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The Campaign for Culture has three key goals to accomplish. They are: 1. Stimulate positive public awareness of arts and culture. Arts and culture are critical components of the Greater Philadelphia region’s economic, educational and social infrastructure. But they are also important to our quality of life and emotional and physical wellbeing. The Campaign for Culture will increase residents’ recognition of the vitality of our region’s cultural community and demonstrate how arts and culture are an integral part of their lives. The Campaign will also help blur the lines between culture and other leisure pursuits, making arts and culture organizations more obvious choices for leisure spending. 2. Increase attendance at Greater Philadelphia cultural institutions. The market research conducted during the planning phase for the Campaign for Culture identified several groups of consumers with different knowledge and usage levels of arts and culture activities. The Campaign will increase attendance by targeting marketing activities to those groups of people who are current attendees or are inclined to participate by providing easier access to programming information, creating cost incentives, addressing spontaneity barriers and encouraging consumers to try different cultural forms. 3. Develop marketing capacity at nonprofit arts and culture organizations. The success of individual arts and culture organizations is critical to the long-term vitality of the entire sector. With a diversity of organizations of different sizes, disciplines, budgets and locations in our region, each organization faces unique challenges to marketing their programming. To assist them, the Campaign for Culture will:
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