By Gevin Reynolds, Fellow, The Arthur M. Blank Family Foundation
At the Audience Building Roundtable workshop on June 22, 2018, Theatrical Outfit presented the results of a study that they completed thanks to a grant from The Arthur M. Blank Family Foundation. The study was a partnership between Theatrical Outfit, Metropolitan Atlanta Rapid Transit Authority (MARTA), the J. Walter Thompson agency, and six other arts organizations along the MARTA rail line.
By Gevin Reynolds, Fellow, The Arthur M. Blank Family Foundation
The Audience Building Roundtable (ABR) workshop on May 17, 2018 was “A Refresher on Audience Building Practices that Work” presented by TRG Arts, a national arts and culture consulting firm that has been presenting workshops to the ABR since the inaugural summit in November 2015. At the close of the workshop, 76 of the 103 attendees from ABR member organizations completed a survey with the following prompt: The workshop by TRG Arts provided me with at least one audience building idea that I can adapt for use in my organization.
By Rhonda Davis, Board Member, Southeast Fiber Arts Alliance (SEFAA)
The Southeast Fiber Arts Alliance (SEFAA) received a scholarship grant from The Arthur M. Blank Family Foundation’s Audience Building Roundtable to attend the National Arts Marketing Project Conference on November 11-13, 2017.
The opening keynote was “You, Your World, Your Future.” The speakers spoke about diverse cultures and how organizations need to gain understanding of different cultures in order to effectively market to diverse audiences. The main theme—in the keynote and throughout the remainder of this conference—was diversity and inclusion.
My first session was “A/B Testing Your Way to Success.”
By Jessica Boatright & Kathleen Covington, Alliance Theatre
“How do I get the most from a Google AdWords Grant?”
This is an actual question I typed into Google (where else?) a couple of years ago. At the Alliance Theatre, we had applied for and received a Google Ad Grant, which meant we had up to $10,000 per month in “credit” toward Google AdWords campaigns that was ours to use. The problem was, we were hardly using it at all.
Children’s Museum of Atlanta, like most organizations with the word “Museum” in their moniker, has a very long history of not collecting data from guests. In general, Museums have fostered a “walk-up” culture, sometimes collecting zip codes but rarely collecting full data sets of their guests. Without accurate data, patrons become a “moment in time” as opposed to a potential return guest, member, or donor.
By Darlene Hamilton, Assistant Director, Marketing & Communications, Rialto Center for the Arts at Georgia State University
The Rialto Center for the Arts at Georgia State University attended the 2017 National Arts Marketing Project (NAMP) Conference at the Peabody Hotel in Memphis, Tennessee last November, thanks to the scholarship award we received from The Arthur Blank Family Foundation Audience Building Roundtable.
By Angela Harris, Executive Artistic Director, Dance Canvas
I attended the National Arts Marketing Project Conference in November 2017 on a scholarship provided by The Arthur M. Blank Family Foundation’s Audience Building Roundtable initiative. I have attended the NAMP conference several times in the past, and it has always been one of my favorite opportunities to gauge arts marketing trends from across the country.
So much grabbed my attention at the National Arts Marketing Conference in Memphis in November 2017, which I attended on a scholarship provided by The Arthur M. Blank Family Foundation’s Audience Building Roundtable initiative.
First of all, MEMPHIS—what a city! This city was buzzing with arts and culture anywhere you looked: from the colorful mural-lined streets, marching Peabody Ducks, Beale Street blues, and barbeque EVERYWHERE.
By Vanya Foote, Executive Director, Atlanta Chamber Players
In November of 2017, I attended the National Arts Marketing Project Conference in Memphis, TN, thanks to a grant from The Arthur M. Blank Family Foundation’s Audience Building Roundtable. Memphis, with its history rich in music and art (and not to mention having some of the best soul food around) provided a beautiful backdrop to bring together colleagues to collaborate and discuss some of the toughest challenges that arts organizations face.
In October 2017, I was sitting in a coffee shop with Sara Leonard during a consulting session that was provided through a grant from the Audience Building Roundtable of The Arthur M. Blank Family Foundation. I was feeling pretty nervous about conceiving a marketing strategy for the production The Followers; A Retelling of the Bacchae due largely to the ambitious thematic nature of the show and perhaps my own preconceived notions about “the types of shows” that Atlanta audiences wanted to see.
By Sara R. Leonard, Founder and CEO, Sara Leonard Consulting
As any client of mine and any attendee of the February 2018 Audience Building Roundtable (ABR) meeting will attest, I always remind organizations I’m working with that there is no silver bullet in audience building. If there were, all of the brilliant and diligent nonprofit arts administrators I see would have found it and put it to use. There is no single strategy or tactic that will be successful for all organizations. Each has a different identity: different missions, different values, and – of course – different audiences. But it occurs to me that when we make the time to create really good audience development plans, we’re equipping ourselves about as well as we possibly can.
How is a brand significant in the lives of its users? Cynthia Round (former senior vice president of marketing for The Metropolitan Museum of Art) posited this question during her session – “Can We Make Our Cultural Institutions Irresistible?” – at the American Marketing Association Nonprofit Marketing Conference in Washington D.C. in July 2017. Thanks to a scholarship from the Audience Building Roundtable of The Arthur M. Blank Family Foundation, I attended on behalf of The Atlanta Opera.
By Kristie Swenk Benson, Director of Communications, High Museum of Art
On July 16, I landed in Washington, D.C. for my very first Nonprofit Marketing Conference. Being new to the nonprofit industry, I thought this conference would be a great entry point for me as the director of communications for the High Museum of Art.