More than a year after the pandemic was declared, arts and cultural programming has been drastically changed. And as the worst of the crisis is now (hopefully) in the rear-view mirror, arts organizations have the opportunity to re-emerge into the world and even help define the “new normal.” To do this, organizations will need to move from project-based marketing to holistic, brand-driven institutional marketing, focused on concrete values and meeting audiences where they are right now. As various sectors of the economy come back online into 2021 and beyond, what are the marketing, branding, and other strategic tools organizations need to thrive as leaders—and healers—in a challenging competitive landscape?
In this session we will discuss:
- Definitions of project-based marketing and institutional marketing, including challenges and benefits
- The mechanics of a clear and compelling mission
- Articulating the values that define your vision and speak to your audiences
- Strategies for creative relevance in the post-pandemic world
Presenter: Ben van Loon / Communications Director / AFIRE