ArtsMarketing.org

Day and Time: Sunday, November 1, 9:00 a.m.–10:15 a.m.
Track: Marketing

Have you ever been forced to prove the direct impact of a billboard or newspaper ad on ticket sales? Have you had to defend your marketing budget as expenses are cut from every department? Marketing ROI is a no-nonsense approach to marketing investment which will allow you to prove the value of your efforts to your board, win the budget battle, and elevate the marketing function in your organization. This practice is essential during a down economy, and it will continue to serve you well into an economic recovery. This session introduces the key concepts of marketing ROI, basic calculations and metrics, and helps you initiate a marketing measurement plan.

Join the discussion
Lara Goetsch of Timeline Theatre discusses how ROI measurements and strategies can work for arts organizations in an ARTSblog post here.

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Moderator

Andy Cutler
Cutler and Company
Providence, RI

In 2003, Andy Cutler founded Cutler & Company based in Providence, RI. He specializes in counseling public and private institutions on issues related to corporate image enhancement, media relations, crisis communications, and community relations programming. Previously, Andy served in a number of senior positions with Edelman, a global public relations firm, Feinstein Kean Healthcare (a division of Ogilvy Public Relations Worldwide), and Boston's Faulkner and Harvard Community Health Plan. In 2005, Andy was a recipient of the Providence Business News’ “40 Under Forty” award, and named by Providence Monthly in 2008 as "15 People to Watch in 2009." He received his B.A. from George Washington University.

Presenters

Philippe Ravanas
Columbia College
Chicago, IL

Philippe Ravanas is a Marketing Professor in the Graduate Program of the Arts, Entertainment & Media Management Department at Columbia College in Chicago. He is the past Vice President of Corporate Communications for Euro Disney in Paris and the past Manager of Client Development for Christie’s in London and New York. He is a Registered Expert and Advisor for the United Nations Conference on Trade and Development and for the World Trade Organization.

Lara Goetsch
TimeLine Theatre Company
Chicago, IL

Lara Goetsch is the Director of Marketing and Communications for Chicago’s TimeLine Theatre, and served as producer for many of the theatre’s early productions, including three which received the Non-Equity Jeff Award for Outstanding Production. She previously was Director of Marketing and Public Relations at The Theatre School at DePaul University, where she worked for 13 seasons coordinating publicity, marketing strategy, and special events for the Midwest's leading theatre training conservatory.