*Registration for this classroom has reached capacity. To be added to the waitlist, 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 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: June 7

Facilitated Online Discussion: June 16 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: June 14

Facilitated online discussion: June 30 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: June 28

Facilitated online discussion: July 14 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: July 12

Facilitated online discussion: July 28 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: July 26

Facilitated online discussion: August 11 at 2:00pm ET

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

Module 6: Bright Spots

Open Date: August 9

Facilitated online discussion: August 25 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