CultureHive > Tags > marketing campaign
15th December 2016 Sara Lock

Resources tagged with "marketing campaign"

Marketing campaign planning guide

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

By Sara LockPublished:2017 Type: guide-toolkit


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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


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The National Gallery brings Caravaggio’s paintings to life

The National Gallery shares its experience of generating PR buzz and new audiences for its Beyond Caravaggio exhibition.

By Melissa Darby, National GalleryPublished:2017 Type: case-study


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Remarkable marketing campaigns from MoMA, New York

Discover inspiration for harnessing individual and team creativity in this transcript of Kim Mitchell's talk to AMA conference 2013 delegates.

By Kim MitchellPublished:2014 Type: case-study


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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


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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


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Manchester Literature Festival’s 2013 digital marketing campaign

The Manchester Literature Festival has taken place every October since 2006 and is the city’s largest literary event. In this case study, Kate Feld describes the Festival's 2013 online digital marketing campaign, which included e-newsletters, Facebook, Twitter and blogging. The success of this campaign, particularly its social media activity, contributed to the Festival attracting a larger and more diverse audience, with increased engagement with the event.

Published:2014 Type: case-study


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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


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Making our e-mail marketing campaigns be more successful

We hear a lot about the excellent results achieved by some of our colleagues but many of us aren’t getting the basics of e-mail marketing right. In this 2007 JAM (arts marketing journal) Heather Maitland investigates how we are getting on with our e-mailing campaigns.

Published:2013 Type: research


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A best practice guide for developing communication campaigns

Develop a clear and well-defined communications strategy with help from this guide, which features interviews with thought leading practitioners and 10 top tips.

Published:2013 Type: guide-toolkit


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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


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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


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Marketing-led product and campaigns

As arts marketers we help shape the programme our organisations develop, and then focus on generating audience for it. Sometimes we crave the chance to develop activity that we feel will reach or engage people in a different way. With the right approach, persuasion and energy, we can, as ‘audience champions’ within our organisations, create product, develop audience engagement and build campaigns that are marketing-led.

Published:2013 Type: case-study


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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


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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


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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


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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


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‘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


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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


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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


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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


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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


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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


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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


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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


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How to use research to inform marketing campaigns

Arts marketers must take into account the factors influencing consumer behaviour, to help identify strategic objectives, inform planning and to improve the relevance of marketing communications. Information is readily available for cultural organisations who want to segment their audiences, visitors and participants by lifestyle and attitude. Learn how to find out about audience attendance habits, segment audiences using ACORN, MOSAIC and geographic postcode areas, and map visitors from box office data.

Published:2013 Type: guide-toolkit


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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


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Keeping up with social media and how to apply a fresh approach in cultural marketing campaigns

Arts marketers can apply social and emerging media ideas, channels and content to achieve a range of marketing objectives. This document explores the changing nature of digital marketing and looks at the way that marketing is being turned on its head, showing how social, local and mobile marketing is now essential to success in reaching and engaging audiences.

Published:2013 Type: article


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Producers and marketers working together on successful marketing campaigns

With the rise of producer as marketer - how we can work with them for shared success? Matthew Austin looks at how marketers can help  independent producers run a well-planned, successful marketing campaign that goes beyond the basics and often with limited resources, no manpower and no formal training in marketing.

Published:2013 Type: guide-toolkit


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