Arts managers are always looking for better, more cost-effective ways of increasing audiences and earned revenue. The Internet offers managers new opportunities for arts marketing and communication. At the same time, it also offers the risk of spending substantial resources on building a Web site and not seeing any real results from it. Proper and careful planning will reduce the financial risks associated with designing and building a Web site. Furthermore, planning will determine what elements related to the organization's mission and strategic marketing plan should be included in the Web site, as well as coordinating the design and content messages to create a powerful marketing message.

Planning Steps

1. Define the desired result, programmatic goals, and strategic marketing objectives of the Web site.
   
2. Gather support from your organization and involve key decision-makers in the planning process.
   
3. Identify your audience.
   
4. Select the content for the Web site. Create a logical map of the site and how people will navigate through it.
   
5. Determine the aesthetic and design presentation.
   
6. Identify, research and evaluate specific technologies available to carry out the content and design objectives.
   
7. Identify the skills, people, and resources required to complete and maintain the Web site.
   
8. Establish the budget and timeline for the project.