ARTS & CULTURE MARKETING
Building Audiences
For South Florida’s Cultural Treasures
Miami-Dade County Department of Cultural Affairs
The Weinbach Group won a competitive bid to become the advertising agency and public relations firm for the Miami-Dade County Department of Cultural Affairs. The government department includes a number of arts programs, as well as performance venues, including the 900-seat Dennis C. Moss Cultural Arts Center in South Miami-Dade and historic Miami-Dade County Auditorium.
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Following the pandemic, the many of the department’s programs experienced dwindling participation, and audiences at performances were a fraction of their pre-pandemic levels.
The Weinbach Group treated each program and venue as a separate client, creating unique marketing programs for each, that delivered outstanding results:​
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​Dramatic increases in ticket sales for all performance venues.
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Shifted advertising spending to the most efficient media types, including a dramatic increase in the use of digital advertising and a reduction in conventional media types.
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Applied a disciplined approach to measuring return on investment, resulting in big savings by optimizing high performing campaign elements and eliminating non-performers.
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Developed campaigns to grow lists of high-affinity audiences, allowing for low-cost email campaigns.
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Launched a national brand for sensory inclusivity on behalf of “All Kids Included,” which seeks to expand cultural arts programming opportunities for children with physical and emotional differences.
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