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Audience, Audience? Wherefore Art Thou?
Effective Marketing for the Arts

Posted: September 13, 2004

Overview | NAMP in Houston - Fall 2004 Schedule | Registration Form
Acknowledgments | Contributors



| An Overview |

Wistful hope for an audience is not a viable option for arts organizations of the 21st Century. Today's audiences have limited time and resources yet the options to engage them are truly limitless. In this on the run environment, arts organizations must exercise their creative skills to connect with those audiences in new and exciting ways.

Is your organization ready to meet this challenge? Are you ready to explore new and more cost-efficient ways to connect your programs with new audiences? If so, welcome to the American Express National Arts Marketing Project in Houston. Four thought-provoking seminars and panels scheduled for this fall will kick-off Houston's three-year participation as the 14th affiliate of the Arts & Business Council, Inc. for this unique and exciting project.

The American Express National Arts Marketing Project is an innovative national training program offered by the Arts & Business Council, Inc. across the country. In 1996, the American Express Company became the founding sponsor of the Project at the national level and has renewed its commitment to support the Project through 2006. The renewed commitment of this distinguished corporate arts supporter makes it possible for Houston to become a site for this national initiative, through a partnership of the Mayor's Office and the Cultural Arts Council of Houston/Harris County.

During the three-year Project, we will bring to Houston a series of seminars and panels where experts and practitioners in the field will share ideas and the know-how of how to utilize specialized (and affordable) marketing techniques to reach old, new and potential audiences. In the second and third year of the program, Houston small and mid-size arts organizations will also be able to compete for an advanced audience development training and granting program offered by our national partners. The project also hosts a national website (with plenty of information and informative case studies of arts organizations' creative approaches to arts marketing) and a national arts marketing conference every 18 months (coming up in October 2004).

We encourage you to visit the website at www.artsmarketing.org for more details (and a weekly arts marketing tip!).

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| National Arts Marketing Project in Houston - Fall 2004 Schedule |

    | Unlocking the Puzzle: Creating an Effective Marketing Plan

    Do you need help organizing the ideas you have for marketing your organization's programs? This seminar will provide you with the tools to craft an effective and efficient marketing plan. From the step-by-step planning process, to the use of market research techniques, to crafting a powerful brand identity, participants will leave this seminar with a greater understanding of how to connect the cultural programs they present with larger audiences that appreciate the arts. The seminar presenter will utilize interactive exercises, case studies from the arts world, and the National Arts Marketing Project's latest consumer research to illustrate the impact better marketing can have on artists and arts organizations.

    The seminar will be led by Julie Peeler, Vice President of National Programs for the Arts & Business Council. Ms. Peeler is an accomplished market researcher and marketing strategist in the for-profit and non-profit arenas. While working at major international advertising agencies, she developed growth plans for Fortune 500 clients and for the U.S. Olympic Committee. At the same time, she volunteered her business skills in the Chicago arts community, where she studied the mid-size business giving habits for The Goodman Theatre, developed a member retention plan for The Museum of Contemporary Art, and researched parents' attitudes towards arts education for ArtSmart, an awareness program of the Illinois Alliance for Arts Education. Ms. Peeler developed the Arts Marketing Project while working at the Arts & Business Council of Chicago; the success of the program led to a grant from American Express to expand the program at the national level.

    When: September 21, 2004, 9:00 a.m.-4:00 p.m.
    Where: SBC Auditorium, 6500 West Loop South (Visitor Parking Entrance: N 1st Street)
    Registration fee: $25 (box lunch included)

Download Registration Form

    | Using and Understanding Research for More Effective Marketing Strategies

    During the morning session, marketing expert Kate Prescott will focus on marketing research from a realistic and practical point of view. Ms. Prescott will use a 15-year case history of marketing research for the Pittsburgh Ballet Theatre and other arts examples, to discuss what types of market research to do and when, how to do it, and how to utilize the information to develop more effective marketing strategies. Importantly, participants will also have the opportunity to sit back and think about what it all means - standing from the outside looking in, getting a sense of the big picture, and examining how to use research to assess what kind of partners we are, where we are in our audience relationships, and ways we can strengthen these critical bonds. Following the lunch break, a panel of Houston professionals will discuss how they have adopted market research as part of their ongoing organizational efforts.

    Kate Prescott is president of Prescott & Associates, a strategic marketing and research firm located in Pittsburgh. The firm specializes in consumer-based marketing research with corporate clients such as Nestlé USA, L'Oreal, and Heinz USA. Ms. Prescott's strengths are on the strategic side of marketing research, aiding clients with market opportunity assessment and new product development; positioning and branding efforts; target audience identification; and marketing strategy and communications planning. Her substantial arts experience includes working with organizations such as the Pittsburgh Ballet Theatre, the Pittsburgh Cultural Trust, the Pittsburgh Playhouse Theatre, and the American Symphony Orchestra League. Presenting in the afternoon panel are Rich Levy, Executive Director of Inprint; Sara Kellner, Executive Director, and Keith Gulla, Public Relations/Marketing Director, of DiverseWorks; and Andrew Huang, Vice President for Marketing of the Houston Astros.

    When: October 29, 2004, 9:30 a.m.-2:30 p.m.
    Where: Museum of Printing History (1324 W. Clay, Houston)
    Registration fee: $25 (box lunch included)

Download Registration Form


    | Wired for Culture: How E-mail is Revolutionizing Arts Marketing

    What's all the fuss about e-mail marketing? Is it for real? How can it help an arts organization? What does it cost, and what is involved? How can you convince skeptical board members or the boss that this is important? With arts marketing budgets being slashed, reaching patrons as efficiently as possible is now more important than ever. Using e-mail effectively can revolutionize an organization's marketing efforts by providing great results for a fraction of the cost of other marketing tactics. In this seminar, participants will discuss how and why patrons use e-mail, including the revealing results from a recent marketing research study of 5,000 arts patrons; the basics of effective online e-mail marketing; and case stories and tips from leading arts organizations. At the conclusion of the seminar, participants will receive a copy of Wired for Culture by Eugene Carr.

    This workshop will be led by Eugene Carr, founder and president of Patron Technology, an online marketing software and consulting company that serves the arts and not-for-profit industries with cutting-edge technology and e-marketing expertise. Mr. Carr founded the award-winning and nationally recognized CultureFinder.com site in 1995. The site was initially funded by AOL, and pioneered arts coverage online. He is the former Executive Director of the American Symphony Orchestra at Lincoln Center and the founder of High Five Tickets to the Arts, an award-winning low-cost ticket program for New York City high school students.

    When: November 15, 2004, 10:00 a.m.-12:00 noon
    Where: Duke Energy (5400 Westheimer Court, Houston)
    Registration fee: $25 (includes a copy of the book Wired for Culture)

Download Registration Form

    | Philanthropy vs. Sponsorship: Navigating the Corporate Mind-Set

    Did you know that a strategic sponsorship can do more for an arts organization than simply asking for a corporation's dollars? Do you know the difference? In today's competitive environment, an arts organization must be just as smart and savvy as the corporation in choosing what to fund. Sponsorships are an innovative - and often less expensive—communications tool to get the message across in a strategic and targeted manner. This panel of corporate leaders and arts practitioners will focus on how to think strategically when approaching a corporation for support and how to craft a proposal that meets the objectives of the arts organization and the corporation.

    The panel will be chaired by Yolanda Londoño, Senior Vice President, Manager of Public Affairs and Community Integration for JPMorgan Chase in Houston. Ms. Londoño has over 25 years of experience as a multidisciplinary marketing and communications executive, working in both the public and private sectors. The presenters, business and arts leaders who have successfully navigated the sponsorship route, include Roy Marsh (CFO and Tightwad Surfer of Everyones Internet) and Susanne Theis (Executive Director of the Orange Show Foundation), who recently partnered on the very successful Everyones Art Car Parade; Clarissa Valdez (Media & Public Relations Coordinator of MECA) and Enrique David Lopez (Program Manager, Community Relations of CenterPoint Energy), who collaborated on the Day of the Dead sponsorship; and Jennifer Garza (Director of Marketing of the Alley Theatre), who has worked with Exxon Mobil for the long-standing Summer Chills sponsored summer theatre series.

    When: December 1, 2004, 10:00 a.m. - 12:00 noon
    Where: JPMorgan Chase (600 Travis, Chase Tower, 5th Floor VIP Room, Houston)
    Registration fee: $15

Download Registration Form

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| Acknowledgments |

The National Arts Marketing Project is made possible by a grant from American Express Company.


| Arts & Business Council Inc. |

The Arts & Business Council Inc. was founded in 1965 and is devoted to stimulating partnerships between the arts and business that benefit both sectors and the communities they serve. Based in New York, the A&BC offers a wide variety of both national and local programs, including Business Volunteer for the Arts and the National Arts Marketing Project.

| City of Houston |

The City of Houston is one of the leading public supporters of the arts in the Southwest, investing over $12 million annually to support the arts. Mayor Bill White has publicly acknowledged the importance of public and private support for the nonprofit arts industry, recognizing its role in the quality of life and economic competitiveness of the city.

| Cultural Arts Council of Houston/Harris County |

The Cultural Arts Council of Houston/Harris County (CACHH) is a nonprofit organization dedicated to advance the arts in Houston, thus contributing to enhance the region's quality of life, economic competitiveness and attractiveness as a tourism destination. Established in 1977, the Cultural Arts Council Projects are supported principally by the City of Houston through the Convention & Entertainment Facilities Department. Additional support is provided by the Texas Commission on the Arts.


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| Contributors |

    CITY OF HOUSTON

    Bill White, Mayor

    City Council Members
    Mark Ellis, Gordon Quan, Shelley Sekula-Gibbs, M.D., Ronald C. Green, Michael Berry, Toni Lawrence, Carol Mims Galloway, Mark Goldberg, Ada Edwards, Addie Wiseman, M.J. Khan, Pam Holm, Adrian Garcia, Carol Alvarado; Annise Parker, Controller.

    CULTURAL ARTS COUNCIL OF HOUSTON/HARRIS COUNTY
    George Greanias, President; Rey de la Reza, Vice President; Rosanna Moreno, Treasurer; Rebecca Udden, Secretary; Jill Jewett, Mayor's Appointee; Jeff Abrams; Edward R. Allen, III; Paula Arnold; Frances Young Brown; Antoine Bryant; Meena Datt; Bettye Davis-Lewis; Jessica Farrar; John Ella Fowler; Elizabeth Lyons Ghrist; Kathy Lanier Heard; William J. Hill; Laura Hsu; Anna James; Kevin Jefferies; Herbert Karpicke; Debra King; Christopher Knapp; Victoria Lightman; Kristen Loden; Theodore Y. Louie; Lester Marks; Linda Marroquin; Lynette Mason-Gregg; Libbie Masterson; Marti Mayo; Adan Medrano; Andrew Moran; Anne Olson; Pampa Risso Patrón; Emil Peña; Gael Stack; Rose Sprott Swain. County Judge's Appointee; Carolina Weitzman; Fabene Welch; Mark Yzaguirre; ex officio: Chelby King, Toby Mattox, Dawn Ullrich; María Muñoz-Blanco, Executive Director

    MAYOR'S ARTS MARKETING COMMITTEE
    Alice Aanstoos, SBC: Jennifer Evans, Marathon Oil; Marita Fairbanks, Fresh Arts Coalition; Debra Ford, GHCVB; Jennifer Garza, Alley Theatre; Gabe Gelb, Gelb Consulting; Jay Hagins, Houston Advertising Federation; Argentina James, Port of Houston; Frances Jeter, Duke Energy; Jill Jewett, Mayor's Office; Yolanda Londoño, JP Morgan Chase; Barry Mandel, Houston Downtown Alliance; Roy Marsh, Everyone's Internet; María Muñoz-Blanco, Cultural Arts Council of Houston/Harris County; Paula Murphy, Patterson& Murphy; Ray Purser, Time Warner Cable; Sehba Sarwar, Voices Breaking Boundaries; Suzanne Theis, Orange Show Foundation; Emily Todd, Houston Endowment; Marina Tristán, Arte Público Press; Clarissa L. Valdez, MECA; Megan Womack, Cultural Arts Council of Houston/Harris County; Susan Young, Houston Museum District Association.

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For grants information, please contact our grant staff at (713) 527-9330 or visit their website for a staff directory at www.cachh.org/staff.html.


Cultural Arts Council of Houston/Harris County
3201 Allen Parkway, Suite 250Houston, Texas 77019-1800
Voice: (713) 527-9330 | Fax: (713) 630-5210 | Email: info@cachh.org