Ignite Radical Growth
You’ve mastered customer focus. It’s time to level up to a radically customer-first model.
(One that’s proven to be 60% more profitable.)
From customer focus to customer-first: the new blueprint for arts leadership
You’re already responding to audience preferences, curating experiences that resonate, and fostering community connections.
But customer focus isn’t enough in today’s digital world, where the consumer holds more power than ever before. Visionary arts leaders are redefining what’s possible by adopting a radically customer-first model.
This approach goes beyond simply meeting your audience where they are. It rewrites the playbook entirely.
“What I have learned from you has been SO VALUABLE. Check out these stats from our inaugural Seattle Bach Festival: nearly 1,100 people took part! The turnout exceeded all expectations and I am so grateful for your helpful, approachable, actionable teachings. Thank you!”
—Tekla Cunningham, Director, Seattle Bach Festival
Simple Shift, Big Payoff
The rewards of shifting to a customer-first model are huge:
✅ Stand out from the crowd: Instead of chasing the same shrinking pool of traditional audiences, your unique value proposition creates a whole new category.
✅ Attract your ideal customer: The right audience doesn’t need convincing; they’re already motivated to act because they NEED what you’re selling.
✅ Inspire new funders: A compelling narrative that resonates beyond traditional audiences also unlocks partnerships, funding, and resources you didn’t know were within reach.
Escape the limits of traditional markets.
For decades, arts organizations have relied on a shrinking, oversaturated audience pool. Competing harder for the same patrons won’t drive growth. Expanding your market will.
There’s a better way to grow. Redefine your value proposition and find your ideal customers: the ones already seeking the outcomes your arts organization provides.
Get your step-by-step roadmap here.
Your Roadmap to Radical Growth
The G-O-L-D framework is at the heart of Audience Alchemy. It’s a precision-driven approach to aligning your organization’s strategies with what your audiences truly value. From uncovering actionable insights to delivering meaningful outcomes, this roadmap ensures every effort contributes to growth, relevance, and sustainability.
“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 our last concert compared to our past season’s average!”
– George Fergus, Director of Music, Christ Church Episcopal, Savannah
Stop Selling. Start Connecting.
It’s time to attract the audience your art deserves—and achieve results that truly reflect its value.
Customer-first marketing allows you to connect your target audiences with something they truly need in their everyday lives.
When you start addressing the outcomes that large percentages of today’s consumers are prioritizing, they can’t help but pay attention.
That’s the power of this pivot.
It delivers results driven by deep qualitative insights, an irresistible value proposition, and a clear map of the customer journey.
And that’s the secret sauce you’ll master in Audience Alchemy.
“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
Welcome to Audience Alchemy
“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 & culture industry.”
—Ana Jaquim, Director of Marketing & Digital Productions, Chamber Music Detroit
Audience Alchemy is a cohort-based program for visionary arts leaders who want to ignite radical growth.
Immerse yourself in the principles of radical customer centricity alongside colleagues across disciplines and budget sizes.
Whether you take the course at your own pace, or connect regularly with your fellow participants, you’ll walk away with a powerful toolkit of new strategies that are proven to drive growth.
There’s magic in this cohort model.
Not only will you make 20 new friends; you’ll also reap the benefits of cross-pollination with forward-thinking leaders across the sector.
(Oh, and the gamified leader board on our Circle platform? Total game-changer—it’ll keep you hooked and crushing your goals.)
“This is the most useful series I've ever taken. You give us actual, solid, useful 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
Radical growth requires a radical pivot:
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Radical Patron Focus
Unlock untapped revenue with the Jobs To Be Done framework, revealing hidden demand and sustainable growth opportunities.
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Strategic Precision
Bring unparalleled precision to your growth strategy with my step-by-step GOLD process, turning vision into an actionable roadmap.
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Market Expansion
Redefine your market and tap into a broader audience of motivated prospects through deep qualitative research and market analysis.
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Change Management
Implement a customer-first model effectively and drive bold, sustainable change with Kotter’s legendary eight-step process.
Radical growth in action
What if U.S. orchestras stopped marketing their product, and started marketing the outcomes that consumers actually want?
This simple shift could drive massive growth.
By capturing just 5% of one nontraditional market with this approach, U.S. orchestras could add 10.7 million attendees annually. That’s a potential 62.9% increase in attendance.*
This kind of transformative growth becomes possible when you embrace a radically customer-first model.
Potential Impact of Outcome-Based Marketing on the U.S. Orchestra Sector
*Data extrapolated from reports by League of American Orchestras and Deloitte
What’s Inside:
Alongside the self-paced video lessons (outlined below), worksheets and checklists, connect with your peers during live office hours.
Plus, use the Circle forum to ask questions, get feedback, and move up the leaderboard to earn big prizes!
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We begin the course with a discussion on why pivoting to a customer-first model is so urgent in today’s digital world—and how this shift can turbocharge your bottom line.
You’ll hear about a new framing for the meaning of relevance and Blue Ocean strategy. You’ll also explore the elements of marketing that resonates deeply with today’s consumer.
We’ll also evaluate current marketing strategies through the eyes of your target audience.
Components:
Warning Signs: Audience Trends 1982-2022
Customer-Centric Arts Marketing Checklist
100 Prompts
Customer Centricity Self Assessment
Case Study #1
Quiz
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In this module we explore the importance of understanding the customer’s deeper motivations for their ticket purchase—motivations beyond the art itself.
You’ll be walked through a process for establishing a customer research strategy.
Components:
The Customer Interview Template
Patron Survey Template
Masterclass: The Art of the Customer Interview
Case Study #2
Quiz
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In this module we explore what it looks like to craft a comprehensive, unique value proposition that is centered around customer outcomes—not organizational outputs.
We’ll explore the five biggest questions the consumer has that you must answer, and map out how to answer those questions on your homepage to build buy-in with the newcomers.
Components:
Value Proposition Worksheet
High-Impact Homepage Worksheet
Website Homepage Template in Canva
Case Study #3
Quiz
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In module four we will explore the five phases of the customer journey and discuss how to avoid the one-size-fits-all approach that ignores everyone but the Insiders.
You’ll learn the importance of implementing touchpoints across the entire journey, from unaware to loyal patron.
Components:
Customer Journey Matrix
Case Study #4
Quiz
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In module five we’ll discuss what it looks like to deliver value from the customer’s point of view, and how to craft meaningful events by helping the consumer achieve the outcomes they seek.
We’ll also talk about inclusion, and when tradition becomes a detriment (à la Priya Parker).
Components:
Seven Elements of a Meaningful Gathering
Case Study #5
Quiz
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In the final module we’ll cover how to lead change effectively, and how to combat resistance to change.
Components:
Change Readiness Calculator
Organizational Transformation Gannt Chart
Kotter’s 8 Steps for Leading Change
Case Study #6
Quiz
“I thought I was doing an acceptable job of marketing…Ruth's course 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 research, analysis, and leadership.”
—Eden Casteel, Greenhouse Entertainment Group
Tiered Pricing
Audience Alchemy pricing is structured in budget-friendly tiers. Use the calculator below to determine your price based on your budget.
The total package:
✓ Twelve video modules packed with perspective-shifting frameworks & actionable strategies
✓ Downloadable worksheets, templates, and checklists to help integrate key takeaways
✓ A gamified learning platform and community forum to grow your network and continue the convo between sessions
✓ Access to course content & community forum for one year
Plus three bonuses:
✓ 100 Customer-Centric Prompts [a $19 value]
✓ A web-based overview of the customer journey and marketing funnel with examples for each phase [a $39 value]
✓ My 40-page slide deck distilling 40 years of arts attendance data from the NEA [a $29 value]
Ready to redefine what’s possible for your org?
Scroll down to select your budget tier.
“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
“Every arts organization needs to be asking the questions Ruth raises in these sessions.”
—Course participant
Enroll in Audience Alchemy
Audience Alchemy pricing is structured in budget-friendly tiers ranging from $499 to $1999. (Ask about installment plans and my BIPOC/ALAANA discount.)
Individuals
I’m paying out of pocket—
my org is not footing the bill
$499
12 digestible video modules
Worksheets and checklists
Community forum
Live office hours
Access + accountability
for 12 months
High-impact bonuses
Progress tracking, leaderboard, and prizes to keep you motivated
Small-budget orgs
My organization’s annual
budget is below $600k
$499+
12 digestible video modules
Worksheets and checklists
Community forum
Live office hours
Access + accountability
for 12 months
High-impact bonuses
Progress tracking, leaderboard, and prizes to keep you motivated
Includes access for your entire organization
Mid- to large-budget orgs
My organization’s annual
budget is at or above $600k
$1414+
12 digestible video modules
Worksheets and checklists
Community forum
Live office hours
Access + accountability
for 12 months
High-impact bonuses
Progress tracking, leaderboard, and prizes to keep you motivated
Includes access for your entire organization
Prefer to spread your payment over a three month period?*
3-payment plan for individuals | 3-payment plan for budgets < $600k | 3-payment plan for budgets > $600k
*Installment plan prices include a 2% convenience fee
MY MONEY BACK GUARANTEE
100% RISK FREE
When you join Audience Alchemy, you’re welcomed into a space that’s got everything you need to uplevel your customer focus to a results-driven, radically customer-first model.
This program is packed with value—but you deserve the chance to enroll with full confidence that your investment will pay off.
Upon completing Module #4, if you don’t feel that you’ve gained an actionable path forward for growing your patron base—send me an email by EOD and I’ll send a full refund.
It’s as simple as that. No strings attached, no forms to fill out, no questions asked.
“I left the workshop with specific plans for building better communications with existing and potential audience members.”
—Course participant
FAQs
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Audience Alchemy pricing is structured in budget-friendly tiers and ranges from $499 to $1999.
Click here to find the price that aligns with your organization’s annual budget.
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Yes. You can spread your payments over three months. You’ll find the installment plan* links at the bottom of the “Enroll” section.
*Installment plan prices include a 2% convenience fee
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This course is housed in a Circle community platform. It’s a combination of learn-at-your-own-pace video learning modules, office hours, and downloadable resources.
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 6 hours of content. 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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If your organization is footing the bill, every member of your team will have access to the course materials and community forum for one full year.
If you’re paying out of pocket, you will receive individual access. -
In Circle, our course platform, we will use a community forum to interact with each other.
Participants will have access to this forum for 12 months. (Think 20 built-in accountability partners/cheerleaders!)
We’ll also have live office hours.
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You will have unlimited access to course materials for one year.
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You must register before February 15 at 11:59pm EST if you want to join the March/April cohort.