Strategy and Planning

Author(s): Altria Group, Inc.
Date of Publication: April 2006

In 2005, The Altria Group, Inc. initiated the third in a three part series of programs testing the efficacy of an outcome management framework in its major grantmaking areas. This third area, and the subject of this case study, is the arts, specifically contemporary dance, and an area which has been a hallmark of Altria’s corporate giving.

Author(s): MDG Advertising
Date of Publication: January 2017

This infographic looks at seven key digital marketing resolutions that businesses should consider as we move into 2017.

The Starving Artist Syndrome & How to Cure It

Working in both arts and marketing/business, I've noticed a disconnect between the desire for artists to become successful and earn a living with their art and how they think about their craft as a business.

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): Harp, Christy
Date of Publication: 2002

The National Arts Marketing Project is a marketing and audience development project focusing in the arts sponsored in 12 U.S. cities by American Express. It was originally launched in 1998 in eight cities, and then expanded to four more cities in 2001. In order to celebrate the launch of the new sites, American Express hosted launch parties at all 12 locations.

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.

The 15 Types of People You’ll Meet at a Conference


With so many benefits of attending and goals to focus on during a conference, choosing just one can be a tall order. And with INBOUND 2016 around the corner, you might be asking yourself: Should you network, and make connections with smart people? Or should you stick to learning, and diligently take notes during the breakout sessions?

Author(s): Glickman, Louise
Date of Publication: January 1997

To build a long-lasting relationship, culture and tourism must join hands in collaboration, implementation and communication.

Author(s): Wyszomirski, Margaret J.; McClellan, Amy; Power, Shelly; Rao-Rebello, Darlene
Date of Publication: Nov 30, 1997

This study examines how people are aware of arts and cultural organizations in their communities and how this awareness is created. The team of authors writing this paper suggest that a continuum of activity called a persistent presence is vital for the future of a healthy arts environment. As defined here, persistent presence is an infrastructure for an organization and an awareness and attitudinal predisposition by its constituents and potential audience. Having a predisposition and awareness forms a multi-faceted groundwork that contributes to advocacy, attendance, donations, volunteer

Author(s): Hager, Mark A. and Pollak, Thomas H.
Date of Publication: April 2002

This report summarizes results from a survey of performing arts presenting organizations in the United States. The study was commissioned by the Doris Duke Charitable Foundation to supplement an evaluation of its Leadership Presenting Organizations program, and by the Association of Performing Arts Presenters to provide context for a series of presenting organization convocations and to provide a basis for future planning.

Author(s): Earle, Richard
Date of Publication: January 2002

This book examines how to effectively strategize and develop a public-service advertising campaign that seeks to change strongly ingrained behavior or firmly held beliefs.

Author(s): Botti, Simona
Date of Publication:

This article examines the role of marketing in the arts. Reflecting on the issue requires an understanding of both the meaning of artistic value and its diffusion process. Artistic value can be seen as a flow potential embedded in a product that may or may not be recognized by those who encounter it.

Author(s): Greenberg, Arthur
Date of Publication: Jun 30, 1995

It is the intent of this issue of Monographs to explore a variety of ways in which local arts agencies can provide a valuable service to their communities and arts organization constituents by becoming more active in the sometimes overwhelming world of marketing.

Author(s): Colbert, Francois
Date of Publication: Fall 2003

It is around the particularities of cultural marketing that entrepreneurship and leadership in marketing the arts must be articulated. The marketing process in the arts starts with the creative work; the manager cannot modify this core product. Thus the marketing process in the arts is conceptually different from that in other fields.

Author(s): Hill, Elizabeth; O'Sullivan, Terry; O'Sullivan, Catherine
Date of Publication:

As a comprehensive overview of all aspects of marketing in the sector, Creative Arts Marketing remains unrivalled.

Author(s): Koblin Schear, Susan
Date of Publication: Winter 2003

Marketing Your Organization in Tough Times reports on National Arts Marketing Project (NAMP) roundtable discussion held in New York City on November 14, 2002. Participants shared the challenges and concerns they faced for marketing their organizations during tough times.

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