SEATTLE UNIVERSITY
Winter Quarter 2010
ARTL 540 - Marketing and the Arts
Instructor: Karen L. Bystrom, ABC
Adjunct Professor
Department of Fine Arts
Cell Phone: 206.321.0823 | E-mail: bystromk@seattleu.edu
The class meets in Piggott 107 on Thursday evenings, 6 to 9 p.m. and Fine Arts 116 on Saturdays, 9
a.m. to 2:30 p.m.
Schedule:
PIGT 107: Thursdays: 1/7, 1/14, 2/4 & 2/25; 6 to 9 p.m.
FINR 116: Saturdays: 1/23, 2/20 & 3/13; 9 a.m. to 2:30 p.m.
Please silence all cell phones during class. Use of laptops in class for coursework is permitted. Instant
messaging, web surfing or email is not.
COURSE OVERVIEW
This course is an overview of the role of marketing in the arts and current theories of audience
development to be applied in performing and visual arts organizations. Topics will include branding,
messaging, media relations, budgeting and the marketing mix. Class sessions will be discussion
oriented and students should be prepared to participate fully in each class. Each student will develop
and present a full marketing plan for a project or organization.
There is an ANGEL site for this class so please review it regularly for updates, course content and
assignments.
EVALUATION AND GRADING
Class attendance, homework, preparation, and participation
Writing Assignment: Arts Marketing Interview (due by 6 p.m., Feb. 11)
Final Presentation and Writing Assignment – Marketing Plan (due March 13)
Written Marketing Plan
In Class Presentation
50%
15%
25%
10%
Assignments:
Writing Assignment: Arts Marketing Interview
Each student will interview a professional in the local arts marketing field, identifying one or more
specific opportunities and/or challenges for that organization. The student will describe his/her
analysis of and approach to addressing the opportunities/challenges. The paper should be four to six
pages in length, single spaced. I have recruited a number of interview subjects and this will be
discussed at the first class session.
Final Presentation and Writing Assignment: Marketing Plan:
Each student will create and present a marketing plan for an artistic project or arts organization. This
may be a real-life situation or based upon your experience with an arts organization. Presentations will
be made at the final class session of the quarter and should be designed as though you are seeking
buy-in from management to accept your plan. An electronic copy of the plan should be saved to
ANGEL prior to class. Each student will make a presentation in class, not to exceed 10 minutes, and
provide three printed copies of the plan at that time. A panel of three arts professionals will participate
in the oral presentations and conduct a very short Q&A (not to exceed five minutes) with each student
following the presentation. The panelists will not grade the plans or presentations.
NOTE:
 All writing assignments are graded on grammar and punctuation, as well as analysis and
content.
 All class presentation projects, including in-class exercises and presentation of the final
marketing plan, are graded on professionalism and style of presentation, as well as analysis
and content.
Students are expected to attend all class sessions, and to arrive on time. Please note that students
who are absent for more than two Thursday evening sessions or more than one half-day of any of the
Saturday sessions will sustain a drop of one full letter from their final grade.
REQUIRED TEXTS (available from SU bookstore)
Arts Marketing Insights, Joanne Scheff Bernstein
The New Rules for Marketing & PR, David Meerman Scott
Integrated Branding, F. Joseph LePla and Lynn Parker
Be sure to bring the books to class, as material from the text may be used during the class.
Additional required and suggested reading materials listed in the syllabus for each class are posted on
ANGEL in individual class folders.
ONLINE RESOURCES:
http://artsmarketing.org/
A project of Arts & Business Council of Americans for the Arts. Arts & Business Council is the national
headquarters of the Arts & Business Council Inc., Arts and Business Council of New York, Business
Volunteers for the Arts national affiliate network, and operates the National Arts Marketing Project.
http://www.australiacouncil.gov.au/research/arts_marketing
The Australia Council's research hub is a one-stop shop for information about the nation's arts and
culture. Includes information formerly hosted on Fuel4Arts.com.
http://www.artsjournal.com/
The site is a digest of some of the best arts and cultural journalism in the English-speaking world.
www.artsjournal.com/artfulmanager
Blog by Andrew Taylor, Director of the Bolz Center for Arts Administration, an MBA degree program
and research center in the University of Wisconsin-Madison School of Business.
www.artsmanager.org
A site created and managed by the Kennedy Center in D.C. with case studies and strategic planning
outline.
www.artslynx.org
A comprehensive site of resources for visual and performing arts. Within the site, especially helpful
are:
 http://www.australiacouncil.gov.au/the_arts/arts_development
 http://www.australiacouncil.gov.au/research
ProjectAudience.org
Project Audience is a community of practice committed to building lasting connections through arts
and culture.
CLASS 1 - THURSDAY, JANUARY 7 - 6 TO 9 P.M.
Introductions / Overview
 State of Arts Attendance and Participation
 Marketing: Balancing Short- and Long-Term Opportunities/Challenges (Sales and Audience
Development)
 Discussion – Arts Marketing Paper – Due Thursday, February 11, 6 p.m.
REQUIRED READING:
Arts Marketing Insights
 Chapter 1- The State of Performing Arts Attendance and the State of Marketing
 Chapter 3 – Understanding the Consumer Mind-Set
The New Rules of Marketing & PR
 Section I, Chapters 1-3: How the Web has Changed the Rules of Marketing and PR
SMARTarts, Creative New Zealand (PDF)
Surviving Cultural Change, Diane Ragsdale (PDF)
Engage Now!, Jerry Yoshitomi (PDF)
Engaging Audiences, The Wallace Foundation (PDF)
CLASS 2 - THURSDAY, JANUARY 14 - 6 TO 9 P.M.
Panel: State of Arts Marketing/Institutional Marketing (first half of class). Participants TBA
Components of the Strategic Marketing Plan
 Approaches to Planning
 The 7 P’s
 Discussion: Final Assignment/Marketing Plan and Presentation (due March 13)
REQUIRED READING:
Arts Marketing Insights
 Chapter 4 – Planning Strategy and Applying the Strategic Marketing Process
 Chapter 5 – Using Strategic Marketing to Define, Deliver and Communicate Value
The New Rules of Marketing & PR
 Chapter 10 – You Art What you Publish: Building Your Marketing and PR Plan
Integrated Branding
 Chapter 1 – Your Company’s Most Powerful Weapon: The Brand Within
SAUCE, Fuel4Arts.com (PDF)
SUGGESTED READING/OTHER RESOURCES
Strategic Marketing Plan Outline, The Marketing Source (PDF)
Guide to Marketing the Arts, New York Foundation for the Arts (PDF)
CLASS 3 - SATURDAY, JANUARY 23 - 9 A.M. TO 2:30 P.M.
Purpose, Position, Product
 Branding/Institutional Marketing
 Relationship building
o Artistic
o Management
o Sales and service
o Fundraising staff
o Customers
REQUIRED READING:
Arts Marketing Insights
 Chapter 9 – Identifying and Capitalizing on Brand Identity
The New Rules of Marketing & PR
 Chapter 11 – Online Thought Leadership to Brand Your Organization as a Trusted Resource
Integrated Branding
 Chapter 2 – The Integrated Brand Model: The Basis for Strong Customer Relationships
 Chapter 3 – How Integrated Branding Differs from the Alternative
 Chapter 4 – A Blueprint for Creating Organizational Drivers
 Chapter 5 – The Role of the Brand Principle
 Chapter 6 – Other Core Brand Drivers: Personalities and Associations
 Chapter 6 – How to Reveal Your Brand: Seven Steps to Integrated Branding
In class exercise - TBD
CLASS 4 - THURSDAY, JANUARY 28 - 6 TO 9 P.M.
Price , Place, Public
 Price vs Value
 Distribution
 Identifying the audience
 Research and segmentation
REQUIRED READING:
Arts Marketing Insights
 Chapter 2 – Exploring Characteristics of Current and Potential Performing Arts Audiences
 Chapter 6 – Delivering Value Through Pricing Strategies
 Chapter 7 – Conducting and Using Marketing Research
The New Rules of Marketing & PR
 Chapter 13 – How Web Content Influences the Buying Process
What Price Value, Creative New Zealand (PDF)
SUGGESTED READING/OTHER RESOURCES
Performing Arts Research Coalition, 2002 Study, Pew Charitable Trusts (PDF)
Assessing the Intrinsic Impacts of a Live Performance, WolfBrown (PDF)
A Segmentation Model for Performing Arts Buyers, WolfBrown (PDF)
A Segmentation Model for Donors to 12 University Presenting Programs, WolfBrown (PDF)
Research into Action, Greater Philadelphia Cultural Alliance (PDF)
CLASS 5 - THURSDAY, FEBRUARY 4 - 6 TO 9 P.M.
Panel: Research and segmentation (first half of class). Participants TBA
Audience development and engagement
REQUIRED READING:
Arts Marketing Insights
 Chapter 10 – Building Loyalty: Subscriptions and Beyond
 Chapter 11 – Valuing the Single Ticket Buyer
 Chapter 12 – Focusing on the Customer Experience and Delivering Great Customer Service
Beat a Different Drum, Marketing Cultural Diversity Project (PDF)
SUGGESTED READING/OTHER RESOURCES
Arts for All, The Wallace Foundation (PDF)
An Architecture of Value, Alan Brown
THURSDAY, FEB. 11 – NO CLASS; ARTS MARKETING PAPER DUE IN ANGEL DROPBOX BY 6 P.M.; THURSDAY,
CLASS 6 - SATURDAY, FEBRUARY 20 – 9 A.M TO 2:30 P.M.
Panel: The Marketing Mix (first half of class). Participants TBA
Promotion
 Marketing mix, strategies and tools
 Partnership and collaboration
REQUIRED READING:
Arts Marketing Insights
 Chapter 8 – Levering the Internet and E-mail Marketing
The New Rules of Marketing & PR
 Chapters 14-20
Word of Mouth 101, Word of Mouth Marketing Association (PDF)
Cultural Collaborations, Francie Ostrower (PDF)
Arts and Non-Arts Partnerships, Chris Walker (PDF)
Media Mix Comparison (PDF)
SUGGESTED READING/OTHER RESOURCES
Building Community Based Audiences for the Arts, Part I, Donna Walker-Kuhne (PDF)
Building Community Based Audiences for the Arts, Part II, Donna Walker-Kuhne (PDF)
Building Arts Audiences One Encounter at A Time, Susan Walker, National Arts Marketing Project
(PDF)
(The following documents are short additions to SAUCE)
SAUCE: e-mail promotion, Fuel4Arts.com (PDF)
SAUCE: advertising, Fuel4Arts.com (PDF)
SAUCE: campaign strategy, Fuel4Arts.com (PDF)
SAUCE: communicating the arts, Fuel4Arts.com (PDF)
SAUCE: design the message, Fuel4Arts.com (PDF)
SAUCE: direct marketing, Fuel4Arts.com (PDF)
CLASS 7 - THURSDAY, FEBRUARY 26 – 6 TO 9 P.M.
Panel – media relations, representatives from both sides of the relationship (first half of class).
Participants TBA
Marketing mix, audience development – final Q&A
REQUIRED READING:
12 Rules for Press, The Kennedy Center, artsmanager.org (PDF)
SAUCE – media relations, Fuel4Arts.com (PDF)
MARCH 4 – NO CLASS
CLASS 8 - SATURDAY, MARCH 13 – 9 A.M. TO 2:30 P.M.
Marketing plan presentations to panel; 10 minutes presentation, up to five minutes Q&A from panel.
Presentation goal: secure buy-in from management for your plan. Emphasis for the presentation
should be on the strategic direction and approach, rather than on details of plan.
Written plan should include full analysis, strategies, tactics and evaluation.