Plugging In: Digital Marketing Strategy for a New Era

Over the last 10 years, how people communicate has changed faster than any other time in human history.  However, many arts organizations have not evolved their priorities or efforts to fully reflect this change. Mobile devices, social networks, and search engine marketing were certainly not on any conference agendas even 10 years ago, but now they are all critical channels for reaching constituents. As arts marketers it can be daunting to keep on top of all of these changes and position your organization for success across ever-evolving digital platforms. Using research and case studies from visual and performing arts organizations, we will provide guidelines and strategies for evolving your organization in the digital age as well as actionable tips to focus and bolster your digital marketing. The sessions explore best practices in social media, web analytics, website strategy, digital advertising, content creation, search engine marketing, and mobile best practices. There will be takeaways for both digital novices and experienced practitioners.

Strategic Marketing Leadership from the Middle

Join Jerry Yoshitomi (MeaningMatters LLC, CA) and Joseph Yoshitomi (Geffen Playhouse, CA) for this energizing think-tank designed for arts marketers looking to “lift off” from emerging leader status, have more impact within the hierarchy of your organization, and take a more strategic role in the arts marketing field.

Even with all of the professional development and shiny new tools, leading from the middle can cause us to question our competency (Is what I’m thinking about financially feasible or do we know enough to make an informed decision?), capacity (Is it realistic for us to challenge our leadership or is it even worth it?), values (both personal and professional/organizational), and confidence (Although we want something to change, are we willing to take responsibility for the outcome, whatever the case?). Posit and learn more about strategic issues facing the field so that you can make the case for change in strategic thinking that will influence marketing and other practices within your organization. You’ll leave with specific plans of action and methods to persuade those at a higher pay grade of a new course with a path that is right, a rationale that is airtight, and a determination that is steadfast.

*this preconference is capped at 100 people.