This is the instruction for the written assignment. “Virtually every arts institution and organization is constantly facing the marketing challenge of how to expand its audience – particularly if they are aging, as in many cases, they are.

A common response to this challenge is to try to imbue an aura of “coolness,” in order to attract younger audiences.

Your assignment is to choose an arts organization and in 3-5 pages double spaced, outline a strategy for making it “cool.”

Include an analysis of how the organization would have to evolve, from how it is positioned now, to deliver on each of the conditions of “coolness:”

– Autonomy
– Authenticity
– Attitude

Be specific in your observations and suggestions. In addition, you may recommend celebrity spokespeople to associate with your brand, that epitomizes your strategic recommendations. A General Theory of Coolness is the case (shorthand for case study) the professor’s talking about. So using what you’ve read in this case study reading, apply it to an arts institution of your choosing.

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