If your marketing lives in 12 different documents, this is for you. Many arts organizations have campaign calendars, budgets, and media plans—but not a true marketing plan. Here’s a practical guide to creating a marketing roadmap and annual marketing plan that aligns your team, supports organizational goals, grows audiences, and drives earned revenue.

Audience acquisition and audience retention are two of the biggest challenges facing arts organizations today. While the nonprofit arts sector often looks to peer institutions for ideas, retail and e-commerce brands have spent years perfecting lifecycle marketing tactics that arts marketers can adapt. Here are five practical strategies you can implement immediately.