Ideas

Website Navigation: Tips for Smooth Sailing

September 12, 2018

Navigation, whether you’re talking ships or the web, refers to a method of determining one’s current position, distance traveled, and plotting the course to a destination. When it comes to your organization’s website, you want your users to be able to quickly and easily find what they’re looking for. This is accomplished by putting an interface into place that clearly plots out the information and actions available and encourages them to move through your site with confidence.

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The Best Google Product You're Probably Not Using

September 6, 2018

The beginning of the fall arts & culture season is a great time to review all the platforms and features in your digital marketing toolkit. Most savvy marketers already know the basics of Facebook, Snapchat, Instagram, Twitter, and Google Adwords. But there’s one product you may have overlooked: Google My Business.

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Hi, CI! ShaKea Alston, Digital Marketing Analyst

August 29, 2018

Hi, CI! is our monthly series featuring the best team we know - the Capacity Interactive team! You will learn more about the people who help arts organizations market smarter. This month, we’re featuring one of our Digital Marketing Analysts who’s a passionate and versatile dancer,  discovered digital marketing through a Peace and Conflict Studies major, and helps arts organizations create social content that connects with fans on a personal level.

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Ask The Industry: Managing Multiple Social Content Contributors

August 23, 2018

Ask the Industry features advice from arts marketers in their own words. We hope you can learn from them and it will spark new ideas for your organization.

This month, we’re asking, “How do you manage multiple social content creators and contributors?”

Natasha Porizkova and Bill Spellman (AT&T Performing Arts Center), Laura Bowman and Jonathan Stiles (Pennsylvania Ballet), and Nessa Ferrell (Wolf Trap) discuss how they successfully work with multiple departments and stakeholders to create compelling social content, and their unique roads to get to this crucial point at their organizations.

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Mobile-First Email Design: Five Steps You Can Implement Today

August 13, 2018

With the ever-increasing dominance of smartphones, mobile-first design has become the priority of businesses across industries and around the world. Mobile-first design impacts websites, social media content, and emails. 

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Loosely Bound: A List of Books and Podcasts for Arts Administrators

August 9, 2018

I sometimes get asked for a list of books or podcasts that I recommend. In honor of National Book Lovers Day (that's a real thing), I’ve compiled a list. I’ve included links to the books on Amazon or, even better, buy them at your local bookstore.

I’m grateful to the authors and producers who put these together. They have taught me so much. Also, big thanks to the many people that have recommended these to me over the years!

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Hi, CI! Liz Pudel, Search Analyst

August 2, 2018

Hi, CI! is our monthly series featuring the best team we know - the Capacity Interactive team! You will learn more about the people who help arts organizations market smarter. This month, we’re featuring one of our Search Analysts, who is a talented musician, a dad joke connoisseur, and creates innovative search engine marketing copy that captures even the shortest attention spans.  

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The Consumers' Truth: Benefits Matter But So Do Costs

August 2, 2018

The American Alliance of Museums asked a group of museum CEOs, “What do you need to know (more) to strengthen your institution’s audience-building results?” Two responses summed up the general reactions: 1) “Behavioral patterns, decision-making prompts,” and 2) “What perceived value would attract prospective attendees?”

Perceived value is critical to understanding why people decide to act or not to act. The tagline of the communications strategy firm Maslansky + Partners says it all: “It’s not what you say, it’s what they hear.” To break through to cultural consumers, we have to speak to their truth, not our truth.

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Changing Dynamics: Using Digital Marketing to Drive Applications

July 30, 2018

Campaigns with ticket-selling objectives receive a good amount of fanfare in the digital realm. But what if your goals aren’t directly tied to online ticket sales? Whether you’re looking to fill workshops or promote thematic offerings, digital campaigns are crucial members of your marketing ensemble.

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UX Research: How One Organization Spent Almost Nothing to Learn Something Priceless

July 12, 2018



We’ve all heard the cry of arts organizations in search of seemingly elusive new audiences. But at every organization for which I’ve worked­—organizations of all sizes and various disciplines—getting new audiences was never really the problem.

Despite what we tell ourselves about the need for new people, it’s getting those new buyers to come back that’s the challenge. In fact, the reigning statistic for orchestras in the U.S. is that 90% of first time attendees never return. That’s a lot of people not coming back, a lot of money on the table, and for other arts disciplines, the no-return rate is similar. The Orchestra X project (named after Google[X], the company’s experimental research arm) was launched to figure out why this is happening.

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Digital Marketing Boot Camp for the Arts

October 18-19, 2018
The TimesCenter, NYC

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Erik Gensler, the President of Capacity Interactive, speaks with thinkers and leaders inside and outside of the arts about leadership, marketing, organizational culture, and innovation.

 

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