marketing Archives - Marc van Bree

Marketing the arts when your budget gets cut

Going Back to Basics and Building for the Future Or how we increased the return on marketing by 68% and put an opera company back on track A little while ago, I …

Marketing Automation in Performing Arts

I’m in a new industry, which means I come across different marketing approaches. I always like seeing how these new perspectives translate to the performing arts. My current industry is heavy on …

ALO: final round up (complete presentation)

ALO: A new website and digital strategy (complete) View more presentations from Marc van Bree This concludes a brief overview of what went into a new website and new digital strategy for …

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 …

In my 2010 TAFTO contribution, this is what I wrote: Over the past decade, the Internet has moved toward becoming a social medium with more participation (encouraging contributions), openness (no barriers to …

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 …

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 …

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 …

Evaluating Social Media: Final Word

In the last nine steps, I have walked through Are We There Yet? A Communications Evaluation Guide by the Communications Network. It started with figuring out what to evaluate and establishing an …

Evaluating Social Media: Step 9. Estimate your budget

This is not an estimation of you complete communications plan budget. That said, you should budget for evaluation within your communications plan. The authors advise that a good rule of thumb is …