Resources by Mel Larsen
Open Up Museums
Open Up is a new resource that can help you think about how to make your museum relevant to people who don’t currently visit and take action that will increase your visitor numbers, improve your resilience and better fulfil your organisation’s purpose.
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Not for the Likes of You – Part 2 (training video)
This training video is based on the Action Research project Not for the likes of you, which carried out a study of 32 cultural organisations that have successfully become accessible to a wider audience by changing their overall positioning and message.
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Not for the Likes of You – Part 1 (training video)
This on demand training video is based on the Action Research project Not for the likes of you, which carried out a study of 32 cultural organisations that have successfully become accessible to a wider audience. Part 1 focuses on what you can do internally to attract a broader audience.
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The role of an arts ambassador
Arts Ambassadors have been used for many years for a range of promotional and marketing activities. This short guide looks at how they can be used, gives examples of how and why organisations have used them and the pros and cons involved. It also discusses two approaches: the promotion-focused approach and the audience development approach and the differences between them.
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Reconciling segmentation with diversity
There was a time when the word ‘segmentation’ used to feel a bit too close to ‘segregation’, but we know nowadays that targeting can mean better communication, service, representation – and less marketing spend. So much for the ideal but as a practice, segmentation brings challenges.
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Vision quest
A personal or company vision gives you a sense of how things could be. It’s your ideal future, it says what you, or even the world, could become (as opposed to your mission statement which reminds you of your more immediate purpose in terms of who, what, why and where). Einstein famously called the imagination a ‘preview of life’s coming attractions’ which hints at the confidence required to design a great vision.
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How to communicate more effectively in the workplace
Effective communication is key for internal as well as external audiences. This article explores the way we listen and speak to each other; how we communicate in the workplace. The authors suggest that the biggest mistake made about communication is the assumption that it is taking place at all. You'll find exercises, advice and a checklist on giving and receiving praise, constructive criticism and active listening.
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"Not for the likes of you" – how to reach a broader audience
Explore how a cultural organisation can become accessible to a broad general audience by changing its overall positioning and message, rather than just by implementing targeted audience development schemes or projects.
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How to work with arts ambassadors
What makes a good arts ambassador? How useful can they be as a marketing tool for your organisation? How do you get started on recruiting ambassadors that will bring real benefits? With top tips and words of caution, this step by step approach to promotion and development through ambassadors will offer the tools you need to generate real impact.
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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.
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Networks and marketing
Mel Larsen offers thoughts and insights on definitions and different types of networks along with case study examples and explores working with ambassadors in arts organisations.
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