Introducing Marketing for Arts Nonprofits
Begins February 2 and runs for six consecutive weeks

The pandemic struck every corner of the economy, especially nonprofit arts groups. And, unfortunately, there were no shows, no public events, none of the in-person gatherings that spark like-minded people to contribute, purchase, and support their favorite artists, theaters, or arts groups.
 
Entering Year Three of this scourge, vaccinations have made it possible for more events, more openings, more fundraisers. While Zoom became a stopgap toward keeping an organization visible, nothing works like the energy of people sitting in a theater watching a production or viewing art on gallery walls.
 
"I believe we are rounding the corner on COVID," said Kathleen Kaiser, President of Kathleen Kaiser & Associates," and it's time for arts nonprofits to step up and plan their marketing for the next year of events, fundraisers, and other activities to support their work and meet their goals. Therefore, I am launching a series of Zoom classes on nonprofit marketing. My entire career has been in corporate marketing for events, productions, products, conferences, and more. Having worked in Ventura County on marketing with nonprofits since 2002, I know this region, how to find audiences, attract supporters, volunteers, and more. I want to help groups prosper by presenting this series, Marketing for Arts Nonprofits."
 
Many arts nonprofits know of Kathleen and her work with Ojai Shakespeare Festival, Ojai Film Festival, Ojai Arts Center Theater, Ojai Studio Artists, Art Walks, Art in the Park, Ojai Performing Arts Theater, and many more. She recently took over the SoCal Theater Insider website. She was on the Center for Nonprofit Leadership workshop staff at California Lutheran University and before that at the Ventura County Community Foundation for almost 15 years.
 
"Promoting in Ojai, a mountain community off the beaten path, is not the easiest, but I've found ways to draw in people from outside the valley and grow attendance. This can translate to any town or city." She will also have guest speakers from publications and other nonprofits who excel at marketing discuss what they've done in specific areas that worked.
 
The program is designed step-by-step, each session building on the next. Participating groups will learn:

• Who is your actual audience, demographics, and how do you find new people? Attendees will be asked to bring certain information to class for review. If you don't have a firm grasp on your demos, you can't market to find more.
• Understanding that a website is the core of marketing today. What are the key elements when building or redesigning your site to continually drive traffic to your events, raise funds, find volunteers, and keep your organization in front of the public, especially those who might support your efforts, is critical to your success.
• One whole session will have participants working on a press release for an upcoming event and walking away with something they can present to the media and get published. Each participant will be given Kathleen's press list as a bonus!
• A review of all social media, which apps help drive sales and which help build a buzz—both essential to any campaign. Where to buy SM ads, how to define your audience, and hashtags, the secret sauce for success. Includes an onscreen tour of the top sites and how to set up ads.
• Traditional advertising and online ads—print ads and broadcast: when they work today and when your dollars could be spent more wisely elsewhere. What makes an eye-catching ad, the key elements to include, and why font choices are so important. Why you can capture more eyes with a mix of print and online ads.
• Planning and accurate budgeting, the often-lacking elements in marketing, will cover how to budget, when to start, and the long view that will lead to a prosperous event. The art of calendaring, assigning the right people to tasks, finding volunteers and others to make your event a success.

 
All sessions will have handouts covering that day's material so attendees can review. In addition, a link to the session for future review is included.
 
The workshop begins February 2 and runs for six consecutive Wednesdays at 2 pm. Each interactive class will last two to three hours, leaving time for lots of questions. Only 20 people will be allowed, to keep personal attention high. The cost for all five sessions is $175. All sessions will be recorded and available to participants.

Material to be covered each session

DAY ONE
Dissecting each organization's audience—Know Your Market

1. The primary market details
   1.  Location
   2.  Demographics
   3. Psychographics
2. Current customers/attendees
   1. Location (local, national or international)
   2.  Demographics (age, gender, occupation, income level, marital status)
   3. Psychographics (values, hobbies, lifestyle, personality, attitude, behavior)
3. Other market trends
   1. Economic shifts
   2. Customer buying habits
   3. Motivations
   4. Competition
4. Affiliates - when to partner 

DAY TWO
Your website, the core of your marketing

1. Review participants' sites
2. Home Page MUSTS
3. Calls to Action
4. Social Media
5. Blogs
6. Affiliates

DAY THREE
The Art of the Press Release

1. Each participant will write about an upcoming event
2. How to turn the release into a story for print
3. Having the best photos
4. Where you send the release
5. FOLLOWUP

DAY FOUR
Social Media Tell All

1. Explanation of each outlet and what types of audience use
2. Review of participants' SM
3. Hashtags, the grail to SM, if you use them
4. Groups, when and where to use them
5. Videos, audios, photos - why these are a must

DAY FIVE
Advertising —traditional print, broadcast, and online

1. Your visual look must sell - colors, fonts, text
2. Print—a great visual resource to use prudently
3. Broadcast—great publicity outlet
4. PSA—how to write both 15 and 30-second winners
5. Online—catches eyeballs, but how to get click-throughs

DAY SIX
Planning and Budgeting an Annual Marketing Campaign

1. For public events
2. Awareness campaigns
3. Publicity
4. Website weekly updating
5. Contingency budgets

Register Now!