Thea Howell, The Artist's Concierge
Arts Lead is one of the most unique programs available to visual artists wishing to enhance their careers. What makes it unique is the choice in topics that constitute the education on brand and communication. When it comes to learning brand, Thea returns the focus and energy and empowerment to the artist, as opposed to the technology, schedule, pricing, or tools taking the lead.
Arts Lead offers important time, space, and attention for the artist to truly see, connect, and know themselves first in their marketing communications.
The lessons, resources, and interaction with artists is a culmination of Thea Howell's versatile and dynamic 25+ year art career. As a visual artist with a BA in Studio Arts, she has exhibited her work in small and large venues, is a former gallery owner and teaching artist who genuinely understands the challenges artists face and the circumstances that surround them. Thea has a deep understanding of the arts as a business and the artist as an individual. As a former director of public arts programming for both public and private organizations, Thea understands the inner-workings of business, and has a keen perspective on how the public consumes marketing data, especially when it comes to art. These make her an ideal candidate to walk the line as an insider on both artists' well-being as creatives and their roles as business owners.
Arts Lead helps visual artists become "Fearless and Fluent in Marketing" by helping them to:
* Identify and study their archetype (Listen to Thea's podcast episode!)
* Find their "why"
* Identify their artist role, function, and purpose
* Learn about key marketing foundations and enhance their fluency
* Cultivate their brand's key words to use in marketing communications
* Form tactical and strategic decisions based on analyzing marketing strengths and opportunities
* Assign a "customer want" statement
* Write key, marketing dialogue
* Learn about visual literacy in marketing and assess and develop the visual literacy of their own marketing copy and content
Since 2018, Arts Lead has reached nearly 40 artists and undergone various formats. While these lengths and formats may change from time to time, one thing is consistent in its endeavor:
Arts Lead is a rich, rewarding, experience that respects and empowers the artist as an individual before instructing them on how to communicate.
Arts Lead helps you to develop a more intimate relationship with your self and with your knowledge of your own art, informing you on how to use that to bridge connections between these and your marketing communication.
Heather Eck, multi-year Arts Lead participant
Arts Lead gives the artist an intimate form of attention, and the tools to communicate about their work in more meaningful ways. It's a long-lasting boost of confidence, skill, knowledge, and empowerment that can often take years of trials and tribulation to acknowledge and achieve.
As a participant, you will join 90 minute Zoom session each day for 5 consecutive days with up to 9 other visual artists. The format of the sessions typically begins with an introduction of a new concept, a deep dive into the topic, a self-directed assignment or exercise to consider, a demonstration of resources that will be shared post the session, and a participant Q&A closing segment. Each day's content builds upon the previous day. There is no "homework" to turn in. Participants can complete exercises and worksheets at their own pace, any time, and are encouraged to sample techniques, participate in Q&A, and attend all 5 of the daily sessions.
Total Group Session Time: 7. 5 hours
One of the most rewarding experiences in Arts Lead is the 1:1 Consultation Session. It's almost impossible to offer Arts Lead without this component. As a participant, you'll get access to book your 60 minute session with Thea anytime within 14 calendar days of the program. This valuable experience helps you stay accountable and support you in the practice of what you learned.
Total Individual (1:1) Session Time: 1 hour
Progress check-in emails are sent out to each individual on the 3rd and 5th (last). These check-ins are an opportunity for participants to ask any questions they may have been unable to during a session, or questions about connecting the lesson specifically to their work. With the ability to reach out for more information, and this personalized correspondence, you'll never feel "lost" in the program.
Total check-in emails: 2
This deep-dive experience is like no other. The unique presentation and type of resources you'll experience in Arts Lead have been expertly curated over the years. Infographics, worksheets, videos, links and PDF guides make this learning fun, relevant, and eye-opening and appeals to various styles of learning. Marketing is explained, applied, and internalized across topics that matter most to artists.
Total Shared Content: 5 (minimum) content pieces and up to 10+
Total Shared Video Recordings of Sessions: 2 of the 5 Daily Group Session recordings
The program recognizes that you will come away with a new knowledge of your marketing practice and, as a result, that you may need to re-vamp or install new tools and/or content in your business. The Artist's Concierge can help you with that. Many artists who are in Arts Lead choose The Artist's Concierge for their services, and vice versa many who book services decide to join Arts Lead. as well.
Participants receive a unique code for a discount on services booked with The Artist's Concierge. The discount is good to redeem online within 60 calendar days after the last date of the program and services can be scheduled for into the future if you're not quite ready.
Participant Discount One: 20% off Content Writing Services
Participant Discount Two: 10% off Website Design Services
Q: What do you get the most out of in Arts Lead 2019-2020?
"A new approach, how to be more efficient in marketing my self, how to hone in on certain projects and what to let go."
Q: What aspects of marketing did you learn in Arts Lead 2019-2020?
"How to improve my social media, how to gain more followers, how to step out of the box and promote myself."
Q: What’s been of benefit to you from the group?
"Have enjoyed meeting the other artists and getting to know how they work and how they use different aspects of marketing; it’s just a learning process, I’ve been able to learn a lot from you and them."
Q: How did it feel to know that you have my support for a 6 month period?
"It’s very assuring to know that if I have an emerging issue I can bring them to you and you can assist me with a response or how to manage it."
Website Client and recurring Arts Lead Participant : 2018-2019, 2019-2020, 2021, and Arts Lead Planner 2022
There are currently no formal review or screening processes or pre-requisites in place to join Arts Lead, other than being a Visual Artist working in any medium. Participants are asked to pose the following questions to themselves. Those who answer "yes" to all questions are considered ready for Arts Lead. Answering the questions is on an honorary basis, so please be honest with yourself in your responses.
1. Are you a visual artist working in a 2D or 3D medium?
2. Do you regard your art-making as a business? (even if you're not making the sales you hope for?)
3. Are you actively in pursuit of making your art-making your primary income and/or a high functioning and revenue-producing business?
4. Are you familiar and comfortable with using the following: Google Drive (and document sharing such as Word, Sheets, Calendar, and Forms?) and Zoom video conference?
5. Are you willing to exercise patience and trust to both hear others during the sharing segments of the program and comfortable sharing with other peers in the video presentations?
6. Are you able to dedicate 2 hours a day to participate in the program without known conflicts and to avoid other activities that may conflict with the program schedule after registering?
7. Do you have access to a stable Wifi connection and a stationary computer or mobile device to join the daily presentations and to do so alone and a quiet spot without noise or visual distractions?
In 2023, Arts Lead will be offered 4 times a year, once per quarter. Currently, the February program is open for registration. Program content is repeated each quarter, and with slight variations. While many participants return to Arts Lead for reinforcement and accountability, you need only register for one program offering.
The 2023 Schedule is as follows and may be subject to change:
February: February 20-24 Offered each day from 9:30am-11:00am
2nd Quarter: May: TBD 3rd Quarter: August-TBD 4th Quarter: October-TBD
Arts Lead is a one-time cost of $395 and includes:
Registration is made online. Payment is due in full at the time of registration and is non-refundable; no exceptions unless The Artist's Concierge reschedules 1 or more session dates (and you cannot attend the reschedule date(s) or if The Artist's Concierge cancels the sessions completely before they have begun.
To keep the intimacy of the group, a maximum of 10 participants are accepted into each program.
Bill Palmieri-Guy, photographer