VPAA12H3:
Developing Audience,
Resources, and
Community
• Prof. Claudia Sicondolfo (she/her)
• Mondays 10—1
• HW 216 and web-option
• Week 1: January 8, 2024
Agenda
• Introductions
• Review course syllabus and expectations
• Introduction to the three overarching
course concepts.
Teaching
Team
• Professor: Claudia Sicondolfo (She/Her)
• 3-4 TAs TBC – I will introduce them to you all
soon!
What is this
course about?
An introduction to the work
involved in building and
sustaining relationships with
audiences, funders, and
community, and the vital
connections between marketing,
development, and community
engagement in arts and media
organizations.
Course
Rationale
• This course is designed as the companion
course to VPAA10: Introduction to Arts and
Media Management.
• VPAA10 is intended to provide an overview of
the ecology of the arts and media sector and its
systems and practices – and to offer a basic introduction to the field, the discipline, and the
Arts Management/Arts and Media Management
programs at UTSC (pre-requisite)
• VPAA12 allows students to delve a bit more deeply into three particularly important and
interconnected areas of work in the field (and
areas of study in the discipline):
• (1) fundraising/resource development,
• (2) marketing/audience development, and
• (3) community development and engagement.
What are Community-Arts: Ideal vs. Reality
Video from:
http://artbridges.ca/community/community_about
Syllabus
Review
The
3
core
course
concepts
(1) Fundraising and Resource Development
Ø Public arts funding;
Ø Overview of tri-governmental granting structure;
Ø Canadian funding model landscapes; “mixed” and/or
“balanced” funding models;
Ø distribution of public, private, and earned revenue;
Ø Massy Commission (1951);
Ø (de)colonial funding models;
Ø defining and attributing artistic “value” (economic vs. cultural
“value”)
Ø Introduction to fundraising; Fundraising resources;
Ø Philanthropic ecologies in Canada;
Ø revenue models;
Ø Fundraising strategies;
Ø Volunteer involvement and managing the fundraising process;
Ø Tax credit incentives
The
3
core
course
concepts
(2) Marketing and Audience Development
Ø Marketing Strategies and Arts-Based Marketing;
Ø Branding; Targeting; Segmentation; Positioning;
Ø The 4 Ps;
Ø Trends; Demographics; Consumers vs. Audiences;
Ø Market research; media relations; publicity, public relations;
Ø advertising; viral marketing;
Ø digital and social media (SEO’s),
Ø community relationships;
Ø the marketing plan
Ø co-creation;
Ø developmental paradigm shifts;
Ø audience engagement vs. promotion
The
3
core
course
concepts
(3) Community-Development and Engagement
Ø Community development vs. engagement
Ø What are community arts?
Ø Responsibilities of a a public-facing arts organization
Ø Engagement vs. publicity
Ø Sustainability and viability vs/despite resources
Ø Creative and cultural citizenship
Ø Defining participation within community
Ø Arts working for vs. with community
Ø Strategies and tactics for engagement
Ø Output targets
Ø Arts-based program evaluations
Ø Defining and performing outreach
Ø Community-engagement in action (case studies)
Ø Covid-Impact
Ø The future of audiences?
Top hat poll
Artistic Events: Developing/Branding/Engaging:
A Quick Case Study
Artistic Events:
Developing/Branding/Engaging
Activity:
We will watch an assortment of Film Festival and Gallery
Exhibit trailers.
Think about these trailers similar to MOVIE TRAILERS,
however these are EVENT trailers
• What does each trailer tell you about:
• HOW IS THIS FESTIVAL WAS FUNDED? (resource
development)
• WHAT IS THIS FESTIVAL’S ‘BRAND’? (marketing)
• WHO IS THIS FESTIVAL’S AUDIENCE? HOW DOES
IT MAKE ‘CONTACT’ WITH THEM? (engagement)