Hexagon, pentagon, circle with lines representing arts and heritage buildings


Marketing Masterclass is an intensive training program for arts and heritage professionals who are responsible for developing a specific marketing strategy for their nonprofit arts and heritage organizations and require assistance. The training includes workshop/webinar sessions, activities, independent assignments, networking, access to local resources and experts, and more!

A pilot program held over 2021–2022 worked with 32 arts and heritage organizations in Toronto, Kingston, and Ottawa, in partnership with Kingston Arts Council and Ottawa Arts Council. 90% of participants applied their learning directly to their marketing strategy development!

Watch our program report video to learn more about how and what we accomplished in the 2021–2022 Marketing Masterclass program.


Marketing Masterclass Toolkit

Learn about marketing strategy best practices in our Marketing Masterclass Toolkits.

Each toolkit offers learning content and resources from the 2021–2022 program that will help guide you through the basics of creating and implementing a marketing strategy for your organization.

Setting the Strategy

This toolkit covers the Marketing Mix (or the 7 Ps of Marketing) and the basics of branding. You'll learn what parts of the Marketing Mix you have and what you need, as well as what branding is and isn't, and how it applies to your organization. Read the toolkit.

Audience Development

This toolkit covers how to define your desired audience and how to find them, talk to them, and get them interested in what you do. You'll learn about buyer personas and customer journey profiles so that you'll understand who you want to talk to, what you want to talk to them about, and when. Read the toolkit.

Implement + Evaluation

This toolkit pulls together what you've learned about branding and audience so that you can start implementing your strategy. How will you know if it worked? This toolkit also covers how to monitor your progress so that you can measure and assess whether your marketing is working. Read the toolkit.


Marketing Masterclass Case Studies

Featuring interviews with experts from the sector! Learn marketing tips and best practices from your peers on topics such as branding, audience development, social media and more!

Rebranding an Institution - Andrea Haughton from the Kingston Symphony Association and Brian Dodo from BMDodo Strategic Design

Event Marketing in Seasonal Industries - Kathleen Walsh from imagineNATIVE

Updating Your Marketing Assets/Collateral - Simge Erdogan-O'Connor of the Murney Tower Museum

Merch and More - Tiffanie Tri of Girls+ Rock Ottawa

Pivoting Marketing Goals During a Pandemic - Jared Davidson from the Great Canadian Theatre Company

Integrated Marketing Campaign - Tanya Doroslovac from Crow's Theatre

Marketing a Production - John-Michael Scapin of the Opera Atelier

Marketing in a Digital Space - Megan Sirett of the Kingston Canadian Film Festival

A Journey to the New NAC Brand - Shannon Urie of the National Arts Centre

View the full playlist on the WorkInCulture YouTube Channel.


Marketing Masterclass Sue Edworthy Interview

Watch an interview with curriculum facilitator Sue Edworthy, Marketing and Communications Specialist.


Marketing Masterclass Participant Interviews

Watch interviews with Marketing Masterclass participants Jessica Ruano from MASC Online; Kait Allen from Modern Fuel; and Alex Paton.


Aaron Brophy, Communications Manager from Polaris Music Prize
Alejandra Paton, Head of Marketing & Design from Textile Museum of Canada
Avalon Mohns, Marketing & Communications Coordinator from Art Starts
Brooklyn Zalik
, Visitor Services Coordinator from Toronto Railway Museum
Cameron Johnston, Director of Marketing and Communications from Tarragon Theatre
Diane Pellicone, Digital Curation Coordinator from Humber Galleries
Frann Harris, Marketing Director from Richmond Hill Arts Council
Kate Pharoah, Marketing and Sales Coordinator from Prologue Performing Arts
Lisa Hanratty, Graphic Design and Marketing from Richmond Hill Philharmonic Orchestra
Lynda Longstreet, Committee member from Toronto Bell Cote Heritage Preservation
Madison Robinson, Marketing and Communications Manager from Dance Umbrella of Ontario
Rolla Tahir/Karen Habib, Co-founder, Artistic Director from Toronto Arab Film
Sarahi Cardenas, Dancer, Teacher, Co-Founder from The Fifth Dance
Solange Fermin, Executive Assistant from C-SARN
Stephane Potvin, Managing Artistic Director from Musikay
Tatiana Poluch, Program & Communications Coordinator from ArtsBuild Ontario

Aurélie Marié, Réseau Presse

Chris Johnson, Managing Editor from Arc Poetry Magazine
Jessica Ruano, Communications Director from MASC
Ludmylla Mar dos Reis, Co-Artistic Producer from TACTICS Ottawa
Melissa Yuan-Innes, Writer from Hope Rises Collective
Shaila Hanscom, Marketing and Events Coordinator from Ottawa School of Art
Stephanie Mayville, Administrative and Communications Assistant from Ottawa Arts Council
Patrice James, Executive Director from The Independent Filmmakers Co-operative of Ottawa Inc.

Debbie Holdich
, Coordinator from Kingston Association of Museums, Art Galleries & Historic Sites
Kait Allen, Executive Director from Modern Fuel Artist-Run Centre
Karla Tynski, Program Coordinator, Beyond Classrooms Kingston
Leisa Bell
, Museum Manager from Smiths Falls Heritage House
Nicole Daniels, Assistant Artistic Director from Skeleton Park Arts Festival

Delivery Partners: Kingston Arts Council, Ottawa Arts Council; WorkInCulture (Toronto)
Advisory Committee: Kingston Arts Council, Ottawa Arts Council, ArtsBuild Ontario, Galeries Ontario/Ontario Galleries, Ontario Museums Association

Photo of Sue Edworthy dressed in a red sweaterCurriculum Consultant and Facilitator: Sue Edworthy

Sue Edworthy has worked in the non-profit performing arts for over twenty years. Her passion for the performing arts has led her to stints as a director, event coordinator and arts administrator and is now respected and sought after as a marketing and communications specialist. Sue is a former Board Member for TAPA, was co-chair for Artsvote 2014/2016, and spent 2 years of a seven-year stint as Vice President of The Toronto Fringe. She is a Harold Award recipient, received the 2012 and 2013 Char-PR Prize for PR, and is the 2015 recipient of the Leonard McHardy and John Harvey Award for Excellence in Arts Administration. She runs Sue Edworthy Arts Planning, a marketing, producing and strategic planning company for the Toronto arts community. Visit sueedworthy.ca for more information.

To keep updated on the project progress and related training activities, please sign up to receive more information. 
Please note that if you are not accepted into the program, finalized online content including any best practices, case studies, videos, processes and practical tools, and training content, will be shared with the arts and culture sector broadly once the program is completed in 2022.

If you have any questions about the project please contact:
Stephanie Draker, Program Manager at stephaniedraker@workinculture.ca

Funded by the Government of Canada.

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