Festivals Toolkit
A Guide for Improving Audience Development & Engagement
This toolkit is a product of the Festivals Audience Lab, a project between the Mass Cultural Council and ArtsBoston that was intended to help organizations build diverse audience in the arts and culture sector through disruptive innovations in marketing practices, using collaborative and data-informed experimentation.
Understanding Your Needs
Exercises to help with marketing, data, and identifying your audience.
Building Knowledge – Social Media
Who’s Posting, Sharing, Tweeting?, Tips for Using Facebook and Instagram, Answers to Common Questions
Building Knowledge – Audience Data Collection
Why Collect Audience Data?, What Data Should You Collect?, How Can You Collect Data?, Improve Data Quality
Building Knowledge – Audience Engagement
What is Audience Engagement?, How to Get Started
Conduct a Marketing Experiment
Getting started, Facebook campaigns and content posting, Post-event survey
Examples
Samples of Demographic Analysis, Data Collection, Cancellation Communications and more
For more information about Audience Lab visit ArtsBoston’s website.
