| Day 1 |
Day 2 |
- Introductions & Program Overview
- Managing Change
- Taming the Dreaded Situation Analysis: Part I Major Consumer Trends Affecting Arts Audiences
- Finding Your Audience Through Market Segmentation
|
- Conducting Better Audience Surveys
- Segmentation Exercise
- Who Are You Anyway? Branding Your Organization for New Audience Development
- Lightning Round!
|
| Day 3 |
Day 4 |
- Taming the Dreaded Situation Analysis: Part II Conducting a Competitive Analysis
- Taming the Dreaded Situation Analysis: Part III Conducting a S.W.O.T. Analysis
- Choosing Targets & Setting Objectives
- Minding Your Marketing P’s: An Overview of the Seven P’s of Marketing and Their Implication for New Audience Development
|
- Budgeting, Action Planning and Tracking
|
4-week break
Organizations use this time to draft their individual marketing plans based on the class work of the previous 4 days.
| Day 5 |
Day 6 |
|
|
- Crafting a Persuasive Message
- How to Create a Seamless Cultural Experience: Experience Marketing
- Getting the Most Bang Out of Your Media Buck
- PR in a Wired World: Getting the Right Coverage for Your Organization
|
| Day 7 |
Day 8 |
- Direct Response Marketing, Three Ways
- Price Issues
- Marketing ROI: Assess and Improve Marketing Effectiveness
|
- E-Marketing the Arts
- Peer-to-Peer Marketing & Social Networking Technology
- Audience Retention and Loyalty
- Recap Learnings, Summary of course work
|
