Marketing for Conservation

July 27 - August 24, 2017
Online Course
Facilitator:  Sarah Lowengard

Marketing for Conservation is a four-week, online course.  
Whether you’re starting a solo practice, or you’ve had one for years . . . Whether you work at or for a multi-specialty studio (for- or non-profit). . . Even if you work in a museum. . . It is essential to understand marketing.  Where do you find your clients? How do you let them know you’re available?  How do you keep them coming back and recommending your services?  How do you decide where to use your limited time and money most effectively for marketing? This course will help answer these questions and many others.


Marketing for Conservation offers special readings, case studies, work sheets, presentations, and exercises, all designed to get participants thinking and planning ways to define the services they offer, and to connect those to services so that potential clients become actual clients. Participants will explore the best ways to market their services in their situation. This course allows the opportunity to discuss problems and prospects with other participants, the course facilitator, and select outside experts. At the end of the course, participants who complete the course activities will have created a workable strategic marketing plan for their practice or laboratory.

All you need is a PC or Mac computer with Internet access, and a reasonably up-to-date browser (Internet Explorer, Mozilla Firefox, Safari, Chrome) to participate.

Dates & Registration

The course will begin on Thursday, July 27, and continue, with new activities and discussions each week, through August 24, 2017. The course site will remain available for reference and downloads for two weeks after the course ends.

The fee for this course is $200 for AIC members, $300 for non-members.  Early bird rate for AIC members is $120, $180 for non-members. Early bird registration ends June 30. Participants will be accepted in order of receipt of paid registration.  Enrollment is limited, so early registration is advised.

Register for this course by clicking here: AIC/FAIC Store - Events
If you experience difficulties please contact
Online registration requires you to create a log-in (or to use one that you already have for our site) with a name and email address before you may purchase an event registration. No information aside from the username and email address is required to create a profile, but you will need a billing address to complete registration.

FAIC's registration policies for professional development programs can be found here.

About the Course

The course will cover:
  • How to define your business
  • Advantages and drawbacks of various marketing methods
  • How to better identify your potential client base through basic research
  • Strategies for better networking
  • Principles of effective marketing materials
  • Effective use of social media
  • How to track results from marketing effort
  • Legal and ethical issues involved in marketing a conservation practice
  • How to leverage new business from your existing client base
Participants should expect to spend at least six hours per week on the course – roughly the equivalent of attending a full-day workshop each week. Participants will use this time to complete exercises, and to read and respond to the work of others in the course. Participants choose when, according to their own schedule--at noon during lunch break, in the evening with a cup of tea, or at 6 in the morning in their favorite jammies (Note: Although the timing of participation is flexible, we have found that participants have difficulty keeping up with the course during extended trips).

Is Distance Learning Right for You? We all learn in different ways.  Click here to take our interactive quiz to see if this type of course is a good match for your learning style.

About the Facilitator

Sarah Lowengard, Ph.D., has more than twenty-five years’ teaching experience in both formal university classrooms and informal education programs. She has developed, taught, or led courses, workshops, and tutorials in art conservation, collections care, history, academic research and materials analysis. A private-practice art conservator since 1979, she initiated the Conservation Course Syllabus Web pages for Conservation OnLine and served on the AIC Education and Training Committee.

Course Content: Sarah Lowengard
Instructional Design: Roberta Westwood
Project Management: Eric Pourchot
Contributors and Reviewers: Susan Barger, Amber Kerr, Jeff Brechlin, Susan Burke, George Schwartz, Colin Turner, Hollis Walker

This course was created with funding from the Getty Foundation. It is presented with funding from the FAIC Endowment for Professional Development, which is supported by The Andrew W. Mellon Foundation and by gifts from members and friends of the American Institute for Conservation of Historic and Artistic Works.  Courses are made possible with the assistance of many AIC members, but no AIC membership dues were used to create or present this course.

Contact: Sarah Saetren
FAIC Education Associate
(202) 661-8071

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