Fall is the new spring: Preparing for new beginnings
According to the calendar, New Year’s Day is the time of new beginnings. Botanically spring is the time of rebirth. But for many of us, an equally strong argument could be made for fall being the best time for fresh starts. Whether you are a parent, student, or educator getting started on a new academic year; an arts administrator with a summer season just ending or a fall to spring season just starting; or anyone who is putting summer vacations in the rear-view mirror, September is a time of change for many of us.
What is the best way for arts administrators and marketers to manage this time of transition?
Before you get too bogged down in the to-do lists and deadlines that await you, take this opportunity to recharge yourself and prepare for the future and reconnect with why you chose this job, this organization, this field.
Most of us are drawn to working in the arts because of a passion for – or at least an interest in – the mission of the organization. This is an excellent time of year to take a moment to remind yourself of that mission. Pop into a rehearsal or performance and watch the magic of live performance take shape, check in with your education department and remember the impact you have on students, or wander through your galleries and exhibits and take in the history, the beauty, and the culture. Review your file of the best patron comments (or if you don’t have such a collection – start one.)
Think back to the excitement you felt when you got called in to interview for your job or first walked in the building on your first day. Look at your organization through the eyes of a patron.
Then take a deep breath. Let these experiences and memories fill you up and inspire you to dig into the work.
In the weeks and months ahead, we will undoubtedly face challenging moments that make us question what we’re doing in this bizarre business. Having this reminder of the immense potential that our organization has to bring joy and inspiration to our community can help motivate us through those last-minute deadlines, negative patron comments, and other obstacles.
Ideally, you will have the opportunity to be energized by your mission and your colleagues frequently throughout the year, but sometimes, when such moments don’t appear on their own, making the effort to stop and create your own opportunity for inspiration and motivation is well worth it.
And since I can’t pass up an opportunity to share a tangible list of marketing-specific recommendations, here are some other things you can do at this time of year to prepare for what’s ahead.
Check for language, dates, and stats that needs updating on your website and in your boilerplate language used in press releases, program books, and other collateral
Complete your annual review of your Style Guide and Marketing Priorities
Clean out old reports and files from your CRM, your email marketing software, and your physical and electronic file locations.
Remove or inactivate access for former staff and interns and make sure that new team members are added to the correct lists for reports and email groups
Update calendars, to-do lists, and deadline tracking with new deadlines and tasks
After getting yourself inspired about your organization and reinvigorated about your marketing, if you find you need help reaching your goals, contact me. I can help.