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Hi, I'm looking for help with some informal benchmarking. Can anyone point me to resources, or simply share some general figures, of what percentage of your museum's total budget is devoted to marketing? General is fine, more specifics (i.e., the % of a particular exhibition budget earmarked for marketing, or the % dedicated to paid advertising) would be great. I'm just looking for some very ballpark figures.

Many thanks!

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Ann Wiens
Director of Marketing and Communications
Berkeley Art Museum & Pacific Film Archive - University of California
Berkeley CA
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I have been researching how to calculate marketing budgets for quite a while.  Earlier this year, I saw this article on one of my favorite blogs.  I highly recommend following this blog.  This article has changed the tone of many of my budgetary conversations. 

How Much Money Should Your Cultural Nonprofit Invest in Getting People in The Door? (DATA) - Colleen Dilenschneider

Colleen Dilenschneider		remove preview
How Much Money Should Your Cultural Nonprofit Invest in Getting People in The Door? (DATA) - Colleen Dilenschneider Here''s how much money museums and cultural organizations should be spending to get people in the door, according to data. I've written about optimal audience acquisition costs, and making this information accessible and shareable via video is the basis for thisRead More › View this on Colleen Dilenschneider >

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Karol Stewart
Coordinator of Community Services (Marketing, Public Relations, Membership)
Art Museum of South Texas - Affiliated with Texas A&M University-Corpus Christi
Corpus Christi TX
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Original Message:
Sent: 10-31-2017 02:49 PM
From: Ann Wiens
Subject: Marketing budget as percentage of total

Hi, I'm looking for help with some informal benchmarking. Can anyone point me to resources, or simply share some general figures, of what percentage of your museum's total budget is devoted to marketing? General is fine, more specifics (i.e., the % of a particular exhibition budget earmarked for marketing, or the % dedicated to paid advertising) would be great. I'm just looking for some very ballpark figures.

Many thanks!

------------------------------
Ann Wiens
Director of Marketing and Communications
Berkeley Art Museum & Pacific Film Archive - University of California
Berkeley CA
------------------------------