E2: Marketing Broadway & Pivoting to Digital | Sarah Ateek

The Digital Stage

Summary
Sarah Ateek, the marketing director at the Straz Center, discusses her journey in the performing arts industry and the impact of the pandemic on the center. She shares how they pivoted during the pandemic, focusing on email marketing, social media, and virtual events. Sarah also talks about the importance of live theater and the joy it brings to people's lives. She highlights the unique team at the Straz Center, which handles marketing in-house, and the emphasis on digital marketing and influencer partnerships. Sarah envisions using storytelling and interactive content to engage audiences in the future. In this conversation, Sarah Ateek discusses her role as the Director of Marketing at the Straz Center for the Performing Arts and the challenges and strategies involved in marketing for a cultural center. She emphasizes the importance of storytelling and creating engaging content to connect with audiences. Sarah also mentions the use of AI in nonprofit marketing and the potential benefits it can bring. The conversation concludes with a discussion on the Boundless campaign and the goal of increasing awareness of the Straz Center in the community.

Takeaways

• The Straz Center pivoted during the pandemic, focusing on email marketing, social media, and virtual events to engage their audience.
• Live theater and performing arts have a profound impact on people's lives, providing a sense of joy and connection.
• The Straz Center has an in-house marketing team that handles various aspects of marketing, including content creation, PR, and group sales.
• Digital marketing and influencer partnerships are important strategies for the Straz Center, allowing them to reach a broader audience.
• Storytelling and interactive content are seen as the future of arts marketing, creating engaging experiences for audiences. Storytelling and creating engaging content are essential for connecting with audiences in the performing arts industry.
• AI can be a valuable tool in nonprofit marketing, particularly in areas such as email subject lines and content production.
• Building a supportive community within the industry can provide valuable insights and support.
• Utilizing resources effectively and being creative with limited budgets can still yield successful marketing campaigns.
• Increasing awareness of a cultural center can be achieved through out-of-area campaigns and strategic initiatives like the Boundless campaign.