Week 1: Introduction

• How digital technology has impacted arts and culture organizations
  
• Reaching audiences: from arts marketing to engagement
  
• A brief overview: how digital communication works
  

Week 2: Creating a successful digital strategy for your arts and culture organization

• The inbound method: attracting, engaging and converting audiences
  
• Where to start? Developing your digital strategy. Mission, unique positioning, goals and reaching key audiences: visitors, members, stakeholders, etc.
  
• Branded content & content curation, or how to turn your unique assets into engaging storytelling
  

Week 3: Nurturing your audience and reaching new publics

• Reaching and engaging your audiences:
  
• The basics of SEO to ensure your target audience finds you
• Social media: building a community & networking
• Email marketing: nurturing your audience and creating conversion
• Organizing & streamlining your strategy:
  
• Content planning
• Community management

Week 4: Building your strategy

• Organizing & streamlining your strategy:
  
• Dos and don’ts when connecting with your online audiences
• Algorithms demystified: how to optimize for visibility
• Monitoring results
• Campaigns
  
• Paid media: social media, display ads or paid collaborations
• How to communicate an event
• Class discussion on participants’ digital strategies