Last chance for nonprofit arts groups to register for marketing
conference
Being
”
the best kept secret in South Valley
”
is not something local arts groups wish to be known as.
Adobe Systems Inc. has teamed up with Arts Council Silicon
Valley to offer training on Adobe software programs for small and
mid-size nonprofit arts groups in Santa Clara County as well as
tips on creating marketing plan through a new ArtsEnhance
program.
Last chance for nonprofit arts groups to register for marketing conference
Being “the best kept secret in South Valley” is not something local arts groups wish to be known as.
Adobe Systems Inc. has teamed up with Arts Council Silicon Valley to offer training on Adobe software programs for small and mid-size nonprofit arts groups in Santa Clara County as well as tips on creating marketing plan through a new ArtsEnhance program.
“A grants program geared towards marketing and communications has been something the Arts Council has wanted to do for quite some time,” said Diem Jones, the Council’s director of programs.
The Silicon Valley-based nonprofit arts agency has been providing small arts grants to South County arts groups for years, including recent grants that went to the Theater Angels Art League and the South Valley Symphony.
“Marketing is the gateway to earned income,” Jones said. “That’s one thing that all organizations need to increase. That’s how they become self-sustaining.”
One challenge smaller nonprofit arts groups face is getting their name out there and advertising events.
“We are flying by the seats of our pants,” said John Graham, vice president of the South Valley Symphony Board, when it comes to marketing the group.
Al Navaroli, another board member, said he is always surprised at how many people in South County don’t know about the South Valley Symphony even though the orchestra is starting rehearsals for its 33rd season.
Many local arts groups send out postcards, leave posters up at local shops or list their events in the calendar section of newspapers. Beyond that, many arts groups don’t have the funding, the time or the knowledge to use other marketing methods.
“This provides that opportunity or enhances their efforts already,” Jones said.
A core component of the new program is a one-day workshop open to small and mid-size nonprofit arts groups in September. The one-day conference will be held at the Krause Center for Innovation at Foothill College.
“This program will help nonprofit arts groups significantly,” said Gay Krause, executive director of the Krause Center. “Our facility is very well equipped to provide the high level training that the arts organizations in our region will need to continue to compete for audiences in this very competitive marketplace.”
The morning session will discuss marketing techniques and the afternoon session includes hands-on training on Adobe software programs such as Adobe Premier, Photoshop, InDesign and Dreamweaver.
In addition to the conference, the Arts Council will be giving out grants to some of the arts groups each year over three years. All conference attendees are encouraged to submit an application.
Adobe has provided $100,000 for the first year of ArtsEnhance. The grant money is to be used for a marketing project and each grant recipient will receive Adobe software – which can cost up to $1,000 for some software bundles.
“By having the support to do this over three years, I would like to think that every organization should end up with a funded project,” Jones said, adding, “It’s competitive – the grant-application process. It always is.”
Though not all arts groups will receive a grant and the software during the first year, Jones said the conference is a good starting point.
“Here you have a group like South Valley Symphony and if they participate and other similar groups in the county [participate] as well,” Jones said. “They are sharing information. Maybe they tried postcards and that didn’t work, but they can ask other groups what did work.”
The ArtsEnhance Conference is Friday, Sept. 15 from 8:30 a.m. to 5:30 p.m. at Foothill College in Los Altos. Registration is required by Sept. 8 and more information is available online at www.artscouncil.org/grants/Artsenhance.asp or by calling 408-998-2787. Up to three members of each arts group can attend. Registration is $25 for one member or $20 for two or more. The fee includes breakfast, lunch and refreshments as well as a .5 continuing education credit for the afternoon session.
