CultureHive > Tags > campaign
19th July 2013 Sara Lock

Resources tagged with "campaign"

Marketing campaign planning guide

Discover tips and templates for marketing campaign planning in this handy toolkit.

By Sara LockPublished:2017 Type: guide-toolkit


Read more

Order, Order! Visit Parliament Campaign boosts summer visitor numbers

Discover the thinking behind the Visit Parliament Order, Order campaign in this short case study by Ideas Group. They share some of the logic behind their creative ideas, as well as some key takeaways that you could apply to your own campaigns.

By Ann Gurnell, Ideas GroupPublished:2017 Type: case-study


Read more

Building the Foundations of HOME

Find out how the constituent arts organisations of Manchester's newest arts centre, HOME, took on the challenge of raising funds for their £25 million capital build project and the revenue projects, with a limited budget.

By Marla CunninghamPublished:2015 Type: case-study


Read more

An insider’s view on crowdfunding from Nonclassical

Nwando Ebezie from Nonclassical tells Wendy Smithers what they learnt from their successful crowdfunding campaign We Break Strings.

By Wendy Smithers, Nwando EbeziePublished:2015 Type: case-study


Read more

Crowdfunding: a guide by Blast Theory

A guide from Blast Theory, an artists' group based in Brighton, based on the research and learning from their crowdfunding campaign.

By Blast TheoryPublished:2015 Type: guide-toolkit


Read more

The Art Fund: the battle to save the Staffordshire Hoard

The Staffordshire Hoard was valued at £3.3 million and the Art Fund led the campaign to raise the funds needed to buy it for the Birmingham Museum and Art Gallery and the Potteries Museum and Art Gallery. This is a wonderful example of a successful emergency appeal. This campaign really captured the imagination of the public and was so successful that it even closed a few weeks early, which is especially admirable given the current economic climate. This case study was originally published by SOFII: Showcasing of Fundraising, Innovation and Inspirtation.

Published:2015 Type: case-study


Read more

Crowdfunding with a twist

The Lyric Hammersmith wanted to thank every donor who contributed to their capital campaign, no matter how small. Libby Penn from Spektrix explains how they did it. This article originally appeared in Arts Professional.

Published:2015 Type: case-study


Read more

Battersea Arts Centre's emergency appeal

On Friday 13 March 2015 a major fire at Battersea Arts Centre (BAC) destroyed the Grand Hall and Lower Hall spaces. Before the fire engines had put out the flames a national emergency appeal had been launched by BAC and the National Funding Scheme (NFS). The flexibility of digital fundraising through mobile and online donations contributed to the success of this fundraising campaign. This case study includes a useful infographic mapping the key elements of this appeal.

Published:2015 Type: case-study


Read more

Rambert Moves: Capital Campaign

Learn how Rambert raised the funds to move to a new home on the South Bank and sustain their long-term growth.

By Naomi Russell, Naomi DavenportPublished:2015 Type: case-study


Read more

Holistic fundraising – Gromit Unleashed

This AMA conference 2014 session led by Helen Haskell and Anna Shepherd from Wallace and Gromit’s Grand Appeal talked about the Gromit Unleashed campaign. This campaign saw 80 Gromit sculptures designed by famous artists, designers and celebrities displayed in a public art trail around Bristol. Culminating in an exhibition and public auction the campaign raised £2.3 million for Wallace and Gromit’s Grand Appeal to support sick children and their families at Bristol’s Children’s Hospital. During this session delegates discovered the secrets of the campaign’s success including how marketing and fundraising worked together to deliver Gromit Unleashed.

Published:2014 Type: case-study


Read more

How to involve your target audience in the development of a marketing campaign

This social marketing case study has been shared by the National Social Marketing Centre and demonstrates how you can successfully involve your target audience in the development of behaviour change related communications.  NHS Stockport wanted to increase the number of people accessing local smoking cessation services.  A marketing initiative ‘lose the fags’ was launched that involved successful local partnerships and led to an increase in quits and quit attempts. The campaign was underpinned by research and a segmentation study that helped the social marketing team understand the key barriers and attitudes towards smoking cessation services.  Community consultation workshops led to …

Published:2014 Type: case-study


Read more

How to run a successful promotional marketing campaign

This article was first published by Promotional Marketing, a website that aims to keep its readers up to date with the latest industry news, information relating to new campaigns, and features. This article stresses the importance of certain operational processes and outlines why they are key to successful promotional marketing campaigns.

Published:2014 Type: article


Read more

Books on bikes: bringing the library to the people

In May 2013, the Seattle Public Library launched its Books on Bikes pilot project as part of the Library’s Innovation Campaign, an internal project to develop innovative ideas. Books on Bikes is an outreach project that aims to bring the library to the people with teams of two Library staff biking to events and introducing people to Seattle’s Library services.

Published:2013 Type: case-study


Read more

Implementing research and data capture for a touring company

Cheek by Jowl (CbJ) is an international theatre company, which operates in-house as an Associate Company at the Barbican Centre in London. As a touring theatre company, CbJ faces the ongoing challenge of trying to capture data, to refine and target their marketing activity, in the absence of any box office information. This case study describes how strategic planning has enabled CbJ to create a model for data capture that can be used when operating as a resident company in other venues thereby helping to develop a successful marketing campaign. 

Published:2013 Type: case-study


Read more

Cross-departmental working on marketing strategy

Open-City is an independent, not-for-profit organisation that aims to be at the centre of creating better places – and a better city. With a limited budget and no specific marketing role within its team, this case study describes how Open-City delivers a marketing campaign and plan, which is shared by all staff and volunteers.

Published:2013 Type: case-study


Read more

Orpheus – Effectively manipulating audience behaviour

For four weeks in April-May 2013, a new and fairly unknown company - Little Bulb - performed their show Orpheus at the Battersea Arts Centre’s Grand Hall. Orpheus is an unusual concept bringing together the Greek myth about Orpheus and the story of the legendary Jazz musician Django Reinhardt. In this case study, Katie Elston from the Battersea Arts Centre, describes the marketing campaign behind this production.

By Katie ElstonPublished:2013 Type: case-study


Read more

Using social media to develop a broad range of audiences

This case study from Scottish Book Trust describes how they used social media to develop a broad range of audiences for Scotland’s first week-long national celebration of books and reading.  Working with a range of online and offline partners, Scottish Book Trust developed a Book Week Scotland brand voice for social media activity (Facebook saw a spike of activity as high as 10 times the normal activity).  Read on to find out more about the approach, the activity and the key lessons learnt.

Published:2013 Type: case-study


Read more

Brand focused advertising campaign

This case study outlines the latest advertising campaign for the Sage Gateshead which focuses on brand.  It was developed by the communications team at Sage Gateshead together with brand consultancy Violet Bick and onebestway and is proving a success as ticket sales have been up in 2013.  Mike Owen, Managing Director at Violet Bick and onebestway discusses the thinking behind the campaign.

Published:2013 Type: case-study


Read more

How to effectively engage the school leaver/young student market

This non-arts case study demonstrates how to effectively engage the school leaver/young student market.  It tells the story of how in 2012 MediaCom Edinburgh and Teesside University set about to increase student admissions in the face of double digit declines across the competitive set (post-1992 universities in the north of England).  With Teesside University having a smaller budget than many competitors the activity had to be smart.  Research defined key audiences to be not only potential students but parents and influencers and this short paper gives a brief outline of the activity that took place (including a fascinating overview of …

Published:2013 Type: case-study


Read more

A best practice guide to evaluating the effects of your direct mail and PR campaigns

This guide has been developed by the Institute of Practitioners in Advertising, and partner professional bodies ISBA,  Marketing Agencies Association (MAA), PRCA. The guide uses insight from research undertaken into how clients and agencies evaluate their marketing communications. Although the guide has been written from the perspective of high spend advertisers, the latter half of the guide offers practical advice on evaluating direct mail and PR campaigns that is relevant for marketers (regardless of budget) and could help arts organisations re-define or refresh how they approach evaluation.

Published:2013 Type: guide-toolkit


Read more

Co-creation: Brave new world or emperor’s new clothes?

This concise article explores the topic of co-creation - working together with an audience to create new work - and provides some helpful do’s and don’ts. How can we make co-creation work well, and is it an opportunity to engage less frequent arts attenders?

Published:2013 Type: article


Read more

Targeting new and younger audiences with an integrated marketing campaign

Would your organisation like to see an increase of almost 75% visitors and an influx of younger audiences? This Marketing Society Scotland (2013) paper outlines how Matthews Marketing helped the Robert Burns Birthplace Museum (RBBM) achieve just that, one year on from its opening in 2011.

By Matthews MarketingPublished:2013 Type: case-study


Read more

The library that borrowed from the public

This Marketing Society Scotland (2013) paper outlines an award winning campaign from the National library of Scotland (NLS) and Frame.  NLS is the world’s leading centre for the study of Scotland and the Scots. In the summer of 2012, a campaign that explored the story of cinema-going in Scotland over the past 120 years attracted 40,000 visitors, despite the competition of the Edinburgh summer festivals. Read about how a highly successful integrated campaign was developed and how a simple competition on Facebook resulted in 2,000 people engaging creatively to come up with their own movie poster headline to promote the …

Published:2013 Type: case-study


Read more

Random International’s Rain Room at the Barbican

In October 2012, Random International's largest and most ambitious installation - Rain Room - opened in the Barbican's Curve gallery. A 100 square metre field of falling water, Rain Room came alive through audience interaction with the thousands of falling droplets responding to audience presence and movement. This case study describes the planning, processes and outcomes of Barbican's marketing campaign, which focused on encouraging visitors to upload their own content onto social media channels.

Published:2013 Type: case-study


Read more

Scottish Government's organ donation campaign

This non-arts case study demonstrates how the Scottish Government and its partner agencies used a strategy of ‘positive social norming’ to get over half a million people talking about organ donation. This paper outlines the rationale behind the new strategic approach (to get people talking) and the activity that underpinned the campaign. In particular, this case study is a great example of effective field and digital marketing. People were encouraged to publicly celebrate support for organ donation via a virtual wall of supporter photos and messages. And it worked.

Published:2013 Type: case-study


Read more

How a ground-breaking campaign changed Scottish women’s behaviour

This non-arts case study demonstrates how an innovative behaviour change campaign from the Scottish Government and The Leith Agency led to a 50% increase in women acting early on the symptoms of breast cancer by going to the doctor.  In an advertising first, the campaign boldly used images of real women’s breasts with visible signs of breast cancer.  This Marketing Society Scotland paper takes you through the stages of the campaign from the initial insight gathering phase (unearthing a complacency among women after breast screening and a lack of awareness of symptoms beyond lumps) through to strategy development and campaign …

Published:2013 Type: case-study


Read more

Marketing a major exhibition: Pompeii at the British Museum

With unprecedented access to objects from Naples Museum and the sites of Pompeii and Herculaneum, the British Museum mounted a major exhibition - Life and death in Pompeii and Herculaneum - in March 2013.  Focusing on the daily lives of ordinary people in these areas, the exhibition aimed to highlight the strong resonances between life in the Roman Empire and our lives today. This case study describes in detail the objectives, processes and timings of the marketing campaign behind this major exhibition, which included Pompeii Live - a cinema event broadcast live from the exhibition.

By Kathryn HavelockPublished:2013 Type: case-study


Read more

Lucian Freud Portraits exhibition at the National Portrait Gallery 2012

After five years in the making, the National Portrait Gallery's major exhibition of Lucian Freud Portraits took place in 2012. This major exhibition, which spanned Freud's seventy year career, was the first to focus on his portraiture. Produced in close collaboration with the late artist, the exhibition concentrated on particular periods and groups of sitters, and featured 130 works from museums and private collections throughout the world, some of which had never been seen before. This case study describes in detail the marketing campaign behind this major exhibition, which was the most popular paid for exhibition in the Gallery’s history.

Published:2013 Type: case-study


Read more

Promoting culture with ambient advertising – and dinosaurs

Ross Perth, head of marketing at Edinburgh International Film Festival (EIFF), shares this case study on ambient advertising. During the 2013 EIFF, Ross used crushed cars, strategically placed around Edinburgh, to promote a festival screening of Jurassic Park. Ross discusses how the idea came to mind only a matter of weeks before the screening.  A hugely successful approach to ambient advertising that just took a bit of passion and persuasion – tickets sold in a matter of hours after the crushed cars descended on Edinburgh.

By Ross PerthPublished:2013 Type: case-study


Read more

Ambient media campaign: V&A Quilts 1700-2010

Ambient media is the term used to denote out of home advertising utilising non-traditional methods. It is often used in conjunction with more mainstream traditional media to create an event or spectacle in a public place. London Calling, in partnership with Ambient Media, were commissioned by the Victoria & Albert Museum (V&A) to develop a creative ambient solution for promoting the 2010 Quilts exhibition. This case study describes the concept behind this campaign when for one day the V&A created a modern living room at Victoria station.

Published:2013 Type: case-study


Read more

Collaborative digital marketing for cultural tourism

The website creativetourist.com began as a collaborative digital marketing campaign for the Manchester Museums Consortium - nine of the large museums and galleries in Manchester city centre and The Quays. It now averages 50,000 unique hits a month from a highly engaged and loyal cultural readership, and has broadened its remit to promote cultural activities across the city and the North. This case study describes how the creation of this site helped to develop joint marketing and partnership working between the cultural and tourism sector aimed at the cultural tourist; culturally motivated visitors looking for memorable cultural experiences.

Published:2013 Type: case-study


Read more

Launching a new brand and digital strategy for the Unseen photography fair

In 2012 Vandejong, a creative agency based in Amsterdam, created the branding strategy and campaign for the first  'Unseen' international photography fair, which took place at the Culture Park Westergasfabriek in Amsterdam. This case study outlines how Vandejong positioned Unseen - the first fair of its kind in the Netherlands - as a new cultural brand: a ‘photo fair with a festival flair’. To reach out to an international audience, Vandejong developed a multi-channel communications strategy, with a strong focus on content marketing and online campaigning.

Published:2013 Type: case-study


Read more

Hidden Treasures: the Collections Trust's UK-wide museum initiative

Collections Trust is an independent organisation that works with museums, libraries and galleries to help them improve the management of their collections. For the past two years, Collections Trust has organised a campaign called Hidden Treasures aimed at engaging the public with museum and gallery collections. This case study outlines the process, objectives and outcomes of the Hidden Treasures campaign, which is a good example of a successful nationwide campaign with multiple stakeholders and challenges.

Published:2013 Type: case-study


Read more

Media campaign for the re-launch of HMS Belfast, May 2012

Following a six month closure for redevelopment, the Imperial War Museum (IWM) re-opened HMS Belfast in May 2012. The re-launch campaign was a great opportunity for the IWM to build a marketing strategy to meet the ongoing challenge to increase awareness of HMS Belfast as a must-see visitor attraction. This case study describes how this family-focused, promotion-led campaign helped to form an integral part of the overall marketing strategy of HMS Belfast.

Published:2013 Type: case-study


Read more

Blockbuster exhibition marketing campaign: Lichtenstein at Tate Modern 2013

Spring 2013 was a busy and competitive period within London's exhibition calendar and the Tate Modern's Lichtenstein retrospective was on for a relatively short time. This case study plots the objectives, key elements and outcomes of the marketing campaign behind this blockbuster exhibition. The campaign strategy concentrated on building awareness among Tate Modern's core audiences to generate excitement and anticipation and to create a sense of urgency not to miss the exhibition before it closed.  

Published:2013 Type: case-study


Read more

‘David Bowie is’ exhibition at the V&A

This comprehensive case study explores the process and planning of a large-scale exhibition's marketing campaign from its objectives and target audience through to a percentage breakdown of campaign costs, outcomes and recommendations.

By V&APublished:2013 Type: case-study


Read more

Social media marketing tips from the independent retail sector

A story of successful tactical marketing in independent retail from a former arts marketer who opened her own greengrocer shop in 2010.

By Jan McTaggartPublished:2013 Type: article


Read more

Do's and don'ts for a successful direct mail campaign

This case study from outside of the arts is worth a quick read for some evidence based ‘do’s and don’ts’ for direct mail.  It's a short Marketing Society paper (Marketing Society Scotland - Gold Star Award 2013) that demonstrates what makes an effective piece of direct mail.  The ‘Make Your Winter Feel Like Summer’ campaign succeeded in helping over 1,600 of the households in Scotland hardest hit by fuel poverty to enjoy warmer winters and huge savings on energy costs.  The challenge was to get people thinking about fuel poverty during the summer.     

Published:2013 Type: case-study


Read more

How to start a conversation with a mass audience

Starting in April 2011, the Museum of Modern Art in New York asked its visitors to fill in notecards  "I went to MoMA and ..." to describe their experiences of the museum. With the simple tools of cards, pencils and tape to stick the cards on to the museum's lobby wall, the project turned into the museum's longest-running campaign engaging with tens of thousands of MoMA visitors and appearing in print, digital and billboards. This case study sets out the process and outcomes of the campaign.

Published:2013 Type: case-study


Read more

Selling opera: a simple message, delivered with the biggest impact

Jo Taylor found that when selling opera at Welsh National Opera (WNO) the simplest message, delivered with the biggest impact had great results without a huge price tag. This award-winning campaign achieved its objectives with a great rate of return and stood out as a creative and imaginative solution to a critical communications challenge.

Published:2013 Type: case-study


Read more

Getting started with arts marketing

This guide offers a broad introduction to arts marketing, with the aim of supporting any organisation or artist working in the arts.

By Audiences WalesPublished:2013 Type: guide-toolkit


Read more

Integrated marketing campaign to boost ticket sales

Discover how Northern Ballet improved their national profile, engaged new and existing audiences and boosted ticket sales with an integrated communications campaign.

By Laraine PensonPublished:2013 Type: case-study


Read more

Creating life-long relationships with museum visitors

An insight into how The Natural History Museum aims to create life-long relationships with its visitors which rely on them being connected with all aspects of the Museum's work.  For an organisation that has 40 different logos and a complex structure, this is no easy task, and this case study shows you how it can be achieved, and how the 'magic' happens.

Published:2013 Type: case-study


Read more

A tailor made approach to promoting the Edinburgh International Festival

In the year that the Edinburgh International Festival celebrated its sixtieth birthday, this presentation discussed how an understanding of audiences contributes to the development of the Festival brand, illustrating how in 60 years it has transformed a City not known for its festivals into one that attracts millions of visitors and generates over £200 million each year.

Published:2013 Type: guide-toolkit


Read more

How and why businesses in and around Manchester are using Twitter

This guide shows how businesses use Twitter to market themselves and their work in Manchester, one of the most active Twitter communities in the country.  With clear illustrations of what the data on usage actually means, this analysis can help you to make sure you're staying one step ahead of your competitors when using Twitter.

Published:2013 Type: guide-toolkit


Read more

Word of mouth blogging campaign at the V&A

A case study to show how the V&A used online word-of-mouth marketing to reach a new audience of young people (26–45 year olds), particularly those with an interest in the internet, technology and science fiction, for its Cold War Modern exhibition

Published:2013 Type: case-study


Read more

Culture segments in action: British Museum case study

A case study of Grayson Perry: The Tomb of the Unknown Craftsman exhibition at the British Museum. Explore how the British Museum developed a segmented campaign to reach new audiences.

By Morris Hargreaves McIntyrePublished:2013 Type: case-study


Read more

Test drive the arts: an introduction

The ‘Test Drive the Arts’ concept is about utilising spare capacity in arts venues (which generate nil income) to give potential attenders a ‘taste’ of the product in order to stimulate repeat attendance (and thus generating income in venues where a charge is levied). This groundbreaking study evaluates performance against objectives including: targeting 25,000 new attenders; testing the concept with diverse new audiences; response and retention rates; benchmark costs; informing a national campaign; and best practice guidelines.

Published:2013 Type: research


Read more

How to bring marketing and programming together to create positive working partnerships

Marketers, programmers and artistic directors often share the same frustrations of working separately and not connecting properly with each other fields, this seminar looks at how to reverse the trend and find new collaborative approaches that can deliver shared responsibility and closer collaboration. This session looks at work being done at the Wales Millennium Centre that has resulted in the marketing team having more exposure to the way the work arrives on stage and the programmers giving colleagues a list of shows to go and see in Edinburgh every year.

Published:2013 Type: case-study


Read more

Hints and tips guide to working with MPs

This is a useful and practical run-through of the do and don’t of working with an influencing MPs, essential for any press officer, arts marketing professional or fundraising seeking to influence stakeholders.

Published:2013 Type: guide-toolkit


Read more

Conveying the right message through photography

Using photography effectively across marketing collateral can help convey important messages to your target audiences. This guide explains what to consider when using a photographer, or creating your own shots - such as lighting, atmosphere and varying the composition. The author suggests that using photos effectively will allow you to tell your organisation's story, as well as maximise interest and engagement from your audience.

Published:2013 Type: guide-toolkit


Read more

This Way Up – a guide to arts marketing planning

A practical hands-on guide to writing a marketing plan and building audiences, aimed at people working in small scale organisations with limited marketing resources.

By Caroline GriffinPublished:2013 Type: guide-toolkit


Read more

How to utilise spare capacity to stimulate repeat attendance

This report provides a summary of the Test Drive: North West audience development project which looked at how venues could increase repeat attendance using spare capacity. Using telemarketing, potential attenders where given a chance to ‘try before you buy’ with the offer of free tickets providing an opportunity to capture personal data and profile their demographics and their attendance histories. The project targeted 20,000 new attenders, and set out to test the concept with diverse audiences, measure the response and retention rates and  provide a body of evidence which could form the basis of a nationwide campaign.

Published:2013 Type: research


Read more

Arts and Young People – a report on a pilot audience development programme

Arts and Young People formed an important strand of Yorkshire Arts Board's approach to the New Audiences Programme (ACE and RAB collaboration).  This report includes an introduction to the programme and its core aims and objectives, case studies on some of the activity that took place, analysis of the evaluation of that work and recommendation for future programmes.

Published:2013 Type: research


Read more

How to run a successful Test Drive campaign

If you'd like to introduce new audiences to new programmes of work for the first time, then maybe Test Drive is the right route for you.  This simple guide outlines some of the key components of Test Drive - who it's aimed at, how it works, what the outcomes might be, and gives you a step by step plan from initial concept through to effective evaluation.

Published:2013 Type: guide-toolkit


Read more

Reviewing the Family Friendly Campaign – Final Report 2001

Following a number of years of campaign and product development, the Family Friendly project has undertaken a full strategic review. With the development of an audience focused approach at its heart, a series of venue-based case studies explores how to create a family friendly venue, increasing and improving family provision, collaborative marketing, and taking the family friendly concept into tourism and cross-sector areas.

Published:2013 Type: research


Read more

Reviewing the Family Friendly Campaign 1998-1999

Assessing the Family Friendly campaigns led by Arts About Manchester, the report analysed the campaign elements, e.g. a qualitative assessment of print and information, welcome and staff, and promotions. The future direction of Family Friendly as a strategic campaign was also reviewed through its performance in achieving its objectives of increasing the volume and quality of family visits (for the whole family), and encouraging new and year round provision.

Published:2013 Type: research


Read more

Reviewing the Family Friendly Campaign 1994-1995

Assessing the Family Friendly campaigns led by Arts About Manchester, the report assessed not only the campaign elements (e.g. a qualitative assessment of print and information, welcome and staff, promotions) but also drew on wider research into the behavior of families in museums. Overall findings tracked marked developments in campaign performance, but recognised issues around product development alongside the campaign’s long-term potential.

Published:2013 Type: research


Read more

Visual examples of the Family Friendly website

A series of website screen grabs showing the use of branding, tone of voice, design, content and product promoted through the Family Friendly campaign online. The blend of what’s on and a focus on activities with the opportunity to join the Family Friendly mailing list is evident, building around a calendar that targets family peak times, e.g. weekends, half-terms and holidays.

Published:2013 Type: case-study


Read more

Imagine your organisation dedicated to public engagement

Following an instinctive approach to building a business and customer relationship management has helped Innocent Drinks to become a market leader.  This guide focuses on knowing what you're about and communicating that effectively, ensuring that brand buy-in and commitment to customer satisfaction are understood throughout the organisation.

Published:2013 Type: guide-toolkit


Read more

How to market touring arts events more effectively

This comprehensive guide to market touring arts events includes chapters on setting up a tour, campaign planning, communicating with audiences and monitoring and evaluation. The guide features case studies, top tips and comments from over 60 practitioners and is based on research responses from over 40 companies and 50 venues. As well as being an excellent tool box for those new to touring marketing it is also a valuable refresher for marketers and venues with front line experience.

Published:2013 Type: guide-toolkit


Read more

How to maximise the impact of your brand and design

This practical case study presents Manchester Art Gallery's approach to branding research and implementation. It shows how organisations can adapt different design communications to ensure they appeal to various audience groups - without diluting the brand or confusing the message. With audience research at the heart, this case study demonstrates how organisations can effectively and successfully maximise their brand and design investment across different media and campaigns.

Published:2013 Type: case-study


Read more

How to deliver online marketing on a shoestring

Marketers are increasingly having to deliver campaigns with restricted budgets and fewer staff. In this case study, the author explains how their organisation recently combined their blog, YouTube videos, photos and podcasts in one place - their website. It presents a series of learning points and explains how this has been achieved with limited budgets and staff time.

Published:2013 Type: case-study


Read more

How to build a relevant and effective social media campaign

It's important that any social media campaign reflects the vision of your organisation, as well as fulfilling marketing goals and reaching your target market. This article outlines the practical steps that marketers can take in order to build a relevant and effective social media campaign. It presents a variety of possible social media solutions and practical case studies to demonstrate how organisations can make the most of the latest advances in new media.

Published:2013 Type: article


Read more

Some ideas for using social media to connect with family audiences

These minutes from the Family Friendly Forum give an over view of discussion around using social media to talk to family audiences. The key points discussed are that not much research is available on how families use social networking, that it’s all about communicating not selling, and that some further action is needed to develop common twitter has tags and ways of highlighting useful content on facebook.

Published:2013 Type: article


Read more

Reviewing your marketing campaign strategy

Free up time with a 'marketing health check' that will help you prioritise what works and gain the confidence to eliminate what doesn't. This guide is a transcript from an AMA Conference 2011 session.

By Sarah Gee, Kate SandersonPublished:2013 Type: guide-toolkit


Read more

Museums at Night 2012 – evaluation report

An evaluation report looking at the achievements of Museums at Night 2012. The document provides an overview of the project, how Culture24 delivers Museums at Night, why the scheme appeals to audiences and visitors, why it matters to museum venues, and how the project will move forward.

Published:2013 Type: guide-toolkit


Read more

Co-creating campaigns with customers

New ways of working with visitors and audiences can help develop new, more engaging marketing ideas and solutions. Using the examples of arts ambassadors, idea generation groups and co-creation, this resource explores how arts marketers can think about their cultural marketing campaigns in a fresh way by bringing the audience on to the team.

Published:2013 Type: guide-toolkit


Read more

Creating campaigns with your audiences and visitors

A practical toolkit for devising, creating, co-creating, delivering and managing integrated marketing campaigns to develop awareness, interest and engagement from different audiences. Learn how arts marketers can move from simply telling audiences about events, to demonstrating the value they will get from them, and involving them as active participants. With case studies and exercises to explore encouraging visitor/audience involvement in marketing campaigns.  

Published:2013 Type: guide-toolkit


Read more

Connecting with the media

Insights and tips on how arts marketers and cultural organisations can foster good relations with the press. Learn how to spot opportunities for great PR, develop relationships with journalists rather than just firing out press releases, and connect with the media in a meaningful and strategic way. Create publicity campaigns that catch journalists' attention, whether for broadcast media or local newspapers - with advice and case studies from the National Theatre of Scotland, BBC Scotland, and the Nottingham Post.

Published:2013 Type: guide-toolkit


Read more

How to develop media relations to increase coverage of your organisation

Build positive press relationships with help from this introductory guide that takes you through the key stages of a media relations campaign. From finding positive stories to researching media contacts and writing press releases, discover top tips for increasing coverage of your organisation.

By The Audience AgencyPublished:2013 Type: guide-toolkit


Read more

How to understand branding and the value of being brand-led as an arts organisation

The Head of Thinking at Wolff Olins presents his experience of how a strong brand that faithfully reflects the organisation's values and possibilities can make a big difference to its success. This is a transcript from Robert Jones' presentation at Museums and Galleries Marketing Day 2009.

Published:2013 Type: case-study


Read more

How to design effective e-mail marketing campaigns

Purple Seven’s Vital Statistics box office analysis system is the starting point for this presentation to the AMA New Media Marketing Day, on creating the best email marketing campaigns. It covers such aspects as why use email, driving visits to your website, boosting email sign-up rates, best practice in design for an email, the use of mages, how to adapt for mobile devices, and monitoring your email effectiveness.

Published:2013 Type: guide-toolkit


Read more

Visual persuasion – choosing the best images

Heather Maitland looks into research showing that images are the most powerful tool we have - working in some unexpected ways. Effective images need to trigger pre-programmed, emotion-laden responses to visual cues and here we discover how to choose images that will do that.

Published:2013 Type: research


Read more

Working with photographers

A basic guide from the Association of Photographers into good photographic practice.

Published:2013 Type: guide-toolkit


Read more

Building a holistic digital marketing campaign

Provides a detailed look at the current trends in digital and social media available in 2010, with an overview of how the different elements can be used within a marketing campaign or communications strategy. This is followed by a case study which will give you an insight into their different uses within a mixed media campaign and how they can be applied to speak to different targets to deliver a holistic strategy that has engagement at its heart.

Published:2013 Type: guide-toolkit


Read more

A creative approach to engaging with audiences through social media

This case study gives an insight into the methods used by the RSC to engage with its audiences using social media and overview of how, using research as a starting point, the marketing team generated a high ROI using a creative approach to content and messages. It talks about how they worked with the team behind Matilda to give the RSC a new and more relaxed public face, concluding with mention of how they were able to track interactions in order to assess the impact and relate it back to the strategic aims.

Published:2013 Type: case-study


Read more

Engaging audiences by trying out new things

Three case studies explore how simply trying things out in the highly-networked online world can lead to exciting new marketing campaigns and more highly engaged audiences. The article looks at social media strategies from Park Circus Films, Malmö Opera and the National Trust's MyFarm project.

Published:2013 Type: case-study


Read more

Thinking like a blogger – using social media tools to generate content quickly

Find out how ‘citizen journalism’ and social media are changing the shape of press coverage, and learn how to think like a blogger. Get the inside track on making social media tools such as Twitter work for you, while having fun and learning from mistakes.

Published:2013 Type: guide-toolkit


Read more

How to be more creative

Everybody wants to be creative, and real creativity is reflected in original marketing campaigns. This guide explains some ways of learning to exercise your creative side - challenging your own assumptions, and doing better than 'good enough' in order to break free of established patterns and create something fresh.

Published:2013 Type: guide-toolkit


Read more

Managing PR in a 24-hour news society

How can cultural organisations manage their public relations in an 'always-on' society where the news is constantly being updated? This transcript of a panel discussion explores how to be one step ahead of the media, how to make sure your marketing campaigns are picked up by the press both in print and online, and how to ensure they are portrayed in a good light.

Published:2013 Type: article


Read more

How to manage multiple priorities

How can you manage a mix of priorities while still meeting the targets and expectations of artists, funders and line managers? How should you decide on your top priorities? This article describes how to manage your time effectively in order to achieve a balanced working pattern while still meeting all your objectives and deadlines.

Published:2013 Type: guide-toolkit


Read more

A new PR practice for the 21st century

Considers the changing role of PR in the cultural marketing mix, how the arts industry is changing, and how organisations are reacting. Focuses on campaigns and strategies of the Royal Academy of Arts (RA).

Published:2013 Type: guide-toolkit


Read more

Maximising return on investment (ROI) in arts marketing

The shoestrings we once marketed the arts on are growing ever shorter and there’s a renewed evaluation of the role audiences play in the funding model for the arts in Britain today. Hopefully this comes alongside fresh recognition that adequate resources should be given to arts marketers so they can do a professional job. It is therefore our responsibility to ensure every penny is worked hard to get maximum return on that investment. This article looks at how we can sweat our budgets to market our arts organisations more effectively.

Published:2013 Type: article


Read more

Using visitor personas to target audiences more effectively

By developing audience personas, organisations can better target their marketing campaigns for specific groups of customers. Personas can also help plan and prioritise which tools to use to best reach specific visitors. The Citizens Theatre in Glasgow successfully used this approach to focus their campaigns.

Published:2013 Type: case-study


Read more

Making the most of your marketing assets

Organisations can capitalise on existing marketing assets and work with audiences and visitors to create new marketing resources and tools without spending a fortune. Working closely with audiences can help an organisation recognise and develop its marketing assets.  This case study of Theatre Royal Stratford East shows how a cultural organisation engaged audiences with its work at a much deeper level by involving them in the creation of marketing assets.

Published:2013 Type: case-study


Read more

Word of mouth in the social media age

What makes people talk about culture? How can we get people talking about the arts, both online and offline? This discussion of word-of-mouth uses a case study of a Grayson Perry exhibition at the British Museum to explore strategies around buzz marketing, viral marketing, and identifying key influencers and opinion leaders - plus what happens when word-of-mouth marketing goes wrong.

By Jessie HuntPublished:2013 Type: guide-toolkit


Read more

Gaining people's interest and attention

Effective marketing campaigns to capture audience interest and attention and increase attendance. Looks at the competition for people's leisure time and limited disposable income, and explores how marketing campaigns and communications can be made to stand out from the crowd. A case study of The Lowry, Manchester.

Published:2013 Type: case-study


Read more

Using customer data to make savings and boost sales

How to turn raw customer and audience data into useful, practical information for marketing campaigns. Looking at segmentation of audiences by customer type and how recently and frequently visitors attend, and turning this theory into practice.

Published:2013 Type: guide-toolkit


Read more

Taking to the streets of London with the Museum of London's iPhone app

The Museum of London’s free 'Streetmuseum' iPhone app was made available worldwide resulting in the museum accessing the widest possible audience and achieving the best possible results. Success was measured through download statistics, online interaction via Twitter and blogs and also media coverage. There was in increase in online chatter and Museum of London was successfully repositioned as a must-see destination, leading the field in the use of new technology to reach new audiences. There was an increase in visitors to the museum with the monthly target achieved in the first week of opening the new galleries.

Published:2013 Type: case-study


Read more

The changing role of the marketer

A transcript from a presentation at the 2010 AMA conference by Penguin Digital. The changing role of the marketer - push vs pull marketing.

Published:2012 Type: article


Read more

Getting to know you

Getting to know you: customer relationship management on a shoestring

By Heather MaitlandPublished:2012 Type: guide-toolkit


Read more

Subscribe to our mailing list

* indicates required



 

CultureHive Bulletin