Ideas

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.

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.

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.

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 our Director of Business Development who is passionate about visual arts, a dedicated yogi, a self-proclaimed coffee snob, and a strategic fundraiser. 

In the past two years, the Museum of Fine Arts, Houston (MFAH) has worked closely with their CI team to use digital to holistically change patron behavior around purchasing membership to their organization. Not only have memberships grown across the board, now online purchases are a key mode of membership sales.

They’ve done this through long-term campaigns that cultivate a healthy membership pipeline. Rather than short, one-off campaigns centered around immediate membership wins, MFAH’s approach has led to sustained growth and strong ROIs. Read on to learn how!

I founded my video production company when I realized that all of my college dance footage was fuzzy, far away and completely unusable. There was clearly a need for better quality performance video, and I wanted to be the one to lead the charge.

Now, my company, Nel Shelby Productions, creates marketing videos and fundraising videos and on-camera interviews and films and documentaries. Still, the biggest part of what I do is document performance.

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 is an avid runner, a dog lover (cute dog photos ahead), and inspires arts marketers to be fearless when creating memorable social content.

Many marketers panicked during Facebook's Cambridge Analytica scandal. I was asked many times what it all means for Facebook advertisers.  Would users flee that platform? Should we move advertising dollars elsewhere?

My gut feeling was that this scandal would be a blip, the news cycle would pass, and users would continue to use Facebook's platforms (Facebook, Instagram and Messenger). New data suggests that is exactly what happened.

The General Data Protection Regulation (GDPR) is confusing to marketers. Of course it is! GDPR is a legal issue and we are not lawyers. At CI we want to be helpful so what we can provide is what our lawyer sent to us and other resources we have found useful in facing GDPR for our business. This is the first post we’re publicly releasing with another specifically about Google Analytics to follow. CI clients will be hearing more from us individually.

You know what gets us even more excited than going to an exhibition at a museum? Extra programming! That’s right, we’re like kids in a candy shop choosing from those specially curated tours, lectures, and special events that museums program around exhibitions.

But we know first hand that it can be hard to make sure audiences know all that’s on offer. The Rubin Museum of Art’s thematically programmed offerings serve as a great example of how it can be done through Facebook’s variety of ad creative formats.