Ideas

Ask CI: How Do I Maximize Year-End Giving Campaigns?

September 27, 2023

As we approach the end of the year, your thoughts have likely turned to your Nutcrackers and Christmas Carols (and if they haven’t yet… what are you waiting for?!). But there’s likely one other end-of-year effort on your mind: fundraising. 

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How We Helped Film Forum Improve Its Audience Targeting

September 1, 2023

When it comes to consumer behavior, arts buyers have a style all their own—and we can break that down even further by artistic genre. Whether you're dealing with music mavens or visual art enthusiasts, understanding the distinct buyer behaviors of your audience is crucial for nailing campaign targeting.

While all of CI’s campaigns feature bespoke strategies, film audience targeting is especially unique. We’ve partnered with Film Forum since 2017 to tap into this group and track behavioral patterns over time. The result? A meticulously crafted marketing strategy that feels tailor-made for their audience.

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Ask CI: How Long Should Meta Ad Videos Be?

August 22, 2023

Video remains the dominant content format on social media, so we’re always asked about optimizing the experience. The most common question we get from clients: how long should my videos be?

As your team’s investment in visual storytelling grows, determining the optimal video length for your audiences can be a helpful way to boost the performance of paid social campaigns. Let’s look at CI client data to see how different video lengths play out across Meta’s platforms.

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Ask CI: Where Do Arts Buyers Search?

August 17, 2023

With social platforms like Instagram and TikTok transforming into search hotspots, is investing in Google paid search (SEM) still a savvy move?

It’s a common question we get from clients, and we completely understand why. Social media is where consumers predominantly spend their time, and search is baked into the UI of these platforms, so it’s easy to assume people are gravitating away from traditional search engines.

If you’re stuck in a query quandary and wondering where to put your advertising dollars, don’t worry—we analyzed CI client data to help you better understand arts buyers’ search preferences. The short answer: Google still reigns supreme, but that doesn’t mean you should overlook other search methods; it all depends on your organization's goals and resources.

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Ask CI: How Do I Drive Subscription Renewals with Season Announcements?

August 15, 2023

For every arts marketer, season announcement time brings with it excitement and anticipation, but also apprehension as one considers the responsibility of filling all of those new empty seats. 

With season announcements come subscription on-sales (or memberships or packages or whatever type of similar program your organization offers!), and given that subscriptions are in decline, renewal season requires all that much more strategy when your plate is already full.

In fact, as you’re reading this, you very well may be doing a great theater mask impression: 🎭. But fear not! With CI’s tips, you’ll be all smiles and strategy by the time you’re done reading.

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How We Helped Grounds For Sculpture Optimize Ad Spend

August 4, 2023

How do you sustain a campaign for a long-running exhibition—especially when media dollars aren't unlimited, as is typical in the arts?

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How We Helped Crystal Bridges Museum of American Art Streamline Its Digital Strategy

July 31, 2023

When you market a large volume of programs and initiatives, it can be tempting to run as many campaigns as possible—the more ads, the better, right?—but that doesn’t necessarily guarantee an equally significant payoff. When it comes to digital advertising, sometimes less is more. 

Intentionality is key, especially for multifaceted arts organizations with small (but mighty) marketing teams. We worked with Crystal Bridges Museum of American Art to streamline their campaign structure, mitigate audience overlap, and reduce their team’s workload, all while maximizing overall impact.

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Ask CI: Should My Arts Organization Join Threads?

July 12, 2023

Last week, Meta bolstered its social media domination with the launch of its newest app, Threads. Threads grew its user base to over 100 million accounts in just five days since its launch. (Twitter is currently sitting at around 350 million users.) For comparison: it took TikTok nine months to achieve that same milestone. Threads is officially the fastest-growing online platform in history.

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Ask CI: Crafting the Perfect Digital Holiday Campaign

June 29, 2023

It's summertime, and you know what that means: arts marketers have visions of Sugar Plum Fairies dancing in their heads. That’s right: now is the time to plan—and, in many cases, start—your holiday programming campaigns. 

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Ask CI: Measuring Success Without Purchase Tracking

June 7, 2023

When you think about digital marketing campaigns, return on investment (ROI) likely comes to mind. But what happens when you’re running an attendance or membership campaign, and purchases largely don’t take place online? Museums and similar types of cultural institutions often find themselves in this predicament. 

At CI, we’re obsessed with measurement, and that includes even those scenarios that seem unmeasurable. Enter: proxy metrics. A proxy metric is something you can measure that represents or approximates the value of your intended metric when data is limited. Let’s look at how we use proxy metrics to measure campaign performance for the museums we work with.

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CI to Eye Podcast

From arts leadership to organizational culture, digital marketing deep dives and cutting edge innovation, CI to Eye is your one-stop shop to help you market smarter.

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Social Content Calendar for Arts Marketers

Create content that’s thumb-stopping, relevant, and thoughtful to connect with audiences—all summer long!

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The Performing Arts Ticket Buyer Media Usage Study

Based on a survey of over 17,000 ticket buyers, this report sheds light on the shifting media consumption and buyer behavior of your core audience, with marketing insights to help you turn data into strategy.

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