The Experts' Guide to Marketing the Arts Classroom (Fall 2021)

  • Registration Closed

Curriculum for this classroom was developed through the generous support of the Pennsylvania Council on the Arts. For a limited time, this classroom is offered for free. You may be asked for your feedback on elements of this classroom. To preserve the reflection, peer knowledge sharing and discussion element, we ask that you limit registration to no more than 2 staff from the same organization.

imageAbout this Classroom

Summary

The Experts’ Guide to Marketing the Arts is a course equipping small and mid-sized arts organizations with the marketing and audience engagement tools to broaden and deepen their relationships with audiences. This classroom is best suited for new arts marketers or seasoned professionals looking to refresh their skills. This is a six-module online course with the goal of supporting art organizations across the country by exploring topics like audience development, digital marketing, and other current marketing trends. 

Classroom requirements:

Upon completion of this classroom, attendees will receive a certificate of completion from Americans for the Arts. Please consider these requirements before registering for the course:

  • Must pass all six quizzes with a 90% or above
  • Must attend at least five of six live discussions

Outline

Module 1: Laying the Foundation

Open Date: August 23

Facilitated Online Discussion: September 1 at 2:00pm ET

Module 1 paints a picture of the overall arts marketing landscape and then asks then you to look inward and begin analyzing your specific audience and circumstances.

Module 2: Take Action

Open Date: August 30

Facilitated online discussion: September 15 at 2:00pm ET

Module 2 allows you to apply the data produced from your analyses to begin compiling tangible resources such as content strategies.

Module 3: Marketing with Digital Media

Open Date: September 13

Facilitated online discussion: September 29 at 2:00pm ET

Module 3 explores what digital tools are available to marketers, tips to maximize their effectiveness, and examples of how digital media has evolved over time.

Module 4: Marketing with Social Media

Open Date: September 27

Facilitated online discussion: October 13 at 2:00pm ET

Module 4 breaks down social media platforms, terminologies, and approaches. You are also introduced to best practices for advertising and activating social media from a supplemental tool to a marketing strategy.

Module 5: Press, Public Relations, and Digital Trends

Open Date: October 11

Facilitated online discussion: October 27 at 12:00pm ET

Module 5 offers a snapshot of PR best practices and alternative technologies used in marketing strategies.

Module 6: Bright Spots

Open Date: October 25

Facilitated online discussion: November 10 at 2:00pm ET

Module 6 presents case studies and guidelines that demonstrate how organizations in the field are strengthening their approaches to marketing and engagement

Due to the generous support of the Pennsylvania Council on the Arts, this classroom is free for a limited time only. Please limit registration to no more than 2 staff from the same organization

  • Module 1: Laying the Foundation, Fall 2021
    Contains 8 Component(s) Recorded On: 09/01/2021

    Module 1 examines basic marketing principles and how the field has evolved over time. You are then asked to do an internal examination of their own practices with the development of a marketing pre-plan.

    Experts' Guide to Marketing the Arts

    Module 1: Laying the Foundation

    Open Date: August 23

    Quiz Date: August 31

    Facilitated online discussion: September 1

    Module 1 examines basic marketing principles and how the field has evolved over time. You are then asked to do an internal examination of their own practices with the development of a marketing pre-plan.

    • Lesson 1: Shared Terms
    • Lesson 2: Understanding Where We Are
    • Lesson 3: The Marketing Pre-Plan, Part I
    • Lesson 4: The Pre-Marketing Plan, Part II

    Viewing Instructions:

    You may view the video lessons in two ways:

    1. Select the View Video button to stream the video online.
    2. Select the Download Video File to download the video to your computer.
      1. The video will open in a new window, right-click and select "Save As" to complete the download.

  • Module 2: Taking Action, Fall 2021
    Contains 6 Component(s)

    ​This module will explore how to apply the data produced from your analyses to begin compiling tangible resources such as content strategies.​

    Experts' Guide to Marketing the Arts

    Module 2: Taking Action

    Open Date: August 30

    Quiz Date: September 14

    Facilitated online discussion: September 15

    Module 2 will explore how to apply the data produced from your analyses to begin compiling tangible resources such as content strategies.

    • Lesson 1: Setting Marketing Goals and Defining Target Markets
    • Lesson 2: Content Marketing
    • Lesson 3: Distribution and Planning

  • Module 3: Marketing with Digital Media, Fall 2021
    Contains 5 Component(s)

    Module 3 explores what digital tools are available to you as an arts marketer, tips to maximize their effectiveness, and examples of how digital media has evolved with time.

    Experts' Guide to Marketing the Arts

    Module 3: Marketing with Digital Media

    Open Date: September 13

    Quiz Date: September 28

    Facilitated online discussion: September 29

    Module 3 explores what digital tools are available to you as an arts marketer, tips to maximize their effectiveness, and examples of how digital media has evolved with time.

    • Lesson 1: Websites
    • Lesson 2: Emails
    • Lesson 3: Blogs, Podcasts, and Videos

  • Module 4: Marketing with Social Media & Advertising in the Digital Age, Fall 2021
    Contains 6 Component(s)

    Module 4 breaks down social media platforms, terminologies, and approaches. You will also be introduced to best practices for advertising and activating social media as a supplemental tool to a marketing strategy.

    Experts' Guide to Marketing the Arts

    Module 4: Marketing with Digital Media

    Open Date: September 27

    Quiz Date: October 12

    Facilitated online discussion: October 13

    Module 4 breaks down social media platforms, terminologies, and approaches. You will also be introduced to best practices for advertising and activating social media as a supplemental tool to a marketing strategy.

    • Lesson 1: Introduction and Overview of Best Practices
    • Lesson 2: Marketing with Social Media Part I - Facebook & Twitter
    • Lesson 3: Marketing with Social Media Part II - Instagram, Pinterest, and Snapchat
    • Lesson 4: Advertising in the Digital Age

  • Module 5: Press, Public Relations, and Digital Trends, Fall 2021
    Contains 4 Component(s)

    Module 5 offers a snapshot of PR best practices and alternative technologies used in marketing strategies.

    Experts' Guide to Marketing the Arts

    Module 5: Marketing with Digital Media

    Open Date: October 11

    Quiz Date: October 26

    Facilitated online discussion: October 27

    Module 5 offers a snapshot of PR best practices and alternative technologies used in marketing strategies.

    • Lesson 1: Press and Public Relations
    • Lesson 2: Digital Trends

  • Module 6: Bright Spots, Fall 2021
    Contains 6 Component(s)

    Module 6 presents case studies and guidelines that demonstrate how organizations in the field are strengthening their approach(es) to marketing and engagement.

    Experts' Guide to Marketing the Arts

    Module 6: Bright Spots

    Open Date: October 25

    Quiz Date: November 9

    Facilitated online discussion: November 10

    Module 6 presents case studies and guidelines that demonstrate how organizations in the field are strengthening their approach(es) to marketing and engagement.

    • Lesson 1: Audience Diversification
    • Lesson 2: Community Engagement
    • Lesson 3: Physical Space and Customer Service