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How will the <br />project/program be <br />publicized and <br />promoted to reach <br />intended <br />participants? <br />HAC has been committed to a highly sustainable approach to marketing <br />and advertising, so that it can continue meeting the increased demand for <br />services while strategically allocating limited financial resources. By <br />extending marketing efforts to include more paid channels in the upcoming <br />fiscal year, HAC will be able to re-engage audiences that are not as active <br />on social media or other modern digital platforms, as well as implement a <br />broader reach across the Triangle. <br />HAC will employ the following strategic marketing and publicity efforts to <br />engage intended W eekend of Art audiences: <br />-W ebsite - 26,000+ views/year <br />-Social media (unpaid/organic), including Facebook, Instagram, LinkedIn, <br />and Pinterest - 45,000+ average reach/year <br />-Monthly newsletter - 6,100+ distribution list with a 45% average open rate <br />-Quarterly donor newsletter - 100+ highly engaged distribution list <br />-On-site marketing at events and at the G&GS - 30,000+ visitors/year <br />-Printed signage and flyers distributed across the Triangle <br />-Press packages with high-quality photography, graphics, and <br />announcements sent to extensive list of media outlets, sent at least <br />quarterly <br />-Postings to 20+ community calendars to ensure inclusion & awareness of <br />events <br />-Collaborative cross-promotions with local businesses, schools, and <br />community groups <br />-Radio and/or TV advertising as budget allows <br />-Print advertising or features in other cultural publications as budget allows <br />-Paid social media advertising as budget allows, primarily on Facebook & <br />Instagram <br />-Ongoing conversations and meetings with key collaborators to market by <br />word of mouth <br />-Special video marketing campaigns, including Instagram Reels, TikTok <br />posts, and Youtube shorts <br />DocuSign Envelope ID: E9ED2E06-04DF-47DA-BF1A-31359EF7B971