DTA | Marketing the Arts
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Marketing the Arts

Created by James Van Leishout

This course covers the four stages of creating and implementing a marketing plan. It starts with the question, what are you selling?, and goes all the way through to evaluation. The course covers both traditional and new media, with examples and opportunities to apply the learning to each teacher's own situation.

8 Modules
2 hours, 1 minutes
4 Credit Hours

Course Outline

Lesson 1: Introduction 7:18 FREE PREVIEW
This lesson introduces the course and reviews the four stages in creating and implementing a marketing plan.
Lesson 2: Just the Facts 17:52 FREE PREVIEW
This lesson examines the question - what is your product, and who is your audience.
Lesson 3: Just the Facts Part 2 13:47
This lesson examines the hook - that element that entices your audience to buy your product, as well as determining the markers of success.
Lesson 4: Traditional Media 19:21
This lesson looks at how traditional media works, and how it applies to marketing the arts.
Lesson 5: New Media 22:00
This lesson looks at the new media available on the internet - from search engine optimization to social media.
Lesson 6: The Marketing Plan 23:55
This lesson puts it all together: match the medium to the audience, KISS principle, media release and PSAs, as well as a marketing timeline and calendar.
Lesson 7: The Follow Up 11:53
This lesson covers the importance of the follow up, as well as how persistence and consistency helps convey passion for the event.
Lesson 8: The Value of Evaluation 5:17
This lesson covers assessment and review of an executed marketing plan, including evaluating the process and planning for the future.

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Standards Addressed

National Core Arts Standards

Common Core

California VAPA Standards (2019)

6.TH:Re9 Apply criteria to evaluate artistic work.

6.TH.Re9.b - Identify a specific audience or purpose for a drama/theatre work.

8.TH:Re9 Apply criteria to evaluate artistic work.

8.TH.Re9.b - Assess the impact of a drama/theatre work on a specific audience.

Georgia Performance Standards - Theatre Arts

Tennessee Theatre Curriculum Standards

Tennessee Theatre standards (2018) standards were built using the framework of the NCAS which is built on four key domains: Creating, Performing/Presenting/Producing, Connecting, and Responding. Within each of these domains are foundations and standards to support the development of curriculum, programs, and learning.
(source: Tennessee Department of Education, Tennessee Academic Standards for Fine Arts, Summer 2018)

Please refer to National Core Arts Standards to determine the standard that best suits your needs.

Texas Essential Knowledge and Skills for Theatre Arts

MS 117.212 LII - Foundations: Inquiry and Understanding

B.1.F - analyze and evaluate the structure and form of dramatic literature.

MS 117.212 LII - Critical evaluation and response

B.5.D - explore career and vocational opportunities in theatre.

MS 117.213 LIII - Critical evaluation and response

B.5.D - explore career and vocational opportunities in theatre.

Alberta, Canada

Theatre Studies Drama 30 (Early or Middle or Late drama)

4 - recognize dramatic structure of a play

British Columbia (2018)

GRADE 6 - ARTS - Reasoning and reflecting

Examine relationships between the arts and the wider world

GRADE 9 - DRAMA - Reasoning and reflecting

Receive, offer, and apply constructive feedback

GRADE 9 - DRAMA - Connecting and expanding

Demonstrate respect for themselves, others, and the audience

GRADE 11 - DRAMA - Connect and expand

Demonstrate awareness of self, others, and audience

GRADE 12 - DRAMA - Connect and expand

Demonstrate respect for self, others, and audience

Ontario, Canada

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