Jenny shares a framework for evaluating influencers through the lens of casting a TV commercial.

Social media trends move fast. But not all of them matter for your institution.

In this episode, we’re joined by Becky Paxton from Garden Media Group to break down how to separate fleeting trends from the ones that actually drive visitation, revenue, and long-term relevance.

Madeline Walden manages social media for the Aquarium of the Pacific — an audience of more than 3.5 million followers across platforms, including 2.8 million on TikTok.

Email is the most important channel cultural attractions use to communicate with members and potential members. It drives renewals, upgrades, event awareness, and ongoing engagement.

We bring in Sharon Dewar, Senior Vice President of Wild Care and Conservation at Public Communications Inc. (PCI), to break down how PR actually works inside zoos, aquariums, gardens, and museums – and when it makes sense to bring in outside help.

Ticket trades only get you so far. We break down four common approaches to influencer marketing for cultural attractions – media nights, CVB co-ops, big local publishers, and amplified influencer campaigns – and explain why paying creators often drives the best results.

John Abramson – formerly of the Monterey Bay Aquarium and the upcoming Nat Geo Museum – talks about creative ways cultural attractions can grow earned revenue while staying true to their mission.

Dynamic pricing is gaining momentum across gardens, zoos, aquariums, and museums. But what does it mean for marketing teams, and how does it affect revenue,

The Google Ad Grant offers up to $10,000 a month in free search ads for qualifying nonprofits, including gardens, zoos, aquariums, and museums. But without the right setup, much of that potential goes unused.