Trusted by leading institutions

Stanford University Stanford Hospital & Clinics University of Missouri Golden Gate University San Francisco Classical Voice Stanford Social Innovation Review New York Philharmonic California College of the Arts Community Music Center

The Impact Arc

Audience Development Approach

My approach is built around one goal: connecting the right people to your mission at the right moment. Whether that means expanding your donor base, deepening community engagement, or making your organization impossible to overlook – it starts with understanding exactly where the gaps are.

Phase I

Assess

Marketing Assessment

Paid media costs are increasing and your budget just doesn't go as far as it used to. The marketing assessment reviews what you've been doing, shows you gaps and provides a roadmap to get the results you need.

Includes

  • An easy to understand report with prioritized, actionable recommendations
  • A full review against 4 pillars of strong performing arts marketing – messaging, media, data usage & audience experience.
  • A strategic roadmap you can act on immediately
  • Audience Insights
  • Messaging Consistency
  • Creative Alignment
  • Channel Execution
  • Data Usage
Phase II

Connect

Alignment & Data Usage

"Data-driven" isn't lip service, it's the real ingredient to successfully bringing costs down and increasing revenue. Impact happens when data is powering decisions, amplifying your message and improving your audience experience.

Includes

  • Strategy to collect and use the right data for decision making, optimization and storytelling
  • Integration of your data with major ad platforms
  • Tying marketing activity together with revenue performance
  • Data Integration
  • Data Collection
  • AI Optimization Strategies
  • Key Performance Indicators
Phase III

Grow

Reach & Convert

Fill the house with paid and organic marketing strategies to engage your existing audience, bring in new audiences and increase subscribers.

Includes

  • Integrated channel strategy and ongoing execution across Google, Facebook, Instagram, SEO & email
  • Content and editorial planning framework
  • A measurement dashboard aligned to mission outcomes – not just marketing metrics
  • Ongoing advisory support through execution
  • Google Ads
  • Meta Ads
  • Social Media
  • SEO & AI Visibility
  • Email Marketing
  • Analytics Dashboards

Specifically

What I help with – by tactic.

If you already know where you need help – Google Ads tuning, social media strategy, donor email, analytics – start here. Each capability fits inside the broader Impact Arc above.

Paid Media

  • Google Ads
  • Meta Ads (Facebook & Instagram)
  • LinkedIn Ads
  • Programmatic Display
  • Retargeting

Organic Reach

  • SEO
  • AI Visibility (GEO)
  • Social Media Strategy
  • Content Strategy
  • Influencer & Partnerships

Email & Lifecycle

  • Donor Email Programs
  • Welcome Journeys
  • Promotional/Event Campaigns
  • Newsletter Strategy
  • List Growth

Measurement

  • GA4 & Tag Manager
  • Looker Studio Dashboards
  • Attribution Modeling
  • Donor Analytics
  • A/B Testing
Amanda Evans, founder of Luma Strategy

About

Hi, I'm Amanda Evans –
founder of Luma Strategy.

Luma helps performing arts organizations turn marketing chaos into a clear, focused growth engine.

Too often, purpose-led teams are doing important work with marketing that's reactive, fragmented, or hard to measure. I partner with leaders to bring structure, clarity, and accountability – so marketing decisions are grounded in strategy, data, and real-world constraints.

From messaging and audience strategy to digital media, analytics, and modern AI-enabled workflows, Luma provides hands-on leadership and practical guidance when it matters most. The result: smarter decisions, stronger execution, and more impact with the resources you already have.

Let's chat

Ready for marketing that
actually moves the needle?

Tell me about your organization and what you're working toward. I'll respond within two business days.