be more vital to your community.
Most of us aren’t steering whole institutions and mission statements. We’re working on a smaller scale, with specific content or programs. But the...
This question of impact is one I ask my students to define for themselves on the first day of my Entrepreneurship for the Arts course. In Dance History I ask, ‘what is the value of art’. I challenge students and peers – and now you – to drop the easy, untrue notion that the arts are intrinsically valuable. For if we cannot define and claim our value, service, and impact, no one else will. The questions I grapple with on a daily basis deal with what our values are as arts...
This article was originally posted on ArtsBlog on May 23, 2016
The pursuit of cultural equity is a journey of mountains and valleys, someone once told me. It is a series of hard climbs, brief moments of celebration, if you’re lucky, and then the progression begins again. It is the type of work we do against our comfort, because it is necessary.
The pursuit of cultural equity for someone like me—someone who had the luck and privilege of not being confronted by the inequities of...
This is an excerpt of a post that was originally published February 11, 2016 by Nella Vera in the 2AM Theatre.
Although I was raised in the Catholic Church, I am not a practicing Catholic. The few times I have been in a house of worship in the past two decades involved either a wedding, a christening, or my mother’s funeral in 1995. Therefore, no one was more surprised than me to find myself at Trinity Church’s St. Paul’s Chapel earlier this year.
I should explain that my...
The first rule?
We don’t talk about it. The second rule?
We don’t talk about it.
There are two groups standing on opposites sides of the parking lot. Bruised and battered, knuckles taped up, and ready to go at it again. If it’s your first time, you almost always have to fight. This is the fight club that sometimes happens...
Andy Horwitz, writing in the Atlantic, delivers a compelling argument about how the arts in America are funded and concludes that the federal government, because it has not adequately supported the National Endowment for the Arts, is contributing to the weakness of the culturally diverse and ethnic arts...
TRG Arts has released a video series on the 6 metrics that arts leaders should be tracking and managing. View all the videos in this series here>>
Imagine if your organization measured only ticket volume. Of all the metrics that you track now, you’d be held accountable only based on that metric. The result? You’d do whatever it takes to get the maximum number of bodies in the concert hall or exhibit space, regardless of ticket revenue.
What if your organization instead...
This fall, TRG Arts is releasing a video series on the 6 metrics that arts leaders should be tracking and managing. View all the videos in this series here>>
New audiences are the Holy Grail for most arts marketers. Over the last few decades, our field has developed countless campaigns to engage community members and convert them to audience members. In recent years, strategies and technology initiatives aimed at new arts patrons have grown stunningly sophisticated.
Once we get those...