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Composition

1. Alex Sarian has predicted that “ticket buying behaviors will become less predictable, and cultural organizations will invest unprecedented resources to integrate educational, family, & community based programs to redefine their role in society.” Do you agree with this prediction? Why or why not? How will redefining their roles in society benefit arts and cultural organizations? (20 points)

2. Eric Booth predicted that the US will see “increasing employment for teaching artists in creative aging, health care, criminal justice, within corporations, and in afterschool programs.” Please pick one of the areas he mentions and explain how you think teaching artists could work within this sector. What about the current state of arts & culture in the US do you think has led Eric Booth to make this prediction? Do you agree or disagree? Why? How can marketing professionals utilize this information? (30 points)
3. Briefly explain what is meant by branding is dynamic. (5 points)

4. What is the purpose of internal research when looking at branding? What other kinds of research must you conduct? (10 points)

5. Why is storytelling important & how does it contribute to brand meaning? Please give an example of a particular brand that uses storytelling effectively. (10 points)

6. Please explain in detail, giving examples for each, the Base-Build-Breakthrough concept when speaking about building a brand internally. (20 points)
7. Please explain how marketing is different than advertising. (2 points)
8. Using the Base-Build-Breakthrough model, explain how to expand a brand by mobilizing the external community. (20 points)

9. How can organizations use branding to help build products that are aligned with their mission and increase revenue? Please give an example. (5 points)

10. What two qualities are essential for creating effective partnerships that can add revenue and value to an organization? (4 points)

11. CASE STUDY- SNUG THEATRE, Marine City, MI
Recalling the facts that have been discussed in class regarding the Snug Theatre, please highlight your recommendations for a re-branding for this organization. Please include your views on the research (Who are they? Who do they serve? What is their mission? Public perception? Demographic? Competition?), What are your suggestions for incorporating as a nonprofit? Use of theatrical spaces? New mission? New programs? What could be a re-name? A tagline? Rallying cry? How can the Snug mobilize the external community and build partnerships? (50 points)
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