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Outcome Management in the Arts

In 2005, The Altria Group, Inc. initiated the third in a three part series of programs testing the efficacy of an outcome management framework in its major grantmaking areas. This third area, and the subject of this case study, is the arts, specifically contemporary dance, and an area which has been a hallmark of Altria’s corporate giving.

Altria’s intention for the three related outcome projects has been:

  1. To gain a better understanding of the beneficial impact of their investment on the lives of the people their funded projects serve.
  2. To assist their grantees in applying tools and techniques helpful in achieving their missions.
  3. To contribute to the broader field’s efforts to understand and improve on their accomplishments.

In all of its major program areas, Altria collaborates with national partners with strong reputations for program knowledge. For this project in contemporary dance, Altria selected the National Assembly of State Arts Agencies (NASAA), a nonprofit association that provides grant making and evaluation assistance to public arts funders across all discipline areas, and Mr. Sam Miller, President of Leveraging Investments in Creativity (LINC), and former Executive Director of the New England Foundation for the Arts and the National Dance Project.

The Rensselaerville Institute, a nonprofit group that specializes in outcome management for government and philanthropy, was the chief consultant, leading the design and implementation of the pilot project. DanceUSA, the national service organization for professional dance companies, was also an active project participant. By assembling this team, Altria brought a depth of expertise and a broad range of perspectives to the project, encouraging collaboration among partners who could foster long-term use of the results. [Background, p. 3]

In 2005, The Altria Group, Inc. initiated the third in a three part series of programs testing the efficacy of an outcome management framework in its major grantmaking areas. This third area, and the subject of this case study, is the arts, specifically contemporary dance, and an area which has been a hallmark of Altria’s corporate giving.

Case Study
Altria Group, Inc.
27
Publisher Reference: 
Americans for the Arts (ArtsMarketing.org)
Research Abstract
Is this an Americans for the Arts Publications: 
Yes
Image Thumbnail of Pub Cover: 
April 2006
namp preview image: 

Case Study: "I am a Dancer" Campaign The Milwaukee Ballet Company

The Milwaukee Ballet Company launched the "I Am a Dancer" campaign in the summer of 2005, with the thought that if they could introduce the dancers to their fellow Milwaukeeans by highlighting what makes them interesting people in their private lives–it would be a natural way to increase awareness of them and the Milwaukee Ballet Company. The Dancer Campaign centers on photographs of the dancers in their everyday clothes with something that identifies them personally (snowboard, canoe, guitar) and includes a screened-back dance image with the tagline: "I am a dancer...see me dance."

The Milwaukee Ballet Company launched the "I Am a Dancer" campaign in the summer of 2005, with the thought that if they could introduce the dancers to their fellow Milwaukeeans by highlighting what makes them interesting people in their private lives–it would be a natural way to increase awareness of them and the Milwaukee Ballet Company. The Dancer Campaign centers on photographs of the dancers in their everyday clothes with something that identifies them personally (snowboard, canoe, guitar) and includes a screened-back dance image with the tagline: "I am a dancer...see me dance."

Case Study
Stravinski Sharrow , Chris
3
Publisher Reference: 
Americans for the Arts (ArtsMarketing.org)
Research Abstract
Is this an Americans for the Arts Publications: 
Yes
Image Thumbnail of Pub Cover: 
2006
namp preview image: 
NAMP Resource Categories: 

Cast Study: West Valley Fine Arts Council

The West Valley Fine Arts Council (WVFAC) is a not-for-profit organization committed to presenting high quality programming that reflects the cultural diversity of the West Valley region in Phoenix, AZ. Trying to develop their audiences, WVFAC decided to reach out to the growing Hispanic people by creating an event called \Mariachi Espectacular\.This case study outlines it strategies, implementation and results to use as a benchmark within your own organization.

The West Valley Fine Arts Council (WVFAC) is a not-for-profit organization committed to presenting high quality programming that reflects the cultural diversity of the West Valley region in Phoenix, AZ. Trying to develop their audiences, WVFAC decided to reach out to the growing Hispanic people by creating an event called \Mariachi Espectacular\.This case study outlines it strategies, implementation and results to use as a benchmark within your own organization.

Case Study
Frankel, Marina and Peeler, Julie
ArtsMarketing.org Case Study: Best Practices
5
Publisher Reference: 
Americans for the Arts (ArtsMarketing.org)
Research Abstract
Is this an Americans for the Arts Publications: 
Yes
Image Thumbnail of Pub Cover: 
2003
namp preview image: 

The Top 50 Tweets from the 2015 National Arts Marketing Project (NAMP) Conference

Over 500 arts marketers from across the nation gathered together for the 2015 National Arts Marketing Project (NAMP) Conference, November 6-9, in Salt Lake City, Utah. Together, we explored the newest trends in social media, google analytics, wearable technology, audience engagement, and more.

6,500+ tweets were captured at #NAMPC 2015. In this e-book, you’ll get a glimpse into the forward-thinking marketing strategies, inspirational moments, and innovative ideas exchanged on the #NAMPC tweet deck. Our newest compilation of tweets includes:

  • @txculturaltrust Culture is a pyramid to which each of us brings a stone. #nampc
  • @NAMT Engagement isn’t just an item on a checklist. It’s integral to the impact your work has on your audience. @lisa_mallette @citylights #nampc
  • @briehines Artists and Entrepreneurs both are dreamers. Let's share our skills to help each other achieve our dreams. #collabwithbizz #nampc

This e-book was developed to capture the top 50 tweets from the 2015 National Arts Marketing Project (NAMP) Conference.

E-Book
Americans for the Arts
54
Publisher Reference: 
Americans for the Arts (ArtsMarketing.org)
Research Abstract
Is this an Americans for the Arts Publications: 
Yes
Image Thumbnail of Pub Cover: 
2015
namp preview image: 

13 Social Media Infographics That Every Marketer Needs to See: Volume 1

Infographics seem to be everywhere. These tools, which function as a clear and quick way to illustrate data or information, are beneficial to every marketer, and certainly to a creative  arts marketer. We compiled the 13 most effective, informative, and fun infographics to give you tips and the strategies you’ll need to market the arts and engage audiences.

In our newest e-book, 13 Social Media Infographics That Every Marketer Needs to See: Volume 1, you will:

  • Travel through time to learn the history of marketing channels
  • See visual representations of complex data on the instant effect of social media
  • Follow alongside the journey of your tweet
  • Learn how you can structure and maintain your website through the concept of “donut marketing.” YUM!

Gain insight & learn the best audience engagement practices through these 13 best visual representations.

E-Book
Americans for the Arts
16
Publisher Reference: 
Americans for the Arts (ArtsMarketing.org)
Research Abstract
Is this an Americans for the Arts Publications: 
Yes
Image Thumbnail of Pub Cover: 
2011
namp preview image: 
NAMP Resource Categories: 

50 Winning Tweets from the 2011 National Arts Marketing Project Conference

On November 12-15, 2011, more than 520 arts marketers convened in Louisville, Kentucky to swap ideas, share success stories, and learn the best practices for engaging and Winning Audiences. More than 4,500 tweets captured the energy & enthusiasm that took place inside and outside of the conference headquarters.

In our newest e-book, 50 Winning Tweets from the 2011 National Arts Marketing Project Conference, you'll see the 50 most insightful, inspiring, and awesome takeaways straight from the #nampc tweet deck. Our compilation of the most stimulating & memorable tweets include:

  • @immastereo there are two types of marketers. 1) builders 2) sustainers. which one are you? #nampc
  • @PCA_Arts even the best social media strategies don't replace a positive face-to-face experience. #nampc
  • @MarilynMJohnson We are privileged to work for institutions that touch people's lives. Tell your story. #nampc

In our newest e-book, 50 Winning Tweets from the 2011 National Arts Marketing Project Conference, you'll see the 50 most insightful, inspiring, and awesome takeaways straight from the #nampc tweet deck.

E-Book
Americans for the Arts
National Arts Marketing Project E-Book
52
Publisher Reference: 
Americans for the Arts (ArtsMarketing.org)
Research Abstract
Is this an Americans for the Arts Publications: 
Yes
Image Thumbnail of Pub Cover: 
2011
namp preview image: 
NAMP Resource Categories: 

Banish Online Video Marketing Blunders for Good!

Video is fast becoming a vital online marketing tool, but with so much content already available, it’s a must that you stand out in a good way! Done right, online video marketing is a persuasive, cost-effective way to engage your audience and deliver substantive, visually striking messages. If you have yet to tackle online video marketing, it’s time to jump in! If your organization has already dabbled in creating and posting online video, there’s a good chance that your videos could make an even greater impact on your audiences.

In this e-Book, Banish Online Video Marketing Blunders for Good!, you’ll find examples of successful marketing videos from a variety of organizations and genres, including dance, theatre, music, and the visual arts.  We will caution you against key pitfalls, and you’ll learn:

  • how to create videos with high quality content and make production decisions that will ultimately gain the attention of your audience.
  • why not branding your videos successfully will ensure that your hard work will remain lost in the Internet abyss 
  • concrete tips on making your videos shareable, maximizing your exposure and building relationships.
  • the best practices for maintaining a successful YouTube channel. Why do all the work in creating awesome content if you don’t follow up with your audience’s reactions?

…and much, much more!

In this e-Book, Banish Online Video Marketing Blunders for Good!, you’ll find examples of successful marketing videos from a variety of organizations and genres, including dance, theatre, music, and the visual arts.

E-Book
Americans for the Arts
National Arts Marketing Project E-Book
16
Publisher Reference: 
Americans for the Arts (ArtsMarketing.org)
Research Abstract
Is this an Americans for the Arts Publications: 
Yes
Image Thumbnail of Pub Cover: 
2012
namp preview image: 

13 Social Media Infographics Every Marketer Needs to See: Volume 2

Last year, we created our first edition of 13 Social Media Infographics Every Marketer Needs to See, Volume 1. Since then, the creation and distribution of infographics has exploded and become the most widespread and effective form of visual communication of data and statistics. This is especially beneficial for arts marketers, who relish in the ability to absorb data through creatively illustrated patterns, trends, and relationships.

Since our first e-book, we've seen the rise of some new influential players in the game of social media, such as Pinterest, Instagram, and Google+. As such, we are back with 13 more timely, more chic, and more instructive infographics to give you this year's biggest trends and best practices for staying ahead of the digital marketing curve.

In this e-book, 13 Social Media Infographics That Every Marketer Needs to See, Volume 2, you will:

  • Find out how this year's social media practices have given rise to the "Slacktivist" phenomenon
  • Stop grappling with whether or not there is measurable ROI in social media
  • Learn how marketers can use Pinterest, the hottest social media site on the web, to their advantage
  • Take a ride on the Instagram wave and its incredible growth among users
  • Cultivate an appreciation for non-profits that believe in social media despite limited budgets

In this e-book, 13 Social Media Infographics That Every Marketer Needs to See, Volume 2, you will:

  • Find out how this year's social media practices have given rise to the "Slacktivist" phenomenon
  • Stop grappling with whether or not there is measurable ROI in social media
  • Learn how marketers can use Pinterest, the hottest social media site on the web, to their advantage
  • Take a ride on the Instagram wave and its incredible growth among users
  • Cultivate an appreciation for non-profits that believe in social media despite limited budgets
E-Book
Americans for the Arts
National Arts Marketing Project E-Book
28
Publisher Reference: 
Americans for the Arts (ArtsMarketing.org)
Research Abstract
Is this an Americans for the Arts Publications: 
Yes
Image Thumbnail of Pub Cover: 
2012
namp preview image: 

6 Ways to Keep it Personal: Engaging & Managing Your Audiences Innovatively, Authentically, & Personally

Today’s audiences have more demands, different priorities, and higher expectations than ever before. With the number communication devices and platforms available and the amount of disruptive media online, arts marketers need to capture the attention of their audience by getting personal. To help you shed the formal "marketer" persona and engage with your audience on the customized level they deserve, we have compiled essential ways to Keep it Personal and the resources you need for carrying it out easily and effectively.

In this e-book, 6 Ways to Keep it Personal: Engaging & Managing Your Audiences Innovatively, Authentically, & Personally, you will:

  • Enter into the mobile marketing arena to learn which practical tools are best to reach your audiences on the go
  • Become skilled & savvy at developing a unique voice specific only to your arts organization
  • Understand why keeping your marketing personal establishes an emotional connection between your institution and your patron and ensures long-lasting patron loyalty

In this e-book, 6 Ways to Keep it Personal: Engaging & Managing Your Audiences Innovatively, Authentically, & Personally, you will:

  • Enter into the mobile marketing arena to learn which practical tools are best to reach your audiences on the go
  • Become skilled & savvy at developing a unique voice specific only to your arts organization
  • Understand why keeping your marketing personal establishes an emotional connection between your institution and your patron and ensures long-lasting patron loyalty
E-Book
Americans for the Arts
National Arts Marketing Project E-Book
18
Publisher Reference: 
Americans for the Arts (ArtsMarketing.org)
Research Abstract
Is this an Americans for the Arts Publications: 
Yes
Image Thumbnail of Pub Cover: 
2011
namp preview image: 
NAMP Resource Categories: 

Take the Fear out of ROI

Between print advertising, direct mail, and social media marketing, it may feel overwhelming and time-consuming to stop and decipher which marketing efforts are working and which aren't. But in the long run, measuring your return on investment (ROI) for your marketing initiatives will show your arts organization which efforts are effective and profitable, and which efforts may just be a drain on your budget and time.

In this e-Book, Take the Fear out of ROI, you'll learn how to measure the ROI of a number of different marketing campaigns that you can apply to your own work. You'll:

  • Absorb just what Return on Investment means and why it is so advantageous to your everyday work.
  • Allow our friendly pig Stuart to guide you in measuring the ROI on his e-mail marketing campaign, a direct mail piece, social media marketing, and more!
  • Understand key points (we call them truisms) about return on investment that will dispel any lingering FEAR you may have!

In this e-Book, Take the Fear out of ROI, you'll learn how to measure the ROI of a number of different marketing campaigns that you can apply to your own work.

E-Book
Americans for the Arts
National Arts Marketing Project E-Book
28
Publisher Reference: 
Americans for the Arts (ArtsMarketing.org)
Research Abstract
Is this an Americans for the Arts Publications: 
Yes
Image Thumbnail of Pub Cover: 
2012
namp preview image: 
NAMP Resource Categories: 

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