Sara M. K. Neal

 13 years of marketing experience  B.A. in Music Performance M.F.A. in Arts Administration  Ballet West Utah Symphony | Utah Opera Utah Shakespeare Festival Aspen Music Festival

 Tools to track your data  Free/cheap marketing channels  Social media strategies and tools  Public relations  Trade to your advantage

 Take risks  Plan well, but be agile  Be honest  Technology alone is not the answer  Make measured decisions

 How do you know if a channel is successful?  Track and measure the response  Google Analytics  Promotional codes  Customer support

 Broadcast media - never cheap  Print - okay for niche publications  Direct mail - can be cheap Are they cheap?

 Online advertising - low cost of entry  - the direct response master  Website - optimize for your customer Easy and accessible

 Facebook – 1.4 billion MAU  YouTube – 1 billion MAU  Twitter – 302 million MAU  Instagram million MAU (Dec.2014)  Google+ - ? MAU  Tumblr – 230 million Monthly Actives Users for most popular channels

 Avoid automatic cross-posting  Give people a reason to follow multiple channels  Exclusive content  Diversify your content Goals and content for each channel

 Facebook – Facebook Insights  Twitter – Twitter Analytics  Instagram – Iconosquare  Youtube – Youtube Analytics Measuring tools

 Pitch with a plan  PR is about relationship building  Identify your compelling story  Don’t waste someone’s time  Build strategies for non-traditional media

 If you can’t measure it, how do you know that it works?  Find the best tools for your budget.  Whatever you do, do it well.

 Presentation and list of resources at: sararules.com/mwac Sara M. K. Neal