Arts and cultural programming has drastically changed due to COVID-19 – maybe for good. As organizations rethink and reinvent their services and programs to respond to emerging challenges, they will need to move from project-based marketing to holistic, brand-driven “institutional marketing.” Strong missions and brands will help organizations engage audiences, maintain loyal donors, and recruit effective board members. By transforming the challenges of the pandemic into creative opportunities, organizations can find new strategies to meet their audiences where they are and emerge as arts leaders in an increasingly competitive landscape.
In this session we will discuss:
- Definitions of project-based marketing and institutional marketing – and their challenges and benefits;
- The mechanics of a clear and compelling mission;
- Communicating a cohesive brand that represents your new and adapted program models;
- And strategies for staying relevant and present.
Presenter: Ben van Loon / Communications Director / AFIRE