Unlocking Growth for Arts Organizations: Strategies for Success

The performing arts face unique challenges in today’s crowded media landscape. From competing with streaming services to overcoming perceptions of elitism, the hurdles can seem daunting. However, with the right advertising strategy for arts organizations, these challenges can transform into opportunities for growth.

I recently had the privilege of leading the paid media campaign for the Harrisburg Symphony Orchestra's upcoming season. Our goal was ambitious: to increase ticket sales by appealing to diverse audiences in the Harrisburg-Carlisle area. We aimed to emphasize the orchestra’s commitment to community and accessibility. I'm excited to share key strategies that drove our success. If you're a symphony orchestra marketing director or a theatre company board member, this approach may be exactly what you’re looking for.

Breaking Down Barriers with a Multi-Channel Approach

The first step was to acknowledge the barriers we faced. We understood that many people perceive a symphony performance as inaccessible due to ticket prices or a "highbrow" atmosphere. Our plan aimed to dismantle these barriers, not just by offering promotions, but by changing perceptions.

Confronting a Streaming Culture

In an age where music is instantly available, why attend a live performance? We used Spotify ads to reach people in their own digital habitat. Our audio spots highlighted the unique, emotional experience of a live symphony—something a playlist can never replicate. This strategy for bridging streaming culture and live performance proved highly effective.

Reaching the Right Audience with Surgical Precision

Our strategy was layered. We knew we had to connect with our core audience while also expanding our reach. Our focus was on audience development for performing arts. We crafted targeted messages that resonated with different segments of the community, ensuring inclusivity.

Google Ads as a Conversion Engine

Our digital advertising targeted specific zip codes and used keywords that our audience was actively searching for. This ensured we captured high-intent leads and drove them directly to our ticketing page. This was a key part of our effort to drive subscriptions and increase engagement.

A Budget Built for Impact

Our plan didn't just spend money; it invested strategically. We believe this type of strategic planning is vital for any non-profit marketing manager or arts executive director.

Digital First

We allocated a significant portion of our budget to digital advertising, including Google, social media, podcasts, and influencer marketing for non-profits. This ensured our message was nimble, trackable, and optimized for maximum reach.

The Power of Tradition

We also honored the power of print and outdoor media. A substantial budget for print advertising and an investment in outdoor advertising for arts events helped us build brand prestige and visibility among our target demographic. Traditional media still holds value, especially in local communities.

A Focus on Fundraising

Our fundraising and advertising for non-profits strategy included exploring corporate sponsorships. This is a valuable source of revenue that appeals to community leaders. By fostering these partnerships, we not only secured funding but also built relationships that strengthened our community ties.

The Results Speak for Themselves

By creating a plan that was both comprehensive and agile, we delivered a campaign that increased ticket sales and began to shift public perception of the Harrisburg Symphony Orchestra. We used data to track every click, every conversion, and every sponsorship ROI. We didn’t just guess; we measured, we learned, and we optimized. This is a core tenet of successful full-funnel marketing for arts organizations.

Building Lasting Communities

This is the kind of strategic partnership for cultural events and expert execution that will help you reach your goals. We are passionate about helping arts organizations and non-profits navigate this landscape. Our aim is to create campaigns that don't just sell tickets but build lasting communities.

Let’s create something amazing together. If you're ready to take your arts organization to the next level, consider implementing these strategies. They can help you thrive in a competitive environment and connect with your audience in meaningful ways.

Remember, the right approach can turn challenges into opportunities. Are you ready to unlock your potential?