Many of us in the arts administration world have experienced ticket sales panic when it comes to new or unusual works. How do we get people to take a chance on something they’ve never heard of, when we’re literally scientifically conditioned to resist change?

So often, as marketers and communicators, we are focused on the immediate future of our organization and can’t get the perspective we need to see the bigger story that we are not telling, the one that informs every aspect of the arts ecosystem: how the broader public views the arts.

What if nonprofit organizations considered their funders as customers in the classical business sense—with problems that needed solving? How would they relate to them then? Would it not change interactions, communications, and messaging? 

It is our opportunity to make the performing arts a memorable experience by making connections at every customer touchpoint. We work hard to connect with subscribers online all year, but also to reach them in person at least twice per year when they are at our venue. 

Why don’t more arts entities prioritize social media? Too many arts entities that could benefit from the strategic use of paid social media resources hesitate to avail themselves of the powerful tools offered by Facebook, Instagram, and other platforms.

Gaps in perception. Limitations of perspective. Failings of imagination. We can call them many things, but we all have them. And when it comes to building audiences for our arts organizations, they can really cause us trouble.

If you’ve read part 1 of this blog (the why of rebranding) and have decided your motives are pure and your rationale for rebranding is solid, now the real work begins. Here are some things to think about.

Whether you’re looking at a major overhaul or a minor refresh, setting about to rebrand your organization is not an easy task, nor one to be entered into lightly. Here are some things to think about first.

Who are you thinking about when you’re activating audiences? Who are you inviting to the conversation with your marketing campaign? Who are you missing? Who are you leaving out, intentionally or not?