Audience Alchemy
Your roadmap to radical growth.
A NEW MODEL
Unlock Norm-Shattering Growth
You’re innovating. You’re adapting. You’re trying everything the experts say should work. And yet, audience growth has stalled.
The real barrier isn’t price or awareness—it’s the outdated product-first model most arts organizations are built on.
When you adopt a customer-first model, you unlock radical growth. New audiences discover you more naturally. Loyalty deepens. Revenue grows. And your work shifts from luxury to necessity.
Audience Alchemy gives you the roadmap to lead that shift with confidence.
Your radical growth starts here.
THE SHIFT
Stop Chasing. Start Attracting.
Product-centric marketing pushes out products—hoping the right people will respond.
A customer-first approach flips this model, redefining what it means to be relevant.
When you stop chasing traditional audiences and start aligning with what people truly value, they can’t help but pay attention.
That’s the power of this pivot.
Redefine what’s possible for your organization.
Join a community of forward-thinking leaders building the future of the arts.
THE TRANSFORMATION
The New Growth Playbook
Audience Alchemy offers a new lens—a true paradigm shift that changes how you see, think, and act.
It’s not about optimizing the old playbook.
It’s about deep transformation—the kind that builds lasting relevance, loyalty, and growth.
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Audience Alchemy is fueled by a set of powerful innovation frameworks:
Jobs to Be Done Theory – Understand what truly drives customer decisions, beyond demographics.
Blue Ocean Strategy – Stop competing for a shrinking pool and create new demand.
Market-Creating Innovation – Build new markets by addressing unmet needs.
Demand-Side Selling – Align with what customers are already trying to achieve.
The Art of Relevance (Nina Simon) – Break down barriers and make your organization essential to more people.
The Art of Gathering (Priya Parker) – Create magnetic, welcoming experiences that drive loyalty.
The Art of Community (Charles Vogl) – Strengthen belonging to drive deeper engagement and retention.
Leading Change (John Kotter) – Lead successful organizational change with clarity and momentum.
Plus powerful insights from consumer research (McKinsey, Deloitte, Pew Research, APA) to fuel your growth.
The strategic foundations that shape this program
You’ll learn to:
➤ Understand what today’s consumers seek—and why the product itself is no longer enough.
➤ Identify untapped markets—quantify the massive demand that already exists in your region.
➤ Craft a value proposition that resonates deeply—by shifting the focus from your product to your customer’s real priorities.
➤ Reimagine the marketing funnel—building pathways that meet people where they are.
➤ Track your true impact—inspiring new funders, new stakeholders, and your wider community.
THE EXPERIENCE
The Audience Alchemy Experience
Audience Alchemy is a cohort-based program for visionary arts leaders ready to ignite radical growth. Together, we’ll view the sector through a new lens and forge a bold new path forward.
Alchemy happens when visionaries gather.
Audience Alchemy’s cohort model creates powerful momentum: you’ll build connections and exchange ideas in a private community of forward-thinking leaders across the sector.
The program combines six weeks of intensive learning with twelve months of support and accountability—including quarterly check-ins to help you stay focused, connected, and growing.
When you join, you’ll get:
➤ Six strategic modules — each packed with five mind-shifting videos you can watch (and rewatch) at your own pace.
➤ The Growth Market Calculator — to pinpoint your biggest growth opportunities.
➤ Three live sessions for deeper learning and real-time connection—plus quarterly check-ins to keep you moving forward
➤ A private community — your space to collaborate, exchange feedback, and build lasting relationships.
➤ Customizable templates, worksheets, and tools — to turn every insight into immediate action.
THE FRAMEWORK
The Alchemy Process
At the core of Audience Alchemy is a simple but powerful idea: Growth happens when you align with what people are already seeking.
That’s where the G-O-L-D framework comes in—a precision-driven approach to unlocking demand, deepening connection, and building sustainable growth.
This framework transforms how your organization thinks, connects, and grows—so you don’t just adapt to change. You drive it.
Because visionaries don’t follow trends. They create them.
The G-O-L-D Framework
➤ GATHER audience insights that illuminate massive growth opportunity
➤ OPTIMIZE your value proposition to match real demand
➤ LEVERAGE the customer journey to reach a broader audience
➤ DELIVER transformational value that drives loyalty, relevance, and growth
Unlocking Real Growth
“Audience Alchemy COMPLETELY changed the way we talked about our concert series. By implementing the customer-centric model, we more than doubled our attendance at a recent concert compared to our past season’s average!”
– George Fergus, Director of Music, Christ Church Episcopal, Savannah
“Every arts organization needs to be asking the questions Ruth raises in these sessions.”
—Course Participant, 2024
For the first time, the path feels clear. Audience Alchemy is giving us practical strategies that strengthen not just our audience connections, but our internal team as well."
—Course Participant, 2025
“Excellent ideas, presentation, and small group discussions with heads of other arts organizations. Provided me with critical ideas for my group, which we will immediately discuss for implementation.”
—Course Participant, 2024
“Your seminar was terrific. I heard participants referencing it throughout the three days of the conference.”
—David Styers, League of American Orchestras
“What I have learned from you has been SO VALUABLE. Nearly 1,100 people took part in our inaugural weekend! The turnout exceeded all expectations and I am so grateful for your approachable, actionable teachings.”
—Tekla Cunningham, Founder, Seattle Bach Festival
“This course was a mind shift. Ruth’s G-O-L-D framework is helping us move from a product-centric mindset to a customer-centric one, showing us how to connect with audiences on a deeper, more meaningful level. She’s a hero for the arts and culture industry.”
—Ana Jaquim, Director of Marketing, Chamber Music Detroit
“I left the program with specific plans for building better communications with existing and potential audience members.”
—Course Participant, 2024
“It’s not about us anymore. It’s about them. Thank you, Ruth.”
—Course Participant, 2024
“There are so many clear and concrete takeaways that organizations can use to guide their own exploration of how to connect more widely and more deeply with present and future audiences.”
—David Prentiss, President & CEO, New Bedford Symphony Orchestra
"Audience Alchemy gave me an incredible set of tools and ideas to explore. After just one session, the buzz at our board meeting was fantastic—board members asked smart questions [and] I was able to give them clear, confident responses instead of vague advice. It’s helping shift the entire culture around how we welcome and engage people.”
—Course Participant, 2025
“This is the most useful series I've ever taken. You give us actionable information in a down-to-earth way. It's all extremely helpful info that we can implement immediately.
—Conee Sousa, Director of Marketing, New Bedford Symphony Orchestra
“This is my first introduction to a value proposition—I had no idea what that was! The concept that every organization has one, whether we know it or not, was really helpful.
—Course Participant, 2024
“I'm excited about looking at our market through a wider lens; and crafting a value proposition for multiple ‘problems’, then testing out which might be the best fit.”
—Course Participant, 2024
“I thought I was doing an acceptable job of marketing…Ruth's program showed me how wrong I was—and what I can do to improve, step by step. Every arts organization, from tiny nonprofits to esteemed legacy groups, can benefit from Ruth's program.”
—Eden Casteel, Greenhouse Entertainment Group
MONEY BACK GUARANTEE
100% RISK FREE
When you join Audience Alchemy, you’re welcomed into a program designed to transform your approach to customer-first growth — with practical tools, proven frameworks, and real-world strategies.
This program is packed with value—but you deserve the chance to enroll with full confidence that your investment will pay off.
If you complete Module #3 and don’t feel you’ve gained a clear, actionable path forward, email me within 24 hours and get a full refund.
No hoops. No forms. No questions asked.
FAQs
Here’s what other arts leaders often ask before joining.
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This isn’t tactics or tweaks. Audience Alchemy is a game-changing paradigm shift, built on the world’s most powerful innovation frameworks—and tailored for the realities of the arts sector.
Jobs to Be Done Theory – Understand what truly drives customer decisions, beyond demographics.
Blue Ocean Strategy – Stop competing for a shrinking pool and create new demand.
Market-Creating Innovation – Build new markets by addressing unmet needs.
Demand-Side Selling – Align with what customers are already trying to achieve.
The Art of Relevance (Nina Simon) – Break down barriers and make your organization essential to more people.
The Art of Gathering (Priya Parker) – Create magnetic, welcoming experiences that drive loyalty.
The Art of Community (Charles Vogl) – Strengthen belonging to drive deeper engagement and retention.
Leading Change (John Kotter) – Lead successful organizational change with clarity and momentum.
Plus powerful insights from consumer research (McKinsey, Deloitte, Pew Research, APA) to fuel your growth.
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Cohorts launch in March, July, and October each year. Opting for self-paced? Start any time.
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Audience Alchemy is designed to be accessible to individuals and organizations of all sizes, with tiered pricing based on your budget.
Pricing ranges from $499 to $5,995, depending on your budget size.
The program delivers the kind of deep customer insights, audience strategy, and value proposition work that typically costs $50,000 or more through a traditional consulting engagement — at a fraction of the cost.
You’ll walk away with strategic clarity, ready-to-implement tools, and the confidence to drive radical growth from the inside out.
(See the pricing section above for full details and installment options.)
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Yes. You can spread your enrollment fee over three months with a small convenience fee. Just select "Installments" at checkout or reach out if you have questions.
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This course is housed in a Circle community platform. It’s a combo of 30+ learn-at-your-own-pace videos, live sessions, and downloadable resources like templates and checklists.
The gamification component ensures that you stay motivated and engaged til the end. (Hint: There are big prizes at stake.)
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The video modules add up to approximately 30 minutes of content each week. You’ll be walked through the six-week course through weekly emails nudging you to watch the next module.
Can’t squeeze it all in during the six week timeline? No problem. Watch the video learning modules at your own pace.
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Yes—if you enroll through an organization license, everyone at your organization can access the content. It’s a powerful way to align your entire team around a bold, customer-first vision.
(If you’re paying out of pocket, you will receive an individual license.) -
You’ll have 12 months of full access to the program materials and community—plenty of time to implement, revisit, and continue growing at your own pace.
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If you complete the first three modules and don’t feel you have a clear, actionable path forward, email me within 24 hours and I’ll refund your enrollment. No hoops. No forms. No questions asked.
RADICAL GROWTH AWAITS
Ready to redefine what’s possible for your organization?
Seats are limited—each cohort is intentionally small to maximize learning and connection. Save your seat now.