We learned a lot through the Strategic Realignment Process and have more to go. As we continue to dive deeper into how we can best serve the field through Equitable Advocacy, we are reviewing all our programming. As a result, NAMP programming will not be moving forward, and we are identifying resources that will continue to support the arts marketing community. 

The National Arts Marketing Project (NAMP) was created by the Arts & Business Council/Arts & Business Council of New York, and became an Americans for the Arts program in 2005 when the two organizations merged. NAMP has helped arts marketers acquire and implement sophisticated marketing, technology, and entrepreneurial skills to increase earned income through greater audience engagement. Over the years, arts marketing has changed significantly. Social media and e-newsletters are now common tools, marketing staff at nonprofits are larger and more strategic, and other organizations have entered the space to offer training and resources. Throughout the Strategic Realignment Process, we learned that what the arts and culture sector wants most from Americans for the Arts is a focus on research and advocacy. As a result, we are sunsetting NAMP and NAMPC programming in a thoughtful way that ensures relevant resources remain available. You will be able to find that information here as we continue to gather other resources and organizations best filling this need. 

We’ve experienced many moments of learning, sharing, and growing as we participated in NAMP programming. We are working on a report to document the impact of NAMP and all who participated over the years. If you have stories, feedback, or ways that NAMP programming helped you, your organization, or your community, please share them with us by emailing [email protected].

Thank you to all those who participated in NAMP and NAMPC programming over the years. 

Leading the Relevance Conversation in Your Community

Fall 2014 Arts Marketing Digital Classroom

View Full Schedule | Speaker Bios | Registration is now closed.

	Deeksha Gaur Director of Marketing and Public Relations at Woolly Mammoth Theatre Company @woollymammothtc Deeksha Gaur is the director of marketing and public relations at Woolly Mammoth Theatre Company. Previously, she was the director of marketing at Two River Theater in Red Bank, NJ. She is a graduate of Cambridge University and holds an M.A. from Yale University.
	Stacy Lucier Marketing Manager for the Oakland Museum of California @oaklandmuseumca Stacy serves as the Marketing Manager for the Oakland Museum of California, developing strategic marketing plans and partnerships, and works on major grants and initiative such as the IMLS Building Family Audiences, Enriching Family Experiences audience development and community engagement project, and the Audience Development Initiative, supported through the Koret Foundation. Prior to OMCA, Stacy spent four years with the San Francisco Symphony managing single ticket sales and marketing campaigns for more than 220 concerts and events annually. She led the institution to the highest ticket sales in six years, with more than $22 million in revenue and a 12,000 increase in ticket sales, with the highest Summer and Holiday Series sales and attendance in the institution’s 103-year history.
	Jack Reuler Founder Mixed Blood Theater Company Jack Reuler founded the Mixed Blood Theatre Company in 1976 at the age of twenty-two after receiving a degree in zoology from Pomona College and Macalester College. Inspired by Dr. Martin Luther King, Jack established Mixed Blood dedicated to the spirit of his dream: to promote cultural pluralism and pursue a culturally rich, culturally conscious America. Theater is a vehicle for entertainment, education, artistry, and world change, and Mixed Blood has allowed Jack to smuggle his dreams across the border of reality.
	Donna Williams Chief Audience Development Officer for The Metropolitan Museum of Art Donna Williams is Chief Audience Development Officer for The Metropolitan Museum of Art where she developed the Multicultural Audience Development Initiative, the College Group at the Met, and the Mentoring Program, and oversees the Spectrum Initiative. Donna cultivates and maintains the Museum’s relationships with diverse communities, college-age and post-college audiences. She is the media spokesperson for the Museum on the topic of diversity in the arts and lectures at many organizations, universities, and conferences in Austria, New Zealand, England, and Qatar. Donna is a member of the NY Theatre Development Fund and has been a member of ArtTable and served on the board of the Mid-Atlantic Association of Museums. For her extensive work in diversity, Donna has been honored with the NBA New Jersey Nets Achievement Award, One Hundred Black Men’s Robert Mangum Leadership Award, The Special Achievement Award from the National Minority Business Council, The Arts and Culture Award from the Turkish Cultural Foundation, The Cultural Achievement Award from the National Black MBA Association, and several proclamations from the City of New York.

Leading the Relevance Conversation in Your Community

Fall 2014 Arts Marketing Digital Classroom

View Full Schedule | Speaker Bios | Registration is now closed.

Marketing often focuses on the wrong questions. Much of the marketing conversation focuses on measuring how many people are being exposed to your organization’s message rather than measuring how engaging your message actually is in your community. Does impact rely on your organizations reach? Efforts at gauging impact are too often focused on questions like “how many shares has your content received?” “How many impressions have you made across your digital platforms?” Or “how many people are attending your events?”

This webinar series focuses on reframing the conversation surrounding relevance as a question of the quality of the experiences and messaging your organization provides your community rather than the quantity of people you bring through your doors or expose to your brand—all with the aim of building a reputation of relevance that is truly sustainable.  By understanding the larger conversations that matter to your audience, you can maintain your organization’s relevance by honing your brand’s unique voice and creating programming that allows your audience to engage each other, listen, and contribute to the conversations shaping your community’s identity.  

In these four digital classrooms, learn to read your local landscape, create quality programming that contributes to the larger community conversation, craft a marketing strategy that creates a space for that conversation, and measure your impact by listening to your audience in order to create an engagement model that lasts.

Keeping an Ear to the Ground: Reading Relevance in Your Community

Webinar: Monday, September 15 – 2pm ET
Call: Monday, September 22 – 3pm ET  

Speaker: Donna Williams, Chief Audience Development Officer for The Metropolitan Museum of Art

What sets your community abuzz? Who are the power players in deciding relevance in your community? Where can you tap in to those conversations in a way that allows your organization to be an ambassador for the creative perspective in your community? This webinar explores best practices for listening and staying relevant by identifying prominent voices and themes in your community.

Conversations that Matter: Reflecting Your Audience’s Identity in Your Programming

Webinar: Monday, September 29 – 3pm ET
Call: Monday, October 6th – 3pm ET

Speaker: Jack Reuler, Founder Mixed Blood Theater Company

After learning the foundations of how to listen for relevant topics in your community, you must translate that information into exhibitions, events, and education programs that will help create a space for your audience to explore their identity--as a collective and as individuals. Without straying too far from you brand this webinar offers specific steps to adapt your programming in the interest of relevance.

Selling Relevance: How to Develop a Marketing Strategy as a
Community Cultural Ambassador

Webinar: Monday, October 20 – 3pm ET
Call: Friday, October, October 24 – 3pm ET

Speaker: Stacy Lucier, Marketing Manager for the Oakland Museum of California

Once you understand your organization’s relevance in your community and create programming that is representative of that unique space, it’s critical to create a marketing strategy that invites your audience to participate in community conversation through the unique lens your organization offers as a cultural ambassador.  This third webinar explores marketing strategies that invite audiences in by harnessing the unique role of arts organizations in providing a space for creativity and cultural introspection.

Measuring Relevance in Terms of Quality of Experience Rather than
Quantity of Impressions

Webinar: Monday October 27 – 3pm ET
Call: Monday, November 3rd – 3pm ET

Speaker: Deeksha Gaur, Director of Marketing and Public Relations at Wholly Mammoth Theatre Company

In the digital age, so much of the marketing conversation focuses on measuring relevance as the size of your organization’s voice--socially, digitally, you name it. This fourth and final webinar builds upon the notion of sustainable relevance as understanding your organization’s unique voice in your community and leveraging that voice to provide quality experiences to your audience. Instead of simply measuring your marketing and brand reach, we will explore different methods for gauging the quality of experience your organization offers. If you can measure how well you are reading your community’s voice, you can better reflect that voice in the cultural experience your organization offers while building an engagement model that lasts.

*Note: Class and call dates are subject to change based on presenter availability.