Arts Marketing in the Digital Age
The digital world is changing fast. How are arts organizations embracing digital in order to market their offerings? Join us for Arts Marketing in the Digital Age, a presentation by lead digital marketing firm Capacity Interactive to learn new digital practices and to see how your organization stacks up in the digital world.
Arts Marketing in the Digital Age
Tuesday, May 2
9:00 to 10:30 am
National Museum of American Jewish History
Erik Gensler will present the findings from the most recent marketing benchmark survey which includes data from over 200 organizations from across the US. The survey reveals how organizations are using social media, video, analytics, mobile, digital advertising, email, and the web. Genlser explains trends, highlights opportunities and shares case studies to illustrate how digital marketing can help arts organizations meet their marketing goals. This session gives you access to Capacity Interactive's expertise for a fraction of the traditional cost.
- Cultural Alliance members - $25
- Non members - $35
Agenda
8:30 - 9:00 am Breakfast & Registration
9:00 - 10:30 am Keynote Address
To find out if your organization is a Cultural Alliance member click here. To learn more about membership email membership@philaculture.org. For questions about the event email events@philaculture.org.
To read presenter biographies click here.
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Session Descriptions
Keynote
9 – 10:30 am
For five years, Capacity Interactive, a digital marketing firm that works with the arts and cultural sector, has surveyed arts organizations to better understand how they are using digital marketing tools. The survey reveals how organizations are using social media, video, analytics, mobile, digital advertising, email, and the web.
In the keynote session, Capacity Interactive's president, Erik Gensler will present the findings from the most recent survey which includes data from over 200 organizations from across the US. He will explain trends, highlight opportunities and share case studies to illustrate how digital marketing can help arts organizations meet their marketing goals.
Executive Track
Market Smarter: Digital Strategy for Senior Executives
11 am – 12 pm
Over the last 20 years, how your constituents communicate has changed faster and more dramatically than any other time in human history. However, many arts organizations have not evolved their priorities or efforts to fully reflect this change. As a leader, it can be daunting to keep up with all of all of these changes and position your organization for success across an ever-evolving digital world.
While senior executives are not expected to understand the ins and outs of digital communication, supporting and strategically planning a digital strategy for your organization is critical. What questions should leaders be asking? How should you budget to support these efforts? And what skills should you look for when growing your communications team? This session will answer these questions and more. This session features Erik Gensler and Christopher Williams.
Marketing Track
Market Smarter: Create Better Content
11 am – 12:15 pm
As arts marketers, we wear a lot of hats. Our to-do lists are a mile long and we rarely have an opportunity to brainstorm creative and inspiring ideas. Yet, the pressure is on. With a constant stream of social content fighting for people’s attention, how well are you reaching your audience online?
This session will give you tools you need to think about and create more compelling content across social and video. You will learn content creation tools, tips and best practices. You will also see why content marketing is such an important channel for arts marketing. This session features Rachel Purcell is a Senior Analyst at Capacity Interactive.
Market Smarter: The Fundamentals of Google Analytics
12:45 – 2 pm
More than 90% of arts marketers say they are not using Google Analytics to its full potential. We can help. This session will empower arts marketers to take their Google Analytics skills to the next level: learn how to look for data “red flags,” discover hidden Google Analytics treasures, and save time and energy with useful reports and tools. This session will help you think big about the potential for web analytics at your organization, as well as provide you with some practical next steps that you can take action on immediately. This session features Jenny Kreizman, Senior Analyst at Capacity Interactive.
TechniCulture is generously supported by a grant from the John S. and James L. Knight Foundation. This event is sponsored by Ticketleap, with breakout sessions sponsored by ANRO Inc. and University City Science Center.
