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Spring Arts Marketing Conference

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

Vermont Crafts Council - Spring Arts Marketing Conference 2010
And Annual Meeting
Thursday April 8, 8:30 - 4:00

College Hall Chapel

Vermont College of Fine Arts ñ Montpelier

Celebrating 20 Years of Service to the Visual Arts Community

Effective Innovation & Promotion

Reach outward to connect with potential clients, or focus inward on your business practices and priorities. This annual conference presents a choice of several seminars to refocus your arts business persona.

8:30 – 9:00 Registration – College Hall Chapel, 2nd Floor

9:00 – 10:00 - Vermont Crafts Council Annual Meeting – Non-Members Welcome

We will conduct our annual organization business meeting and review the past year's activities while announcing the year's events coming up for State of Craft, in celebration of our 20th year. We'll hear the perspectives of long time members of the crafts community about the last 20 years and what may lie ahead.

10:15 – 11:45

Seminar A - Elissa Campbell– Social Media for Artists

Social media has become a reflection of the human desire to connect and communicate. According to the Nielsen Company, as of August 2009, 17 percent of all time spent on the Internet was at social networking sites. There are many online tools you can use to reach new audiences and new customers online – and most of them are free. In this seminar, we will explore the use of Facebook, Twitter, blogs, and Flickr. We’ll also discuss why these tools are relevant for artists and how to develop a social media marketing plan.

Seminar B - Anne McKinsey - Marketing Your Craft -- Building A Look That Sells

In this workshop, discussion will focus on the concept of branding your work in order to speak to your potential purchasers (your 'target market'). Topics will include conveying a perception about your craft via color, type fonts, logo design, suitable tag line, etc. Then, we'll discuss the importance of coordinating the look of all of your marketing materials—from business card to website—and the proper file formats to use. We'll touch on the benefits of hiring a designer for print materials and doing it yourself. A short guide on using Adobe Photoshop Elements will be handed out, should you wish to design your own printed materials.

12:00 – 1:00 Lunch will be served in the cafeteria, located a short walk from College Hall and will be provided by the New England Culinary Institute.

1:00 – 2:15

Seminar A - Laura Arneson - Studio Protector: Emergency Proof Your Arts Business

This hands on workshop will lead attendees through steps toward emergency preparedness (i.e. filling out contact information, determining a disaster buddy and an off-site storage location, etc.) The Studio Protector, recently released by CERF is an indispensable wall guide and companion website for artists who want to cover their "A's" (their art, assets and archives) in the event of an emergency. Five pullout guides provide detailed information about what to do in the minutes before a disaster strikes, how to clean up after a calamitous event and how to salvage fire- and water-damaged items, A Studio Protector will be furnished to anyone attending the conference who wants one.

Seminar B – Elissa Campbell– Etsy for Beginners

By now you’ve probably heard of Etsy, the online venue for buying and selling handcrafted products. During the month of February, $20.2 million of goods were sold on Etsy, representing over 1 million sales. Etsy is a great way to sell your work online without having to make changes to your own website. This workshop will teach you the basics of setting up shop on Etsy, including how to customize your storefront, how to create item listings, and how to promote your shop using both online and offline methods.

2:30 – 4:00

Seminar A – Martha Fitch –Database 101

This seminar will introduce the general idea of a database, will discuss its parts, database "think" and ways to use a simple database to serve your basic business needs including managing lists, creating form letters, and keeping track of your artwork. Martha will use FileMaker for this but all databases work in generally the same ways.

Seminar B – Anne McKinsey – Portfolio-Based Websites And Web Design

This workshop will provide an overview on topics such as: the importance of having a website (even if you're not interested in selling your work online); various types of website set-ups; should you build your own website or hire a professional, and, some key things you need to know if building your own; revamping an existing site; preparing images; promoting your website. We will evaluate some sample web pages by discussing their features and you will be given a list of resources to help you get started.

The Presenters

Anne McKinsey, owner of AMCK Web and Print Design, has been developing websites and working as a graphic designer since 2004. With a master's degree in Fine Art and computer mark-up experience dating to the 1980s, she is primarily self-taught in the realm of web development.

Elissa Campbell has been working as a professional bookbinder for the last 11 years under the business name of Blue Roof Designs. She has worked as an art therapist and as the Office and Information Systems Manager for the Craft Emergency Relief Fund. Elissa is currently serving on the board of Book Arts Guild of Vermont and is Chair of the Standards Group for the Vermont State Craft Center Overview Commission. She is also working for Revitalizing Waterbury as an artist consultant for the Stowe Street Arts Festival. As a self-professed computer geek, she has a strong interest in helping artists to embrace technology to further their businesses.

Laura Arnesen – Organizes the Mad River Valley Craft Fair. She is a 25 year marketing veteran who is now Craft Emergency Relief Fund's Marketing Manager.

Martha Fitch is the director of the Vermont Crafts Council, a member of the Vermont State Craft Center Overview Commission, a founding member of the Artisans Hand Craft Gallery, and a licensed art teacher. She is a 1997 recipient of a Vermont Arts Council award for service to the arts in Vermont. As a veteran of many database battles she can pass on the knowledge that resulted.

The Site

Vermont College of Fine Arts is located on the Vermont College campus in Montpelier. The event will be taking place in College Hall on the second floor which is serviced by an elevator. A short walk leads to the cafeteria which is run by the New England Culinary Institute which will provide a choice of hot, cold, and salad stations including vegetarian dishes. Google directions to this site:


From I-89 take exit 8, drive through 3 sets of traffic lights and turn left at the fourth light onto Main Street. At the next traffic light turn right onto State St and travel up the hill to a T with College St. Turn right and park along the green. College Hall is at the end of the green and also houses the TW Wood Gallery and Art Center which is showing the State's Art Collection, an added bonus!