coppr, arts month
Project Summary:
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.
leading the pack
Challenge
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 more participation in Arts Month (October). They needed to overcome a problem: small reach and limited awareness because of no cohesive digital marketing strategy. Our goal was to use the internet to their advantage, champion local artists, and get more Colorado Front Range residents to attend.
Solution
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 placements. We ensured that Arts Month awesomeness was front and center in the Pikes Peak Region. That’s putting them ahead of the Pack. It was the best Arts October yet!!
Results
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 reached most of the Pikes Peak Region. 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 in Colorado: local culture.
1. Challenge
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 more participation in Arts Month (October). They needed to overcome a problem: small reach and limited awareness because of no cohesive digital marketing strategy. Our goal was to use the internet to their advantage, champion local artists, and get more Colorado Front Range residents to attend.
2. Solution
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 placements. We ensured that Arts Month awesomeness was front and center in the Pikes Peak Region. That’s putting them ahead of the Pack. It was the best Arts October yet!!
3. Results
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 reached most of the Pikes Peak Region. 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 in Colorado: local culture.
Why Do We Love This Client?
There’s an incredible arts culture in the Pikes Peak Region. Music, food, theatre, dance, painting, sculpture, street art… you name it. And COPPR’s full-time job is to give it wings. But to get it done, they wanted collaboration. Not just an agency to run an ad or make a video and then peace-out…true partnership that makes a difference. We love this client because they know the secret sauce:
Creativity + Community + Collaboration
partner Props!
Our pals at Neon Pig, the killer good graphic designers on this project. They created the logo and graphics for this organization, and provided the assets so the W&K team could turn them into photo and video ads. They rule!!
strategic insight
High-Velocity Ad Content
For a truly effective marketing blitz, great ads are the fuel. You also need variety. Ads must work on social media (ads and posts), emails, web pages, and more. 1 or 2 ads doesn’t cut it anymore. W&K makes ad libraries for our clients, so that scrollers don’t get tired and click away. You’ll also notice below that digital ad content that gets results is short, sweet, engaging, and authentic. In the arts space, it shouldn’t feel produced or manufactured, it should feel 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 some agencies charge 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.
video prodcution: 25 videos
(Here are 5 that performed very well in ad campaigns)
Multi-channel blitz, effective timeline
Ads: Facebook, instagram, youtube, display
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 worlds biggest platforms, targeting a local audience. We deployed the 25 videos on Meta, YouTube, their website, Programmatic Display networks, and email campaigns. We targeted strategic areas of the Front Range, including 31 targeting criteria. We created audience segments to be sure 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.
Full impact, multi-channel
ad Campaigns that crush 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. |
faqs
What is the best social media platform for arts organizations?
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.
Can digital ads increase physical event attendance?
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.
How often should an arts org post to Instagram?
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.
How does SEO help local arts organizations get discovered?
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.
What are the best keywords for cultural heritage sites?
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.
Is Google Ad Grants worth it for small nonprofits?
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!
How do you build an organic following on a budget?
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.
How do you engage Gen Z with cultural organizations?
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.
What is a good engagement rate for nonprofit social media?
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.
How do you reach "Tourist" audiences vs. "Local" audiences?
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.
Can AI tools help nonprofits create better marketing content?
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.
How do you explain digital marketing ROI to a Board of Directors?
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.
How do you optimize content for AI-powered search engines?
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.
How do you measure "Market Saturation" in a mid-sized city?
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.
How does digital marketing improve donor acquisition?
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.
How do you calculate the ROI for ads?
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.
partner Props!
Did we mention our killer good design partners on this project??…Well then we will again.
We Handled
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.