Audience & Community Engagement

Author(s): Shapiro, Phyllis, Editor
Date of Publication: November 1999

"The Charlotte MSO today is led by a senior marketing executive with a full-time staff of 10 plus one part-time employee and a commissioned sales representative. The mission of the MSO is to improve the overall quality of marketing, increase revenues and build audiences for each of the four participating organizations — Opera Carolina, Charlotte Repertory Theatre, North Carolina Dance Theatre (NCDT) and the North Carolina Blumenthal Performing Arts Center." [Executive Summary p. 4]

Author(s): Connolly, Paul and Hinand Cady, Marcelle
Date of Publication: 2001

This handbook grew out of the experience of the Audiences for Literature Network (ALN), an audience development initiative supported by the Lila Wallace-Reader’s Digest Fund (now named the Wallace-Reader’s Digest Funds and referred to here as the Funds or the Wallace Funds). This program began in 1997 when eight community-based literary centers were chosen for one-year planning grants to develop projects through which they would form partnerships with other community organizations to build audiences for literature and literature programming.

Author(s): Hirsch, Jim
Date of Publication: February 2003

The Chicago Association for the Performing Arts (CAPA) is the not-for-profit presenting organzation that manages the 3,600 seat Chicago Theatre at 175 N. State STreet in downtown Chicago. This case study shows how CAPA developed a large Database of email addresses of people who either attended events or expressed an interest in receiving information about upcoming events. Special emphasis is given to the African American and Hispanic patron for audience development. This case study is a complete analysis of the entire intitiative.

Author(s): Ball, Rebecca
Date of Publication: 2002

San Diego is the third fastest growing county in California, with a predicted growth rate of 6.1% between 1999-2004. Rapid population change means San Diego's arts community is faced with the imperative to attract new audiences. While the majority of arts organizations have traditionally been more successful at attracting audiences in the 45+ age group, many are now looking to develop family audiences, in order to increase and diversify their attendance by attracting both young adults and children. This case study provides examples of two San Diego based arts organizations: The Museum

Author(s): Kaplan, Aaron
Date of Publication: 2002

This case study reviews efforts of the New York Chinese Cultural Center to create a segmented markeing strategy.

Author(s): Copeland, John
Date of Publication: January 2005

This brief case study review the goals and outcomes of Revel. Inc. efforts to Revels, Inc. sought to position itself as the premiere provider of wholesome “family edu-tainment” by providing a free celebration for the city of Boston. In collaboration with The Children’s Museum of Boston, they mutually agreed to provide a free celebration on the grounds of the Museum to be held on the longest day of the year – the summer solstice.

Author(s): Stravinski Sharrow , Chris
Date of Publication: 2006

The Milwaukee Ballet Company launched the "I Am a Dancer" campaign in the summer of 2005, with the thought that if they could introduce the dancers to their fellow Milwaukeeans by highlighting what makes them interesting people in their private lives–it would be a natural way to increase awareness of them and the Milwaukee Ballet Company. The Dancer Campaign centers on photographs of the dancers in their everyday clothes with something that identifies them personally (snowboard, canoe, guitar) and includes a screened-back dance image with the tagline: "I am a dancer..

Author(s): Frankel, Marina and Peeler, Julie
Date of Publication: 2003

The West Valley Fine Arts Council (WVFAC) is a not-for-profit organization committed to presenting high quality programming that reflects the cultural diversity of the West Valley region in Phoenix, AZ. Trying to develop their audiences, WVFAC decided to reach out to the growing Hispanic people by creating an event called \Mariachi Espectacular\.This case study outlines it strategies, implementation and results to use as a benchmark within your own organization.

Author(s): Americans for the Arts
Date of Publication: 2015

This e-book was developed to capture the top 50 tweets from the 2015 National Arts Marketing Project (NAMP) Conference.

Author(s): Americans for the Arts
Date of Publication: 2011

In this e-book, 6 Ways to Keep it Personal: Engaging & Managing Your Audiences Innovatively, Authentically, & Personally, you will:

  • Enter into the mobile marketing arena to learn which practical tools are best to reach your audiences on the go
  • Become skilled & savvy at developing a unique voice specific only to your arts organization
  • Understand why keeping your marketing personal establishes an emotional connection between your institution and your patron and ensures long-lasting patron loyalty

Author(s): Bhargava, Rohit
Date of Publication: 2012

The aim of this e-book book is to share the real secret to building more audience passion that leads to better fundraising, more community support, and increasing your audience. The "secret" is simple: you need to make your arts organization more human.

Author(s): Americans for the Arts
Date of Publication: 2013

In this E-book, Hearty, Wholesome, and Homemade: Building an Instagram Community That Thrives, you'll find:

  • Why Instagram is the perfect platform for developing a digital community and how to make your community its most honest and inclusive
  • Inspiring quotes, notable case studies, and handy “bread and butter” takeaways for putting your learning into practice
  • A battery of handy tools for tracking the success of your Instagram community

This video from the group Museum Hack demostrates the vitality and energy of the organization's commitment to bringing fun back into a musuem visit. Aimed at millennials, Museum Hack's associates encourage selfies with the art, love ot dish gossip, and talk about the cost of the art work. Anything and everything to share how much fun art really is. As cultural institution they are setting a standard for engaging audiences in new ways and they are drawing more than just millennials to museums as a result.

Author(s): Cannell, Michael
Date of Publication: September/October 2015

How can museums attract millennials to their exhibitions. Arts and cultural institutions are looking for new ways to engage young professionsals and turn them into their loyal patrons and donors. A group, Musuem Hack, has developed a new style of introducing crowds to museums that focuses on "subversive fun." Read more in this article from Arrive Magazine.

Author(s): Americans for the Arts
Date of Publication: 2013

These three case studies showcase the wonder of weird and share advice from innovators, Santa Cruz Museum of Art and History, the Laundromat Project, and the Portland Art Museum, who make unconventionality a priority to attract and engage their audiences. Let’s Get Weird: Lessons on How to Innovate, Motivate, and Take a Leap of Faith reveals the amazing things that can happen when you create opportunities for the unusual in the arts.

Author(s): Americans for the Arts
Date of Publication: 2014

In this e-book, Making Space: Lessons on Artistic Intervention in Uncommon Places, you’ll find the examples from three organizations whose artistic interventions have worked with uncommon sites to create unique, engaging, and transformative experiences with their audiences.


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