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  1. Santa Cruz MAH Marketing Plan

    March 17, 2014 by

    Here it is–my final project for AAD 610 Marketing, Media, and Communication II: Santa Cruz Museum of Art and History Marketing Plan.

    Santa Cruz MAH Marketing Plan


  2. MMC II Learning Goals Reflection

    March 13, 2014 by

    How did I fare in achieving my learning goals for Marketing, Media, and Communication II this term?

    1. Gain familiarity with at least one new social media tool or web channel.

    When I constructed my “media map draft” for the marketing plan, I learned of, which is a social media platform that facilitates user connection through fine art image collecting and sharing. I think this is potentially a powerful tool for both those new to the art world and veterans of it—gallery owners, curators, and interdisciplinary arts administrators, specifically. It helps keep users aware of what’s trending in the art world. I also learned of the community-focused neighborhood news platform, I could see myself personally using this website upon relocation after graduation to get a better sense of my locale, and also using it to list community events of interest that my future institution hosts.

    2. Understand how to incorporate novel or experimental marketing techniques into a compelling and authentically wrought media campaign for a non-profit organization.

    I learned how to mount a low-cost guerilla marketing campaign for the Santa Cruz MAH this term; this will be reflected in my marketing plan. Guerilla marketing can be over-the-top and potentially difficult to implement, but it can also take the form of small, quirky surprises that delight and/or inform unsuspecting potential customers. In the case of the MAH, they can use it to drive awareness towards social justice issues, as well as their exhibitions. I also learned quite a bit about experiential marketing through my lexicon essay. This provided me with a different framework for understanding the performing arts audience experience, giving me a new way to position my future work in programming (which will hopefully involve elements of the immersive experience) to other staff.

    3. Achieve basic understanding of CRMs and be conversant in language surrounding their use.

    Through visits with Tessitura and TRG Arts, I gained an awareness of the incredible data analysis opportunities provided by customer relationship management systems, from segmentation, to development, to ticketing. While I wish we had had some hands-on time with one or both of the programs, I am grateful that I now understand what a powerful tool a CRM system can be. There seems to be almost no end to what you can do with a platform like Tessitura, although ample staff time (and possibly at least one dedicated IT person) seems to be required to really unlock its true potential.

    4. Learn how to create a functional marketing plan for a non-profit organization!

    Through creation of a marketing plan for the Santa Cruz MAH, I feel confident that I am able to now assess the strengths and weaknesses of an organization, ascertain essential organizational marketing goals, and create an action plan to address specific marketing objectives. I enjoyed the opportunity to be able to think through each marketing strategy systematically, and in relative detail. I hope to gain a more thorough and realistic understanding of budgeting for marketing when I take Financial Management next term.

  3. Santa Cruz MAH Marketing Plan Presentation

    March 11, 2014 by

    Here is my Santa Cruz Museum of Art and History Marketing Plan Presentation.

    Alex Richardson MAH Marketing Pres (ppt)


  4. MMC II Biopic

    February 25, 2014 by

    My video for Marketing, Media, and Communication II is here!


  5. Marketing/Lexicon Essay

    February 11, 2014 by

    Here is my marketing/lexicon essay for Marketing, Media, and Communication II.

    Alex Richardson Marketing-Lexicon Essay

    And here is my presentation.

    Experiential Marketing Presentation

  6. Media Map/Draft – MMC 2

    January 23, 2014 by

    Here is my Media Map/Draft for Marketing, Media, and Communication 2.

    Santa Cruz MAH Media Map

  7. Learning Objectives, Marketing, Media, and Communication 2

    January 21, 2014 by

    This term in Marketing, Media, and Communication 2, I hope to achieve the following:

    1. Gain familiarity with at least one new social media tool or web channel.

    2. Understand how to incorporate novel or experimental marketing techniques into a compelling and authentically-wrought media campaign for a non-profit organization.

    3. Achieve basic understanding of CRMs and be conversant in language surrounding their use.

    4. Learn how to create a functional marketing plan for a non-profit organization!

  8. Protected: Case Study: Santa Cruz MAH

    December 10, 2013 by

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  9. The New Engagement Paradigm

    December 4, 2013 by

    Here is the link for my final project for Marketing, Media, and Communication I, entitled: “The New Engagement Paradigm: Media Strategies in Programming and Marketing for Arts Organizations”:

    The New Engagement Paradigm

    This Issuu link will take the reader to the digital version of this research paper, which contains images and select hyperlinks used to illustrate case study-like examples of this “new engagement paradigm.”



  10. Learning Reflection for Marketing, Media, and Communication I

    December 4, 2013 by

    Reflection on Learning Goals for Marketing, Media, and Communication I

    Fall 2013


    I had four learning goals when I began this class at the end of September. The first was to “increase proficiency with Adobe Creative Suite software.” I was first introduced to this software one year ago, in Advanced Information Design class. While I have used Adobe Illustrator a couple of times since, my skill level in the Suite’s programs has basically remained stagnant in the last year. For my final project in this class, “The New Engagement Paradigm,” I did use InDesign more extensively than I had previously for last year’s Graphic Standards project. I especially learned about layouts for magazines through articles and video tutorials, and applied some of these design tips to my final project. I feel much more comfortable with InDesign now, although there are still many more features of the program that I would like to learn. I did not use Illustrator or Photoshop much this term, so I would also like to further strengthen my skill set in those particular programs.

    My second learning goal was to rebrand Cultural Forum. Because the assignment structure of this class changed for me early on in the term, and because my final project was different than that of the rest of the class, I did not rebrand Cultural Forum. I did create a new logo for the organization though, and I am pleased with how it turned out. Instead, I looked at social media and technology usage in arts organizations for both marketing and programming. I learned a great deal completing this project. Previously, I had shied away from interrogating what I thought was over-reliance on technology and social media within arts organization. In fact, I selected my final project thesis in order to force myself to deeply consider what the positive effects may be of technology on arts delivery and consumption. I think I made a strong case for technology and the arts through my project, and as a result, I came around to a less curmudgeonly perspective.

    I also wanted to learn how to conduct market segmentation in this class, with the hopes of actually applying it at Cultural Forum. While I will not have the chance to test out the methods that we learned in class, as I no longer work with Cultural Forum, I do believe I understand segmentation more fully now than I did when I began this class. The phrase that most helped me understand the concept of target marketing (aka segmentation), is this: “The right media, at the right time, with the right product, at the right price.” I learned that segmentation of patrons/prospective patrons can be conducted by working with different types of criteria: demographic, psychographic, behavioral, and benefits. I also ascertained specific questions that an organization can ask to identify their customers’ needs, as well as methods for data collection, such as using CRM databases, point-of-purchase questions, and focus groups. I do hope I get to design a market segmentation plan at some point in my future career, because I enjoyed learning about these methodologies.

    Finally, I wanted to learn how to leverage social media for marketing purposes. I stated in this final learning objective: “Although I use social media, I have an inherent distrust of it, and I hope to get over that in this class–and fully embrace its incredible potential for marketing within the arts nonprofit realm.” I certainly accomplished this objective through my final project, which I described a bit above. I did some research, mostly by looking at Pew Internet Research reports, and found that social media is being used robustly by organizations, and is a cheap (often free) way, especially for small- to mid-sized organizations, to efficiently reach a lot of people at once. It has been a bit of a lifesaver for these nonprofits. Social media also has great potential for crowdsourcing ideas for programming, as well as creating actual programmatic content, and I think this is really exciting.

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