Content Development for Arts & Culture Organizations

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Audience Building and Digital Marketing

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… two technical assistance workshops for non-profit arts, history and cultural organizations offered by the Somerset County Cultural & Heritage Commission

Date:  February 27, 2019

Time: 10:00am- 12:00pm & 1:00pm – 3:00pm

Location: County Administration Building, 20 Grove Street, Somerville, NJ 08876, 2nd Floor, Engineering Conference Room.  

Parking:     Parking is available in the attached Bernie Field Parking Deck. Entrance to the deck is 68 East High Street, Somerville, NJ 08876

According to Seth Godin, “Marketing used to be about the things you sell, it’s now about the stories you tell.” The creation and distribution of compelling, relevant, shareable Content is the backbone of any successful digital campaign. For online marketers “Content is King,”

Arts and Cultural Organizations are, by definition, story tellers and content creators, as they support and promote the work of creative people and the narratives behind their organizations. The trick is using that content to engage audience members as they become fans and followers and ultimately ticket buyers and donors.

This Workshop will clear up the confusion surrounding digital marketing, with an emphasis on the needs of Arts and Cultural Organizations. It will deal with creating the right content and applying it across the right platforms. It also will provide attendees with a basic framework for creating their own stories and utilizing them on websites, social media and email marketing.

This seminar will cover:

  • Creating a content strategy
  • Creating a content calendar
  • Strategies for creating original content
  • Sources for curating existing content
  • Using images and video effectively
  • Measuring results
  • Time-saving tips, techniques
  • Engage audience members.
  • Finding “influencers” —Is your message is share worthy?
  • Apps that will help your content creation and distribution

Attendees will come away with an actionable plan, including recommendation on tools to develop a digital campaign tailored to their needs.

Workshop lead by: Michael Pilla

Designer, Writer, Educator, Entrepreneur

Michael has built his career on achieving business objectives by combining the best of art and technology.

Michael has held creative leadership positions with and ModemMedia, overseeing the creation of websites and interactive advertising for Fortune 100 companies including Clinique, Ford, IBM, GE and UBS.

He founded Pilla Creative Marketing in 2003 to bring the power of online marketing to businesses and non-profit organizations — creating branding, websites, social and email marketing for such diverse industries as Arts & Entertainment, Food and Beverage, and Professional Services. Specifically, he has worked on Digital Marketing campaigns for Broadway, Off Broadway and community theatre and entertainment venues, as well as music and film festivals and individual artists.

He holds a BFA from Pratt Institute and a Mini MBA in Social Media from the Rutgers Business School, and is a Solution Provider for Constant Contact.

He regularly conducts workshops on how businesses can get the most from Social Media and E-Mail Marketing. He has spoken at events for The Manhattan Chamber of Commerce, The Arts and Business Council of New York, MicroSoft’s Mega Marketing Week, The Center for Non-Profit Success, The New York Public Library’s Small Business Resource Center and the Off Broadway League.

He is also the Author of You Ought Be in Business. A Practical Guide for the Self Employed. It has been called “A humorous guide for the serious entrepreneur.” Witten for everyone with a dream, a laptop and a mild sense of desperation.

Michael has been quoted in the New York Times and by Joe Connolly on the Wall Street Journal Small Business Report on CBS Radio, and has taught internet and design courses at Pratt Institute, Pace University and Mercy College.


updated wheelchair imageWorkshop location is handicapped accessible. 
If you require assistive services, please advise our office 2 weeks in advance.   


For enhanced networking opportunities, we welcome attendees from neighboring counties, as well.  Do bring your organization’s program/project print literature for a shared resource table.

NJCA_Logo Made possible by funds from the Somerset County Cultural & Heritage Commission, Nj State Council on the Arts-logo
a partner of the New Jersey State Council on the Arts.  



Advance registration is necessary

To accommodate everyone’s differing schedules, we are planning to offer two (same day) sessions of this workshop, each contingent on adequate number of advance registrations.  Though the workshop is free, there will be a $5 non-refundable registration fee*  to cover cost of light refreshments.

Registration will not be confirmed until your check is received. Completed registration form and check must be received no later than February 22, 2019 by 5pm to secure your place at the workshop.

 Please note: Space is limited


Please select which session you would like to attend.
Please select which session you would like to attend.

All registrations will be confirmed, provided all information requested on this form is filled out completely, and check is received no later than February 22, 2019 by 5pm.

Please mail your registration check by US postal service payable to:
SC Cultural & Heritage Commission,
P.O. Box 3000, Somerville, NJ 08876-1262
 Attention: Cathy Bunting

Questions? Kaitlin Bundy, SCC&HC Manager at (908) 231-7021. Once your check has been received, your registration will be confirmed by email.   Please don’t delay in registering.  We anticipate available space will go quickly.

*Registration fee is non-refundable however, in the event the Cultural & Heritage Commission cancels the workshop registration fees will be refunded.


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