Sarah Schreck
Manager of Marketing at Greater Pittsburgh Arts Council (+ Freelance Designer)
Website Address: https://www.pittsburghartscouncil.org/
Each week on “More to Digital”, our host talks to digital marketing experts across the country. This week, our host speaks with Sarah Schreck from Greater Pittsburgh Arts Council (+ Freelance Design).
To learn more, check out https://www.pittsburghartscouncil.org/.
What is the biggest change in marketing that you see coming in the next 2 years?
So many changes are starting at once! Our current trends of increased vertical video, emphasis on user privacy, green/eco messaging, and niche influencer marketing are all big players. But if I had to just pick one biggest change in the next two years, I would guess it has something to do with the balance of human-generated marketing versus AI-produced content. I think folks will continue to get better and better at sniffing out the “business” behind tactics and will seek out ways to connect more organically with products or brands.
What is one tip that you would give when it comes to digital marketing?
In the arts space, we often have low capacity to “do it all” in the digital marketing space. My one tip would be to hone in on one or two methods that best connect with your audience (or try them all out first), and then go deep instead of broad. You can post something to six different social channels and four more ad platforms, but if you aren’t taking the time to analyze them, you’re not getting any bang for all those bucks.
What are the major challenges that you (and/or other advertisers) face today?
I’ve mentioned capacity, so I’ll let that one rest. I believe that being responsive to change is difficult, especially when marketing teams need to convince other departments of the importance of trying something new. Sometimes the most successful strategy is not to strategize — For example, social media content based on extremely timely trends will not survive waiting one week for a meeting or review. A combination of risk-taking, trust, and agility hold a lot of organizations back that cling to tightly to their marketing staff. In addition to that, we’re certainly challenged by burnout and increased noise in the attention economy.
How is the trend towards streaming television (CTV) impacting your advertising strategies?
In the arts service nonprofit advertising space, we haven’t come into much reckoning with streaming. However, I wrote a piece now – wow – a few years back for a group at Carnegie Mellon University, the Arts Management & Technology Laboratory, about how streaming was changing the landscape for the performing arts. (This was before the pandemic.) If I were working at a theatre today, I would be excited to look into advertising strategies that tie into digital content like streaming services.
What are the most effective advertising tactics and/or media for your company?
Direct marketing via newsletter, paid social placements, and digital media partnerships take the lead
