When I think of nonprofits, my mind doesn't automatically turn to government entities. But when Siobhan O'Brien Olson, chair of the marketing committee of The Arts Council of Winston-Salem & Forsyth County (that's in North Carolina) about how that group and the city is taking its online presence from backward to sophisticated, my ears perked up.
Olson says that CityOfTheArts.com "uses robust behavioral mapping, database, social media, search and mobile technologies, brought together for the first time to create the ultimate online experience to market communities."
One look really says it all at this site, from the scrolling photos in the header of the events section (I want to go there!), to the lovely community page that portrays the city as one of "arts and innovation." The look, feel and usability of the site speaks to that characterization eloquently.
The City of the Arts site is not even finished. Here are the plans, starting with the sections that are already in place:
- Events (in place): The events section features an easily searchable listing of all events and activities within Forsyth County. Organizations may post events, include event schedules/times and upload photos/video/audio files to the site for free. There also is free link share access for ticket sales. Enhanced pages, that aggregate data on multiple events, are available for purchase. Customized administrative access is provided to organizations for easy updates and changes.
The system encourages users to post their ratings of events and their comments. Over time, the system learns users' preferences so that it is able to proactively suggest events in categories of interest to users.
- My Planner (in place): Registered users receive a free, customized events planning calendar through which they are able to track events of interest to them. Events may be "snagged" for posting on social media pages (e.g. Facebook, MySpace, etc.). Users also are able to invite friends to attend events and receive customized offers or discounts from organizations. Users will receive email reminders about events tracked in their planners. My Planner will synch with mobile devices later in the year.
- Community (in place): The Community section is an online repository of news, articles, posts and blogs about activities in the area. All posts are provided by citizens; and community commentary is encouraged.
- Gallery (launching in May 2010): The Gallery will feature individual portfolio pages for artists, musicians, educators and other individuals who wish to showcase their work and events. Of special interest is a section in which individuals can indicate their availability for lessons, lectures, appearances, internships or mentoring.
- Best Of (launching May 2010): This is a special feature section that draws attention to uncommon, innovative experiences in the City of Arts & Innovation combined with discounts and offers.
- Art Market (launching late 2010): The Art Market gives artists and experts "store fronts" from which they can sell their work.
- Project (launching late 2010): The Project is a monthly initiative that encourages community citizens and visitors to engage with the arts and culture of the city. Results of participation will be posted on the site for sharing and commentary.
One of the side effects of the site, says Olson, is that even though it "...was built to better market the arts and cultural entities in our area....we have discovered that business, technological, medical, governmental and educational organizations have found the site valuable to assist with their marketing."
Not every town or organization can do something on this scale, but the City of Arts website certainly sets a wonderful example of what can be done when a group of community activists decides to be on the cutting edge, which is, after all, just where the region is. The vision is expansive, but that is just exactly the point.
Do you want to be our Cause of the Week? Tell us who you are and why you should be featured in our blog right here. We would love to hear from you.
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