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February 14, 2014     Barnstable Patriot
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February 14, 2014
 
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ArtsFoundation launches new marketing strategiesto draw audiences to Cape Cod By Susan Vaughn svaughn@barnstablepatriot.com SUSAN VAUGHN PHOTO ARTS LIFE - Julie Craven Wagner,advertising sales manager of Cape Cod Life Publications, describes new opportunities for artists and arts and culture groups to advertise in the magazine and its annual Cape Cod arts issue. The Arts Foundation of Cape Cod is aiming to attract more audiences - both locally and globally - to all the Cape's arts and culture opportunities using the latest digitaltechnologies and arenewed collaboration with an existing publication. Kevin Howard, executive di- rector of the Arts Foundation of Cape Cod, Wednesdaydescribed the three components of the new marketing strategy to about 20 artists and arts organizationrepre- sentativesat the foundation'soffice inCenterville.The componentsare a new website called Arts Cape Cod, arts apps for smart phones, and a reinvigorated partnership with Cape Cod Life Publications. "What we are looking at is all the ways people are promoting their business," he said Feb. 12, noting outmoded techniques like travel agents, yellow pages, and landline phones. As the major agent for promoting arts and culture on the Cape, he said, "We wanttoseeourselveslikeAmazon, com. We want to be ahead of the curve, not off the curve." The new website is modeled after the successful ArtsBoston. org, whichpromotes 8,000 events in Boston each year, with an online calendar for all organiza- tions and events and online ticket sales. The Cape has 275 arts and cultural organizations and 3,000 eventseachyear,Howard said. All foundation members will be able to usethenewwebsite to promote their events and sell tickets. The foundation's new website will use an existing nationwide ,, platform called Artsopolis, which will "giveopportunities to take all the information and feed it out to all the organizations," Howard said. "We want to be the 'go-to place.' We will feed the informa- tion and it should save a lot of time {for organizations}. "Wewantto establish the region as an arts center and make these things comprehensible and help make the Cape a more navigable place,"Howardcontinued. "Italso gives an opportunity to compete more effective globally. We want to market as a great culture des- tination." Nick Mavroides, the founda- tion's new full-time project man- ager for the Creative Economy,has developed the Arts App for Cape Cod, Nantucket and Martha 's Vineyard, which is downloadable on all smart phones and android devices. He described the app's features: a mobile directory of the Cape's arts and culture or- ganizations, including the new- est, an antiques guide, a sorting mechanism to find that shows a person's proximity to venues, a geolocational map of all the ven- ues, a news and events tab, and an app specific Twitter feed. Mavroides also displayed the latest research results on the increased use of the new digital devices, including 56 percent of Americansnowhavesmart phones and 35 percent have tablets. He pointed out for the older Cape audience that 18percent of people 65 and over have smart phones. The Arts Foundation's app had almost 3,000 downloads from last March , when it was launched, to Dec. 31, and Mavroides noted that it has been downloaded in many languages, from Portuguese to Chinese, and from countries on every continent except Antarctica. Howard added that fewer peo- ple will be carrying guidebooks around because of the convenience of the phone apps. "These are things that are not terribly expen- sive,but get to audiences you don't have," he said. CONTINUED ON PAGE A&E:4 'Thego-to place' — — —~ " '¦ ¦ ¦- ! ¦ -¦ '•- ¦ ¦ - t" . ". ', ',i^., , ,,. W U , .- . 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