CultureHive > Tags > strategy
19th July 2013 Sara Lock

Resources tagged with "strategy"

What is Resilience Anyway?

A comprehensive report covering key areas of what makes an arts or cultural organisation resilience. Research conducted by Golant Media Ventures and The Audience Agency. Commissioned by Arts Council England.

By Golant Media Ventures, The Audience AgencyPublished:2018 Type: research


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Shakespeare’s Globe – the journey towards a CRM strategy

Follow the journey of Shakespeare's Globe as they put in place a comprehensive CRM strategy. This in-depth article gives you useful pointers to powering up CRM within your organisation (whatever its size) and a framework that you can use for your own projects to make a business case for change.

By Helen Dunnett, Doug BuistPublished:2018 Type: article


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GDPR – what is it and where to start

By now, you may have heard that GDPR is on the way, and have the nagging feeling that you probably should do something about it... Audience development agency Thrive share their quick and easy guide to what you need to know to get started.

By Claire Rose CanavanPublished:2018 Type: guide-toolkit


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Ethical Fundraising Policy Template

Arts Fundraising and Philanthropy have drafted a best practice Ethical-Fundraising-Policy-Template.pdf. A perfect tool to help you design your fundraising policy or check that the one you have is ethical.

By Michelle WrightPublished:2018 Type: guide-toolkit


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Knowing and Growing Your Audience

Knowing and Growing your Audience is a new Prosper resource from Julie Aldridge helping you to develop a practical and strategic approach to audience development. The guide was adapted from a Prosper webinar delivered as part of Creative United's Prosper programme.

By Julie AldridgePublished:2018 Type: guide-toolkit


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Shared Decision-Making

Tips, tools and case studies from Creative People and Places projects.

By Louise White for MB AssociatesPublished:2017 Type: guide-toolkit


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Power Up

Chrissie Tiller re-evaluates what we mean by offering people access to culture. This Creative People and Places case study is an attempt to contextualise the journeys being made by participants, artists, partners and teams on the CPP programme.

By Chrissie TillerPublished:2017 Type: case-study


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Choreographing your fundraising strategy

In this article, Fern Potter likens fundraising to choreographing a dance - starting with a clear vision that is developed into a strategy that can be used to achieve your organisation's fundraising goals. A good fundraising strategy can help fundraisers overcome the fear of asking people for money.  

Published:2015 Type: article


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Preparing for a meeting with a potential corporate partner

This guide provides useful advice on how to prepare for a meeting with a potential corporate partner to ensure your ‘ask’ is presented in a way that complements your potential partner’s business activities.

By Sarah WinchesterPublished:2015 Type: guide-toolkit


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Creating ethical guidelines for fundraising

This guide provides useful advice on how to set up ethical guidelines to ensure that trustees, staff and any potential commercial partners share a common understanding of your organisation's ethical values.

By Sarah WinchesterPublished:2015 Type: guide-toolkit


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How to develop a fundraising strategy

This guide will take you through the seven key steps in the fundraising strategy cycle and provide you with the essential ingredients of a good fundraising strategy.

By Wendy SmithersPublished:2015 Type: guide-toolkit


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How to devise integrated digital experiences

This guide will get you to think about how to turn your own integrated strategy into a set of sensibly prioritised practical projects and services. Benefit from Jon and Dom's practical advice on generating and prioritising your own ideas.

Published:2014 Type: guide-toolkit


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Developing a fundraising strategy

Develop your fundraising strategy with confidence, supported by this handy guide from NCVO.

By NCVOPublished:2014 Type: guide-toolkit


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Funder needs analysis tool

This useful tool provides an income spectrum that will help you understand the expectations and requirements that different income streams will have on your organisation. It will help you focus on the different approaches needed for funders, clients and customers. It was developed by the NCVO to help voluntary and community organisations to develop and implement a sustainable income strategy.

Published:2014 Type: guide-toolkit


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Customer-centred strategies

In this short article Jim Rosenberg, National Arts Strategies (USA), promotes customer-centred strategies as the way forward for arts organisations.  He argues that an ‘ingrained’ fear of ‘pandering’ to customers could be holding arts organisations back and stresses that what audiences today seek is not necessarily very far from what many arts organisations strive to offer – ‘intellectual challenge, emotional truth, social connection and a new perspective.’

Published:2013 Type: article


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Is all this technology actually helping?

Is it just possible that technology might be alienating our audiences and creating a barrier to the arts? ICT is used to develop advertising and marketing strategies and to enhance sales and provide customers with information, but are computers getting in the way? This article argues that it is possible to do technology well – but it must be made invisible.

Published:2013 Type: article


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Breaking down the barriers to the arts

To remain relevant to the communities they serve, arts organisations need to change – or they will die. This article examines a range of barriers to arts involvement, including marketing which might itself create barriers. It concludes that both organisational and social change are needed.

Published:2013 Type: article


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Digital data – analytics are not just for nerds

In this article, Owen Buttolph, Business Analyst at MediaCom Edinburgh, discusses the importance of website analytics and provides a brief overview of two approaches to analysing digital data.

By Owen ButtolphPublished:2013 Type: article


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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


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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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Towards an organisational development model for festivals

Why do some festivals thrive, while others fail? Knowing what is likely to go wrong is a good first step to avoiding problems and creating a sustainable organisation. This study looks at a lifecycle model of organisational development and applies it to Buxton Festival, to see if the forecasts used in the commercial sector can also be applied to the arts.

Published:2013 Type: guide-toolkit


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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


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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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Building a community and maintaining momentum with a biennial event

The Manchester International Festival (MIF) is a biennial international arts and culture festival with a focus on original new work. In this case study, Katie Moffat, social media and digital communications consultant, speaks to Robert Martin, digital marketing manager at MIF about the Festival's digital marketing strategy. To level off the peaks and troughs of audience engagement associated with biennial events, the MIF engages with its online communities - its blog, Twitter account and Facebook page - all year round, not just immediately before or during the festival.

Published:2013 Type: case-study


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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


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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


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Using pricing to optimise income and access

If you're reviewing your approach to pricing then this article may prove useful. You'll find an expert introduction to pricing theory, including the influences on pricing, how to understand value and the variables you can use to differentiate prices. There's also a practical case study from City of Birmingham Symphony Orchestra (CBSO) which discusses the changes they made to their pricing system, what they learned and the impact their new implementation had.

Published:2013 Type: article


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The challenges and opportunities created by key social trends

Consider the cultural landscape of the future from a sociological and social science perspective in this presentation by Melanie Howard.

By Melanie HowardPublished:2013 Type: article


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Using a business planning model for audience development

This seminar report from the AMA Museums and Galleries Marketing Day explores a proposed national framework for supporting museums, libraries and archives through a business-planning model of audience development.

Published:2013 Type: article


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New work for new audiences: an approach to audience development

Explore Welsh National Opera's approaches to reaching new audiences and delve into the evaluation of Classic FM-supported concerts in this presentation by Lucy Shorrocks and Giles Pearman.

By Lucy Shorrocks, Giles PearmanPublished:2013 Type: article


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How to strategically integrate your ticketing system

This article considers how to integrate a ticketing system into an overall marketing operation in order to sell more tickets, more effectively. You'll find case studies from Cheltenham Arts Festivals who integrated marketing and sales activity across their organisation - with no increase in budget allocation - and Historic Royal Palaces who implemented various measures such as using peak queueing times as an opportunity to pro-actively inform and welcome visitors.

Published:2013 Type: article


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Ways to improve internal communication

This article offers a selection of solutions to internal communication challenges often faced by marketing departments. You'll find an outline of some of the most regularly occurring issues such as trust, lack of understanding and value. There's advice on how marketing teams should react to these challenges, along with top tips based on the author's own experiences within the workplace.

Published:2013 Type: guide-toolkit


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How to manage your brand

It is often challenging to internally manage your organisation's brand. In this article the author outlines ways you can encourage your staff to become brand ambassadors, by letting them 'create, be and live'. There's a definition of mission, vision and values along with examples of both value-driven and purpose-driven brands such as Walmart, Walt Disney and BT.

Published:2013 Type: article


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Building a customer relationship management strategy

Customer relationship management (or CRM) needs time, loyalty and dialogue. The author of this article explains what we mean by CRM, how you can benefit from a CRM approach and when it works best. You'll also find examples of when things don't go to plan - as well as tips and advice on creating your own CRM strategy.

Published:2013 Type: article


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Branding within the arts market

How we communicate our brand to audiences is crucial. In this article the author takes a look at the issues we need to consider more generally when approaching branding within the arts market. You'll find an outline of the benefits of branding for visitors and donors, examples of co-branding and re-branding, drivers of customer equity and how to build it, and the future of branding relationships.

Published:2013 Type: article


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Branding: a working guide

According to a paper called The New Rules of Branding, Building Stronger Brands Faster, the average retail lifecycle of a brand fell from twelve years in the 1970s to five years in the 1990s. In this article you'll find two case studies from Laban which outline how and why they had to review their existing brand - firstly due to a location move which signalled a big shift for the organisation, and secondly due to a merger with Trinity College of Music. The author describes how he had to establish a new brand which would both complement Laban’s existing identity as well as develop an umbrella …

Published:2013 Type: case-study


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Creating audience advocates: a case study

Over the last ten years, the Science Museum has used audience advocates on its exhibition, events and website projects. This has been to ensure that the needs, wants and expectations of its audiences are taken into account at all stages of a project and that the end product is one that is engaging and accessible to those visitors it was developed for. In this case study you'll find a discussion about the role of the audience advocate as a trainer and advisor to the rest of the museum, the impact their work has had, and how they have made staff more audience-focussed.

Published:2013 Type: case-study


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A holistic approach to developing new and diverse audiences

Kerry Michael explores Theatre Royal, Stratford East's holistic approach to audience development in this report from the AMA conference 2005.

By Kerry MichaelPublished:2013 Type: article


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Approaches in subscription scheme design

Subscription schemes encourage customers to buy a number of tickets for a package of events and thereby attend more frequently than they otherwise might have done. In this article, the author asks why they have not achieved the same popularity in the UK as across the Atlantic, and looks at the experience of the CIty of Birmingham Symphony Orchestra when they newly designed a differentiated subscription package.

Published:2013 Type: article


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Using ‘balanced database’ as a way to implement strategic CRM

As we now have to achieve more with less - and prove what we're doing is effective - it's more urgent than ever to get a customer relationship strategy in place. So argues Helen Dunnett in this article about 'balanced database' - an intensive training programme by Purple Seven that provides software, training and marketing support. The aim is to increase ticket revenue, reduce wasted marketing spend and improve mailing response rates. The author describes how the programme works and demonstrates the impact through a case study at Colston Hall in Bristol.

Published:2013 Type: case-study


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‘Not for the likes of you’ success stories

Discover the success stories of the 'Not for the Likes of You' initiative, as ten organisations share how they changed their overall positioning and messaging to remove barriers to attendance and participation.

By Morton SmythPublished:2013 Type: case-study


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New Audiences programme: a review

The purpose of the New Audiences programme was to encourage as many people as possible to participate in and benefit from the arts in England. The programme ran between 1998 and 2003 with a total budget of £20 million. The aims of the programme included tackling barriers preventing arts attendance, increasing the range and number of people participating in the arts, and creating opportunities for people to become involved through different spaces and places. This report provides an overview of the wide range of New Audiences activity and outlines priority areas for engaging with general audiences, young people, diversity, disability, families, inclusion, rural and …

Published:2013 Type: research


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The impact of culture on the northwest economy

Demonstrating the economic impact of culture has become increasingly more important. This study examines how culture is an integral part of the whole economic renaissance strategy to enhance growth and wealth across the northwest. You'll find facts and figures along with supporting case studies to demonstrate the impact of the creative industries, regeneration, arts, museums, libraries, archives, heritage, sport and the tourist economy.

Published:2013 Type: research


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How Visit London can help you reach more visitors

This factsheet explains the advice and support that Visit London offers in order to reach more visitors. You'll find links to further free online resources, information about partnership opportunities, marketing and PR campaign ideas, and details of how to get listed on the Visit London website. There's also a handy top tips section for developing cultural tourists.

Published:2013 Type: guide-toolkit


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How to segment cultural tourists

Discover various ways that you can segment cultural tourists and explore motivational trends in cultural tourism in this handy factsheet from Audiences London.

Published:2013 Type: guide-toolkit


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Using CRM to strategically develop your audiences

Helen Dunnett explores what we mean by Customer Relationship Management (CRM) and why it's not widely adapted. Using a Royal Liverpool Philharmonic Orchestra (RLPO) case study, she demonstrates the impact that segmentation and targeted campaigns can have on developing audiences.

By Helen DunnettPublished:2013 Type: article


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How to strategically grow your audience

In order to grow audiences it's important to be strategic in your approach. This article explains how a combination of marketing cycle planning and gathering the right data can help you make informed decisions about communication and marketing activity. You'll find a series of practical case studies, tools and downloads that can help you be more savvy when it comes to developing your audience base.

Published:2013 Type: article


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Audience Research: Cornerhouse Manchester

A summary of the findings of seven pieces of audience research:  Cornerhouse Audience Profiling Report  Cornerhouse Economic Impact Summary  In-Depth Interviews with Audience Members  Market Assessment  Online Survey of Cornerhouse Website Users  On-Site Survey with Visitors to Cornerhouse Manchester  Single Spies Mystery Shopping Research The research and recommendations were used to inform Cornerhouse’s marketing and communications strategy.

Published:2013 Type: research


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Museums and digital engagement: a New York perspective

This research project focuses on the impact of digital culture on museum practice, and looks at how large international museums are embracing digital culture and using technology to improve their relationship with visitors. It focuses on museums in New York, and how the innovations they are leading can be built on by organisations elsewhere. It summarises key trends, including embracing contemporary culture, museums as places for experimentation by visitors, peer learning and collaboration, and the museum as a mission-lead institution. The research project was funded by the Winston Churchill Memorial Trust.

Published:2013 Type: research


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Identifying the potential: Developing theatre audiences in Wales

Report on research undertaken on how theatre audiences could be developed in Wales.  The research aimed to identify current trends in drama attendance in Wales, provide profiles of drama attenders and potential attenders, assess the approach to and correlation of programming and marketing, and identify areas of good practice and potential audience development schemes and initiatives.

Published:2013 Type: research


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Access for blind and partially sighted people at museums, galleries and heritage sites

A report based on research with blind people and cultural organisations to discover how museums, galleries and heritage organisations can best match the requirements of blind and partially-sighted visitors. The report, funded by the Paul Hamlyn Foundation, identifies the issues which most affect the experience of this audience and suggests ways in which potential barriers may be removed.

Published:2013 Type: guide-toolkit


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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


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Market research – an introduction for arts and cultural marketers

Discover when it's appropriate to carry out market research, how to get started, and how to make sure you're doing it right. This introduction to market research covers core topics including why and when to do research; approaches to market research; desk research; qualitative and quantitative research; staying within best practice guidelines; devising a research programme, and working with external market research agencies.

Published:2013 Type: guide-toolkit


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Encouraging digital access to culture

Gives guidance to decision makers in the cultural sector on increasing public digital access to cultural institutions. It encourages rapid deployment of digital techniques where they will do good, by engaging more people, raising the quality of experiences, and saving money. Includes sections on organisational strategy and leadership, organisational culture, the building blocks of digital projects and services, and 10 essential steps to take towards digital engagement with the arts.

Published:2013 Type: guide-toolkit


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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


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How to implement a tiered pricing strategy

A case study on how Chicago's Lookingglass theatre weathered the recession with clever pricing.

Published:2013 Type: case-study


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How to implement dynamic pricing

The Santa Fe Opera is an international summer festival with an outdoor venue capacity of slightly over 2,200. This case study explains how initial data analysis by The Pricing Institute confirmed a slight but steady decline in the Opera's capacity and revenue over a series of seasons. You'll find details about how the opera responded to this decline by implementing a successful dynamic pricing strategy. They created an empowered staff team who were able to make changes, meet each week to review pricing opportunities and evaluate the impact of past changes.

Published:2013 Type: case-study


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Developing a digital marketing strategy

Gain an overview of the steps needed to develop a digital marketing strategy. This guide will show you how to position your digital strategy and develop a planning framework.

By B HunterPublished:2013 Type: guide-toolkit


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Marketing dance studio spaces to dancers

This short guide outlines the ways in which dance studio's can market themselves to dancers and dance students.

Published:2013 Type: guide-toolkit


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Pricing strategies to encourage increased audiences at WNO

Case studies and research undertaken since the 1980s have shown that price is not the most significant barrier to arts attendance and suggests that there is scope for price increases. This article on Welsh National Opera's experience found that for current opera-goers, a decrease in price could encourage more attendances and actually increase revenue.

Published:2013 Type: case-study


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Pricing strategies: making the right choice

An article that introduces the most common forms of pricing strategy: Skim, Penetration, Neutral and illustrates how these operate with case study examples from the RSC, Creation Theatre, Bay Chamber Concerts, Norwich Theatre Royal and the Philadelphia Orchestra. Some arts organisations use a combination of these three approaches, while most of the strategy is based around neutral pricing: skim pricing is used for customers willing and able to pay more through premium offers or packages, while low, accessible prices are used to target particular, more price sensitive customer groups, or as part of sales promotions.

Published:2013 Type: article


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Pricing strategies for growth

Debbie Richards takes a look at the income debate and some of the finance generating strategies that organisations are employing globally to increase their sales and income.  This incorporates discussion of ‘revenue management’, ‘yield management’ and ‘dynamic pricing’ to increase box office income. The key principle of revenue management (RM) being to adjust price differentials in response to changing customer demand to maximise both occupancy and income.

Published:2013 Type: article


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Chicago Symphony Orchestra: the impact of dynamic pricing

This case study presents how the Chicago Symphony Orchestra used a sophisticated pricing strategy to reverse a decade of decline in sales. The author describes how a radical change in the orchestra's business practices - such as introducing innovative programming, customer service as well as dynamic pricing - helped to increase audiences and subsequently sales revenue.

Published:2013 Type: case-study


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How to create a digital marketing plan

This one-page guide visually outlines the steps to take when creating a digital marketing plan. From SWOT analyses through to measuring success, each step of the framework recommends different actions to take. Ultimately once you've worked through the different stages you'll have the beginnings of a digital marketing plan in place.

Published:2013 Type: guide-toolkit


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How to conduct a digital marketing audit

Useful for anyone creating a marketing or audience development strategy, this one-page guide visually outlines the steps to take during a digital marketing audit.

Published:2013 Type: guide-toolkit


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How to optimise audience engagement online

Build a closer and stronger relationship with your audience with tips from this presentation by Vicki Allpress Hill.

By Vicki Allpress HillPublished:2013 Type: guide-toolkit


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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


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How to optimise your online marketing activity

Make the most of your online marketing activity with the ten top tips outlined in this guide.

By Vicki Allpress HillPublished:2013 Type: guide-toolkit


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Marketing planning

A guide to marketing planning with a focus on relationship marketing rather than marketing for 'quick wins'. 

By Caroline GriffinPublished:2013 Type: guide-toolkit


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Audience development toolkit

Boost your confidence in audience development with this practical toolkit, which covers definitions and key principles and provides guidance on writing and delivering an audience development strategy.

By Louise CogmanPublished:2013 Type: guide-toolkit


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A five step process for creating a social media plan

As social media advances it's increasingly important to understand how to maximise your online efforts. This article presents a practical five-step process for establishing an effective social media presence. Through practical case study examples, techniques and tools, the author shares how culture can be brought into the homes and lives of your potential audience.  

Published:2013 Type: article


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How marketers can exploit current and emerging trends in a changing society

Marketers need to understand the current economic, political, technological and social environment that affects their audiences’ behaviour and consumption. This article describes the impact that polarization is having on audiences, how it is affecting organisations and what marketers can do to exploit current trends. The author argues that organisations need to tailor their marketing mix to remain healthy and relevant. Through offering unique, real-time experiences, responding to behaviour such as ‘cocooning’ and clearly communicating their brand position, marketers can respond more effectively to the needs, wants and motivations of their audiences in a turbulent time of societal change.  

Published:2013 Type: research


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Creating a digital strategy: understanding your online audience segments

Learn why and how audiences engage with culture online in this transcript from Digital Marketing Day 2010. The session includes key results from the Digital Audiences research commissioned by Arts Council England.

Published:2013 Type: research


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How to develop a marketing strategy with impact

Find out how to build long term marketing plans for your organisation that can deliver real impact, asking the relevant questions like 'where are we heading', 'what's our vision', and using Aristotle's Three Pillars of Rhetoric as the starting blocks that enable you to gain the support of your colleagues.  Find guidance on how to be the 'voice' of audiences or visitors within your organisation, foster a sense of ownership amongst managers, and tips on thinking strategically for each department.

Published:2013 Type: guide-toolkit


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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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Explore the role of digital marketing in arts organisations

As part of the AMA’s New Media New Marketing day, digital marketing advisor Paul Smith explored the role of digital marketing in arts organisations including tried-and-tested techniques to help develop and refine digital marketing strategies. HE covered developing an e-marketing strategy, the importance of brand, trends affecting the market place, segmentation, partnerships, positioning, plus digital integration and tools.

Published:2013 Type: guide-toolkit


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A comprehensive, step-by-step guide to developing a marketing strategy for arts organisations

This comprehensive guide for Australia Council for the Arts explains what a marketing strategy is, how it should interface with the rest of an organisation’s activities, and takes you through the do-it-yourself stages to creating one.

By Dr Peter Steidl, Robert HughesPublished:2013 Type: guide-toolkit


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A framework for your digital marketing strategy

Learn which social media techniques, sites and tools are appropriate for your organisation in this transcript of Susan Hallam's session at Digital Marketing Day 2009.

By Susan HallamPublished: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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Success with social media

The New York Public Library (NYPL) describes how they achieved success with social media to reach new audiences and public engagement. Starting out with Twitter and Facebook, then developing a social media strategy which entailed setting SMART objectives(based on KPI's), achieving internal 'buy-in', governance model ('hub and spoke'), finding the 'right' member of staff for each social media platform (e.g. tweeting, blogging, video) and building in mechanisms to track analytics.  NYPL took part in social media week, developed a partnership with foursquare and used Socialflow to draw attention to the blogs being written by library staff.

Published:2013 Type: case-study


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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


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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


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Using data to make strategic decisions in arts and cultural organisations

Kara Larson wonders why some of the world’s biggest companies rely almost entirely on data to create value for their customers, yet we in the arts and cultural sectors rarely take full advantage of the data we collect. Cultural organisations need to look more to turning data into business intelligence, and business intelligence into strategy with reporting, analytics, and data mining and the insight to use them

Published:2013 Type: article


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A festival out of time

Describes the change management process undertaken at The London International Festival of Theatre, where the organisation reinvented itself as a 'festival out of time'.

Published:2013 Type: case-study


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Barbican CRM strategy

The Barbican Centre enters its 25th anniversary year with some encouraging news about the loyalty of its audiences and results to its marketing and CRM (customer relationship management) strategy.

Published:2012 Type: case-study


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Thinking BIG! A guide to strategic marketing planning

Master marketing strategy with this in-depth guide to writing and using strategic marketing plans for arts and cultural organisations.

By Stephen CashmanPublished:2012 Type: guide-toolkit


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