Tag Archives: effective marketing

Engaging Older Generations via Social Media

In the U.S., seniors have always been the largest group of patrons for the arts, as ticket buyers as well as donors. A large portion of the Broadway audiences are seniors with higher education degrees. However, most arts organizations only use social media to engage young audiences, claiming older generations are not comfortable using online and technological solutions. According to the Pew Research Center, seniors with higher education and household income use social media. Apparently, they are exactly the target audiences of arts organizations. Therefore, arts organizations should engage older generations through social media.

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Mautic is a marketing automation software that provides detailed contact tracking along with powerful contact nurturing tools to help an arts organization organize their marketing campaigns. Mautic can do social media marketing, contact management, email marketing, make forms, engage campaigns and make reports. Most important, Mautic is a totally free software.

Mautic automates the process of finding and nurturing contacts through landing pages and forms, sending email, text messages, web notifications, tracking social media, and integrating with your CRM and other systems. For example, when a new visitor comes to your organization’s website, an IP address is comes with the visitor together. Nothing more at the beginning, but you can get some basic geographic data. Visitors browse pages on your website, eventually landing on a special page with a call-to-action form. This form collects a few bits of information, such as name and email address. You may have a contact segment setup to capture these visitors and add them to a specific campaign. These campaigns will send emails, post on social media, and other actions based on either specific times or user interaction. This known visitor is gradually becoming a contact. As this contact completes various actions, you give them points. These points help you to weight your contacts and see which ones are hot. Once a contact earns a certain amount of points they are automatically moved into your CRM or other system. Now you have a list of contacts you can confidently know are ready to be directly contacted.

Above all, Mautic as a free marketing software can help arts organizations target audiences, send emails and make reports, etc. Mautic is easy to use and it is a good choice to help arts organizations to make their marketing process better.



Image of the YoPine Logo and Slogan
YoPine Logo. “YoPine Website” 15 March 2016. YoPine

YoPine is a creative and easy way to gather information from large groups of people near or far.  This is a social polling app that helps individuals and business make informed decisions faster. With this app you choose a graphic or image and create a question in which have two options. You can create a multiple-choice poll where you create four answers for people to choose from or a brainstorming session in which people can share their feedback. Both options can be answered via the app or if they do not have the app via text message and mobile website. This app was first created in 1776 and has since expanded its product by creating the functionality for *com, *ethos, *edu, *gov, and *crowd.

Image of App YoPine
Mendel.” YoPine Screen Shot” 12September 2014. GooglePlus.

            The *ethos product is perfect for non-profit organizations to receive member feedback. Arts organizations would benefit from an app like this because they could gather data for free. By using this YoPine they can directly interact with their target audience and receive feedback.   The ability to choose an image for your question makes this poll stimulating. You can match your question with a specific image that reflects your content. This app is also unique, because you only need people’s contact to send them the poll they do not have to have the app to receive the question. In an arts organization you can send this out to your patrons to see what genre of shows they would like to see at your theater or even if they like your new marketing brand. Ultimately this app creates an enjoyable way for the organization and its audience to connect.





TimelineJS is created by the Northwestern University Knight Lab. It is an open-source tool that enables anyone to build visually rich, interactive timelines. Beginners can create a timeline using nothing more than a Google spreadsheet. Experts can use their JSON skills to create custom installations, while keeping TimelineJS’s core functionality.

Screen Shot 2016-03-12 at 12.17.07 PM

Ellen. “TimelineJS (Knight Lab)” 12 October 2015. Online image. 

Making a Timeline is easy for everyone. It is free to public and does not require sign-up or registration. Moreover, users do not need to download it. They can access the tool online. Besides, TimelineJS can pull in media from a variety of sources. The media types that TimelineJS supports are Image (URL ends in jpg, gif, png, or jped), online videos (YouTubeDailyMotion, and Vine), SoundCloudTwitterGoogle MapsGoogle PlusInstagramFlickrImgurDocumentCloudWikipediaStorifyIframeBlockquote, and Embedly.

Here are some tips to make a good Timeline:

  1. Keep it short. The Timeline is better no more than 20 slides.
  2. Pick stories that have strong chronological narrative. It does not work well for stories that need to jump around in the timeline.
  3. Write each event as a part of a larger narrative.
  4. Include events that build up to major occurrences – not just the major events.

The tool has a unique format for content creation that is especially useful for nonprofits. Arts organizations can use TimelineJS to show audiences the organizations’ history, past, current, and future programs, and events’ schedule. Usually, arts organizations express their history by words. The long history articles actually  is easy to make audiences feel bored and tired. However, TimelineJS can interact with audiences. Slides with short sentences, images, and videos provide audiences a much interesting and impressive experience.

Below are some good examples of arts organization that are currently using TimelineJS in efficient way:

Oakland Symphony:


Baltimore Symphony:


Graffiti and Street Art Museum:


De Young Museum:


Those arts organizations use TimelineJS to show audiences their history. The brief introduction effectively give audiences an overall background of what happened during the period. Moreover, the proper pictures that the organizations chose are very impressive and interesting for audiences.