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Digital Marketing for the Arts: A One-Day Intensive

Wednesday, May 29, 2019 - University of San Diego

Photo Credit: © Comic-Con Museum

Having a hard time keeping up with the ever-changing landscape of digital arts marketing? In today’s quickly evolving digital environment we want to ensure San Diego’s arts and culture sector stays ahead of the game.

Join us for Digital Marketing for the Arts: A One-Day Intensive and connect with industry-leading practitioners, gain tactical advice and learn how to make use of the many resources available online. Whether you’re an artist, an arts organizer or nonprofit worker, Digital Marketing for the Arts: A One-Day Intensive will help you navigate digital platforms to maximize your efforts in creating captivating content and engaging new audiences.


Wednesday, May 29, 2019, 8:30 AM - 5:30 PM

University of San Diego

Mother Rosalie Hill Hall, Suite 116

5998 Alcala Park

San Diego, CA 92110




Please register via Eventbrite according to the ticket type that best describes you. An eligibility confirmation will be sent via email in the weeks leading up to the event. Space is limited and will be allocated on a first come, first served basis to eligible San Diego County based artists, arts organizers and arts and culture nonprofits.


Session Overview:

Digital Marketing and the Arts Industry

A six year study by Capacity Interactive examines how arts organizations are using digital marketing tools and how arts marketers incorporate digital into their marketing and communication efforts. This session will highlight the key finding of the Arts Industry Digital Marketing Benchmark Study and help you understand how your efforts compare to your peers and the field at large.

Speaker: Erik Gensler, President of Capacity Interactive


How to Get What You Want from Creative People

Part of the job of an arts marketer involves working with creatives such as graphic designers and videographers. We rely on these creative people to design the assets to help us achieve our marketing goals. However, these relationships can sometimes be tricky. Bonnie Siegler, Founder and Creative Director of Eight and a Half and author of Dear Client: This Book Will Teach You How to Get What You Want from Creative People, will discuss various ways to improve relationships with creatives so you are happier with the work they produce and you have creative partners who want to do great work for you.

Speaker: Bonnie Siegler, Founder and Creative Director, Eight and a Half

Content Creation

As arts marketers, we wear a lot of hats. Our to-do lists are a mile long and we rarely have an opportunity to brainstorm creative and inspiring ideas. Yet, the pressure is on. With a constant stream of social content fighting for people’s attention, how well are you reaching your audience online? This session will give you the tools you need to create compelling content. Through guided exercises and collaborative discussion you will learn how to find your social voice, empower your constituents to share their stories and how to put your content to work for you.

Speaker: Rachel Purcell, Consultant at Capacity Interactive


Mastering the Art of Email in the Age of Distraction

Learn the secrets of running a successful email program, see innovative examples from international arts and entertainment venues and discover how to turn your program into a revenue powerhouse. Explore design trends, understand effective automation, engage audiences with RSVP’s, surveys and more. Is your program doing everything it should? Join us to find out!

Speaker: Kirk Bentley, Business Development Director, Wordfly


The Google Grant Program – Making Sense of the Changes, Updates, and New Policies

Did you know that Google Ad Grants provides up to $10,000 per month of free Google Ads advertising to eligible nonprofits? That’s a whole lot of marketing! Learn about the Google Ad Grants Program, and how to best navigate through recent policy changes. If your organization already has a Google Grant account, you may have noticed a recent change to its AdWord policies that require new levels of compliance. As a result, it became much more challenging to spend through your allotted Grant budget. It’s a lot to wrap your head around but don’t worry. We’ve got you covered. Ultimately, Google’s recent announcements represent some exciting new changes for arts organizations. In this session, you will learn about the updates and changes to the program, and better understand how to use your allocated budget effectively.

Speaker: Erik Gensler, President of Capacity Interactive


Speaker Bios

Rachel Purcell is a Consultant at Capacity Interactive, where she partners with clients such as Houston Ballet, La Jolla Playhouse, the Apollo Theater, Cincinnati Opera, and more on digital marketing campaign strategy and execution across platforms, including Facebook, Instagram, Google, and YouTube. Prior to joining the team at Capacity Interactive, Rachel worked as a Project Manager at Manus+CO, where she assisted with oversight of the development, marketing, and operations for startup arts nonprofits, including Playwrights of New York (PoNY) and the Arthur Miller Foundation. Outside of work, Rachel is an occasional performer of and frequent spectator at Shakespearean theater.

Erik Gensler is the President of Capacity Interactive, a digital marketing consulting firm for the cultural sector, whose clients include the country's leading arts institutions including the Chicago Symphony Orchestra, the Kennedy Center, and the Museum of Fine Arts in Houston. In 2010, Erik founded Digital Marketing Boot Camp for the Arts, the only conference 100% focused on digital marketing for arts and cultural organizations. Erik is a frequent speaker at conferences including the Tessitura Conference, National Arts Marketing Project Conference, and Dance/USA, among others. He frequently guest lectures at arts administration programs including Yale, Columbia, and Brooklyn College, and he hosts a podcast series about arts administration called CI to Eye. Erik holds a dual degree in Economics and Communication from Northwestern University. He began his career at Marakon Associates, an international management consulting firm. He is most proud of CI earning a spot on Crain's Best Places to Work in NYC for three years in a row.

Bonnie Siegler is the Founder and Creative Director of Eight and a Half, a multi-disciplinary design studio, which works in all media to make things make sense strategically, visually and editorially with intelligence and a sense of humor. She has been named one of the 50 out influential designers working today by Graphic Design USA and was a featured designer in the Art Director’s Club Legacy Project.

Recent clients include HBO, The New Yorker, Late Night with Seth Meyers, Will & Grace, Brooklyn Public Library, the Climate Museum and the Criterion Collection. She is also the author of two books: Signs of Resistance, A Visual History of Protest in America and Dear Client, This Book Will Teach You How to Get What You Want From Creative People.

Kirk Bentley is a digital marketing expert focused on the arts and entertainment field. He helps venues around the world create innovative marketing that power audience engagement and business growth. He lives in Seattle, WA. USA with his wife, daughter and a suspicious collection of vintage synthesizers.


Digital Marketing for the Arts: A One-Day Intensive is organized by the City of San Diego Commission for Arts and Culture  and funded in part by the California Arts Council, a state agency.

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