copyright © 1998-2008
Durham Arts Council, Inc.
120 Morris Street
Durham, NC 27701
919.560.ARTS

FUNDAMENTAL STRATEGIES

5. Think beyond print.

ADI participants tested a number of less traditional advertising vehicles that worked: Cinema advertising (animated or still messages in advance of feature films) brought positive results in driving prospects to one organization's website. Websites themselves are becoming increasingly popular as a means for individuals -- young and old -- to obtain scheduling information and to purchase tickets. Many audience segments have also come to prefer e-mail notices over printed materials. The expense and sheer glut of print messages today require that arts organizations with scarce advertising dollars think more creatively about alternative vehicles to convey their stories to loyal patrons and newcomers alike. In the wake of so many advertising messages bombarding us daily, arts organizations will be well served to cultivate new ways of networking among individuals and their affinity groups to get the message out.

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