Hello! I’m Liza Lorenz.
For 20+ years, I’ve helped arts and culture organizations reach their audiences creatively, efficiently and sustainably through strategic communications, press relations, marketing, branding, digital strategy, social media, patron experience and team building.
Why the Arts?
Growing up in a small town in Nebraska, the arts connected me to the world. Different places, people, perspectives: the arts gave me a window into the glorious range of human experience. As an audience member and performer, I found community, empathy … and often transcendence.
Trained as a journalist, I started my career interning at newspapers—and always found myself writing about artists. After a summer interning at the American Dance Festival, I knew I wanted a role in the arts.
The arts cultivate joy, build understanding and celebrate our common humanity. I want to support this vital, necessary ingredient for a healthy society.
A Journalist’s Eye
My journalism background provides the foundation for how I work. I bring an understanding of news organization’s priorities, principles and needs to the practice of press relations. I work to build relationships based on mutual trust and transparency.
My skill for telling engaging stories informs my marketing strategy, while my keen copyeditor’s eye ensures accuracy and clarity.
And of course: I love deadlines! I prioritize efforts that are efficient, productive and sustainable.
Experience & Education
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Since 2022, I haved worked as a freelance consultant providing strategic communications and marketing support to nonprofit and small business clients.
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Senior Communications Consultant: April to August 2021
Director of Communications and Digital Strategy: September 2015 to April 2021
Director of Communications and Marketing: November 2008 to August 2015
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Associate Director of Communications: August 2007 to October 2008
Press and Public Relations Manager: August 2006 to July 2007
Publicist: September 2002 to July 2006
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Publicist: August 2000 to August 2002
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My career began with internships with the following:
John F. Kennedy Center for the Performing Arts
American Dance Festival
Lincoln Journal Star
Kearney Hub
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University of Nebraska at Lincoln
BA In Journalism and Political Science
Highlights of Accomplishments
Communications and Press Strategy
Building on Squonk’s strategic plan, I crafted brand messaging and created local and national press plans, generating 150+ press placements over the last three years for Squonk’s 30th anniversary season, the launch of their new show Brouhaha and their 2022, 2023 and 2024 U.S. and Canadian tours.
For Mosaic Theater, I crafted messaging and pitched stories for both mainstage and educational programming, generating 98 press placements during their 2023-2024 season.
For Ford’s Theatre, I garnered national and international press leading the PR campaigns for the historic theatre reopening in 2009, a museum renovation in 2009 and the opening of the Center for Education in 2012. I also created and led crisis communications plans during COVID-19, multiple government shutdowns, a 2015 flood and various weather events, ensuring patrons and stakeholders had accurate and timely information.
For the Shakespeare Theatre Company, I garnered national and international press leading the PR campaigns for the opening of the new Sidney Harman Hall, productions and institutional activities.
Marketing and Sales Strategy
For an arts client, I created marketing and sales strategy for subscriptions and single tickets, designed direct mail campaigns, defined ad campaign channels and budget, booked ads and oversaw creation of ad content, resulting in a 32% increase in average paid attendance in FY24 from the previous year.
For Ford’s Theatre, I met or exceeded earned revenue goals for eight out of 11 seasons and grew earned revenue from $2.7 million in FY08 to $6.5 million in FY19. I implemented a new pricing strategy for theatrical performances, which resulted in an average ticket price increase of 37%. I directed all marketing efforts and managed a budget of more than $1 million, achieving revenue objectives in the most effective, efficient manner.
Digital and Social Strategy
For an arts client, I developed and implemented a social media content plan as well as KPI tracking, growing followers by 27% on Facebook and 289% on Instagram in the last 2.5 years. I also created an e-newsletter calendar, designed new templates, wrote copy and built email campaigns, increasing open rates in 2023 for International Presenters by 40%, North American Presenters by 20%, and Fans and Supporters by 10%.
For Spring, I developed and implemented a content plan as well as KPI tracking from the business’s inaugural launch in June 2023 to the present. I also developed a content strategy and wrote copy for inaugural website launch in June 2023.
For Ford’s Theatre, I co-led a cross-departmental digital strategy, working closely with a board committee to win approval of the full board and designated funding. I oversaw the implementation of a three-year digital strategy, leading a website redesign, a CRM database conversion, digital content production and social media expansion.
Team-Building and Management
For Ford’s Theatre, I managed and cultivated a team that grew from 3 full-time staff to 13 full-time and 25 part-time staff, retaining 71% of the full-time team for 5 years or more.
For both Ford’s Theatre and Mosaic Theater, I worked with an array of outside consultants, serving as project manager and ensuring consultant’s work aligned with institutional values and standards.