cooperative marketing program2016 annual report

FY16

Twenty-five years after the launch of a bold experiment called the

Cooperative Marketing Program (CMP), it continues to be a vital

and relevant resource for scores of cultural non-profit organizations

in Broward County.

Just one of a handful of similar cultural advertising programs within

the United States, CMP has made an indelible mark on the entire

South Florida arts scene with vision, expertise, and partnerships.

Administered through ArtServe, a non-profit cultural powerhouse

in its own right, the Co Op program executes media planning

and ad placements on behalf of Broward based non-profit cultural

organizations and individual artists. CMP was designed to educate

its participants with engaging workshops and assist in stretching ad-

vertising budgets including design, placement, and planning -- making

ArtServe the ideal organization to implement such a vast, detailed,

and multi-disciplinary program.

Whether the program is measured in reported financial transactions,

professional development workshops, or the increase in the overall

cultural engagement, the result is clear: the CMP experiment has

worked and continues to be force of excellence in Broward County.

The relevance of Co Op Marketing cannot be understated, and the

program is poised to be the best that it has ever been.

“We’ve been with Co Op from the beginning, over twenty years. Our organization has benefited greatly from the positive changes ArtServe is bringing to the program. We are excited for what the future holds for Co Op Marketing.”

PAM deArden / gOld COAST JAzz / 2017

2016 AnnUAl rePOrT

Pam Dearden

The Summit Manhattan Transfer Meets Take 6 (A co-promotion with the Broward Center for the Performing Arts) Feb. 21 • 7:45pm • Parker Playhouse

Karrin Allyson Trio Karrin Allyson Sings Rodgers & HammersteinMar. 8 • 7:45pm

Ken Peplowski & Diego Figueiredo The Bossa Nova WaveApr. 12 • 7:45pm

Johnny Rodgers, David Pruyn & South Florida Jazz Orchestra Ol’ Blues Eyes Meets The Velvet Fog May 10 • 7:45pm

All concerts begin at 7:45pm and occur at the Amaturo Theater/Broward Center for the Performing Arts and *Parker Playhouse. www.browardcenter.orgwww.goldcoastjazz.org

A Silver Season Celebration of Classic Jazz & the Great American Songbook

FY16

There was a sizable up-tick in the client participation in FY16. These increases were due to several factors which include more active engagement, increased outreach to established clients, relationship building with new potential clients, more robust and engaged media planning, and the inclusion of municipalities and alternative users into CMP.

As a combined set of factors, client engagement can be measured in the aggregate ad spend of $357K which accounts for a total of 2,246 advertisements. The total of number of placed ads rose by 12% between FY15 to FY16.

Most interesting is the diversity of advertising vehicles the clients used in creating their various campaigns. Bonnet House is a great example of an organization which maintains a robust marketing posture in both the tourist and local markets This is one non-profit which will maintain a strong relationship with established name brand media with the willingness to test new advertising mediums in order to reach new potential audiences. Bonnet House is a model for market saturation.

Throughout 2016, Bonnet House utilized gulfstream Media group, great locations, Patron Mail, TravelHost, Wlrn, Constant Contact, South Florida gay news, Broward new Times, and FaceBook which accounted for $14.7K in ad expenses. Bonnet House was only responsible for an out-of-pocket cost of 9.9K.

“Bonnet House Museum & gardens has proudly participated in the Cooperative Marketing Program for over 10 years. We love this program because it has helped expand our marketing dollars tremendously. Mr. King’s ability to negotiate amazing rates with publications has eased the burden of our sizable marketing investment.”

MOniCA eSTevez / BOnneT HOUSe / 2017

ClienT PArTiCiPATiOn

Monica Estevez

FY16

This local, professional, non-profit theatre company performsat The vanguard in Fort lauderdale. The theatre is devoted to presenting experimental, provocative, and socially-conscious plays. Thinking Cap Theatre is also committed to presenting works that depict a range of identities more reflective of today’s society.

Thinking Cap exemplifies the typical low-budget client CMP was designed for. With only seven shows per season and approximately $1,200 alloted for each show, the theatre needed a variety of services to resolve their main issue of filling seats for their theatrical performances. These services included a budget overview, media planning, graphic design, and advertising fulfillment.

Beginning in September, Thinking Cap has utilized Co Op in order to establish a narrative about their organization with new clients through email blasts, ultra-local weekly print, and radio. CMP secured vendors which are sensitive to ultra-low budgets such as Wlrn, Miami Art guide, Broward new Times, and South Florida gay news.

The results have been spectacular. The theatre has reported higher ticket sales and a increase in the general “buzz” about their perfor-mances. The economic impact of their investment can be measured not only in the revenue spent on media, but also the revenue gener-ated by ticket sales, the social engagements at restaurants before or after the performance, as well as the take-home pay of the actors and crew of the theatre. Through Co Op, the South Florida Arts Scene is contributing to the positive growth of Broward County.

“As a small non-profit theatre company, we have relied for most of our seven year existence on word of mouth and press releases to promote our shows, unable to shoulder alone the costs of anything more. This past fall, we were able to find new audience with our initial print and advertising campaign through the Cooperative Marketing Program. Co Op has motivated us and afforded us the opportunity to plan a year-long advertising campaign for the first time ever. We are grateful for and excited about this partnership.”

niCOle STOdArd / THinKing CAP THeATre / 2017

THinKing CAP THeATre

Nicole Stodard42 • 11.30.2016

Award-Winning Professional Theatre

1501 S. Andrews Avenue Fort Lauderdale 33316vAnguArdArtS.org954-610-7263

SAve $5 with promo code SFgn

“Featuring some of the region’s funniest playwrights.”

dec 1 thru dec 11thurs and Fri 8pmSat & Sun 4pm & 8pm

tickets $35

“I think that everything that a writer writes has some basis in a form of autobiography. We’re all trying to tell our own stories

at some level,” said playwright and actor James Lecesne.

But, in the case of “The Absolute Brightness of Leonard Pelkey,” the story was inspired by the thousands of young people Lecesne has met since co-founding the Trevor Project, the 24-hour nationwide suicide prevention and crisis intervention lifeline for LGBTQ youth.

“Over those years, I had the opportunity to meet so many young people who are trying to fi gure out who they are,” he said.

His hit Off Broadway one-man show is coming to the Kravis Center in West Palm Beach. In the show, based on a 2006 novel, Lecesne plays the townspeople in a Jersey Shore hamlet who react to the disappearance of a fl amboyant teen, Leonard Pelkey.

“People in that town warn him to tone it down, but when he disappears, they realize what a gift he was to the town and the lives of the people he knew,” explained Lecesne.

In addition to a critically-acclaimed run in New York City, Lecesne recently performed before a high school group of more than 400 students and, “as usual, someone always asks if this is based on a true story. For me as a storyteller, that is the greatest compliment you can get.”

While the play was written after nationwide attention was already focused on anti-LGBTQ bullying, Lecesne was reminded of his own feelings as a young gay boy growing up in New Jersey.

“The book was a little ahead of its time and geared towards young adults, but (with the play) I wanted to tell the story from a diff erent point of view to adults and encourage them to refl ect on our part of the story, what we do and how to support these young people. This isn’t really just

about LGBT kids, but every kid who is trying to fi gure out who they are,” he added.

Lecesne has a long theater resume including roles in regional, Off Broadway and Broadway productions, so adapting the novel wasn’t the most diffi cult part.

“Writing the book was a step outside of my comfort zone, as opposed to performing,” he said of the novel, which won the William Morris Award by the American Library Association and was nominated for a Lambda Literary Award.

Tony-winning composer Duncan Sheik (“Spring Awakening”) contributed original music. Veteran producers Darren Bagert and Daryl Roth and director Tony Speciale also signed onto the project.

The tour performances are timely, Lecesne noted, especially after the election of president-elect Donald Trump and the ascendance of conservative Republicans in all three branches of federal government.

“Many of these young people grew up in a world where they were given permission to be themselves in the mix and marriage equality showed their love is of equal value,” he said. “Since the election, the Trevor Project has never been busier. Calls have skyrocketed. These young people are calling with real concerns.”

While the youth are not so much concerned with the politics of their situation, they are fearful that tolerance of “others” may wane in the new political climate.

“I know fi rsthand how alarming this is for them. One of the things we can do is show the value of having diversity in the community and allow everybody the freedom to be more expressive and involved. Of course, I’m concerned for these young people who have their whole futures ahead,” Lecesne said.

And then he added, “Did I mention that the play is funny?”

YoutH adVoCate addReSSeS BuLLYing,SteReotYPeS at KRaViS

J.W. Arnold

James lecesne performs “the Absolute Brightness of leonard Pelkey” at the Kravis Center in West Palm Beach at 7:30 p.m. Dec. 2 – 4 and at 1:30 p.m. on saturday,

Dec. 3. tickets start at $32 at Kravis.org.

A&e theater

James Lecesne, co-founder of The Trevor Project, stars in a one-man show coming to the Kravis Center in West Palm Beach this weekend.Photo Credit: Matthew Murphy

FY16

in all media categories, FY16 saw considerable expansion in both the total list of vendors and the products they deliver. Most notably, there was a significant increase in online ads.

vendors like Broward new Times, Miami Art guide, and Around Town were the leaders in this category and will be the vendors to watch in the FY17 report.

The third largest ad expenditure for the Co Op program was radio, in which the number one player is Wlrn. CMP is working to reduce costs and bundle deals in order expand this medium for all clients.

online Classical ConnectionsConstant ContactFacebookJump on Mark’s listMiami Art guideOrganistePatron MailSoFla Concert Adv.

tourist printFX Media groupgreat locationsTravelHost

radioentercomWdnAWlrn

local printAround TownArt HiveBroward Family lifeBroward new TimesCity newsCity news MiramarCvB PlaybookFll MagazineFll Media Associatesgo riverwalkgulfstream Medialifestyles A&e guideOur City MediaParklanderPalm Beach PostPompano PelicanSouth Florida gay newsSouth Florida Parenting

Sports Activity directorySun-SentinelTropicWestside gazette

public/mall/movieBob’s Barricadesnational CinemediaO CinemaOutfront MediarenFestSimon Mall

cableComcast

vendOr relATiOnSHiPS

“Tourism is South Florida’s largest industry with $13 billion dollars spent by visitors to our region. A sizable percentage of our out of town guests are looking for culture and a great experience. ArtServe and the Co Op clients partners offer our visitors a memorable experience.

in addition to the visitors that we reach from our magazine, which is placed in hotel rooms, our extensive digital and social mediums parlay that experience into the local market, providing Co Op participants the best of both worlds.”

inA lee / TrAvel HOST MAgAzine PUBliSHer / 2017

Ina Lee

FY16

Over the last two years, the Co Op program has shifted to a model of aggressive engagement and product discovery. This shift has become evident in both the aggregate numbers as well as the relationships built and maintained due to the program.

The thriving program is proof that relationships matter in business. The core of Co Op is built on trust, accountability, and good old-fashioned customer service. The healthiest relationships lead to networking, exploration of new ideas, and new ways to transact business in a well-established program, and the numbers show this.

around town magazine Though a series of regular meetings in 2015, the publisher and sales staff of Around Town met with the ArtServe staff in order to introduce a new product line up. Over several meetings and phone calls, a non-profit pricing structure was created which fit the budget needs of the CMP clients. Through relationship building and a lot of negotiating, Around Town has seen a three-fold increase in business.

miami art guideThe ArtServe staff saw an opportunity to identify new digital tools for the existing CMP clients in FY15. Miami Art guide was a clear choice for testing this digital communication and a point of contact was established with the publisher. A low-cost pricing structure was arranged and, over several months, the product was adopted by several clients. Miami Art guide went from $0.00 to $5,620 in ad revenue simply by agreeing to maintain a low rate for all insertions, regardless of volume. The publisher has since locked in the low rates for Co Op.

vendOr TOP PerFOrMerS

Fundraiser Results by Salesperson

PARTICIPANT UNITS SOLD

FY 15 7,090.0

FY 16 17,060.0

FY 17* 23,000.0

Column Chart

0.0

6,000.0

12,000.0

18,000.0

24,000.0

FY 15 FY 16 FY 17*

Column, bar, and pie charts compare values in a single category, such as the number of products sold by each salesperson. Pie charts show each category’s value as a percentage of the whole.

1

$24K

$18K

$12K

$6K

$0FY15

$7,090FY16

$17,060 FY17*

$23,000

Fundraiser Results by Salesperson

PARTICIPANT UNITS SOLD

FY 15 0.0

FY 16 990.0

FY 17* 5,620.0

Column Chart

0.0

1,500.0

3,000.0

4,500.0

6,000.0

FY 15 FY 16 FY 17*

Column, bar, and pie charts compare values in a single category, such as the number of products sold by each salesperson. Pie charts show each category’s value as a percentage of the whole.

1

$6K

$4.5K

$3K

$1.5K

$0FY15$0.00

FY16$990

FY17*$5,620* AS OF FY17 • Q1

FY16

wlrn public mediaSeveral Co Op advertisers swear by Wlrn. From the largest to the smallest groups, each client understands the power of this medium and its potential to bring much needed attention to their projects. However, the cost is too great for too many. Through a series of meetings and phone calls, a low cost $990 deal was negotiated which yielded a series of 15 second ads. Because of this, small organizations like Thinking Cap Theatre and Florida Singing Sons are now in the Wlrn bandwidth -- a place they have never advertised before. Medium and large organizations saw the power of this deal as well. groups like gold Coast Jazz and Symphony of the Americas have annual schedules booked with this newly negotiated deal. The result has been a clear rise in the number of placements and monies earned by Wlrn.

travelHost magazineOne of the most complex relationships in the Cooperative Marketing Program is with TravelHost - a CBe vendor. The tourist-oriented publication represent a true economic engine for CMP and in the tourism arena writ large. The multi-spread Co Op section as well as the ArtsCalendar Page and the wide variety of advertisers make this section both challenging to produce and thrilling to publish. The power of “the section” is one that is coveted by many publishers, creating competition while displaying the power of the Co Op. While TravelHost’s relationship with long-term CMP clients is well established, there are still gains to be made -- this is the operating basis of the relationship between TravelHost and ArtServe. regular meetings and a close relationship with their production team ensure a culture of exploration and discovery with this valued CBe vendor.

vendOr TOP PerFOrMerS

Fundraiser Results by Salesperson

PARTICIPANT UNITS SOLD

FY 15 23,011.0

FY 16 40,155.0

FY 17* 56,055.0

Column Chart

0.0

15,000.0

30,000.0

45,000.0

60,000.0

FY 15 FY 16 FY 17*

Column, bar, and pie charts compare values in a single category, such as the number of products sold by each salesperson. Pie charts show each category’s value as a percentage of the whole.

1

$60K

$45K

$35K

$15K

$0FY15

$23,011FY16

$40,155 FY17*$56,055

Fundraiser Results by Salesperson

PARTICIPANT UNITS SOLD

FY 15 89.5

FY 16 87.1

FY 17* 105.8

Column Chart

0.0

27.5

55.0

82.5

110.0

FY 15 FY 16 FY 17*

Column, bar, and pie charts compare values in a single category, such as the number of products sold by each salesperson. Pie charts show each category’s value as a percentage of the whole.

1

$24K

$18K

$12K

$6K

$0FY15

$89,500FY16

$87,100 FY17*

$105,800* AS OF FY17 • Q1

FY16

Fiscal year 2016 was an active advertising year for all clients -- up 23% from the previous year. One of the FY15 goals was to increase program use through expansion to new players as well as to increase the number of CMP touch points with inactive and infrequent users.

Activity throughout the year was the strongest in the categories of local Print and Tourist. Additionally, the preferred marketing vehicle for CMP clients is overwhelmingly print, consisting of $272K or 76% of the total annual CMP marketing expenses.

2016 SUMMArY: SPending Fundraiser Results by Salesperson

PARTICIPANT UNITS SOLD

CABLE $3,216.90

LOCAL PRINT $148,848.75

RADIO $46,595.00

TOURIST $123,490.00

PUBLIC / MALL / MOVIE $22,579.29

ONLINE $9,372.00

$0.00

$40,000.00

$80,000.00

$120,000.00

$160,000.00

CABLE LOCAL PRINT RADIO TOURIST PUBLIC / MALL / MOVIE ONLINE

CABLE LOCAL PRINT RADIO TOURIST PUBLIC / MALL / MOVIE ONLINE

Column, bar, and pie charts compare values in a single category, such as the number of products sold by each salesperson. Pie charts show each category’s value as a percentage of the whole.

1

$160K

$120K

$80K

$40K

$0

CABle

$3,216.90880 AdS

lOCAl PrinT

$148,273.69366 AdS

rAdiO

$46,595.00833 AdS

TOUriST

$123,490.00100 AdS

PUBliC / MAll / MOvie

$22,579.2911 AdS

Online

$9,372.00106 AdS

nUMBer OF AdS 2246TOTAl Ad SPend $357,677Per Ad Avg $159Per Ad CMP $106neW CMP USerS 13

ACTive USerS 85dOrMAnT USerS 45MUniCiPAliTieS 6

FY16

The aggregate view of the last five years show interesting trends in the typical mediums that the CMP clients choose to advertise in. The most robust categories are Tourist, local Print, and radio. local Print has seen a steady decline from FY12-FY15, with a resurgence in FY16 due to an aggressive renegotiation for lower rates making this medium much more attractive to the CMP mid-level clients.

ending FY16 at $3,217, cable continually struggles. Client perception of high costs and ineffective/inconclusive results are the clear culprits. This is an open opportunity to renegotiate with cable companies as well as for Broward Cultural division to incentivize the CMP clients through Co Op cap extensions and video production waivers.

Five YeAr Trend: FY12 - 16

nOTe: in late FY16, Outdoor/Online was split up into two separate categories for more accurate reporting. Moving forward, Outdoor category will be referred to as Public/Mall/Movie and Online will be a standalone category.

$160K

$120K

$80K

$40K

$0CABle lOCAl PrinT OUTdOOr/Online rAdiO TOUriST

Five YeAr Trend2012 2014

20152013

2016

THE FORT LAUDERDALEINTERNATIONAL FILM FESTIVAL

November 6 - 22

3 0 T H A N N I V E R S A R Y

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TAKE A VACATION FROM ORDINARY FILM

For details and tickets: FLiFF.com

2015

FY16

neW CO OP iniTiATiveS

MediA COnSUlTing & PlAnning ServiCeSgoing from a passive player to a proactive media consultant, this new service offered through the Cooperative Marketing Program provides artists and cultural groups a 360 degree view of where they can take their media spends for the maximum potential to reach their target market. in addition to assistance with placement, copywriting, design, and savings that the program already offers, WideAngle gives cultural advertisers the comprehensive analysis they need to make better and more impactful media purchases so that every nickel invested can go the distance, including:

• 3-5 in depth, in person meetings to analyze past, present and future media buys

• Detailed analysis of best avenues to reach their target market, including a demographic overlay

• Comparable analysis of media others in their market are using repeatedly/successfully

• ROI data sheet, to assist users in calculating and tracking most effective mediums

• A one-sheet media proposal and action plan

FY16

BrOAdCAST TOOlSArtWave and ArtsCast productions will make a new mark in the South Florida arts scene. A call for stories to the Co Op users will lead to the crafting of topics and themes, shaping the editorial content to incorporate the widest range of art forms, genres and partners that will best showcase the Co Op participants and illustrate what a strong cultural community we have in Broward County

neW CO OP iniTiATiveS

CMP digiTAl Ad ServiCeSArtServe will take the lead on effective and efficient reporting and data collection tools by digitally upgrading CMP media placements. From online forms, data integration with billing, to data collection for reporting and analysis, the system upgrade will greatly enhance the overall capabilities of the Co Op program and will be an instant benefit to the program clients.

MArKeT reSeArCHThrough data Clique, CMP will be poised to provide in-depth analysis and actionable insights for clients of all sizes. CMP will deliver metrics through market intelligence reports in order to make smarter media buys by knowing which tactics are most effective.

ArtServe will launch an ArtsCalendar multi-media campaign to raise community awareness of this important marketing tool that will, in the process, provide more visibility to the Co Op users themselves. And, as a by-product, it will drive more media outlets to the program administrator.

Additionally, ArtServe will create more editorial content featuring Co Op users to illustrate the value of the program to new potential users – and integrate that content into social media platforms and the newly redesigned ArtsCalendar platform. Social media will be implemented intensely to integrate all platforms and boost overall awareness. This media plan should coincide and run concurrently with the already existing ArtsCalendar media plan.

FY16

Beginning AMOUnT: OCTOBer 1, 2015

revenUeCUlTUrAl AdverTiSing $174,919OrgAnizATiOnS COnTriBUTiOnS $283,451PlACeMenTS $43,200PrOdUCTiOn $16,766

TOTAl revenUe $473,336

eXPenSeSPrOgrAMS’ AdverTiSing $357,677PlACeMenTS $43,200PrOdUCTiOn $16,766

TOTAl eXPenSeS $417,643

ending AMOUnT: SePTeMBer 30 2016 $55,693

CBe vendOr PAYMenTS 86,567

STATeMenT OF OPerATiOnS

“We are all fortunate to have this structure for outreach marketing available to us in our community. We also appreciate the opportunity for exposure to new advertising avenues. The program certainly is a win-win for all of us -- fiscally and in our marketing efforts”

renee lABOnTe / SYMPHOnY OF THe AMeriCAS / 2017

Renée LaBonte

March 6, 1 pMBroadway

March MadnessHaller Foundation Guest Artist

april 12, 8:15 pMJoaquín achúcarro

pianist

TicketsBrowardCenter.org

954.462.0222

erenades@ Sunset ymphonyof the Americas

The Haller FoundationMarch 20 — 5:30 pM

aMernet string quartethyatt regency pier sixty-six

pier top BallrooM2301 s.e. 17th street

Fort lauderdale

One of today’sexceptionalstring quartets!Reservations 954.335.7002

www.sota.org

GoldCoast_SOA_Jan2016_7.25x4.375.indd 1 1/9/16 11:35 AM

FY161350 E. Sunrise Blvd. • Fort Lauderdale, FL 33304 • 954.462.8190 • ArtServe.org When the arts thrive, communities flourish.

Advertise more. Spend less. Keep overhead low. Build audience share, and improve market saturation. That’s a big “wish list” for any business operation. But through an innovative partnership between Broward Cultural Division and the award-winning non-profit ArtServe, area cultural groups are able to market themselves more effectively, local media outlets are booking new business, and the cultural landscape of South Florida is being transformed.

The Cooperative Marketing Program, or Co Op as it’s called, is based on a common business principle that’s unique to the art world. Co Op pools the advertising purchases of all the cultural non-profits. The collective bargaining power of this total media spend allows ArtServe to negotiate low advertising rates that are within the range of budget-conscious non-profits. The program goes one step further, matching one-third of the ad cost, thereby allowing each user to purchase a fuller range of ads or test new markets without breaking their budgets.

“The program is a lifeline for non-profits like mine,” notes Nicole Stoddard, Artistic Director of Thinking Cap Theater. “We all have tight budgets. This program allows us to stretch our marketing dollars, and put the savings back into our productions.”

Additional services ArtServe provides at no cost include copy writing, ad design, media planning, and workshops. In short, everything you need to successfully market a show, museum, or event.

“This is our 25th season and we’ve been able to keep our concert series, student programs, adult workshops and free jazz jams growing thanks to Co Op,” says Pam Dearden, Executive Director of Gold Coast Jazz Society. “We maintain low overhead with a small, two-person staff. Co Op provides the expertise we would have to pay an employee or outside agency for. Instead, we can funnel those dollars back into educational activities and quality programs, thanks to the commitment Broward County has made to enriching local art through Co Op.”

Ed King, who manages the program at ArtServe, witnesses the impact of Co Op daily. “I help organizations who’ve been making agonizing decisions like whether to run print or radio advertising. They know they need both to hit their numbers, but could only afford one before learning about Co Op. Now, they pay less for ads, receive matching funds so every dollar goes the distance, save on ad design, and we help them implement a diversified marketing plan.”

Co Op is also real business generator in our local economy. “We don’t just beat companies up for low rates,” notes King. “We bring new business to them, business they’re not already booking because the cultural groups were priced out of the market, or couldn’t afford to create ad spots. We facilitate all of this. We meet extensively with the media to determine what metrics work for them, then we pair the appropriate advertiser with the right media outlet to build new business.”

The new year ushers in several new services which will be provided through Co Op. “We’re taking a deeper dive into social media training, market analysis and promotional applications in 2017,” says King.

ArtServe CEO Jaye Abbate applauds the Broward Cultural Division for supporting the program. “Several small start-ups in our community were able to become majors, thanks to savings generated by Co Op. And large institutions reinvest Co Op savings into critical mission-related programming they otherwise would forgo.”

“Running Co Op is very rewarding,” says King. “I see resource-strapped non-profits become more confident, successful marketers. That success propels them to the next level, allowing them to buy more advertising, which fuels more business for local media vendors.” And the big winner? All of us, who get to enjoy a wider array of quality local arts offerings.

To learn more about the Co Opprogram, please call or email:Ed King, Co Op Coordinator954-482-8190 ext 208coopmarketing@artserve.org

“Co Op is a win-win for everyone,” says Miami Art Guide publisher Francis Acea. “We strategized a price point and insertion plan with ArtServe that is affordable to a broad range of cultural advertisers. We’ve seen our bookings grow from literally zero to a very robust number.”

CO Op marKETingwin win

Advertise more. Spend less.Broward Cultural Division’s innovative

advertising program is a lifeline to cultural nonprofits!

Building BusinEss and COmmuniTy

“i never knew you guys existed.” This statement is a shared sentiment in the community of eligible and potential Co Op clients. The fact of the matter is that CMP is a relative unknown in the non-profit arena in Broward County. As of FY16, it is clear that Co Op cannot rely on word-of-mouth marketing as an effective outreach tool to meet the mandate to expand the program to its greatest potential.

While Co Op is administered at ArtServe, a well known and award winning non-profit organization, the program remains under-utilized by many eligible low-budget and mid-budget cultural organizations. The difference is that ArtServe has a Pr plan -- CMP does not.

Of the approximately 7,000 non-profit organizations in Broward County, there is a sizable amount of untapped potential with many cultural non-profit groups who could, but never have, participated in Co Op. Provided that an economoy of scale exists in future program funding to accommodate a sharp increase in volume, an expansion of Co Op’s public profile will create the potential to fully resolve this participation deficit. There is nothing but room to grow.

Through public realtions and advertising campaigns, CMP can be branded as a trusted and results oriented resource for eligible cultural non-profits. implementing such an outreach campaign will create healthy competition in the user base, leading to a more diverse crop of Co Op clients. Additionally, intense competition from established and new vendors is expected. This will highlight the buying power of CMP resulting in lower rates, better deals, and a higher volume of overall advertising -- all meeting the mandate of the program to offer the best possible pricing and exposure for each tax dollar spent.

Pr And Ad CAMPAignS

FY16

BrOWArd CUlTUrAl diviSiOnCOOPerATive MArKeTing PrOgrAMOctober 1, 2015 - September 30, 2016

Funding for this project is provided in part by Broward County Board of Commissioners as recommended by the Broward Cultural Council.

The Cooperative Marketing Program is administered by ArtServe, an award winning non-profit which transforms the cultural landscape of South Florida by fostering entrepreneurial growth and educating the arts leaders of tomorrow.

ArtServe is on the leading edge of cultural engagement in South Florida by being an inimitable and consistent resource for artists, cultural organizations, and community members who are interested in growing their business, expanding their network, or benefiting from professional development through classes and educational workshops.

The Cooperative Marketing Program advertising coordinator is ed King. His career with ad agencies was preceeded by top marks and awards in art school. King later owned ed King Pop Art for over a decade where he marketed eKPA like an agency client, leading to awards, recognition in the press and multiple sales to his numerous collectors. named in the press as one of the top five pop artists and one of the most creative minds in in South Florida, King closed his career by winning “best in show” at his final pop art exhibition. ed King began working for ArtServe in december of 2014 where he fiercely advocates on behalf of the Co Op clients he represents while acting as a full throated ambassador for ArtServe’s mission.

2016 AnnUAl rePOrT

Ed KingMarketing & AdvertisingCoordinator

1350 East Sunrise BoulevardFort Lauderdale, FL 33304CoopMarketing@artserve.org T | 954.462.8190 ext. 208www.ArtServe.org

“The Co Op program is successful on a micro and macro level. Cultural organizations are able market themselves more effectively, local media outlets are booking new business, and the community at large is being transformed.

Collaboration is truly a key to success and this partnership with Broward Cultural division, Broward County creates an exciting win-win-win scenario.”

JAYe ABBATe / PreSidenT & CeO OF ArTServe / 2017

Jaye Abbate