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.

Flux Projects

Who is your organization's primary target audience?

  • Different audiences based on the program: the core, general, and ephemeral.

What is your organization doing to reach or deepen the relationship with them?

  • Finding people to come - 3 programs, marketing for each of the 3 different audiences: core, general and ephemeral

Keywords

  • changing the marketing based on the audience

Conyers Rockdale Council of the Arts

Who is your organization's primary target audience?

  • Everyone in their community, since it is community based arts organization.

What is your organization doing to reach or deepen the relationship with them?

  • Focusing on programming for the African American commnity and students/youth.

Keywords

  • creating programing for the audience they want

The Question: With So Many Options, What do We Focus On? The Answer: Segmentation and Automation

By Mary Saville, Georgia Ensemble Theatre

In 2016, Georgia Ensemble Theatre received a scholarship to attend the National Arts Marketing Project Conference.  The scholarship was provided by a partnership between The Arthur M. Blank Family Foundation and the Georgia Repertory Theatre.

Core Dance

Who is your organization's primary target audience?

  • With two "home" cities and lots of touring hard to market to both.

What is your organization doing to reach or deepen the relationship with them?

  • New logo and branding this year.  Lots of email communications. Have added free performances and ways to utilize and invite into their space ie the Dance Film Festival in May. Social - need to use it to grow the relatioships with the dancers themselves.

Keywords

  • Board buy-in
  • email campaigns
  • social 

Core Dance

Who is your organization's primary target audience?

  • Only 3 years in new location - still developing audience in Midtown. Patrons are typically between 25 and 55.

What is your organization doing to reach or deepen the relationship with them?

  • Direct mail efforts to the Ansley neighborhood
  • New ticketing/email platform to be strategic
  • New programs and promotions for Friday nights and for kids.

Keywords

  • Taking a show by show approach that changes by venue
  • changing the marketing based on event location

Synchronicity Theatre

Who is your organization's primary target audience?

  • Only 3 years in new location - still developing audience in Midtown. Patrons are typically between 25 and 55.

What is your organization doing to reach or deepen the relationship with them?

  • Direct mail efforts to the Ansley neighborhood, new ticketing/email platform to be strategic, new programs and promotions for Friday nights and for kids.

Keywords

  • facebook survey
  • direct mail
  • market segmentation

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.

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