COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
Social Media versus Direct Mail: Adjusting the Marketing Mix
Creator:
Ramatally, Nadira
Subject:
Thesis (M.A.) -- Arts Administration
Subject:
Savannah College of Art and Design -- Department of Arts Administration
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
This study explores how arts organizations are utilizing direct mail marketing in light of new social media trends. The purpose of this study is to provide insights into what arts organizations are using direct mail marketing for and if social media marketing is replacing it as an essential marketing tool. Arts organizations face a unique challenge in that the services they provide are not necessarily viewed in the same way as their nonprofit counterparts. The research conducted is comprised of case studies, interviews and a national survey in order to gain a comprehensive understanding of the role of direct mail and social media marketing within various types of arts organizations including museums, symphony orchestras, ballet companies, theatre companies and opera companies. Based on the findings of this research, this study may serve as a resource specifically for arts organizations to learn about the marketing practices of their nonprofit peers.
Publisher:
Atlanta, Ga. : Savannah College of Art and Design
Date:
2013-05
Format:
PDF : 82 p. : ill