Marc van Bree
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ALO: Mobile site
Approximately 20% of the traffic to the ALO website comes from mobile devices. This has been steadily on the increase and will continue to increase into the future. The new website displays well on mobile devices and touch screen devices. What we wanted to build then was something to complement, not replace the new website.…
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ALO: Online advertising
One of the first things I did was to pull our online advertising in-house. Previously, it was not uncommon to spend $8,000 per production on an agency booking interactive banner ads and placing search engine ads on Google, Yahoo and Bing. First, I applied for Google Grants. It’s a simple process for nonprofits, but it…
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ALO: Tracking conversions
Data collection, measurement and analysis are of the utmost importance for any marketer. Arts organizations across the country are dealing with budget cutbacks, so it becomes increasingly important to put your marketing dollars in the most effective channels and efforts. Without data, you simply can’t do your job as a marketer. After launching the website,…
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A new website and digital strategy for the opera
When I started my job as marketing director for Austin Lyric Opera, I knew I wanted to put my stamp on its digital marketing efforts. I wanted to put all that I have written about and all that I have learned over the past years to action. What follows is a brief overview of what…
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