Toolkit Template Modules 2 and beyond (6).docx (1)
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Arts Humanities
Date
Jan 9, 2024
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5
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Marketing and Community Engagement in the Arts
Dylan Cicarelli
Department of Art Education, Florida State University
ARE 4932 Introduction to Arts Administration
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Marketing and Community Engagement in the Arts
In this module, we addressed marketing and community engagement. This module
explored specific marketing techniques used in arts organizations. It also discussed what
community engagement is and how it differentiates from community outreach. The module also
explained how art organizations can build relationships that benefit both the community as well
as other organizations. In this submission, I will include what I have learned from the Rosewall
readings, what surprised me from the readings, how I would create access, diversity, equity, and
inclusion with community engagement, and how I will apply this knowledge beyond arts
organizations.
Application
In this module, I would apply what I learned about the need for audience development
because with the arts there are many people in the community that do not understand the arts or
what different arts organizations do or have. This is why it is important to have audience
development and be able to have the audience understand what the arts organization is projecting
to the community.
I will also apply marketing trends when it comes to purchasing decisions. With arts
organizations, it is critical to budget when it comes to purchasing decisions since the budget is
funded by donations. It is important for arts organizations to make the best purchases possible to
allow them to grow. Therefore, it is important to make smart purchasing decisions rather than
rushed purchasing decisions.
I will also apply the four P’s of marketing, which are product, price, place, and promotion
(Rosewall, 2014). I would apply this when it comes to putting out a production. For instance, if I
am running a promotional event at the arts organization. I will make sure to take into account the
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product I have provided the customers reflects the appropriate price. I will ensure that the place
the event is taking place also correlates appropriately with the product and price. For instance, if
I have to put on a musical, it would be best to have it in a performing arts center with the
appropriate stage, seating, lights, and more. The production quality matters. As for promotion, I
will provide discounted tickets to the community such as military, students, elderly, and early
ticket sales.
The Unexpected
The element that surprised me the most was understanding the difference between
community engagement versus community outreach. I learned that community outreach focuses
on the marketing element, whereas community engagement focuses on relationship building. In
addition, community outreach is for the short-term, whereas community engagement is for the
long-term. In community engagement, we think about what can A and B do together? On the
other hand, community outreach we think about what can A do for B? Further, community
outreach is transactional, whereas community engagement is connecting. Prior to this module, I
honestly thought community outreach and community engagement were synonymous.
ADEI
I would create greater access, diversity, equity, and inclusion based upon the community
engagement scenario that I submitted. I believe that art organizations and social movements can
work together to create greater access, diversity, equity, and inclusion. For instance, I would have
two organizations working together, which would include Alvin Ailey American Dance Theatre
and the Black Lives Matters Movement. I would hae Alvin Ailey American Dance Theatre and
the Black Lives Matters Foundation, Inc. collaborate by putting on a dance production with the
dances centered around the theme of racial discrimination and the Black Lives Matters
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Movement. Within the dances, there will be backdrops and props highlighting the Black Lives
Matter Movement as well as the dance choreography showing the injustices faced by the black
community. All ticket sales for the dance production will be used as donations to promote the
Black Lives Matters Movement, which the Alvin Ailey Company and the Black Lives Matters
Foundation will be promoting.
The art will be presented with a dance production put on by the Alvin Ailey Dance
Company with the Black Lives Matters Foundation helping with the promotion of the event. The
event will last for a week with several shows being done throughout the week. There will be one
show performed on Mon, Tues, Wed, Thurs, and Fri, and two shows performed Sat and Sun. All
ticket sales will go to help advocate for the Black Lives Matters Movement. I hope to achieve
community awareness of the Black Lives Matter Movement.
Application Beyond Arts Organizations
I would apply what I learned in this module to other areas of my life, especially my work
environment. I work with different types of insurance and I feel that if other organizations work
together they can help the community with ensuring they get the proper care. For instance, health
insurances can work with hospitals. Life insurances can work with nursing holes and long term
care facilities. Auto insurances can work with dealerships, and so forth. When different
organizations come together, the effects for the customers are much greater. I find that people
don’t understand why they need specific insurances or even what certain insurances are used for.
The more education we can get into the community, the better. Let’s work together as a
community to educate each other about the benefits different insurances have in the long run.
Some people think insurances are just a means to spend money and never use them, but when
used correctly, they can be very beneficial for all parties involved.
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References
Rosewall, E. (2014).
Arts management: Uniting arts and audiences in the 21st century
.
Oxford University Press.