Technology and the changing face of audience development: An examination of effectiveness of social media, video on demand, and website efficiency as it relates to marketing for the arts.

摘要

This thesis, presented in partial fulfillment of the requirements for the degree of Master of Business Administration/Master of Fine Arts in Theatre Management, argues the value and necessity of leveraging digital technology and social media to market the arts. Dynamic and effective websites contain institutional information and create buy-in from patrons. This thesis sets forth parameters for assessing websites, and evaluates the website of California Repertory Company---the California State University, Long Beach graduate student-operated professional theatre company in Long Beach, California. This thesis also contends that social media and video-on-demand are two of today's strongest weapons in the performing arts marketing arsenal. Proper utilization of social media, websites, and video-on-demand creates engagement opportunities, and delivers a high return on investment. By actively implementing these engagement opportunities, performing arts organizations can raise brand awareness, and become leaders in their respective arts fields.