GLAM Arts is the experienced marketing partner for arts and culture institutions.
We help Arts & Culture institutions expand their missions’ reach, reinforce their relevance, and connect with their audiences.
What makes GLAM Arts so qualified?
Most agencies simply aren’t built for the unique cultures and operational needs of arts organizations. But GLAM Arts is different, a true convergence of talent–an agency that had done award-winning work across a range of cultural assignments and a marketing expert who had helped lead a cultural institution–originally brought together to transform the Toledo Museum of Art. When that project was finished, we realized our work had cracked a formula that had eluded other institutions. We felt we could offer substantial solutions in the museum and cultural institution space. After all, it felt like a perfect partnership of museum marketing leadership and creative agency capabilities, so why not see what else we could do with it?
What does GLAM Arts do?
Brand strategy, paid media strategy, advertising campaigns, social media strategy and content, and design. We combine Lafayette American’s creative, design, social media, and media capabilities with Gary’s museum leadership and strategy experience.
What’s with the name?
It’s actually a pretty literal summary of what we’re doing together: Gonya, Lafayette American, Arts, Museums and Media (“GLAM” just looks better than “GLAAMM”) And it's got some glitter and flash. We like it.
Why does the world need GLAM Arts?
While it’s been a few years since the end of the pandemic, museums and cultural institutions still find themselves working much harder to invite audiences back to their site-specific offerings. People have changed their life patterns. For the vast majority of museums and arts organizations, this has resulted in fewer visitors and ticket sales. Museums in cities with significant tourism are the exception, the rest are struggling.
At the same time, cultural institutions across the country have committed to diversifying who they invite to their exhibitions and performances. They are reaching out to their local communities in an unprecedented manner.
These two social dynamics–new life patterns and diversifying visitors–have made marketing a museum or a performing arts venue a much more challenging job.
To meet these demands, the modern museum marketing leader needs to connect with digital-savvy audiences, manage data, appeal to diverse audiences, and continually stay relevant. They can’t rely on traditional museum audiences and the usual tactics to reach them. GLAM Arts is positioned to address this new arts marketing environment. We help make museum marketing leaders successful amid today’s challenges and opportunities.
Gary Gonya
Director, GLAM Arts