Registration for the Fall 2020 classroom has reached maximum capacity. To be added to the waitlist for this classroom, please contact artsu@artsusa.org. 

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.

About 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 perfect 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: September 21, 2020

Facilitated Online Discussion: October 7, 2020 at 11:00 AM EST

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: October 5, 2020

Facilitated online discussion: October 21 at 11:00 AM EST

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: October 19, 2020

Facilitated online discussion: November 6, 2020 at 11:00 AM EST

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: November 2, 2020

Facilitated online discussion: November 18, 2020 at 11:00 AM EST

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: November 16, 2020

Facilitated online discussion: December 2, 2020 at 11:00 AM EST

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

Module 6: Bright Spots

Open Date: November 30, 2020

Facilitated online discussion: December 16, 2020 at 11:00 AM EST

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

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.