If you present a program and no one comes, did it really happen?

Marketing is a fun and creative way to get your organization’s name out and increase your audience in both number and diversity. And it does not have to be expensive. It can range from putting up a flyer at the local grocery store to a series of newspaper ads, with a lot of room for creativity in between.

In this guide, we give you proven techniques and tips to make your organization more marketing-savvy, increase your audience, and create a greater understanding about your organization in the community. From the process of writing and sending out a press release to identifying and attracting new audiences, we will lead you through the fundamentals of marketing and reveal both innovative and traditional ways of attracting the attention of media, audience members, and the general public. The more creative you are, the more fun and effective your marketing will be!

This guide leads you through the basics of marketing—covering product, place, price, people, and promotion—that you must think through before even starting your promotion and publicity efforts. Promotion (your flyers, ads, etc.) and publicity (what the media and others print about you) are given special consideration, explaining various techniques and approaches that can be used for successful marketing.

We hope you that this guide will help you get your message out efficiently and vto a greater number of people.

This guide is supported, in part, with public funds from the New York City Department of Cultural Affairs Cultural Challenge Program and with matching funds from Con Edison, Lily Auchincloss Foundation, and Heathcote Art Foundation.

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