Arts

Ellis Jones has been an arts marketing agency since its inception. We believe in the arts as a social imperative and love for the arts is vivid in our work.

We provide strategy, advice and campaign services to major cultural institutions, performing arts companies, major festivals, local government, commercial and public galleries and performance spaces.

The context for producing, staging and marketing the arts, artists and arts organisations is rapidly changing. The internet, new media and social media platforms bring not only new and larger audiences, but increased avenues for performance and publishing of work. Competition for the discretionary ‘entertainment dollar’ is intensifying as public funding shrinks, placing more emphasis on commercial business models and philanthropic sector support.

Ellis Jones works with arts businesses and organisations to provide specialist arts marketing strategy and planning services during pivotal times in their evolution. We match a deeper appreciation for the value of arts to society with the strategic thinking that comes from years of advising government and business.

With over a decade’s experience working with emerging artists and globally recognised arts brands, we understand the artistic, funding and renewal cycles that shape many arts organisations. We help board members and executive teams plan for the future, guiding operational and communication outcomes, and we balance the needs of the artist with an understanding of the operational fundamentals that ensure the show can go on.

In arts marketing, agency activities are structured in three broad areas:

Arts marketing
Strategic planning
Brand and visual design


Our work includes activity with leading arts organisations such as Melbourne Symphony Orchestra (MSO), Australian Centre for the Moving Image (ACMI), Chunky Move, State Library Victoria and the Centre for Contemporary Photography (CCP), as well as state and local governments.

Talk to us about the arts, your opportunities and challenges, and how to take advantage of a complex and ever changing world.


Arts marketing
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Ellis Jones’s arts marketing consultants provide arts marketing strategy, advice and campaign services to major cultural institutions, performing arts companies, major festivals, local government, commercial and public galleries and performance spaces.

Technology has driven incredible change in arts marketing and audience engagement, and that pace of change is escalating.

Facebook, Instagram, Spotify, Netflix and Kickstarter did not exist just a decade ago but all of them are important platforms for arts companies, institutions and artists to not only engage audience but actively create work.

While digital technology presents opportunities, it also massively expands the options for audiences seeking entertainment. The competition for eyeballs is global; the lines between art, applied art and entertainment – between commercial and arts industries – are blurred.

Arts marketing must continue to reach funding partners, industry peers, politicians, philanthropists, and strategic partnerships. The channels and mediums have expanded but resourcing has often not: more must be achieved with less.

The capacity for arts organisations to innovate, creating new revenues streams via the development of products, services and programs, has never been greater. The closer the audience is to the company, the more likely activity will return a profit which can be channelled to growth.

Ellis Jones’ arts marketing consultants provide comprehensive and integrated services including:

Arts marketing strategy integrating digital and traditional channels
Sophisticated audience and stakeholder research
Company, facility, and program brand and visual identity
Creative (design)
Change communication
Partnership design and management
Audience engagement initiative design
Major capital appeal strategy and campaigns
Social mobilisation campaigns
Public relations (including publicity)
Digital (including social media) strategy, advertising and execution
Measurement and reporting
Our arts marketing consultants have delivered arts marketing strategy and advice to leading organisations such as Chunky Move, State Library Victoria and the Centre for Contemporary Photography (CCP). Our government arts marketing and communication work has been provided to the Victorian government and the City of Melbourne as well as local councils.

Read more about our arts strategic planning work and visit the design studio.

Get more insights from these articles by our arts marketing consultants.

Talk to our arts marketing consultants.


Arts strategic planning
View case studies
Ellis Jones’ arts strategic planning practice works with major cultural institutions, performing arts companies, major festivals, local government, galleries and performance spaces.

With often limited resources, arts boards and executive teams must be agile yet structured in their efforts to maintain sustainability.

Technology escalates in capacity but also cost. Funding is never certain, despite the expressed policies of arts funding agencies, sponsors and philanthropists. The rules can change, even if the fundamentals don’t: great art is great art.

Mediums merge and shift, changing the competitive landscape but also present new opportunities. Grasping those opportunities affect the brand, the makeup of the organisation and the sources of funding.

The identity of the company or institution, the identity of its artistic or curatorial leadership and the identity of the work all interrelate – and intersect with the identity of the audience. Brand and audience experience need to

In the case of great artistic institutions, it is often a major change in infrastructure that impacts the organisation negatively in the short term but positively into the future. The challenge is navigating that path.

Ellis jones’ arts strategic planning helps organisations design their future and manage pivotal periods in their evolution. Our arts strategic planning can comprise:

Board strategic planning facilitation
Organisational restructures
Change management strategy and planning
Employee impact mapping, engagement and change campaigns
Major development planning
Social impact framing, definition and reporting
Approaches to funding and philanthropy, including capital campaigns
We have provided strategic planning and related advice to leading arts organisations such as Melbourne Symphony Orchestra (MSO), Australian Centre for the Moving Image (ACMI), Chunky Move, State Library Victoria and the Centre for Contemporary Photography (CCP).

Our government arts strategic planning work has been provided to the Victorian government and the City of Melbourne as well as local councils.

Talk to us about arts strategic planning.


 

Seminar Series

galleryThe PR For Artist Seminar Series
We started giving PR for Artist seminars about fifteen years ago. Back then the term “artist” was a much bigger umbrella, including painters, sculptors, writers, filmmakers, musicians and others. The first thing I noticed was that filmmakers and musicians were much more apt to understand that PR and marketing were not a luxury or an afterthought, but a necessity. They were generally ready to dive into the nuts-and-bolts of how to launch a campaign. The fine artists generally came from a different perspective. They were often focused on the whys instead of the hows of marketing.
Fine artists wanted to know not only why an artist would launch a marketing campaign, but more specifically why they should launch one for themselves. Their initial issues were more complex. To many, marketing felt like anathema. Something to be avoided. A final, desperate measure.
And understandably so, for some reason our culture delights in the myth of artists who basically live the lives of monks, separated from the debased, practical world, locked in their ivory towers. They do their work and then sit in those towers growing older as they wait for a white knight to swoop down and take care of the practical part of the business of art That myth is not only dangerous, it’s absurd.
At our PR for Artists seminars, I can see first-hand the havoc this “myth of the artist” scenario has caused.
These were the issues and concerns that convinced us to develop seminars specifically tailored for fine artists. Art can be both mystical and practical. Artists are not dealing with an either/or situation, they’re dealing with an and. Each artist has a unique creative process and that process needs to be protected and perfected. Time then needs to be set aside to create a successful business process. Not that artists need to do it all, but they do need to address the business of art. They can then look at bringing in others to do the tasks they are not comfortable doing.
Artists have always had to market their works. Michelangelo was great a selling Popes and Picasso was no slouch on the marketing front. This is a truism for all art forms, from Shakespeare and Dickens to Liszt and Warhol, artists have attended to the marketing aspects of their work. As mentioned earlier marketing one’s art is not a luxury, but a necessity.
As a working artist, the starting point is to give yourself permission to market and promote your work. That is step one and in many ways the most difficult and most important step. There is no moving forward without that first step. Once that bridge has been crossed, you can move from why to the worlds of what and how.
Few artists know how to implement a successful PR or marketing campaign. There is no shame there, artists might know how to make compelling works, but seldom have they been taught the secrets to successfully marketing their art
Creating art is one thing, but building bridges between your art and the media, the public and collectors, is something else entirely. How do you build that bridge? The answer is an effective campaign melding media relations, social media and marketing.
Having worked as journalist, magazine editor, producer and now public relations consultant, there are a number of basic questions I’m regularly asked by artists. It was those questions that convinced us to develop our PR for Artists seminars.
They are designed to answer the basic nuts-and-bolts questions and to offer a blueprint for an effective marketing campaign. Since developing them, we’ve offered the seminars on both coasts.
PR for Artists was designed to offer artists and those involved in the art world the insider secrets to creating and establishing a successful media campaign. The seminars take artists through a step-by-step process focusing on how to utilize proven PR tools that can lead to both artistic fulfillment and financial success.
PR for Artists seminars cover a wide range of topics, including:
Why PR and marketing are essential.
Discovering the Art of Marketing & PR
Developing media-savvy dynamic pitches that work.
How to contact and pitch the media.
Working with a PR firm verses launching your own campaign.
Avoiding the “I can’t promote my own art” career trap.
The secrets of an effective press release.
Why Effective PR is Effective Storytelling
Media training tips that work.
How to effectively utilize your media coverage.
Implementing an effective social media campaign.
Melding your media relations campaign with your social media campaign.
Guerrilla and Alternative Marketing
If you are a working artist, you know that marketing and PR are essential to successfully getting your art into the marketplace, establishing you as an artist and launching and sustaining your career as an artist.
PR for Artists seminars are designed to give you a practical blueprint to take you, your art, your brand and your career to the next level.

Arts marketing

Ellis Jones’s arts marketing consultants provide arts marketing strategy, advice and campaign services to major cultural institutions, performing arts companies, major festivals, local government, commercial and public galleries and performance spaces.

Technology has driven incredible change in arts marketing and audience engagement, and that pace of change is escalating.

Facebook, Instagram, Spotify, Netflix and Kickstarter did not exist just a decade ago but all of them are important platforms for arts companies, institutions and artists to not only engage audience but actively create work.

While digital technology presents opportunities, it also massively expands the options for audiences seeking entertainment. The competition for eyeballs is global; the lines between art, applied art and entertainment – between commercial and arts industries – are blurred.

Arts marketing must continue to reach funding partners, industry peers, politicians, philanthropists, and strategic partnerships. The channels and mediums have expanded but resourcing has often not: more must be achieved with less.

The capacity for arts organisations to innovate, creating new revenues streams via the development of products, services and programs, has never been greater. The closer the audience is to the company, the more likely activity will return a profit which can be channelled to growth.

Ellis Jones’ arts marketing consultants provide comprehensive and integrated services including:

Arts marketing strategy integrating digital and traditional channels
Sophisticated audience and stakeholder research
Company, facility, and program brand and visual identity
Creative (design)
Change communication
Partnership design and management
Audience engagement initiative design
Major capital appeal strategy and campaigns
Social mobilisation campaigns
Public relations (including publicity)
Digital (including social media) strategy, advertising and execution
Measurement and reporting
Our arts marketing consultants have delivered arts marketing strategy and advice to leading organisations such as Chunky Move, State Library Victoria and the Centre for Contemporary Photography (CCP). Our government arts marketing and communication work has been provided to the Victorian government and the City of Melbourne as well as local councils.

Read more about our arts strategic planning work and visit the design studio.

Get more insights from these articles by our arts marketing consultants.

Why PR for Artists

artist audienceWhy PR for Artists

artist-audience1PR for Artists is a concept that’s been with us for quite a while. When it comes to creating art and marketing art, we’ve been on both sides of the fence, (so to speak) and know it can often be an uneasy fit. As an artist, your responsibility is creating the best work you can. Particularly now, it’s often difficult to realize that’s not where your job ends if you want your art to reach your audience.
Creating the work is step one, marketing it is a whole other story. But if you realize that creating a successful PR campaign for your work is an art form in itself, you can begin to look at it with new eyes. Whether offline or online, your story is your fortune. A band, author, filmmaker or a painter becomes successful once they tell their story in a believable, impactful way. Effective PR truly is the art of storytelling. The media doesn’t want to be sold or hyped. It doesn’t want smoke-and-mirrors or jargon. What it wants (and needs on a daily basis) is compelling stories.
Because it’s not always economically feasible for an artist to retain the services of a PR firm, we’ve developed packages to help you create, develop and launch your own campaign. I take you through the entire process including developing your story (s), creating your pitch, writing an effective press release, building a media list, utilizing the Internet, etc.
This approach has been developed specifically for artists, drawing from my experience as a music journalist, novelist, playwright and PR consultant. I can attest to the fact that success can be measured in one way; the impact your story has on the public. How you develop and tell your story makes the difference between a struggling artist and a breakout success.
Read More on Why Artists Need PR
Check out the Myths of Artists and the Danger it Can Have on Your Art

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