Institutional Campaigns

This post was originally published in 2023 as part of our Digital Priorities series. It was last updated March 12, 2025.

When crafting a digital advertising campaign, most content seeks to answer the question, “Why should I see this show/concert/exhibition?” This has valuable short-term sales results and is a significant part of the puzzle as arts marketers work to welcome in audiences and meet their show-specific sales goals.

But while shows eventually must close, your brand doesn’t expire. Investing in long-term branding campaigns—also known as institutional campaigns—is a strategic investment in future audiences and a great way to diversify and enhance your marketing strategy.

The evolving landscape brings increased competition for leisure activities, which means you’ll need every tool at your disposal to cut through the noise. This year and beyond, branding campaigns will be your new best friend. I’ve outlined some tips to help you get started.

What’s an institutional Campaign?

Institutional campaigns are not built to simply drive immediate ticket sales (though they often inadvertently do). Instead, they are designed to answer the question, “Why should I visit your organization, regardless of programming.” 

Campaigns that successfully answer this question in a memorable and meaningful way can connect, inspire, introduce, and intrigue folks who might later see an ad from a show-specific campaign. By that time, they will have gotten a deeper sense of who you are, what you offer, and why they should visit, moving them further down the marketing funnel and preparing them to make a purchase when you next share an experience that’s right for them.

Institutional campaigns can also make donation asks more natural and effective. When you celebrate your organization’s impact all year long, your audience stays engaged and inspired. That way, when it’s time to ask for donations, supporters already know the incredible work you’re doing—making them more likely to give!

A Data-Driven Approach

AdWeek shared a study by Meta and Nielsen that found digital advertising often has a long-term sales impact for brands that isn’t visible in weekly reports. This is especially true given the limited 7-day click, 1-day view attribution window that has been Meta’s default since iOS14. When you set aside funds to invest in brand-level storytelling, you’re harnessing the power of long-term ROI and helping sell tickets to shows you haven’t even planned yet. (*High-five from future-you!*) Additionally, competition with the couch has increased dramatically. It’s more important than ever to stay top-of-mind when folks want to leave the house.

Don’t Start from Scratch

If you’re embarking on your first institutional campaign, fear not! Take stock of what you already know.

Use what you already have. You likely have a brochure or a landing page about what your organization does and represents. Use this pre-existing copy as inspiration to articulate why folks should visit your organization.

Explore your organization’s experiences. It’s important to ask yourself, “What are the variety of ways someone might attend?” Imagine how it would feel to visit as a family, on a solo exploration day, or with a date. Then, demonstrate the feeling of that experience, your organization’s ideals, and the benefits of being a part of your community at any level.

Remember to tell one story at a time. You have plenty of posting opportunities, so don’t cram more than one idea into each post. Instead, give folks a moment to take in each idea before sharing what’s next.

Get Content Inspiration

The posts can include your space, artists, shows, or reviews, but should do so in a way that paints an evergreen picture of what folks can expect when they walk through your doors. Test out something simple, then optimize based on what resonates most with your audiences.

Here’s a good rule of thumb: tell the story about your organization that you wish the media was sharing on your behalf. As arts organizations continue to evolve into their own media agencies, this is a great way to share the story of your organization you want the world to see.

Here are a few examples of incredible content made by our clients. These videos do a great job of explaining why folks should visit the organizations regardless of what’s playing.