Learn how to develop a marketing plan that will….
Increase your earned revenue
Improve audience attendance
Create a BUZZ for your organization
Using the web to your advantage
Tuesday, September 16, 2003
Michelle Girasole and Deborah Lopes
ARTS MARKETING PROJECT
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.
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
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. www.artsmarketing.org.