Maximizing Your Web Sites Marketing Potential

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Maximizing Your Web Sites Marketing Potential
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Maximizing Your Web Sites Marketing Potential

• Introduction to CAMT
• Consumer expectations what your constituents
  expect from you
• Five website rules that will keep them coming
  back
• Maintenance considerations

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Maximizing Your Web Sites Marketing Potential

• Introduction to CAMT
• Consumer expectations what your constituents
  expect from you
• Five website rules that will keep them coming
  back
• Maintenance considerations

4
Institute for the Management of Creative
Enterprises
Center for Arts Management and Technology
Master of Entertainment Industry Management
Master of Arts Management
Arts Culture Observatory
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Introduction to CAMT

• The Center for Arts Management and Technology
  (CAMT) is an applied research center that
  investigates ways technology can improve and
  enhance the practice of arts management and, when
  appropriate, develops technology solutions that
  meet critical needs in the field.

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Services and Initiatives

• DoReMe - Online Class Registration, Membership
  and Donations for arts organizations
• Artist Roster Customized web site for agencies
  to showcase their constituents
• Arts Job Bank Online tool for service
  organizations that allows organizations to post
  jobs and job-seekers to search the database
• eGRANTsm Customized online grant application
  tool for funding agencies
• In-Kind Web Hosting A program for non-profit
  arts organizations

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CAMT Staff

• Cary Morrow Executive Director
• cmorrow_at_cmu.edu 412.268.3143
• Brad Stephenson Director of Projects and Sales
• bstephenson_at_cmu.edu 412.268.3695
• Guillermo Marinero Senior Information Systems
  Specialist
• gmarinero_at_cmu.edu 412.268.3748
• Haebin Kim Information Systems Specialist
• haebin_at_andrew.cmu.edu 412.268.8673
• Rob Brunskill Systems Administrator
• rbrunskill_at_cmu.edu 412.268.1427

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CAMT Partner Organizations (1 of 3)

• Federal Arts Agency
• National Endowment for the Arts
• Regional Arts Agencies
• Arts Midwest
• Mid-American Arts Alliance
• Mid-Atlantic Arts Foundation
• State Arts Agencies
• Georgia Council for the Arts
• Iowa Arts Council
• Maine Arts Commission
• Maryland State Arts Council

• State Arts Agencies (cont.)
• Massachusetts Cultural Council
• Mississippi Arts Commission
• New Jersey State Council on the Arts
• North Carolina Arts Council
• Pennsylvania Council on the Arts
• Pennsylvania History and Museum Commission
• South Carolina Arts Commission
• Wisconsin Arts Board

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CAMT Partner Organizations (2 of 3)

• Foundations
• American Savings Foundation
• Blue Shield of California
• The Clowes Fund, Inc.
• Community Foundation of Greater Buffalo
• Flintridge Foundation
• Grand Rapids Community Foundation
• The Herb Alpert Foundation
• Midland Area Community Foundation

• Local Arts Agencies
• Cultural Arts Council of Houston and Harris
• Los Angeles County Arts Commission
• New York Foundation for the Arts
• St. Louis Regional Arts Commission

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CAMT Partner Organizations (3 of 3)

• Performing Arts Organizations
• Calliope House, Inc.
• Visual Arts Organizations
• Boyd Community Center
• Phipps Conservatory and Botanical Gardens
• Society for Contemporary Craft

• Service Organizations
• Alabama Dance Council
• Americans for the Arts
• Bayer Center for Non-Profit Management
• Center for Arts and Culture
• Dance USA
• Greater Pittsburgh Arts Council
• National Alliance of Media Arts and Culture
• National Performing Arts Convention

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Maximizing Your Web Sites Marketing Potential

• ? Introduction to CAMT
• Consumer expectations what your constituents
  expect from you
• Five website rules that will keep them coming
  back
• Maintenance considerations

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I want what I want when I want it!

• Consumers are increasingly expecting customized
  marketing efforts
• Some examples

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Google Personalized Searches
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Amazon.com recommendations
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Netflix.com deliveries
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What do arts constituents expect from your Web
site?

• Everything they can get from for-profit
  entertainment sites

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How can an organization on a limited budget
deliver on these expectations?

• Make communication/marketing an organizational
  priority
• Involve everyone on staff especially programming
  staff
• Use technology to track your constituents

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Make communication/marketing an organizational
priority

• The mission is only met when people know about
  you
• Marketing should not be an isolated department
  within your organization, but a communication
  mentality

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Track! Track! Track!

• Know your audience
• Speak their language
• HOW?

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How?

• Your experiences
• ?
• Your database
• ?
• Your marketing activities

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Your database

• Your database should not just be a list of
  clients, but should allow you to track more
  meaningful data including demographic
  information, participation history (including
  donations) and communication history, etc.
• Identify your biggest supporters, develop new
  contacts and enhance existing relationships

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An example of a data entry form
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How to use the data

• Tell them what they want to know
• Highlight those things that make you unique
• Send information customized to your constituents
  interests
• Reward loyalty send special invitations/passes
  for frequent visitors

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Maximizing Your Web Sites Marketing Potential

• ? Introduction to CAMT
• ? Consumer expectations what your constituents
  expect from you
• Five website rules that will keep them coming
  back
• Maintenance considerations

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Your Web site

• Your primary marketing and communications vehicle
• Data collecting tool
• Information publishing tool

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Use the Internet to apply the AIDA formula

• A Attract Attention
• I Create Interest
• D Generate Desire
• A Provoke Action

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Five Rules that will keep them coming back

• 1. Manage your brand
• 2. Keep it simple
• 3. Get interactive
• 4. Collect information
• 5. Keep it fresh

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1. Manage Your Brand

• Relate all Internet marketing to your ongoing,
  traditional marketing efforts
• Be consistent and creative
• Promote your site in diverse ways

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Relate all Internet marketing to your ongoing,
traditional marketing efforts
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Be consistent and creative
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Promote your site in diverse ways

• Reciprocal hyperlinks
• Search engines
• Publish addresses everywhere
• Talk it up

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2. Keep It Simple

• Easy and clean navigation
• Show your visitors where they are
• Provide site map
• Clearly mark Home links
• Place core links in a consistent manner
• Cut, Cut, Cut
• Eliminate irrelevant and superfluous text
• Be concise and to the point

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Use easy and clean navigation
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3. Get Interactive

• Provide FAQs, demonstrations, surveys, or search
  function
• Give information about your organization
• Have plenty of contact us, comment and send
  email links
• Give away free stuff

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Provide useful information and links
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Give it away!
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4. Capture Information

• Dont only deliver, but capture user information
• Require user registration / membership
• Limit access to special info/services
• Exchange of value
• Useful for direct marketing, customizing content
  and information distribution to user interests

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Require registration for VIP access
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5. Keep Your Web Site Fresh

• Users expect instant and continuous updates
• Need human and financial resources for
  maintenance and updates
• Dynamic web site
• No HTML skill required
• Allows for instant and easy updates
• Keeps a history of web content
• Allows users to contribute content

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Maximizing Your Web Sites Marketing Potential

• ? Introduction to CAMT
• ? Consumer expectations what your constituents
  expect from you
• ? Five website rules that will keep them coming
  back
• Maintenance considerations

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Bringing it full circle tracking

• Maintain the fundamental mission -- focus on and
  understand
• WHO is visiting your Web site
• WHY they are there (WHAT they want)
• HOW do they use it
• Use analysis tools to understand Web usage

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What to know about your users

• Use your web statistics
• Computer/Modem Speed
• Most frequently visited pages
• Geographic distribution
• What increases participation
• Conduct surveys
• Software
• Comfort Level with Technology
• User Knowledge of the Vernacular
• Priorities/Expectations

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What to know about your staff

• How is your staff using technology and the web to
  promote your mission?
• Does your staff feel comfortable using your
  technology tools? What opportunities can you
  take advantage of to increase buy-in? Training,
  workshops, etc.

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Maximizing Your Web Sites Marketing
PotentialQuestions and Discussion