Arts After Hours
  BVA consultancy match
  Encore Awards
  MetLife Foundation Arts Forums
     past workshops
     upcoming workshops
  Stable Growth


Learn how to develop a marketing plan that will….

  • Increase your earned revenue

  • Improve audience attendance

  • Create a BUZZ for your organization


Web Marketing:  Using the web to your advantage

Tuesday, September 16, 2003
-  9am-1pm
Michelle Girasole and Deborah Lopes


The National Arts Marketing Project (NAMP) helps arts and cultural organizations better understand the marketplace in which they operate and recognize the benefits of aggressive, forward-moving audience development. The program teaches tools for strengthening organizational management and increasing exposure and visibility within an organization's constituencies in order to increase earned income and/or support. NAMP works to institute long-term change by helping the organizations acquire and implement sophisticated marketing skills.

NAMP originated from the Arts Marketing Center (AMC) established in Chicago as a response to the growing number of arts organizations struggling with developing successful marketing plans. This center provided marketing and audience development skills needed to survive in today's fast-paced marketplace. Based on the success of the Chicago pilot, the Arts & Business Council Inc. invited A&BC Chicago to collaborate in the development of a national arts marketing initiative in response to a request by the American Express Company. This national initiative is known as the AMERICAN EXPRESS NATIONAL ARTS MARKETING PROJECT, and it expands to other cities certain components of the program developed in Chicago by The Center.

Providence/Boston is one of 12 NAMP sites throughout the country selected to provide this national initiative. The other cities include: Chicago, Cincinnati, Dallas/Ft. Worth, Miami, New York City, Phoenix, Pittsburgh, San Diego, San Francisco, Tampa/St. Petersburg-Clearwater, Washington D.C. metro area.

The three main components include: basic workshops, Advanced Audience Development Training and Granting, and Arts Marketing Online, as well as holding an annual national marketing conference.

  • Basic Workshops - one of the most visible and highly utilized aspects of the program, use an effective combination of theory and practical example to address basic and critical marketing issues while placing them in the context relevant to the arts. They are designed to improve marketing and audience development skills and are targeted toward small to mid-sized arts organizations.
    On the local level, the NAMP curriculum is developed in consultancy with local arts and culture groups. The workshops are designed to impart basic skills to help move towards a marketing plan. These workshops are structured to be taken in succession, following the idea of "building" a marketing plan. It is also possible to attend only one workshop focused at meeting the organizations specific needs.
  • Advanced Audience Development Training and Granting - helps stronger, more stable organizations at critical junctures in their growth. The Advanced Training Program consist of intensive training intended for those involved to gain the marketing tools needed to attract new audiences and increase income. Each organization participating in the Training is then eligible for a grant of up to $25,000 to assist in putting their new marketing plan into action.
  • Arts Marketing Online - an interactive website allows groups to discuss issues, request assistance and share experiences with one another. It also provides valuable resources including articles, marketing tips and links to other relevant sites.

BVA Consultancy Match | ArtTIX | NAMP | MetLife Foundation Arts Forums | Stable Growth | Advocacy | Encore Awards