This week’s series focuses on the vital role of branding in arts organizations, emphasizing that strong branding enhances marketing effectiveness and helps build trust, ultimately attracting a diverse audience and increasing engagement.
I learned three important lessons from the COVID vaccine campaigns that I think about every day for arts marketing.
The arts have been caught on their heels when digital marketing changed. Don’t let that happen to you as AI search eclipses regular search.
Why did Opera Philadelphia’s $11 ticket initiative work so well? It tapped into the elusive “latent demand” by welcoming new audiences, and signaling that everyone truly belongs at the opera. These results shouldn’t surprise us, based on what we already know about arts audiences.
I reflect on how TV broadcasts and streaming make theater more accessible—from the Tony Awards to Great Performances—and why I’m passionate about sharing the arts with everyone.
The NEA has been doing more than just awarding grants. They’ve been making the arts more important to more people. We have to do it on our own now.
Brandon Powers, a choreographer and consultant, advocates for theater producers to embrace diverse revenue streams and adapt to modern media challenges, reflecting frustration with their resistance to change and innovation.
Many arts organizations struggle with social media, but the Minnesota Orchestra is getting it right—especially on TikTok. Their frequent, engaging, and on-brand content showcases humor, education, and personality, reflecting the internal commitment it takes to do this well. Big kudos to their marketing team.
Kirsten Haddox, a social media manager and professional oboist, emphasizes the urgent need for strategic communication in arts advocacy following funding cuts by the National Endowment for the Arts. Her accessible and clear post urges audiences to support local arts organizations. She exemplifies effective outreach, highlighting the importance of direct, empathetic messaging.
Samantha Calatozzo Cobb, a Dallas theater producer, highlights how small companies adapt by producing shows on flexible schedules, prioritizing the well-being of their underpaid cast and crew. This approach fosters creative freedom and keeps audiences engaged through ongoing marketing. It emphasizes the value of varied quality in community arts production.
Hannah Grannemann 