Arts Festival Marketing
"We need a strategic marketing plan to get people to these events and for those people to share what's happening with their social networks."
Al Lyons
Nonprofit Management Professor, School of Public & Environmental Affairs, Indiana University
Overview
Arts Week Everywhere places a special focus on Indiana University students, whose creative energy and passion for the arts shape life in Bloomington, both on and off campus. In 2012, I collaborated with students in the School of Public & Environmental Affairs (SPEA) at Indiana University to develop and coordinate a strategic marketing plan that utilized apps, social media, and articles to spread the word about a week-long arts festival.
Festival events included:
Interactive exhibit of Chinese paper kites at the Indiana University Art Museum
Bloomington Playwrights Project's "Three Views of the Same Object."
Contemporary Dance program's "Hammer and Nail"
Jacobs School of Music's Jazz Celebration Concert
African American Arts Institute's Choral Ensemble
Indiana University Theatre and Drama's "Cabaret,"
Jacobs School of Music's opera "Candide"
3D light display at the Sample Gates
IU Cinema's Latino Film Festival
Cardinal Stage's "Bachelorette"
Clients
Indiana University Theater & Drama
Bloomington Playwright Project
Indiana University Art Museum
African American Institute
Cardinal Stage Company
Jacobs School of Music
Project Outputs
Digital
Apple & Android mobile apps
Social media management
Blogs & blog articles
Data analytics
Newspaper ads
Campus mail fliers
Posters
Client & Community Outcomes
Mindsets
The central concept was to develop an audience for the festival who would share their experiences with their immediate communities on social networking sites to raise awareness and engagement.
Behaviors
New students at Indiana University and those not engaged int he community weren't aware of the Arts Week Everywhere Festival. We changed this by marketing the festival in multiple ways using print and digital media to develop an audience and increase engagement and attendance with events.
