Marketing Funnel for Ashwokan Art Community’s Upstate Art Weekend Campaign

This marketing funnel is designed to guide art enthusiasts, potential donors, and community members from initial awareness of Ashwokan’s events during Upstate Art Weekend to long-term engagement with the organization’s programs and upcoming artist’s retreat in 2025.

1. Awareness Stage: “Top of Funnel” (TOFU)

Goal: Build brand awareness for Ashwokan Art Community during Upstate Art Weekend, attracting a new audience to its programs and future artist’s retreat.

Key Strategies:

  • Social Media Campaigns: Run geo-targeted Instagram and Facebook ads promoting Ashwokan’s events at Upstate Art Weekend. Use high-quality visuals of the event space, featured artists, and key programming.

  • Content Partnerships with Upstate Art Weekend Organizers: Collaborate with event organizers and other art institutions participating in Upstate Art Weekend to cross-promote Ashwokan through shared posts and email newsletters.

  • Influencer Engagement: Partner with art influencers or local bloggers to promote Ashwokan’s participation in Upstate Art Weekend. Offer behind-the-scenes access or early previews to build buzz and reach new audiences.

  • Local Media Coverage: Send press releases to local upstate and NYC-based publications (e.g., The New York Times, Upstate NY Magazine) to secure features about Ashwokan’s participation in the art weekend and its vision for the artist’s retreat.

Content Examples:

  • Social media ads showcasing artists, performances, and exhibits that will be featured at Ashwokan during Upstate Art Weekend.

  • A press release or media feature on Ashwokan’s mission and its upcoming 2025 artist retreat.

2. Consideration Stage: “Middle of Funnel” (MOFU)

Goal: Engage those who are interested in the art community and educate them on Ashwokan’s emerging programs and long-term vision, including the upcoming artist’s retreat in 2025.

Key Strategies:

  • Email Lead Magnet: Offer a downloadable resource (e.g., “Guide to Upstate Art Weekend: Exploring Ashwokan and More”) in exchange for email sign-ups. This positions Ashwokan as a key destination and keeps potential visitors informed about future events.

  • Event Registration: Allow visitors to pre-register for exclusive events, tours, or artist-led sessions at Ashwokan during Upstate Art Weekend. Include a special “meet the artists” segment to deepen engagement.

  • Content Marketing: Publish blog posts or articles on Ashwokan’s website featuring artist interviews, event sneak peeks, and educational content about the community’s long-term goals. Share these posts across social media and email newsletters.

  • Retargeting Ads: Use Facebook and Instagram retargeting ads to engage people who visited the Ashwokan website or interacted with previous social media content, reminding them about the events and offering more information about Ashwokan’s mission and artist’s retreat.

Content Examples:

  • Email newsletter featuring artist interviews and event highlights, with a call-to-action to join a VIP artist talk or workshop at the event.

  • Retargeting ads offering a “VIP Access” pass for the weekend or highlighting the future artist’s retreat.

3. Conversion Stage: “Bottom of Funnel” (BOFU)

Goal: Convert interested visitors into event attendees, donors, and long-term supporters of Ashwokan’s mission.

Key Strategies:

  • Exclusive Event Offers: Provide limited-time offers for exclusive event packages, including access to private artist-led tours or workshops. Use urgency tactics like “limited spots available” to encourage sign-ups.

  • On-Site Donation Campaign: During the weekend, invite attendees to make donations to support Ashwokan’s programs and the artist’s retreat. Set up a digital donation platform (with QR codes) at key event spaces for easy, contactless contributions.

  • Post-Event Follow-Up: Send personalized thank-you emails to all event attendees, including a recap of the weekend’s success, testimonials from artists, and a call-to-action to donate or become a member of Ashwokan’s donor community.

Content Examples:

  • Exclusive event offers like “Join our VIP Artist Dinner: A Special Evening with Ashwokan’s Featured Creators.”

  • On-site donation call-to-action: QR codes at event areas, prompting attendees to “Help Fund the 2025 Artist’s Retreat.”

4. Loyalty Stage: “Post-Purchase Engagement”

Goal: Retain attendees and donors by fostering long-term relationships and keeping them engaged with future events and updates on the artist’s retreat.

Key Strategies:

  • Exclusive Content for Donors: Send exclusive updates to donors about the progress of Ashwokan’s programs and the 2025 artist’s retreat. Include early invitations to future events, behind-the-scenes content, or special donor perks.

  • Post-Event Survey & Feedback Requests: Gather feedback from attendees through post-event surveys, asking for input on their experience and how Ashwokan can improve future events. Offer a discount or perk for future events in exchange for survey participation.

  • Email Newsletters: Keep all event attendees engaged by sending monthly newsletters with updates on Ashwokan’s artists, progress on the retreat, and opportunities to support the organization.

Content Examples:

  • Exclusive email for donors with a sneak peek of artists who will be part of the 2025 retreat, along with invitations to private events.

  • A post-event survey offering a “10% off your next event” discount for completing the feedback form.

5. Advocacy Stage: “Turning Attendees and Donors into Advocates”

Goal: Encourage loyal attendees and donors to become advocates who spread the word about Ashwokan and drive more community engagement.

Key Strategies:

  • Referral Program: Offer a referral program that rewards attendees or donors who refer others to Ashwokan’s future events or donation programs. Provide exclusive rewards like a free pass to the 2025 artist’s retreat or limited-edition artwork from featured artists.

  • User-Generated Content Campaign: Encourage attendees to share their experiences on social media using a branded hashtag (e.g., #AshwokanArtWeekend). Feature user-generated content on Ashwokan’s social media and website to build community engagement.

  • Social Media Shoutouts: Highlight top advocates and donors on Ashwokan’s social media pages, giving them public recognition and inspiring others to support the community.

Content Examples:

  • A referral email campaign offering “Invite a friend to donate or attend a future event, and get a free VIP pass to our 2025 artist’s retreat!”

  • Instagram posts featuring testimonials from weekend attendees and donors, encouraging others to share their experiences using the branded hashtag.

Metrics to Track

  • TOFU Metrics: Social media impressions, ad reach, new followers, website traffic, and email sign-ups.

  • MOFU Metrics: Event registrations, email open rates, content downloads, and retargeting ad engagement.

  • BOFU Metrics: Event attendance, on-site donations, email click-through rates, and donation conversions.

  • Loyalty & Advocacy Metrics: Repeat donations, survey participation, referral program sign-ups, and user-generated content shares.

Conclusion

This marketing funnel will help Ashwokan attract new visitors during Upstate Art Weekend, engage them with its emerging programs, and build long-term relationships to support the community’s vision and upcoming 2025 artist’s retreat. By nurturing leads through targeted digital marketing, personalized follow-ups, and compelling content, Ashwokan will successfully grow its audience, donor base, and visibility within the arts community.