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and publicize the <br />work of your <br />organization? <br />and offer something appealing for everyone. Hillsborough is a socio- <br />economically, racially, and culturally diverse community with strong rural <br />agricultural roots, a large population of retired adults, and a growing <br />population of young families and urban professionals. Like many <br />communities in North Carolina, this area has experienced exponential <br />growth over the past decade. HAC’s programming has become essential to <br />Hillsborough’s cultural identity, helping to break barriers and build bridges <br />within the community. HAC marketing efforts take into consideration this <br />unique landscape of audiences and are intended to ensure the organization <br />is a known resource and trusted arts partner within Hillsborough and <br />Orange County. <br />HAC’s current marketing strategies prioritize and leverage organic, non- <br />paid advertising avenues, enabling the organization to stretch its budget for <br />greatest programmatic impact and highest return on investment. HAC’s <br />leadership has fostered authentic relationships with Hillsborough’s <br />business and arts community to ensure broad involvement in year-round <br />programming, and monthly marketing efforts take care to feature content <br />from partnering arts & culture venues on HAC’s highly-visited website and <br />social media pages. For Last Fridays in particular, there has been a <br />significant increase in audience engagement and artist representation by <br />developing a strong marketing platform to showcase the collective efforts <br />of HAC and partnering artists/venues. <br />For the last several fiscal years, HAC has been committed to a highly <br />sustainable approach to marketing and advertising, so that it can continue <br />meeting the increased demand for services while strategically allocating <br />limited financial resources. By extending HAC’s marketing efforts to include <br />more paid channels in the upcoming fiscal year, HAC will be able to re- <br />engage audiences that are not as active on social media or other modern <br />digital platforms, as well as implement a broader reach across the Triangle. <br />HAC currently employs the following strategic marketing and publicity <br />efforts to engage intended 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 and community <br />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 />DocuSign Envelope ID: 62821657-299D-480B-BFAB-4847EAB8AB9E