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barriers and build bridges within our communities. All marketing <br />efforts take into consideration this unique landscape of audiences <br />and are intended to ensure the organization is a known resource and <br />trusted arts partner within Hillsborough and Orange County. <br />Since hiring experienced marketing & dev elopment staff in 2021, HAC <br />has engaged audiences in a highly strategic manner, while lev eraging <br />the impact of grassroots marketing. Nearly all current marketing <br />efforts are organic, low-cost adv ertising strategies, helping stretch <br />the budget for greater programmatic impact. Staff and board hav e <br />fostered relationships with Hillsborough’s business and arts <br />community to ensure broad inv olv ement in programs, and HAC <br />features content submissions from partnering arts & culture v enues <br />on website and social media pages. For Last Fridays in particular, <br />HAC has seen a significant increase in engagement and artist <br />representation by dev eloping a strong marketing platform for <br />showcasing the collectiv e efforts of HAC and partnering <br />artists/v enues. <br />For the current fiscal year, HAC has been committed to a highly <br />sustainable approach to marketing and adv ertising, in order to meet <br />the increased demand for serv ices while strategically allocating <br />limited financial resources. By extending marketing efforts to include <br />more paid channels in the upcoming fiscal year, HAC will be able to <br />re-engage audiences that are not as activ e on social media or other <br />modern digital platforms. <br />Marketing strategies employed by HAC include: <br />-Driv ing traffic to HAC website & ensuring relev ant content with <br />regular updates (10,000+ v iews/year) <br />-Posting on HAC social media (40,000+ av erage reach/year; primarily <br />utilizing Facebook & Instagram) <br />-HAC monthly e-newsletter (5,300+ distribution list with 45% open <br />rate) <br />-HAC quarterly donor e-newsletter (100+ highly engaged distribution <br />list) <br />-On-site marketing at HAC ev ents and at the Gallery & Gift Shop <br />(30,000-40,0000+ v isitors/year) <br />-Activ ation of HAC Info Booths at signature HAC programs and other <br />community ev ents <br />-Printed signage, rack cards, flyers, and yard signs <br />-Press packages with high-quality photography and announcements <br />to extensiv e list of media outlets <br />-Postings to 20+ community calendars to ensure inclusion & <br />awareness of tourism-driv ing ev ents <br />-Cross-promotions with local businesses/community groups <br />-Artistic inspiration boards & educational content shared through <br />Pinterest and Youtube <br />-Radio and/or TV adv ertising <br />-Print adv ertising or features in print publications, including <br />newspapers and magazines <br />-Paid social media adv ertising <br />-Partnering with local photographers and v ideographers to produce <br />DocuSign Envelope ID: 0B43D06C-8E1E-4753-BFB2-294143F7C0EE