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Spring Arts Marketing Conference

We've created an archive of past Spring Marketing Conference agendas, with links here:

Focus on Promotion Basics
Who Are You & What Do You Tell Others About Your Work?

The Way You Describe Your Work Opens or Shuts Doors
What is the Vermont Brand and How Do You Fit In?

Reaching outward to connect with potential clients, or tourism partners, or focusing inward on your business practices and priorities, this annual conference presents a choice of six seminars that will spotlight promotion basics to refocus your arts business persona.

Art Vs Craft - Panel Discussion
Beginning with whether you call yourself an artist, artisan, craftsperson, crafter, or craft artist, you are communicating with the public, potential buyers, galleries, and promoters. Which word opens the doors you want opened? Hear from this panel of experts about what they think are the differences between art and craft and decide which fits you best.

Creating Your First Website - What You Need to Know and Do
The hardest work in creating a web site is collecting the information, images and making decisions about what purposes your site will serve for your business. Elisa Clancy will give help you figure this out, with lists and information on how to approach this task. At the end of this workshop, you should have a plan for pulling this essential promotion tool together.

Using Your Website to Sell Your Work
Whether you produce one of kind work or production work, you can sell it on the web. Elisa Clancy will discuss many ways of doing this, exploring different models including third party gallery sites, portfolio sites, and sites with shopping carts. What is the best one for you? Search engine ranking will be discussed and many arts business sites will be reviewed in this workshop.
Elisa Clancy of 3W Productions has been doing web design since 1994, when she began marketing conferences on the web for the University of Vermont. She has a M.B.A. from the Whittemore School of Business and Economics. Check out her website for more information about her company,

Writing Effective Promotional Copy - In this hands on workshop, Alicia Lavigne Lorenzo and Martha Fitch will work with group members to write and polish several promotional blurbs of different lengths, 200 words for your web home page, 25 words and 4 words. Using writing webs and interview sheets, participants will develop key descriptive words about their work to use in a variety of venues. Bring current promotional material to this workshop as a starting point.
Alicia Lavigne Lorenzo is a fabric and poster artist with a studio in Burlington, who has been involved with many organizations in the Vermont crafts community including the Stowe Craft Gallery, promotions director for the Artisans Hand, Art on Main, and the MapleWood Gallery in Stowe. Martha Fitch is, besides being the executive director of the Vermont Crafts Council, a licensed Vermont arts educator.

Aligning Your Promotion with the Vermont Department of Tourism and Marketing
Meet the State of Vermont's new Chief Marketing Officer, Christine Werneke and hear how she is coordinating the use of the "Vermont Brand" to create a marketing niche for the state. Then hear the specifics of current, promotional programs underway. New opportunities including Cultural Heritage Days and the Vermont Travel Planner will be described in detail. Find the ways you can be included in these state efforts. Diane Konrady is the Cultural Heritage Coordinator for the Vermont Department of Tourism and Marketing.

Photographing Your Work
Join Jennifer Boyer as she explains her method of photographing her work at home. Jennifer has recently presented this process at a Clayart workshop held at the national clay conference NCECA. Jennifer's setup will be available for the digital photographing of small craft work during the conference. Don't miss the chance to hear a picky "techie" and professional potter, share the results of continual trial and error. See Jennifer's website for more about her at


Goddard College presently occupies the site of what used to be a sheep farm in the mid 1880's owned by the Martin family. On the National Register of Historic Places, Martin Manor features hardwood panels and carved stone fireplaces, a covered patio and looks out over a boxwood maze surrounded by stone walls built by local stone masons. Everywhere, craft and art are evident in the reflecting pools, gardens, fountains and buildings.


From I-89
Take 1-89 to exit 7. Go straight off the exit, through three sets of lights and bear right, toward Montpelier. Turn left at the bottom of the hill. Bear right at the Y onto Rte 2 and follow signs toward Plainfield. In East Montpelier, bear right at the blinking light and go about 3 miles. As you come into Plainfield, turn left onto Rte 214. Take the next left into the upper parking lot at Goddard. The Haybarn theater is located up the driveway and to the left of the parking lot and is where registration will be held.

From Rte 14
Traveling south from Hardwick on Rte 14, turn onto Rte 214 in North Montpelier. Follow Rte 214 past the first Goddard College entrance and turn right into the second Goddard College entrance, then follow the directions above.

Registration: 8:30 - 9:00 - Haybarn Theatre
Annual Meeting - 9:00 - 10:30
Hear reports of 2005 including the outcome of our 501 C-3 application, meet new board members, greet the return of the Vermont Crafts History Project, and hear about changes to the Open Studio Map.
10:30 - 10:45 - Break
10:45 – 12:15 Session One:
A. Art VS Craft Panel Discussion - Does a Rose Smell as Sweet by Any Other Name?
B. Aligning Your Promotion with the Vermont Department of Tourism and Marketing
12:15 – 1:15 Lunch - Community Center Dining Hall
1:15 – 2:45 Session Two
A. Elisa Clancy: Creating Your First Web Site - What You Need to Know and Do
B. Jennifer Boyer: Photographing Your Work
2:45 - 3:00 - Break
3:00 - 4:30 Session Three
A. Elissa Clancy - Using Your Website to Market Your Work
B. Alicia Lorenzo & Martha Fitch: Making Words Work: Effective Promotional Copy