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News + Updates: Marketing Theme

The Executive Program in Arts & Culture Strategy Journey Continues

Executive Program in Arts & Culture Strategy Participants on the University of Pennsylvania campus during the March 2015 convening

Executive Program in Arts & Culture Strategy Participants on the University of Pennsylvania campus during the March 2015 convening

The next phase of the journey for participants in our Executive Program in Arts & Culture Strategy has started! Participants have finished the core courses in the program: Arts & Culture Strategy and Arts & Culture Finance. Last week, they ventured on their custom paths, taking part in three electives over the next few months.

Electives in the program include Strategic Marketing, Fundraising, Social Media Strategies, Impact Management, Nonprofit Governance in Practice and Community & Collaboration. The elective courses are taught by leading professors and practitioners in the field, such as urban planning and comprehensive community revitalization expert Dr. Maria Rosario Jackson and Dr. Sherrie A. Madia, Executive Director of Communications, External Affairs at the Wharton School of the University of Pennsylvania, among others. They feature case studies from cultural institutions such as NOCCA and the 11th Street Bridge Park and grapple with the relevant issues of organizations such as The Denver Zoo.

Following the electives, participants will convene for a final time at the University of Pennsylvania in August. While in Philadelphia, participants will put the skills they’ve gained over the year to the test, hone their leadership skills and share their final program portfolios with their colleagues.

Participants in the program are leaders in arts and culture organizations all over the world. Learn more about members of the cohort »

EP Journey

Interested in the Executive Program in Art & Culture Strategy? Learn more » 

Follow their journey on Twitter at #ExecProgramArts »


Apply for Strategic Marketing by January 20

The deadline to apply for the first Business of Arts and Cultural seminar of 2012 is next Friday, January 20. Strategic Marketing, presented April 12-13 in Washington, DC, will help you discover how you can capture and retain the audiences you’ve chosen to serve. Using a curriculum developed in partnership with Harvard Business School, you’ll develop the foundation for your organization’s strategic marketing plan and return home with a renewed focus on how to advance your mission by creating value for your stakeholders.

Karl Androes, Executive Director of Reading in Motion, discusses how his team used the tools and processes presented at Strategic Marketing to effectively position the organization and reach multiple segments.

We’re happy to speak with you about the seminar curriculum and your proposed team to help determine how you can make the most of this opportunity. Learn more about Strategic Marketing or apply by Friday, January 20 »



Are you marketing or are you Marketing?

The role of marketing within a company is constantly evolving. For example, consider the American Association of Marketing’s definition of marketing from 1985:

[Marketing is] the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.

Now compare that with the Association’s revised definition from 2007:

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.[i]

Not only does the definition shift from the more tactical to the strategic, but its scope also broadens. In effect, AMA now defines marketing in terms of the “Big M.”

What is Big M Marketing? It is about creating value for those you’ve chosen to serve. It is about integrating the marketing perspective into senior-level decisions with a goal of capturing enough value to sustain your organization and continue to serve those parties. It is about defining your promise and how you will deliver on that promise. (more…)


Leading Marketing Faculty present Strategic Marketing Seminar

National Arts Strategies’ first seminar of 2012, Strategic Marketing, will be presented next April 12-13 in Washington, DC by leading marketing faculty Dr. John Gourville and Jill Avery.



Apply Now for Strategic Marketing in 2012

Teams can now apply for the first Business of Arts and Culture seminar of 2012, Strategic Marketing, presented April 12-13 in Washington DC. At Strategic Marketing, you and your team of three to five colleagues will delve into the concepts of segmentation, targeting, positioning and marketing mix through a combination of case studies, lectures, class discussions and team exercises. You’ll learn to clearly and realistically define your organization’s unique promise to your customers, donors and stakeholders, and explore how to integrate that promise into everything you do.

At the end of this seminar, you will have built the foundation for your organization’s strategic marketing plan and be prepared to implement your ideas as a unified team. You’ll be armed with exercises to help share these concepts with staff and work to ensure your initiatives not only build customer loyalty, but also support your mission and vision. Learn more about Strategic Marketing or apply today.

Strategic Marketing is the first seminar for which we will ask teams to name their own tuition, an experimental pricing model that will continue through June 2013. Under the new pricing model, NAS will self-fund any costs not covered by participating organizations. We will also offer travel support for those from outside the Washington, DC area. More about seminar pricing »


Strategic Marketing fellowship recipients announced

Sixteen teams will be attending Strategic Marketing in Chicago May 6-7 with a 2010 Organization Fellowship. All fellowship recipients were selected through a competitive application process and will attend the seminar at no cost. In addition to the $1250 fellowship covering the full-tuition for the seminar, participants from outside the Chicago metropolitan area will also receive up to $600 per person to help offset the travel and lodging costs. Fellowship recipients include: (more…)


Strategic Marketing deadline is this Friday

This Friday, March 12, is the deadline to apply for the NAS Strategic Marketing seminar on May 6-7 in Chicago. Don’t miss this opportunity to have your team work with two Harvard Business School professors as you craft a strategy to attract and keep your organization’s key stakeholders. Apply now »

All participating teams will receive a 2010 Organization Fellowship covering the full $1250 tuition. Teams from outside the Chicago metropolitan area will also receive up to $600 per person to help with the costs of travel and lodging. A simple application process will be used to ensure there is a diverse mix of organizations in the classroom.

Learn more about the 2010 Organization Fellowship »
Learn more about the Strategic Marketing seminar »