Tag: arts patrons

The Next Round of Add-in Dates – Arts & Culture Census

Is your organization doing everything it can to understand its audience? Do you do what other types of arts activities your audience members are participating in?

From a recent study published by the Wallace Foundation about arts marketing:

Arts organizations that want to build their audiences need to understand their audiences. That requires market research, and a number of conference participants talked about how gathering data – through focus groups, surveys or other methods – had been crucial to their work.

New Organizations may join the Arts & Culture Census group this May. The deadline to submit data is May 4, 2012. To join your peers from over 20 area arts organizations, email Jessyca@c4atlanta.org.

What does the Arts & Culture Census offer your organization?A picture of a man next to a blackboard. Above his head are the words "target your patrons." An arrown is drawn on the blackboard. The arrow looks like it is going through his head.

The purpose of the Arts & Culture Census is to:

  • Simplify mailing list exchanges
  • Share list hygiene expenses
  • Identify a targeted, qualified and focused group of arts consumers
  • Examine consumer behavior through comparative market analysis

Lists can be traded with just a few clicks. The list exchange is permission-based and completely secure. Read the A&C Census FAQ online at C4Atlanta.org.

22 Participating Organizations

Academy Theatre • Artworks! Gwinnett • Atlanta Ballet • Atlanta Jewish Music Festival • Atlanta Lyric Theatre • Atlanta Opera • Atlanta Shakespeare Company • Brooks & Company Dance • CORE • C4 Atlanta • Essential Theatre • Full Radius Dance • Georgia Ballet • Georgia State School of Music • Kennesaw State University College of the Arts • MINT Gallery • North Fulton Drama Club • Rialto Center for the Arts • Schwartz Center for Performing Arts • Serenbe Playhouse • Synchronicity Theatre • WonderRoot

Additional Information

In 2012, we will expand this program to include:

  • Training workshops
  • Relevant panel discussions
  • User Group Meetings
  • Blog site for the Arts & Culture Census users – articles, best practices, & more!
  • Hosting TRG Arts in Atlanta for a special training session with members

Join your peers today. Email jessyca@c4atlanta.org today!

Know your patrons?

Do you know what your patrons look like? Do they donate to your company? Do they have kids? What do they like to buy?

Do you have a picture in your head? Good. Imagine that people who don’t see your shows, visit your art openings or attend your lectures are out there aimlessly wandering around waiting to learn about your organization. Imagine that those friendly wanderers look an awful lot like your current patrons. How do you reach them?

We can agree that knowing your patrons is a good idea, right? You need to know everything about your patrons because chances are you haven’t exhausted all avenues to reach and retain them.

What excites us about the Arts & Culture Census: it helps the Atlanta region’s arts community connect more meaningfully to patrons. The more avenues your organization has to reaching audiences that look, act, and behave like current patrons, the less money, time and frustration your staff will spend on marketing initiatives. Even if you know your patrons, making assumptions (without data) about all of the region’s arts consumers provides an anecdotal approach to marketing at best.

What the Arts & Culture Census is NOT: A replacement for your current ticketing system.

The data co-op is designed to augment marketing strategies for maximum impact. We get a lot of questions about Tessitura. TRG’s system is not designed to compete or replace Tessitura, or any ticketing system. It is designed to help create an efficient means to cultivate, grow and retain patrons. It is designed to foster community collaboration. You should have in place a system (whether it be software or a comprehensive marketing plan) to help you track and understand your patrons. The Arts & Culture Census allows you to not only look at your patrons, but you can get to know the habits of patrons in other disciplines, companies, regions, etc. You can also track where your patrons are spending arts bucks elsewhere. Maybe this leads to some creative marketing between two companies? Maybe it tells you that your assumptions are correct? Maybe you will be surprised!

When It Comes to Marketing, Your Gut Is Still Not Smarter Than Your Head

A more audacious goal…

C4 Atlanta is an arts service organization. We have goals for the ENTIRE arts community. It is our hope that this service will encourage a standard of marketing accessible to all budget sizes, disciplines and audiences. The more we share information, support each other and raise awareness as a community, the more we are visible within the entire Atlanta ecosystem. The more we are all elevated to success, the stronger we all become.

Join us

Not only will your membership allow you access to the Arts & Culture Census, but you will also be supporting community-wide social innovation initiatives. It has been a tough couple of years for many of us in the arts community. When I was laid off, my world was turned upside down. So I understand that paying membership isn’t necessarily on the top of your to-do list. But I am asking you to invest in the long term. To look ahead at the possibility of greatness. I believe that a strong recovery comes with the right long-term investment. I believe in an Atlanta community where the arts are at the forefront of innovation. Join C4 Atlanta.

Interested, but you need more info? Email Jessyca@c4atlanta.org

— Jessyca Holland, Executive Director

P.S. – Direct mail is still relevant.

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