The Marketing Capacity Program strives to increase industry knowledge of marketing strategies, tools, and trends leading to further understanding and utilization of analytics, attendance data, and research to reach and build stronger, more diverse, and consistent audiences.

Marketing Capacity Program targets regional arts organizations with annual operating budgets under $750,000 and a desire to increase and diversify audiences. Through partnerships with Novella Brandhouse and SMU Data Arts, arts organizations will have the opportunity to:


-Build a brand strategy

-Create a marketing plan and timeline 

-Learn about audience data basics

-Diversify audiences through data-driven strategies

-Receive Unconscious Bias training 

-Work with marketing professionals to identify current gaps in their organizational strategies 

-Have 1:1 and small group coaching sessions to reinforce curriculum and answer individual questions about chosen marketing project 

-Upon completion of the program, receive $2,000 in risk capital to implement a marketing project 


This is a unique opportunity for arts organizations to build relationships with a small cohort of their peers, gain 1:1 and group coaching with marketing, data, and arts leadership professionals, while simultaneously completing an online curriculum that will serve as a valuable resource library for their organization.

-Applicant must have a marketing role within an arts organization within our five-county region (Jackson, Clay, and Platte Counties in MO and Johnson and Wyandotte Counties in KS)

-Applicant's organization has an operating budget of $750,000 or less

-Applicant must be willing to commit to monthly in-person or virtual meetings and dedicate time to completing online curriculum modules between August and December 2023

-Applicant must be willing to complete required Unconscious Bias training

-In the spring of 2024, participants will return with cohort to provide an update on marketing project with metrics

There are no program fees. Participation is determined by acceptance into the program.

The Marketing Capacity Program application is currently closed. If you are interested in future opportunities, please reach out to Anne Palmer, Director of Audience Development at

Theatre for Young America
KC Public Theatre
Arts in Prison
The Arts Asylum
Owen/Cox Dance Group
No Divide KC
Ensemble Iberica
Creative Emajinations
KC Fringe Festival
Spire Chamber Ensemble
KC Clay Guild