“It is a privilege to be able to get this quality of information and these amazing presentations from amazing human beings.”
—Dulce Pinzon, Participant, Seven Elements of Strategic Marketing Workshop

Creative Capital’s Professional Development Program (PDP) bid farewell to February with a full day of activity in our New York City office. Building on the success of our popular webinar, “The Seven Elements of Strategic Marketing”, with Brian Tate, we offered 24 artists a chance to sit down with Brian and his team of experts, including k. Neycha Herford, Caroline Hendrix and Kevin McAleer, to dig deep into the qualities of a successful marketing strategy—from the philosophical to the technical. The workshop was generously underwritten by Tequila Herradura, and participants were selected through a lottery process.

Read on for more highlights from the workshop, and click here to learn about Brian’s upcoming webinar, “The Seven Elements of Strategic Marketing” on Monday, March 16th, accessible to anyone, anywhere!

Brian Tate opened the morning session with an introduction of “The Seven Elements” a series of questions focusing on the search for an artist’s core “community” or “audience”; the determination of his or her assets; and the best ways to connect the two.

In the afternoon, transformational counselor k. Neycha Herford turned the focus inward with a “self-inventory” session. “Self-inventory,” Herford explained, “is the creative process at work.” Participant Kate Fauvell told us: “I think it is very crucial to the healthy career of an artist in New York City to be able to fearlessly explore and understand oneself and Neycha helped so much with that.”

After a session of individual self-inventory work, and time to share revelations with colleagues, the group reconvened for “Your Digital Presence” a presentation from Caroline Hendrix and Kevin McAleer, Special Projects Coordinator and Digital Media Officer at the British Consulate General New York, respectively. Kevin & Caroline offered concrete information about marketing, audience engagement and social media strategy. They relied heavily on the idea that digital communication should primarily be about information and storytelling, and not about sales. In fact, “90% of communications should be NOT sales related,” said Caroline.

Finally the participants split into small groups in order to dissect case studies that presented specific marketing challenges, and share their discoveries and solutions with their colleagues. “Most important was the totally new (to me), refreshing, revelatory notion of earnest, authentic, ethical marketing,” said artist participant Julia Holmes.

At the end of the information-packed day, artist participants left feeling rejuvenated and confident, some of them having dispelled previously held beliefs about marketing their work. Instead, as artist participant Kim Sherman put it, “I feel encouraged to put my work and philosophy into the world and have a structure to support me in doing so.”
If you’d like to learn more about “The Seven Elements of Strategic Marketing“, register for Brian Tate’s webinar on Monday, March 16th. To find out what else is going on with Creative Capital’s Professional Development Program, visit our calendar.

 
 

Creative Capital is honored to be the charitable beneficiary of the second annual Herradura Barrel Art Competition. With support from Tequila Herradura, we are presenting PDP workshops to artists in seven cities free-of-charge in 2015. Click here to learn more about the program and the participating artists.