Arts October happens every year, a program of the Cultural Office of the Pikes Peak Region. Wolf & Key helped COPPR use the internet to reach WAY more people across the Front Range than ever before. We executed a full-scale digital marketing blitz that led to 75% market penetration into the PPR, and close to 380% increase in website traffic. Production of 25 videos, management of targeted social media ads, YouTube ads, and display ads all included. Coordination with Colorado Springs’ finest creative talents was probably the funnest part.
The Cultural Office of the Pikes Peak Region (COPPR) faced a significant visibility gap. They have an incredible system and they’re THE organization supporting the arts in all it’s forms. But, they wanted to reach more people for participation in Arts Month (October). They didn’t have a cohesive internet marketing strategy to break out further. To scale Arts Month participation big-time, they needed to overcome a problem: small reach and limited awareness. Our goal was to transform the arts organization into a digital-first entity that could effectively champion local artists across the Colorado Front Range.
Wolf & Key delivered a tailored solution. Over a 90-day timeline, with 26 people involved, we produced 25 custom videos designed for digital engagement. We wrote, shot, and edited them all (and beat our competitors’ pricing by the way). We coordinated Colorado Springs’ top creative talents (shoutouts below). We launched a 45 day, multi-channel media-buying strategy on YouTube, Meta, and Display. We ensured that Arts Month awesomeness was front and center in the Pikes Peak Region. That’s putting them ahead of the Pack.
The data speaks for itself: our digital offensive achieved 80% market penetration on YouTube, 71% via Display ads, and 49% on Meta. By focusing on strategic channel saturation, we didn’t just reach some of the Pikes Peak Region—we dominated it. This strategy created a surge in website traffic, event attendance, and passport downloads. It all goes to show, a custom, data-driven internet marketing strategy can empower one of the most important things we have: local culture. More details below.
The Cultural Office of the Pikes Peak Region (COPPR) faced a significant visibility gap. They have an incredible system and they’re THE organization supporting the arts in all it’s forms. But, they wanted to reach more people for participation in Arts Month (October). They didn’t have a cohesive internet marketing strategy to break out further. To scale Arts Month participation big-time, they needed to overcome a problem: small reach and limited awareness. Our goal was to transform the arts organization into a digital-first entity that could effectively champion local artists across the Colorado Front Range.
Wolf & Key delivered a tailored solution. Over a 90-day timeline, with 26 people involved, we produced 25 custom videos designed for digital engagement. We wrote, shot, and edited them all (and beat our competitors’ pricing by the way). We coordinated Colorado Springs’ top creative talents (shoutouts below). We launched a 45 day, multi-channel media-buying strategy on YouTube, Meta, and Display. We ensured that Arts Month awesomeness was front and center in the Pikes Peak Region. That’s putting them ahead of the Pack.
The data speaks for itself: our digital offensive achieved 80% market penetration on YouTube, 71% via Display ads, and 49% on Meta. By focusing on strategic channel saturation, we didn’t just reach some of the Pikes Peak Region—we dominated it. This strategy created a surge in website traffic, event attendance, and passport downloads. It all goes to show, a custom, data-driven internet marketing strategy can empower one of the most important things we have: local culture. More details below.
There’s an incredible arts culture in the Pikes Peak Region. Music, food, theatre, dance, painting, sculpture, street art… you name it. And COPPR is all-in on giving it wings. But to get it done, they wanted true partnership. Not someone to run an ad and then peace-out…true collaboration that makes a difference. We love this client because they have the secret sauce:
Creativity + Community + Collaboration
Our pals at Neon Pig, the killer good graphic designers on this project.
For a truly effective marketing blitz, content is the fuel. To saturate the market, you need variety for use in ads, emails, web pages, and social media posts. Not just some video…but effective assets. And 1 or 2 videos doesn’t cut it anymore. In 2026, content that gets results on the internet is short, sweet, engaging, and authentic. It doesn’t feel produced or manufactured, it feels natural. To achieve that, we designed, wrote, planned, and fully produced 25 videos for use across the Arts Month digital channels. It took 3 months, 15 shooting locations, 26 people involved…and we charged our client LESS than it often costs for one video. We’re doing internet content a little different at Wolf & Key. We’d love to put our philosophy to work for your organization as well.
Below are 5 of the 25 videos we made. Holler if you want to see more. 🎭
Great content is only half the battle; the other half is ensuring it’s seen by the right audience at the right time. We didn’t just post the videos and hope for the best, we engineered a plan: a 45 day multi-channel marketing blitz on the world’s biggest platforms, targeting a local audience with Arts October content. We deployed the 25 videos on Meta, YouTube, website, Programmatic Display networks, and email campaigns. We targeted strategic areas of the Front Range, identified 31 targeting criteria, and broke them into audience segments to ensure we’re showing content to users most likely to attend an Arts October event. It wasn’t a basic ad buy, it was an intentionally built strategy designed to make sure the awesomeness of Arts October reached further than ever. All organizations should approach marketing this way. Be strategic with your message, and make sure the right audience sees it.
And this was only 45 days!
| Strategic Category | Project Execution | Key Performance Metric |
|---|---|---|
| Creative Infrastructure | 25-Video Content Series | 💯 100% Asset Build: Successful 90-day timeline. |
| Technical Production | 18+ On-Location Interviews | 💯 26 Unique Voices: Regional brand authority. |
| Engagement Quality | YouTube Content Optimization | ⬆️ 41.2% View Rate: 2.2x industry average. |
| Brand Memorability | Frequency Management | 🧠 6.0x Avg. Frequency: Maximized recall. |
| Social Interaction | Meta Interaction Strategy | ⬆️ 3.15% IG Engagement: Outperformed FB. |
| Community Growth | IG Account Optimization | ✅ 110% Follower Surge: Organic interest. |
| Total Market Impact | Multi-channel Scaling | ➡️ 75% Saturation: 3 out of 4 residents reached. |
There’s no single “best” social media platform for the arts. It depends on the organziations audience, and who you want to attract and communicate with. Arts organzations need to think about which platforms will reach existing audiences effectively, and which ones will reach the new audiences they want to attract next.
Digital ads can increase event attendance big-time, if done properly. You’ll need strong visuals, targeting strategy, and the ability to track effectiveness. Hot Tip: target your events ads to your email list and create “lookalike” audiences with the list as well in order to reach similar people.
An arts organization (like any other) should post on Instagram as often as they reasonably can manage. A few times per week is a great start. Hot take: you don’t need to do it 3 times per day! To increase reach in a saturated ’26 internet landscape, combine your page posting with ad campaigns.
Good SEO helps arts organziations big time. And there’s a ton of opportunity to stand out right now, because most arts organizations aren’t doing it well. SEO is a long-term digital marketing tactic that helps an organzation create authority it’s space. AI optimzation is also becoming more essential by the day.
The best keywords for cultural heritage sites (or any site) are based on search volume and other ever-changing factors. There are some concrete ones, but you will need to create an ongoing plan for your website that consistently captializes on evolving search volume. A good Blogging strategy and Service pages are 2 places to start capaitalizing on these search terms.
Google Ad Grant is well worth it for small nonprofits with limited budgets. You will need a good marketing partner to manage this for you because it is nuanced and has limitations. W&K is here to help!
Any organization can build an organic following on a budget with a good plan, content/communication schedule, and knowledge of their audience. You’ll need to strategize the best platforms to reach your audience, and use them to promote and talk about what’s unique about your organization, ane why they shoujld follow you.
Gen Z is a generation like no other, in terms of engagement with brands and organizations. They need to trust and find deeper value in the organizations they interact with. They spend a lot fo tiem on the internet, and you’ll need to reach them “where they are” on social media and other channels in an authentic way. Authenticity is more important for Gen Z than maybe any other generation.
Engagement rates vary by platform, but around 1-2% is usually good. If you can push it higher, you’re ahead of the Pack. To do that, you’ll need to know how to use the app in question for communicating with your audience and standing out from your competitors.
Local audiences are best reached with location targeting as a starting point (ie X mile radius around a retail shop), and then narrowing demographics from there. Tourist audiences are a different beast. You’ll need to get more strategic. Make a list of physical locations the tourists come from, websites they frequent, and buildings they go inside when they arrive in your city (airports or tourism offices for example). Each targeting strategy can be maximized differently depending on the platform you’re using. Hit them from every angle.
AI tools are a huge resource. But don’t just copy and paste. Remember that your job as a nonprofit marketer/communications professional is to know your audience and what resonates with them. AI tools can get you started, but if you want to be excellent, it will need a human touch and human thoughtfulness. Especially in the donor aquisition space. At Wolf & Key, we help our clients use AI tools to get more done faster, and dream bigger. We don’t recommend replacing humans with robots.
Digital marketing ROI can be explained to a BOD in many ways. You’ll need to communicate market penetration, engagemenets rates, and website traffic created. You’ll need to show how you use your digital tools to reach all the different segments of donors you need to attract and nurture. You’ll need to show that you’re increasing the local community’s knowledge of and engagement with your organization. And of course, none of it is much good without raising money and recruiting. At Wolf & Key, we help our nonprofit clients build digital marketing strategies that increase participation and donorship so they can do what they love most…make a difference in the world.
The prevelant use of AI search engines is the biggest shift in the digital landscape since the creation of Google. You will need to show AI that you have E-E-A-T: Experience, Expertise, Authority, Trustworthiness. AI will be checking your entire internet presence for those 4 qualities when deciding whether to mention you in answers. You’ll need a strong blogging strategy (content and technical), good reviews, and a well-managed social media presence for starters. At Wolf & Key, we help our clients optimize their digital identify from top to bottom, so they aren’t left behind during one of the most pivotal shifts of all time.
Market saturation is a key indicator of whether your organization is staying memorable and top of mind. Measure your market penetration not only by number of users reached, but by engagement. It’s not enough to get eyeballs on your content/marketing materials, you have keep peoples attention be remembered in the extremely noisy internet landscape. At Wolf & Key, we create and execute marketing strategies that help our clients reach further, and communicate effectively with new and existing audiences while their competitors are still wondering what to do next.
Improving donor aquisition through digital marketing is a big task. Very few nonprofits know how to do it, which is why they’re at the mercy of a few large donors, and always chasing more. Digital marketing has the power to light a fire under your donor strategy. You’ll need to use all the digital tools in your belt to segment and engage with existing donors. You’ll also need use your tools to reach brand new audiences and show them why you’re worthy of their dollars. At Wolf & Key, we take the time to help our clients build and execute these efforts properly. Don’t expect to do it fast. It will take time, thoughtfulness, testing, and patience, but then it will open a new level of donor aquisition power.
To calculate the ROI for digital ads, you’ll need to look past vanity metrics. Too many marketing professionals rely on Likes and Follows and call it ROI. To measure it properly, you’ll need to track users reached/penetration, click rates, leads generated, and conversions as closely as possible. At Wolf & Key, we help our clients set up systems to track their marekting dollars, act on what’s working, and eliminate what’s not.
Did we mention our killer good design partners on this project??…Well then we will again.
Omnichannel Marketing Strategy
High-Velocity Video Production
Organic social media consultation & management
Paid social media campaigns
Programmatic Display Advertising
Advanced Data Analytics & ROI Tracking
Precision Audience Targeting
Special focus on showcasing the arts in all its forms, creating content that shows the awesomeness of the Southern Colorado arts scene, and using the internet to promote Arts October to as large an audience as possible.