Marketing
for Culture
For theaters, museums, galleries, cultural centers.
Discover new ways to reach your audience.
Marketing for cultural institutions brings daily challenges: limited budgets, the need to attract new audiences, cutting through the digital noise, promoting diverse events, and building lasting relationships with the public. At LOOK_LIKE, we understand these pain points. We're passionate about culture ourselves and have experience effectively blending marketing with the world of art.
You don't have to build an extensive marketing department from scratch. We offer you access to a team of experienced specialists who understand the specifics of the cultural sector and can effectively promote your institution and its events. We combine creativity with a strategic approach to reach your target audience and build lasting engagement.
In our offer for cultural institutions, you'll find:
Marketing Strategy and Planning
A well-developed strategy for a cultural institution not only allows it to effectively promote its offerings—events, exhibitions, or heritage—but also to efficiently reach new audience segments and build strong, long-term engagement. Precise marketing planning, tailored to the unique goals and mission of the institution, optimizes activities, supports the achievement of statutory objectives, and strengthens its brand and visibility in the public space.
- Marketing Audit: Analysis of the institution's current marketing activities, identification of strengths and weaknesses, and recommendations for improvements.
- Marketing Strategy Development: Creation of a comprehensive marketing plan, considering the institution's goals, target audience, budget, key messages, and communication channels.
- Social Media Strategy: Defining goals for social media presence, selecting appropriate platforms, and developing a content calendar and community engagement plan.
- Email Marketing Strategy: Planning email campaigns (newsletters, event information, reminders, thank-you notes) that build relationships with the audience.
- KPI (Key Performance Indicators) Definition: Establishing measurable success metrics for marketing activities.
Web Analytics and Optimization
We measure the effectiveness of our efforts, analyze data, and optimize strategies to ensure continuous growth and the achievement of defined KPIs.
- Configuration of analytics tools: Google Tag Manager, Google Analytics, Meta Business Suite, and others.
- Monitoring key metrics: Tracking the progress and effectiveness of marketing activities.
- Creating regular reports: Presenting results and recommendations.
- ROI (Return on Investment) analysis from marketing activities.
Effective Online Advertising Campaigns
Google & Meta Ads (Facebook, Instagram, WhatsApp) campaigns that will increase interest in your events and encourage ticket purchases.
Google Ads Campaigns
- Creation and optimization of campaigns in Google Search, reaching people actively looking for cultural events, exhibitions, performances, etc. (e.g., phrases like "painting exhibition Warsaw," "theater tickets Krakow," "interactive museum for kids").
- Utilizing Google Display Network display ads to build event awareness across a wide network of websites and apps.
- Remarketing to people who have already visited the institution's website or shown interest in a specific event.
- Google Arts & Culture campaigns (where applicable).
Meta Ads Campaigns (Facebook & Instagram & WhatsApp)
- Creating engaging advertising campaigns on Facebook and Instagram, targeted based on demographics, interests (e.g., art, theater, classical music), online behaviors, and location.
- Promotion of specific events, exhibitions, workshops.
- Building institutional brand awareness.
- Lead generation campaigns (acquiring newsletter sign-ups, reservations).
- Utilizing video, carousel, collection, and stories formats.
- Remarketing to people who have interacted with the institution's social media profiles or website.
Social Media Management
Professional social media management is key for cultural institutions to effectively promote themselves and build an engaged online community. An active and strategic presence on social media enables dynamic communication with audiences, strengthening the institution's image and increasing the accessibility of its cultural offerings.
- Profile Management: Creating and publishing engaging content, managing user interactions, and building a community.
- Content Calendar Creation: Planning and scheduling posts.
- Organizing Contests and Special Campaigns: Increasing engagement and reach.
- Monitoring and Results Analysis: Tracking key metrics and optimizing activities.
Email & SMS Marketing
Effective email and SMS marketing is a valuable tool for cultural institutions to communicate directly with their audience and effectively promote events. Regular newsletters and well-personalized email and SMS messages allow you to build lasting relationships with recipients, inform them about repertoire, news, and special offers, directly encouraging active participation in cultural life.
- Building subscriber lists: Creating newsletter sign-up forms.
- Creating and sending newsletters: Informing about news, events, and promotions.
- Segmenting mailing lists: Tailoring messages to different audience groups.
- Automating email campaigns: Setting up welcome sequences, reminders, etc.
- Analyzing email campaign results: Tracking opens, clicks, and conversions.
Designing and Creating Marketing Materials
Creative design and creation of marketing materials are essential for effective communication and building a strong image for cultural institutions. We offer professionally prepared promotional materials – from posters and flyers to engaging digital content – that will not only attract the audience's attention but also consistently present your unique cultural offerings, supporting the institution's mission.
- Graphic Design: Creating visually appealing promotional materials (posters, online banners, social media graphics, infographics, e-books, visual identity for events).
- Copywriting: Crafting engaging and persuasive advertising texts, event descriptions, social media posts, website content, and newsletters.
- Website and Landing Page Design: Developing responsive and intuitive websites, as well as dedicated landing pages (LPs) for specific events or campaigns.
- Print Material Design: E.g., flyers, brochures, catalogs.
Training and Consultations
We offer dedicated training and consultations for cultural institutions that will help develop practical skills and implement effective marketing and management strategies. Professional support will help teams increase the effectiveness of their efforts, better reach audiences, and dynamically develop the institution's potential in a changing environment.
- Workshops for cultural institution marketing departments: Training on specific marketing tools and strategies.
- Individual consultations: Advice on marketing challenges specific to a given institution.
Passionate about marketing and culture, with extensive experience in promoting artistic institutions.
Anna Hruszka
Over 15 years of experience in marketing and communication, including managing promotion and PR at the National Old Theatre (Narodowy Stary Teatr) from 2015-2018. She specializes in strategy development, media relations, and coordinating cultural projects. Anna successfully implemented the Old Theatre's visual branding and was responsible for its communication strategy. At LOOK_LIKE, she creates engaging narratives and achieves marketing goals for clients in the cultural sector.
Łukasz Grabski
An expert in online marketing and website development (Joomla! CMS), with experience in Google and Meta Ads campaigns and data analysis. He managed an art gallery and a marketing agency for companies operating in the Scandinavian market. At LOOK_LIKE, Łukasz combines technical skills with an aesthetic sensibility (an Academy of Fine Arts graduate), creating innovative online solutions for culture and supporting artists.
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