February 1, 2011
Filed under: A&BC News
On any day or night of the week there are incredible performances or wonderful art programs in Chicago entertaining audiences, inspiring future artists or educating members of the community. Yet, too often, arts organizations are told, “The work that you do is amazing, I can’t believe I’ve never heard of you” or “Your programs are just what the community needs, I didn’t know you’ve been around this long.” Surely, statements like these have arts organizations questioning and re-examining their marketing efforts.
Traditionally, A&BC has relied heavily on word-of-mouth as its primary marketing tactic. But, as the economy began to change and the demand for arts service programs began to increase, A&BC began to wonder if that’s enough. Toby Sachs, a seasoned Marketing Professional and Business Volunteer for the Arts (BVA) consultant, says, “It is vital that arts organization are strategic in their marketing efforts. Typically arts organizations have more ideas than resources – financial and human; therefore every activity that an organization does needs to build the brand of the organization.” Toby goes on to add, “The role of the marketing plan is to provide the overall structure and direction so that everything that is done adds up to one. Therefore, everything that an arts organization does should be a part of a strategic marketing plan so that at every single touch-point a potential audience member, artist, volunteer, funder or donor encounters the arts organizations brand.”
A&BC recognizes that strategic marketing is essential to expanding brand awareness and visibility for the organization and has set it as a priority. In late fall 2010, the Treacy Marketing Group (TMG) launched the “20 for 20” campaign – in honor of their 20th Anniversary. TMG will donate $20,000 in strategic marketing and design services to a deserving Chicago-based charitable organization. A&BC has been selected as a semi-finalist. If selected, A&BC will utilize TMG’s services to create an organizational marketing strategy to increases A&BC’s brand awareness and visibility in the community. This is a great opportunity for A&BC, as well as its clients and volunteers. The formalized marketing plan and professional materials will assist A&BC in its recruitment efforts and partnerships with corporations for the BVA and On BOARD programs, in turn helping to bring high-quality talent to our arts organizations.
A&BC needs your help! Still relying on the tried and true method – word of mouth –help A&BC become a winner. Visit the TMG “20 for 20” website and post why you support A&BC and why you believe A&BC is deserving of this award. If A&BC is a winner, its clients and volunteers become winners too. Thus, bringing us one step closer to arts organizations hearing more often, “the work that you do continues to be amazing, it seems like yesterday when I first heard of you” or “your programs continue to be what the community needs, I’m glad you’ve been around this long.”