Introduction to Arts Communication (IAC-02)

Arts Communication Course

Course overview

This course is for artists and arts communicators who want to build a holistic, sustainable arts communication strategy. It goes beyond how to use digital marketing tools and platforms. We will discuss how to develop a long-term strategy that builds lasting relationships with your audiences, adding value to your work as an artist. On completion of this course, you will have the knowledge and skills to implement an arts communication strategy that works on any platform you choose.

Fee and subsidy
S$980.00
S$588.30 after ASEAN subsidy
Further funding may be available, in addition to the ASEAN subisdy, under NAC Resilience Package [+]
Duration
2 days
9:30am – 4:30pm
Delivery
Live-streamed interactive
Maximum 8 participants
Requirements
Conducted in English
The subsidised fee of SS$588.30 applies to residents of any of the 10 ASEAN member states and enrolling within the subsidy period between 1 March 2020 and 31 December 2020. Am I eligible for ASEAN subsidy?

You are eligible for ASEAN subsidy if you are:
1. Legally resident in any of the 10 ASEAN member states, and
2. Enrolling within the ASEAN subsidy period, between 1 March 2020 and 31 December 2020, regardless of the course’s dates.

Legally resident in any of the 10 ASEAN member states:
The subsidised fee will apply to you if you currently hold citizenship, permanent residence or settled status from:
› Brunei
› Cambodia
› Indonesia
› Lao PDR
› Malaysia
› Myanmar
› The Philippines
› Singapore
› Thailand
› Viet Nam

Enrolling within the ASEAN subsidy period:
The ASEAN subsidy period applies to the date of enrolment, and not to the course session itself, which can be outside this period. ASEAN subsidy is applied immediately at the point of enrolment.

Example 1: ASEAN subsidy will apply
Participant enrols on 23 October 2020 for a course that is starting on 10 February 2021. Date of enrolment is within 1 March 2020 and 31 December 2020. ASEAN subsidy will apply.

Example 2: ASEAN subsidy will not apply
Participant enrols on 28 January 2021 for a course that is starting on 10 February 2021. Date of enrolment is past 1 March 2020 and 31 December 2020. ASEAN subsidy will not apply.

Course topics

1. Context

  • The arts content landscape
  • Opportunities for arts communication
  • Arts communication challenges
  • COVID-19 and the arts
  • 2. Positioning

  • Talking about yourself
  • Identifying your expertise
  • Showcasing your relevance
  • Sparking dialogue in your field
  • 3. Audiences

  • Audience segmentation
  • Mapping audience journeys
  • Goals and pain points
  • Audience literacy and motivation
  • 4. Content strategy

  • Elements of a content strategy
  • Identifying content pillars
  • Engaging in conversations
  • Digital and non-digital spaces
  • 5. Digital context

  • Digital platform evaluation
  • Understanding metrics and KPIs
  • Types of media and their uses
  • Digital content tools
  • 6. Content approaches

  • Key content approaches
  • Evaluating content formats
  • Content repurposing
  • Content structures
  • 7. Copywriting

  • Social media posts and captions
  • Websites and bios
  • Blog and editorial writing
  • Email marketing
  • 8. Implementation

  • Content planning tools
  • Managing time and resources
  • Using content briefs
  • Working with creative agencies
  • 9. Beyond your course

    Learning continues long after a course ends, with lifelong access to all of your instructors, through CCIL Qrowd™ [+]. Regular post-course meet-ups, one-on-one refreshers, and free advanced courses means greater support for artists and independent creatives.

    Course objectives

    I will understand:

  • key principles required to build robust arts communication strategies
  • approaches to arts content in digital and non-digital spaces
  • principles of communicating about the arts to diverse audiences
  • I will be able to:

  • reflect on my artistic context
  • shape meaningful conversations about my art form and execute campaigns
  • build lasting relationships with audiences and engage new segments
  • create thoughtful content for websites, social media, and marketing campaigns
  • This course does not:

  • cover in-depth copywriting principles: please see Copywriting Course [+]
  • cover technical skills for web design: please see WordPress Course [+]
  • provide long-term career support: please contact us for information
  • Course applications

    Artists often struggle to communicate their relevance and value; this challenge has become more acute and urgent during the COVID-19 pandemic. An artist’s or ensemble’s success cannot be reduced to ticket sales or social media followers alone. The arts should spark and sustain dialogue about social and individual identity, about how we live, what we value, and why. Learn how to communicate about your artistic work and vision during the pandemic and beyond.

    Arts communication builds lasting relationships with audiences. This workshop supports individuals and groups in their arts communication initiatives, including artists from any discipline, arts managers, arts educators, arts marketing professionals, and professional copywriters who specialise in the arts. The knowledge and skills in this workshop are applicable across marketing communications, media releases, social media marketing, funding applications, and branding.

    Course convenor

    Deepa Vijayan is a trainer and senior communications advisor for government, finance, education, STEM, hospitality, and nonprofit sectors in Singapore and Southeast Asia. Deepa’s major practice areas are copywriting, content marketing, digital culture, and branded & corporate storytelling. Her focus is on the intersections between communication and digital culture, healthcare, religion, and the arts. More on your convenor [+]

    Course schedule

    Monday + Tuesday

    Arts Communication Course (Sep 2020)
    Arts Communication Course in Singapore
    One Fullerton #02-01 049213 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Monday + Tuesday

    Arts Communication Course (Oct 2020)
    Arts Communication Course in Singapore
    One Fullerton #02-01 049213 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Monday + Tuesday

    Arts Communication Course (Nov 2020)
    Arts Communication Course in Singapore
    One Fullerton #02-01 049213 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Set my own dates

    For a group of 3 or more

    A group of 3 or more participants have the added flexibility of setting their own course dates. Select ‘Set my own dates’ from the ‘Preferred date’ dropdown, in the course enrolment form. Enter up to 3 different dates of your choice; we will then confirm one with you.

    Course enrolment

    Terms and conditions

    Please read and understand the terms and conditions [+] before proceeding with this service or contact us for further clarification.

    Instant assistance

    Call us at +(65) 6573 7370 or email group@qc.sg. We will typically respond to emails within 20 minutes during business hours and in 1 day over holidays and closures. View business hours

    Monday – Saturday:
    8:00am – 8:00pm

    Sunday:
    9:00am – 3:00pm

    Holidays and closures:
    › New Year’s Day
    › Lunar New Year
    › Good Friday
    › Labour Day
    › Vesak Day
    › Hari Raya Puasa
    › Polling Day
    › Hari Raya Haji
    › National Day
    › Deepavali
    › Christmas Day
    › New Year’s Eve