Planning for Success Throughout the Year- A Holistic Look

On Tuesday, we discussed how to set yourself up for success by laying a strong foundation at the beginning of the year.

Now let’s talk about how to execute your plan in a way that maximizes your resources and amplifies your mission throughout the year.

Holistic Marketing: Viewing the Year as an Ecosystem

Think of your year as an interconnected system where every event, production, and outreach effort supports the next. By aligning your actions, you can make decisions in February that benefit you in December. Here’s how:

February to April 2025: Early Preparations

With your foundation set, begin building momentum for your upcoming productions:

• February: Create marketing materials like posters, flyers, and social media templates for the comedy premiere. Draft email campaigns tailored to each audience segment.

• March: Start teasing your first production. Share behind-the-scenes content, such as interviews with the director or cast members. Finalize your promotional calendar to detail when and how you’ll promote each show.

• April: Launch your first wave of promotions for the comedy:

✅ Share rehearsal photos and videos on social media to generate buzz.

✅ Offer early bird ticket discounts to encourage advance sales.

✅ Announce special pricing for industry professionals and host a "Pay What You Can" dress rehearsal night. This builds accessibility and generates word-of-mouth referrals.

May to August 2025: Executing and Amplifying

Now it’s time to bring your productions to life while keeping your mission and messaging front and center:

• May 2025:

✅ Premiere the comedy, "The Book of Liz."

✅ Capture audience and cast photos, and organize meet-and-greet opportunities with the performers.

✅ Collect testimonials from attendees to use in future promotions.

• June 2025: Evaluate the success of the comedy’s marketing. Use audience insights to refine your approach to the drama.

• July 2025: Start promoting the drama, "The Exonerated."

✅ Share more rehearsal content, focusing on the deeper themes of the piece.

✅ Engage affinity groups (e.g., social justice organizations) with personalized invitations and tailored messaging.

✅ Offer another "Pay What You Can" dress rehearsal, this time targeting mission-aligned community members.

• August 2025:

✅Premiere the drama.

✅Host a talkback session with the cast and affinity groups to deepen audience engagement.

✅Document the talkback with photos and quotes to use in fundraising campaigns and storytelling.

September to December 2025: Closing the Year Strong

As the year progresses, shift your focus to fundraising and leveraging the musical to re-engage audiences:

• September-October 2025:

✅ Begin creating content for Giving Tuesday and your annual appeal. Use the testimonials, photos, and videos captured earlier in the year to showcase your impact.

• November 2025:

✅ Launch your Giving Tuesday campaign. Highlight how your organization bridges cultural divides and fosters community through its productions.

✅ Open ticket sales for the musical, "Avenue Q," with early bird pricing and special promotions for families and regular patrons.

• December 2025:

✅ Premiere "Avenue Q." Capture audience photos, host post-show meet-and-greets, and collect quotes from attendees.

✅ Use the excitement around the musical to boost year-end donations, emphasizing how contributions support future productions and your mission.

January 2026 and Beyond: Planning for the Future

With your ecosystem fully in motion, January is the perfect time to reflect on the past year’s successes and set the stage for the upcoming season:

1. Announce your next year’s production lineup to generate excitement.

2. Use data from previous campaigns to identify trends and refine your marketing strategies.

3. Start segmenting your audience again, ensuring you’re ready for another successful year.

   
   

Why This Approach Works

Viewing your marketing as an ecosystem allows you to:

• Maximize Efficiency: By planning ahead, you can focus on execution rather than scrambling to create last-minute campaigns.

• Align Messaging with Mission: Every event and action reinforces your mission, creating a cohesive narrative for your organization.

• Build Long-Term Relationships: Consistent engagement throughout the year keeps your audience invested in your work.

Remember, it’s not just about selling tickets—it’s about building a community around your mission and creating meaningful connections. By treating your marketing efforts as part of a larger ecosystem, you’ll set your organization up for success, no matter what challenges come your way.

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Tanesha Ford is a nonprofit marketing professional with nearly 15 years of experience helping arts organizations work smarter, not harder. As the founder of For de Arts, Tanesha specializes in empowering small but mighty arts nonprofits with tools and strategies that drive real impact.