- PAST WORKSHOPS
Arts Marketing Project 2002 - 2003
Arts Marketing 202: Beyond the Basics
PRESENTER: Deborah Obalil, Executive Director,
No matter what
you create, perform, exhibit, play or do, you need an ever-expanding
base of supporters who contribute to or participate in your
programs. This series of workshops delved deeper into understanding
your current audience, targeting new audiences, and developing and
presenting a message that effectively reaches those new
audiences/supporters. These workshops built on the Arts & Business
Council of RI's Fall 2002 "Arts Marketing 101" series. This
series took a more advanced look at some of the marketing concepts
and tactics covered in 101.
Market Research - Who's
out there? Who's in here?
February 25 9:00 am - 1:00 pm
important part of successful marketing is knowing who your
audience/supporters are. This workshop details the different ways
you can collect information on your audience and how you can use
this information to make smart marketing decisions through target
segmentation. You will learn how to develop an audience survey
that will get you the results you want. You will also learn how to
interpret Scarborough Research - a service that provides
region-wide or neighborhood specific information about the
lifestyle and habits of your target audience.
March 24 9:00 am - 1:00 pm
Today, the American Marketplace can be divided into four distinct
generations: Matures, Baby Boomers, Generation X and Generation Y.
Experiences that shaped their value systems, responses to media,
and their overall outlook on life make these segments very
different from each other as consumers. This workshop will outline
characteristics that define each generation and illustrate how
this affects arts participation and buying habits. You will leave
the workshop with important insights and tools to increase
attendance from all four generational segments.
Part III: Making the Message Stick - The keys to good creative development.
April 22 9 am - 1 pm
Now that you
know who you need to reach and what they need to hear, it's time
to craft a message that sticks with them! You will leave this
workshop with a better understanding of how to create marketing
materials that your target audience will be inclined to read. For
this session, a professional graphic designer and an experienced
copywriter will join Deborah in highlighting essential design
principles and techniques for crafting a persuasive and clear
message. They will use real-life examples to illustrate how to
avoid pitfalls and ask you to share your own materials for
ABOUT THE PRESENTER:
Deborah Obalil is a nationally recognized expert
in marketing the arts. Last fall she lead A&BC/RI's workshop
series "Arts Marketing 101" to rave reviews. In addition, her
responsibilities as Executive Director of the Alliance of Artists
Communities put her in
touch with all aspects of leading a national arts nonprofit.
Prior to joining the Alliance, Deborah directed the
Arts Marketing Center of the Arts & Business Council of Chicago.
As Director, she presented an intensive marketing training
designed specifically for arts organizations; consulted with
individual arts organizations on issues of audience development
and earned income; and directed all research projects undertaken
by the Center.
Deborah presents seminars across the country on
numerous topics including marketing planning, generational
marketing, marketing research, public relations, and customer
service. She has presented for such organizations as the
Association of Performing Arts Presenters, Chamber Music America,
the National Alliance of Musical Theatres, Business Arts Council
of San Francisco, and ProArts in Pittsburgh.
She was a leader in the Chicago arts community for over
5 years as a marketing strategist and media relations specialist.
She has been on the faculty at the school of the Art Institute of
Chicago and Columbia College Chicago, and is currently visiting
faculty at the Rhode Island School of Design.
Marketing 101 -
Tools of the Trade
Alliance of Artists' Communities
Part I: Who Are We? Where Do We Want To Go?
September 25th, 2002-- 9 am - 1 pm
Begin at the beginning. This session will cover the basics on how
to better understand your own organization and where to look to
increase your base of support. You will learn how to do a situation
analysis -- identifying mission/vision, competitive analysis, SWOT
analysis -- and target segmentation. (This session includes learning
exactly what these terms mean.)
Part II: How Will We Get There?
October 22nd, 2002-- 9 am - 1 pm
This part of the series will cover choosing who to target, setting
objectives, branding your organization and selecting strategies.
This session will also assist you with analyzing your 'product',
'price' and 'place'.
Part III: Getting there.
November 26th, 2002-- 9 am - 1 pm
The final workshop will wrap up the process by looking at implementing
the marketing strategies you have been developing over the course
of the series and will include: promotions & communications strategy,
action planning, budgeting, and tracking & evaluation.
Arts Marketing Project 2001 - 2002
TOPIC: "Blueprint For Building Audiences - How To Write A
PRESENTER: Julie Peeler
TOPIC: "Intelligent Market Research - Critical Elements for
PRESENTER: Donald Keinz
TOPIC: "Finding New Audiences - Attracting Lighter Users
of the Arts"
PRESENTER: Deborah Obalil
TOPIC: "Mission/Vision Through the Looking Glass - Is Who
You Are and What You Do Reflected Throughout Your Organization?"
PRESENTER: Sally Zinno
TOPIC: "Media Cultivation - A Strategic Approach"
PANEL: Ann Hudner, Moderator
TOPIC: "Identity & Branding - Positioning Yourself in
PRESENTER: Julie Peeler
May 21, 2002
TOPIC: "Programming For Diverse Audiences - Community
Outreach/Community Reaching In"
PRESENTER: Donna Walker-Kuhne