Marketing, Media & Communications I
This class was part of a required two-course sequence that introduces students to practical and theoretical issues delineating ways in which media, marketing, and communication intertwine in arts and culture sector work. While emphasizing current concerns with digital culture and emergent technologies, we explored the historical arc of practices and strategies constituting marketing, design, and the deployment of various technologies for arts and culture programming. Taking on marketing approaches, communications strategies, delivery technologies, creative tools, and archiving mechanisms, we read widely and discussed critically the issues central to arts management across varying contexts. We also developed and refine skills in marketing and communication through hands-on projects that synthesize readings and tools, while visits by professionals across a range of settings will give us opportunity for mentorship and advice. The goal was for us to move through these resources toward praxis—the translation of idea into action—preparing us to work effectively and efficiently with media in the arts and culture sectors. For the first course in the sequence, such preparation manifested in a robust marketing plan for an arts or cultural organization. This plan formed the basis for assignments and activities will be undertaken in the second course of this sequence.
Learning Objectives
- To increase my skills and tool set with knowledge of design programs and methods. At the end of the course I would like to be more confident in my abilities to do design work.
- To better understand marketing within the arts and culture sectors, as well as learn methods of effective marketing and communication so that I can be more effective, creative and knowledgeable about arts marketing.
- To learn how to build a strong and lasting arts brand as well as how marketing and branding in the arts may influence audience perceptions.
- To learn how the arts and culture has changed with the new developments in media and technology. How must art leaders adapt to these changes and how can new technological developments be incorporated into the arts in communications, programming, display and content? How can it increase efficiency and expand influence?
Branding & Graphic Standards Project – Synergy Art Series
Personal Learning Environment and PLE Description
Organization Branding Questions – Synergy Art Series
Media-Inventory_Synergy Art Series
Case Study Analysis_Synergy Art Series
Graphic Standards_Synergy Art Series
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Marketing, Media & Communications II
This class was the second part of a required two-course sequence in AAD introducing students to practical and theoretical issues shaping relationships between marketing, media, and communication in arts and culture sector work. While emphasizing current concerns with digital culture and emergent technologies, we explored the historical arc of practices and strategies constituting marketing, design, and the deployment of myriad technologies for arts and culture marketing. Taking on marketing approaches, communications strategies, delivery technologies, creative tools, and archiving mechanisms, we read widely and discussed critically the issues central to arts management across varying contexts. We also developed and refined skills in marketing and communication through hands-on projects that synthesize readings and tools, while visits by professionals across a range of settings will give us opportunity for mentorship and advice. The goal was for us to move through these resources toward praxis―the translation of idea into action―preparing us to work effectively and efficiently with media in the arts and culture sectors. For this second course in the sequence, such preparation manifested in a robust marketing plan based on a visual brand you created in the fall term. This plan takes into account “traditional” channels for marketing as well as web-based opportunities and emergent social channels.
Draft of Media Strategies Plan_The Emerson Center For Arts and Culture
OCT Group Strategy_Word of Mouth
Emerson Center for Arts & Culture_Marketing Plan
MM&C II Learning Objectives:
I have worked in a marketing role for several years but without any formal training. I hope to gain the framework for arts marketing to supplement the working knowledge that I already have attained. Hopefully at the end of the course I will have a renewed confidence in my marketing/communication abilities in which my experiences in the field are supplemented by more concrete understanding of marketing tactics.
Reflection: I have definitely gained a more concrete idea of what marketing really is…I think more than anything, the course has broadened my idea of marketing, moving it away from this idea of “promotion” to a larger, more holistic idea of “branding,” “development” and “identity”. In this way, marketing becomes something entirely different. It becomes completely embedded in all of the communication and outreach of the organization at every level. I feel somewhat stronger in my marketing abilities, but definitely have a deeper knowledge of marketing strategies and all of the aspects of the surrounding environment that must be taken into consideration to build an effective marketing plan.
One thing that I have not had the knowledge to really do yet is to develop a formal marketing plan. I look forward to learning the specific elements of such, what one must take into consideration before the development of the plan, and how to develop an effective marketing strategy. Specifically, a strategy that is responsible to organizational needs as well as to developments in technology and new marketing methods.
Reflection: I have a much better understanding of what a marketing plan should look like. It was a big realization for me when I started to come to terms with the fact that marketing isn’t about promotion, but rather understanding the audience and environment in which the organization is situated, and how they can most effectively reach that audience with clear objectives. I now know that the purpose the marketing plan is to essentially identify all of the external and internal factors and then determine the best way for the organization to conduct its outreach and achieve its goals. There is no one-size-fits-all formula, but rather each marketing plan is entirely dependent on the individual organization.
I would like to have a more refined marketing vocabulary and a more diverse tool belt. This includes knowing of mare marketing instruments and the situations in which to use them. I also want to have a better idea of the effectiveness of these tools and how to evaluate their effectiveness. It has always been my experience that evaluation of success is one of the most challenging aspects of marketing. Sometimes it is very difficult to gauge. I also want to discover more creative marketing methods and strategies and the framework to consider when developing more nontraditional strategies.
Reflection: My tool belt has definitely broadened. I have greater knowledge of the marketing world in general, what it means to “market” or “brand” an organization and how communication and outreach come into play. I also am equipped with a greater variety of strategies and resources and now I know what to look for when developing marketing strategies from the ground up. Start with situation, the organization and its objectives. Then determine how to get to the finish line.
Lastly, I want to have a better understanding of the role of marketing within arts organizations, as well as possibly within the different kinds of arts organizations. What are the things different in each one that must be considered? What is the same? How do marketing professionals be successful even while oftentimes up against a very tight budget?
Reflection: Holy cow…why did I have to write so many questions??? My understanding of marketing has really broadened throughout this process, and I realize now that marketing is more a way of communicating about the mission and purpose of the organization rather than a sneaky method of getting people to come in the door or buy a product. The best marketing tells a good story, without high pressure tactics. It relies on careful analysis of situational factors inside and outside the organization to determine the best strategies to reach specific audiences. Successful marketing is not limited to the work of one individual in in the Marketing & Development department. It is embedded in the communication of everyone who represents the organization and it infiltrates all communications. It can also be manifested in a huge variety of mediums and methods from experimental, creative guerrilla strategies to carefully composted press releases and interviews. No matter how small the budget, there is always an opportunity to improve marketing and communication, and money doesn’t necessarily equate to successful outcomes. But creativity and ingenuity certainly can.
Comparative Technologies
Students explored and learned about various technology tools particular to their concentration area and professional goals. The objective of this seminar was to allow independent and small group exploration and demonstration of technology tools relevant to various disciplines within the field of arts administration. The structure of the course was based on a faculty-facilitated, peer-driven model. With instructor assistance and faculty mentorship, students determined project intents, necessary resources, project timelines, assessment and evaluation checkpoints and measures.
Comp Tech Project Proposal_Videography & Animation
Stacey Ray_Comp Tech Midterm Review
Stacey Ray_Comp Tech Final Review
