Big Ideas/Bold Creative
Marketing non-profits like for-profits
Non-profits can increase awareness, visitation, fund raising, and social/community buzz by not thinking and planning as traditional non-profits, but rather employing the same strategies and tactics as consumer product companies.The obstacle is not budget, but strategy and point of view. I will take the audience through my process, how it changed the fortunes and outcomes for both the Science Museum of Virginia and the Virginia Museum of Fine Arts, and show examples of work (print and TV). I will also reference my prior for-profit work.
Speaker, Bob Tarren
Bob Tarren is the Director of Marketing & Communications at the Virginia Museum of Fine Arts, a top ten comprehensive art museum in Richmond, Virginia. His responsibilities include brand strategy and creative, media planning, web management, promotions, and social media. He leveraged the museum’s 2010 reopening with a transformative “Its Your Art” repositioning campaign. His innovative and highly successful marketing campaigns for the Picasso, Chihuly, Hollywood Costume, Forbidden City and Mummy exhibitions more than tripled the museum’s average attendance, increasing revenue and international visibility.
Under his watch VMFA has won more than a dozen advertising and communications awards locally and nationally, including Bronze, Silver and Gold awards in the 2015 Richmond Show, and was named Tourist Attraction of the Year in 2012 by the Southeastern Tourism Association. His innovative campaign for Picasso generated more than 16 billion impressions. Tarren led the development of the country’s first exhibition-inspired craft beer (Forbidden) as well as the Chihuly glass blowing app with more than 100,000 downloads. He orchestrated events for VMFA at the French and Chinese embassies in Washington D.C.
Tarren has been President of the Advertising Club of Richmond and the Richmond Chapter of the American Marketing Association. He was on the organizing committee of Richmond’s first TEDxRVA event. He is an Adjunct Professor in Virginia Commonwealth University’s Robertson School of Media and Culture. He holds a Bachelor’s degree from the University of Miami and a Master’s degree from the University of Florida.
His friends know that he attended the original Woodstock, and later ran a sailing business from Miami that sailed through the Bermuda Triangle. They think there may be a weird connection between the two.
Date: Thursday, May 21
11:30: Lunch Buffet Opens
11:30-12:00: Registration and Networking
1:00-1:30: Questions and Networking
Location: Dunes Golf & Beach Club, 9000 N Ocean Blvd Myrtle Beach
Cost: Free for Professional Members, $35 for Guests, $10 for Students