The program book is one of the highest-intent audience touchpoints your organization has. It reaches patrons at the exact moment they are most engaged: while
Category: Program Book
When program book production starts to feel stressful, the first instinct is often to blame the wrong part of the process. -Design took too long.-The
Most program book processes do not stay in place because they are highly efficient. They stay in place because they are known. The timeline is
For years, arts marketing has been built around reach. Larger email lists. Broader audience segments. Wider geographic targeting. More campaigns designed to put the same
In many organizations, decisions about program books are not made explicitly. They evolve over time, shaped by experience, internal preference, and a series of assumptions
There is a moment in many program book conversations where the same assumption surfaces: “We have to print program books anyway.” In many cases—especially with
Collaboration is a core part of how arts organizations operate. Program books, in particular, bring together multiple perspectives—marketing, development, artistic, and leadership. In many cases,
Program book season should get easier over time. You’ve done it before. The structure is familiar. The components don’t change much from year to year.
Arts organizations are not short on data. They have ticketing reports, campaign metrics, donation summaries, and attendance trends. In many cases, they have more data
Ticket sales tell you who showed up. They do not tell you what mattered. A core insight from McKinsey’s research on arts institutions is that