Brand strategy/Rebranding facilitation
Digital and direct response strategy
Earned revenue growth
Marketing operations assessments
Marketing strategy and planning
Patron loyalty/CRM strategy
Pricing and revenue management
Joining ACG in 2017 to lead the firm’s Earned Revenue Enhancement practice, Cindy Grzanowski has more than 20 years of experience in marketing high-profile arts, cultural, and entertainment institutions. She has demonstrated success in creating strategic, multi-channel marketing campaigns through paid, owned, and shared media that build attendance, brand visibility, and sustainable revenue growth. Her areas of expertise include brand strategy, sales growth, pricing and revenue management, audience development, data-driven customer relationship management (CRM) strategies, digital advertising, website and social media strategy, media planning, direct response marketing, sponsorship, consumer research, and communications. Throughout her career, she has consistently delivered or exceeded multimillion dollar earned revenue goals and identified trends that improve return on investment.
As Director of Marketing for Single Ticket Sales at the Minnesota Orchestra, Ms. Grzanowski increased single ticket revenue for the Classical flagship season by 68 percent in her last five seasons by implementing demand-based pricing, aggressive digital marketing, and targeted CRM tactics. She has directed multiple strategic planning, audience development, research, and rebranding initiatives that have achieved tangible results—most recently launching a new logo and user-friendly website for the Minnesota Orchestra when it opened its renovated Orchestra Hall in 2014.
“Brands are always evolving, just as customer preferences and the definition of engagement change over time. To find the balance between art and commerce, organizations must place a high value on research, customer data, and historical sales trends alongside mission and core values. When you collaborate effectively with all stakeholders, the path forward emerges, organizations make better program and pricing decisions, and the results will be reflected in the bottom line.”
In addition to her role at the Minnesota Orchestra, Ms. Grzanowski has also served as Associate Director of Marketing at the San Francisco Symphony, where she substantially increased tele-sales revenue streams, subscriber retention, and student engagement. She has also served as Director of Marketing and Public Relations at Underwater Adventures (now Sea Life Aquarium), the Mall of America’s 1.3-million-gallon aquarium and attraction. During her tenure, she directed a name change and rebrand, generated significant national press coverage, and substantially increased sales results.
Ms. Grzanowski has led various conference sessions, including at the League of American Orchestras and the International Conference of Symphony and Opera Musicians. Her sessions have focused on increasing earned revenue, audience development, and the value and financial impact of marketing input on programming decisions. She holds bachelor of arts in economics and Latin from St. Olaf College and a digital marketing certificate from University of St. Thomas, Opus College of Business.
Ms. Grzanowski’s professional and client work includes:
Crocker Art Museum
National Archives Foundation
New Jersey Symphony Orchestra
San Francisco Symphony
Underwater Adventures (now Sea Life Aquarium), Mall of America