Blog

Everything is Bigger and Better at NAMPC, Including the Learning About Consumer Behavior

By Darlene Hamilton, Assistant Director, Marketing & Communications, Rialto Center for the Arts at Georgia State University

Thanks to the scholarship award from the Georgia Repertory Theatre and The Arthur Blank Family Foundation, I was fortunate enough to represent the Rialto Center for the Arts at the 2016 National Arts Marketing Conference (NAMPC) in Austin, Texas, in November 2016. Having visited Dallas a couple of times, I knew first-hand that “everything is bigger and better” in Texas—the food, the public transportation, the clothing (with generous offerings above size 10!) and of course, the art and culture! I expected Austin, the home of “Austin City Limits”, would be no different.

Investing in Capturing Audience Data Pays Off – And Leads to Important Insights

By Shelli Siebert, Executive Director, Conyers Rockdale Council for the Arts

It has been an exciting year for Conyers Rockdale Council for the Arts! Since we received an audience building grant from The Arthur M. Blank Family Foundation in October 2016, our audience has grown by leaps and bounds. As a smaller arts organization, receiving this grant was the catalyst for us to upgrade our communications, helping us to grow our audience.

Attracting Audiences in Proximity: The Signs Were All There – Except on our Building!

By Danielle P. Varner, Springer Opera House

Organizations near the Springer Opera House were investing in high-tech marketing strategies by the minute. However, the historic Springer Opera House building was becoming archaic. We had beautiful, ornate rooms and a breathtaking stage. What we didn’t have was a way to let people walking and driving by know that. Our downtown district is bursting with more tourists, residents, and students every day. We had to find a way to draw them in as they were passing by.

Put These 3 Tactics in your Social Media Toolbox to Drive Audience Engagement

By Scott Hazleton and Rebecca Danis, Atlanta Opera

One of the best things I’ve learned from The Arthur M. Blank Family Foundation’s Audience Building Roundtable is to stop trying to do everything. Have I been personally successful at implementing this lesson? Nope. Not even close. But, we have applied it to our social media strategy at The Atlanta Opera and seen wonderful results.

The ACP Journey of Audience Building: From Data Desert to Data-Informed

By Amy Miller, Executive Director, Atlanta Celebrates Photography

During 2016, the Audience Building Roundtable offered member organizations a four-part workshop series about audience building practices. TRG Arts, a national consulting firm focused on the arts and culture sector, led the workshop series.

After the first workshop, we had a realization. We are a visual arts organization that produces mostly free and open events at various partner venues (including outdoors) so data collection through ticketing is not something we have ever done. Most of what the workshop presenters spoke to the Audience Building Roundtable about would not apply to us.

Short and Sweet: Adapting to Attention Spans of Online Audiences

7 Stages began releasing production trailers during the 2015-2016 season. The first trailer we produced was for Lauren Gunderson’s The Revolutionists. It was a production that already had a following due to the playwright’s local and national name recognition, as well as the current staging at Cincinnati Playhouse gaining rave reviews.

What Need Does our Audience “Hire” us to Fill?

A Conversation with Marguerite Hannah, Associate Producer, Horizon Theatre Company

Marguerite Hannah attended the November 2016 National Arts Marketing Project Conference with a scholarship provided by the Audience Building Roundtable initiative of The Arthur M. Blank Family Foundation. Marguerite shares her insights from the conference in this blog.

My biggest takeaways from the National Arts Marketing Project Conference are (1) the importance of living your brand, and (2) being empathetic to the needs of our audience.

Make New Friends: Arts Marketing Innovations

By Caitlin Thomas White, Marketing Director, Synchronicity Theatre 

Make new friends, but keep the old.

To me, this sentiment from a familiar children's folk song succinctly captures the central goal of audience building.  It certainly speaks to Synchronicity Theatre's current focus, as we work to attract new audiences to our three-year-old performance space and build innovative programs without losing sight of our core mission and audience.  

Brand vs Vision: Embracing Your Brand

By Tricia Ekholm, Chief Marketing Officer, Atlanta Ballet

In August 2016, Gennadi Nedvigin joined the Atlanta Ballet as the third artistic director in its 89 year history. His arrival provided the marketing team with both a challenge and an opportunity. 

The challenge: shifting our brand to reflect a new artistic vision and aesthetic. 

The opportunity: put renewed energy behind our brand.

Experiencing the National Arts Marketing Project Conference

By John Turner, Board Member, DeKalb Symphony Orchestra

The DeKalb Symphony Orchestra received a “scholarship” for one person to attend the National Arts Marketing Project Conference in November 2016; the conference scholarships were a joint project of The Arthur M. Blank Family Foundation and the Georgia Repertory Theatre through the Foundation’s Audience Building Roundtable initiative.

As a board member of the DeKalb Symphony Orchestra, I utilized the scholarship to attend the conference. At the time, I was relatively new to the Board of DeKalb Symphony Orchestra (DSO) and new to the Atlanta arts community.

How Did We Make Audience Engagement Our Key Strategy?

By Cammie Stephens, The Michael O’Neal Singers

Thanks to The Arthur M. Blank Family Foundation, audience engagement has become the key strategy around which our organization focuses its programming. As Sara Leonard wrote after the Foundation’s initial Art of Change Audience Building Workshop in November 2015: “How do we invite audiences in and develop relationships with them that entice them to stay with us and become our partners? The answer lies in a process of relationship building in which engaging and serving the audience is at the organization’s core.”

What’s the best database for my organization? How do I choose?

Guest Blogger: Jordan Simmons, Senior Account Executive, Patron Technology

We can all agree that capturing and tracking information and making data-based decisions is important for any arts organization, but how do you know which database tool to use to facilitate that? How do you choose a great system when there are so many varying options on the market these days? 

Your Audience is a Precious Survey Data Resource – Treat Them That Way

By John Turner, President, Turner Research Network

As arts and culture organizations go forward with a data-driven approach to building audiences, one element of this is to generate information from your audience through surveys. We want to know who the audience members are and what they think about the performances or the exhibitions or the venues. We want to know about their experience with us.

Here are some tips about managing that process.

Perfect Strangers

An Audience Building Roundtable Blog by Greg Burbidge

Kari Mesropov reminded us in the July blog post that TRG Arts’ data shows “50% of audiences are brand new. That’s right: half of your customer base is new.”  As organizations struggle to build audiences, this is no time to stay at home and wait for Balki Bartokomous’ to show up on our doorstep. We need to find innovative ways to find and invite interested non-attendees, Perfect Strangers, through our doors.

Building Your Audience: Where Data Fits in the Process, Part II

by Brad Pilcher

In Part I of this piece, I encouraged you to think of data and its relationship to audience building more in terms of a process. Rather than focus on the data, in all of its intimidating glory, focus on your circumstances, where you are in the process of connecting with the audience ...

Finding New Fish for Your Organization: They’re swimming closer to you than you think.

By Keri Mesropov, TRG Arts

ALERT: Arts administrators in your area have been overtaken by a new obsession. Believed to be a relative of the mania induced by Pokémon Go, symptoms include an insatiable desire to find brandnew patrons for your organization. 

If you’re not obsessed with new audiences, you are really behind the trend...

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