Where Stories Meet Strategy: Spotlight on Business & Arts NL's Narrative Marketing Initiative
Everyone has a story to tell. But how do you tell it?
Sometimes, talking about yourself can feel daunting or overwhelming. But if you're an artist or arts organization, being able to talk about what you do, why you do it, and the value it brings, is critical.
That's why we're proud to launch our Narrative Marketing Initiative.
This year-long program is designed to help artists and arts organizations confidently communicate the value of their work. Marketing can feel intimidating, but artists are already natural storytellers. This initiative builds on that strength—combining authentic storytelling with practical tools to connect with audiences, funders and communities in meaningful ways.
While data and metrics matter, numbers alone don't inspire. At its heart, narrative marketing helps the arts sector articulate unique stories, demonstrate impact, engage audiences and supporters authentically, and showcase the vital role creativity plays in Newfoundland and Labrador. By investing in the storytelling capacity of our arts sector, Business & Arts NL aims to amplify both the cultural and economic impact of the arts across the province.
Dave Sullivan
To officially launch the initiative, Business & Arts NL will be hosting a Kickoff Forum on October 9 from 9am-12pm at Alt Hotel in downtown St. John's. The event features keynote speaker Dave Sullivan (marketing specialist/writer) and a panel discussion with Jenn Brown (Executive Director of the St. John's International Women's Film Festival), Ife Alaba (Director of Occupy All Spaces and multi-faceted creative) and Christine Hennebury (storyteller, creativity coach and consultant)—leading voices in Newfoundland and Labrador’s creative community. Together, they’ll explore how storytelling shapes culture, builds community and moves organizations forward. (Click here to purchase tickets to the Narrative Marketing Kickoff Forum.)
Jenn Brown
“As a Black creative, I believe it’s important for us to tell our own stories because it’s a way of reclaiming power and defining how we are seen. Too often, our voices have been overlooked, misrepresented, or filtered through others who don’t carry our lived experiences. When I share my story, I’m not only showing the challenges but also the joy, resilience and innovation that comes with being a Black creative. I’ve seen how storytelling creates visibility on our own terms, challenges systemic barriers, and builds bridges across communities and generations. Most importantly, telling our own stories ensures that our contributions are not erased but preserved as legacy, allowing future Black creatives to build from a foundation of truth, ownership and pride.”
Ife Alaba
“Artists and arts organizations need to tell their own stories because they are the only ones who really know the heart of their work, what really matters about it and the importance of the connections they build with it. Telling their own stories—in ways that amplify the truths within—is the best way for them to reach the people who will resonate with their work.”
Christine Hennebury
As part of the Narrative Marketing Initiative, Business & Arts NL will also host a series of hands-on workshops over the fall and winter. Led by marketing experts, these four sessions will help arts organizations strengthen their communications and storytelling strategies. These include: Narrative Marketing at the Grassroots Level, How Narratives Drive Governance, Building Narrative into the Heart of Marketing Strategy, and Storytelling for Fundraising.
This coming spring, non-profit arts organizations will also be able to apply for support to hire professionals such as photographers, videographers or copywriters to put their narrative marketing plans into action.
Data and numbers can show growth, but they rarely move hearts. Storytelling does. The Narrative Marketing Initiative invites the arts community to embrace the stories that make them, and Newfoundland and Labrador, unique—stories that deserve to be seen, heard and celebrated.
Click here to learn more about the Narrative Marketing Initiative.