How much, if any, of a project’s budget should be used for marketing?
This will vary considerably from project to project and from program to program. For larger public art programs, programs with fixed administrative costs, or programs that employ public information officers, the cost of marketing may be entirely separate from individual project budgets and instead allocated on a case-by-case basis. For smaller projects or programs, the cost of marketing will need to be weighed against the many other expenses involved with a new commission. Marketing can be costly and it may be a better use of limited resources to focus on related but more targeted forms of engagement, like direct outreach to a specific community.