Arts Midwest

Our in-depth pre-Conference seminars are open to both non-registered and registered Conference attendees. Seating capacity is limited, and pre-registration is required. Note: An additional fee is charged for these seminars.

A. The Buzz about Branding for the Arts

Wednesday, September 17, 10:30 a.m. – 4:00 p.m.
Topic Level: All levels
Recommended For: All attendees
Fee: $150 (includes lunch)

Description: Branding is all the buzz in business circles, but how do you brand a nonprofit arts organization? Better yet, why should you bother? This practical, hands-on seminar takes the mystery out of branding your arts organization. Using current examples from large and small nonprofits, we’ll look at how strategic branding can revitalize your organization, make stronger connections with audiences, and help you compete for the media’s or funders’ attention. We’ll start by defining “arts branding” and how it fits under the broader marketing umbrella. Then, we’ll devote most of the session to the brand development process. Working in small groups, we’ll cover the critical elements of a brand, including perception research, competitive advantages, positioning, taglines, graphic identity, execution, and organizational adoption. At the end of the day, you’ll have the framework for building — or refining — your own organizational brand.

Session Leader: Anne Hunter runs Marketing Source USA, a 15-year-old strategic marketing and branding firm that builds stronger communities by helping nonprofits, communities, and companies market smarter. Before starting this national strategy firm, Anne held marketing management positions at The Saint Paul Chamber Orchestra and Minnesota Orchestra. She earned her MBA from the University of St. Thomas, where she currently teaches marketing at the Center for Nonprofit Management. She has taught at three other Minnesota colleges, is a published author, and presents workshops around the country for nonprofit executives, artists, and entrepreneurs.

B. Click My Blog/Video/Podcast: 21st Century iMarketing for the Performing Arts

Wednesday, September 17, 10:30 a.m. – 4:00 p.m.
Topic Level: All levels
Recommended For: Executive directors, marketing staff, board members, self-represented artists, artist managers/agents
Fee: $150 (includes lunch)

Description: Are you ready to leap into the world of online video, blogs, podcasts, and e-mail marketing? Thomas Mulready of the CoolCleveland.com e-blast has founded two arts festivals and knows “iMarketing” from the ground up. Creating a podcast or online video begins with writing a script about the program you wish to promote. Come prepared with your 250-word promotional script and Thomas will select several volunteers with whom he will produce a podcast and video during this session. Along the way, you’ll learn how to leverage media partnerships and build business relationships; discover the value of creating your own online podcasts, vodcasts, blogs, and e-blasts; and learn how to use online media to listen to your customers and create a buzz for your performing arts products and services.

Session Leader: Thomas Mulready, creator of Cool Networks LLC, leads a multi-media network utilizing blogs, podcasts, vodcasts, and e-blasts to promote economic development, arts, culture, and technology in Northeast Ohio. After creating the Performance Art Festival+Archives, he co-founded the Ingenuity Festival of Art and Technology. Thomas has served as senior vice president of National City Bank and worked at Management Recruiters International, Richardson-Vicks, and Campbell Soup. He has played drums with Cats On Holiday, presented his performance art in New York and Paris, and served as a senior research consultant in the United Kingdom.