Communications with patrons is vital to growing audiences. There are multiple strategies which can be employed for positive interactions that work toward deepening patron engagement with the arts and, ultimately, any event-based, process-oriented workflow within organizational life.

In working as a series manager and strategic communications director, I worked through a variety of avenues to reach audiences and keep them coming back.

One such strategy was the reinstatement of season subscribers and this VIP approach for select audiences and potential returning subscribers. In this fashion, utilizing access as leverage can be an effective tool in marketing and public relations. The letter included was sent to around 200 individuals and netted 86 subscribers, with approximately 50% renewals.


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