Author: Miaoulis, George and Lloyd, David

Publication Year: 1978

Media Type: Report

Summary:

Abstract:

A lack of funding and minimal audience support for arts events in a community that professed support for the arts and acknowledged their value ﾝthis was the situation faced by the Grand Monadnock Arts Council of New Hampshire. Authors Miaoulis and Lloyd uncovered the basis underlying this apparent contradiction through analysis of demographic, attitudinal, leisure activity, and media pattern profiles of a probability sample of residents of this southwestern corner of the state. The marketing management process that resolved the contradiction matched the needs and preferences of this rural community to the resources of the arts organizations. The comprehensive marketing strategy that was adopted by the Grand Monadnock Arts Council consisted of seminars for arts managers, cultivation of relationships with civic and business organizations, and community and governmental fund-raising. Subsequent levels of audience attendance, community support, and local financial backing have been encouraging.

The purpose of this monograph is to illustrate the value and application of marketing management concepts, and marketing research processes to achieve the objectives of arts organizations. It is intended to function as a general guide for improving the management of the programming, educational, communication, and fund-raising activities of arts groups. In format, the monograph is a comprehensive account of a three year marketing research study, subsequent data analysis, and the use of research findings by the Grand Monadnock Arts Council.

CONTENTS
Introduction.
Acknowledgements.

Chapter 1. The rural arts community:

Introduction.
Its problems.
The solution.
Plan of the monograph.

Chapter 2. Monadnock Arts Study:

Overview.
Research Methodology.
Summary of Findings.
Comparison with National Findings.
Conclusions.

Chapter 3. The arts and the rural community:

The National perspective.
Arts in the community.
Arts in education.
Public funding of the arts.
Comparison with National findings.
Concluding comments.

Chapter 4. Profiles:

Understanding the consumer.
Demographic profiles.
Leisure time profiles.
Media profiles.
Attitudinal profiles.
Conclusions.

Chapter 5. Developing marketing strategies:;

Introduction.
Marketing to non-participants.
Marketing to participants.
Conclusions.

Chapter 6. Using marketing research:

Developing marketing strategies.
Design of arts programs.
Forums and seminars for arts managers.
Improved relations with the business community.
Local and state funding.
Community fund raising.
Community service organizations.
Conclusions.

Chapter 7. Summary and conclusions:

Professed versus actual support. 
Resolving the contradiction.

Appendix One: Arts study questionnaire.
Appendix Two: Data tables.

Arts & Intersections:

Categories: Fundraising