Communication in the Arts: Publicity, Marketing, Audiences
with Daria Ivnitskaya
Duration: Jul 14 – Aug 11, 2021
Fee: 172€
Max seats: 30
Enroll before: Jul 10, 2021
Dedication: 3 hrs/week
COURSE DESCRIPTION
This course will teach you how to promote artistic projects in a way that brings them into the spotlight and captures the attention of your audience. Producing a good communication campaign contributes not only to your current project, but to the success of your future endeavours. If you want to generate buzz about an exhibition, a publication, a cultural event or within an institutional frame, developing an impactful communication strategy is the key to success.
This program functions as a step-by-step guide to create a communication strategy. We will start with establishing the mission of your project and understanding your audience in detail. We will then learn how to create unique messaging that reflects your mission and connects with your audience, important gatekeepers or sponsors. After that, we will choose relevant communication channels and build your personal media plan based on the ‘Communication Funnel’ model – whether you have zero budget or plenty of funds. Finally, we will hone our strategy to ensure that it converts interest into action.
This course is for curators, cultural managers, artists and those who want to give visibility to creative projects. Through case studies, practical examples, weekly assignments and feedback, this course will help you to build your own communication strategy in just 5 weeks.
Week 1. Introduction
- Introduction to the program and course overview.
This is a one-hour-only welcome session. The lecturer will introduce the program and participants will introduce themselves. No prior preparation is necessary.
Week 2. Who to reach?
What is a communication strategy and how to better understand your target audience.
- Mission statement
- Audience research basics
- Personas creation
Week 3. What to tell them?
How to create a strong message that will be heard.
- Competition analysis
- Project strengths identification
- Benefits formulating
Week 4. Where to share it?
How to choose communication channels and talk to your audience.
- The Communication Funnel model
- 360° communication setup
- Media planning basics with zero budget
Week 5. The Communication Funnel in detail
How to build awareness offline and online, engage audiences and convert them to action
- Awareness: PR, partnerships, cross-promotions
- Engagement: email marketing, social media, blog posts
- Conversion: content that sells, paid targeting campaigns on Facebook and Instagram
Daria Ivnitsky is an arts marketing consultant and a member of the International Council of Museums (ICOM).
She has worked as a marketing professional for both government and private cultural organizations. She was responsible for the marketing and advertising department at the Pushkin Museum, one of the largest arts museums in Russia. Her last campaign there won an EFFIE — the prestigious global marketing award.
Daria currently works as an independent consultant and helps artists, curators and institutions to develop and implement communication and revenue strategies.