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A selection of many scrapstore bits and pieces including string, balloons, rubber bands, feathers, silver stars, paperclips, card and paper of various sizes, colours and shapes, straws, felt shapes and a pencil.

Ambassador programmes and increasing engagement with disadvantaged families

In 2019, the Family Arts Campaign began a three-year Local Family Arts Network Ambassador programme with the aim of supporting Network capacity and collaboration towards increasing engagement with diverse families. Three case studies examine how three of these Ambassador-led Networks explored ways of reaching families in need during the Covid-19 pandemic by creating physical arts ... Read more

Published: 2021 | Resource type: Case studies

Performers on a stage

Arts Adventurers: finding and creating community advocates to support marketing and data collection

A useful guide by Creative Scene sharing their work on creating community ambassadors to increase audiences from segments of lower engagement, build audience capacity at neighbourhood venues and increase data collection at events.

Published: 2020 | Resource type: Guide/tools

Inspiring the Future of Theatre

UK Theatre and Society of London Theatre (SOLT) have embarked on a wide-reaching new industry initiative in partnership with Inspiring the Future, part of the charity Education and Employers.

Published: 2018 | Resource type: article

Arts Ambassadors video still

Arts Ambassadors (training video)

People try a new arts activity when trusted people recommend it. And that’s where ambassadors can help you. This training video will talk you through three inspiring case studies of successful ambassador schemes to explain how they can help you promote your offer, develop your audiences and produce cultural events.

Published: 2013 | Resource type: Guide/tools

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 ... Read more

Published: 2003 | Resource type: Guide/tools

AMA Conference 2013 Game Change Logo

Harnessing the power of ambassadors

Katie Booth, Events and Tourism Marketing Manager at Tate and Mark Miller, Convenor of Young People’s Programmes, Tate talked to AMA conference 2013 delegates about ambassadors and about the work that they do with the Tate Collective and about the successful Hyperlink festival.

Published: 2013 | Resource type: article

A cultural ambassadors scheme: does it work?

The CBSO launched a Cultural Ambassadors scheme to persuade committed audience members to attract new audience members by using pyramid selling, personal contacts and peer-to-peer selling. This report details the objectives, the planning and running of the scheme and the results and lessons learnt.

Published: 2000 | Resource type: Research

Encouraging older people to engage with culture

This report details the results from a project to increase engagement with the arts and culture among older people in Manchester. The scheme targeted ‘gatekeepers’ and turned them into ambassadors for culture at 15 venues around the city, including arts centres, theatres, museums and galleries. The resource introduces the Valuing Older People: Culture Champions scheme, and ... Read more

Published: 2012 | Resource type: Research

Developing a digital theatre

This document looks at how National Theatre Wales was founded in 2008 to create a theatre which is exciting and relevant to people throughout Wales and to be a theatre without walls. It provides an insight into the key considerations behind this development, including the fact that there are few national theatre institutions known for ... Read more

Published: 2009 | Resource type: Case studies

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 ... Read more

Published: 2003 | Resource type: Guide/tools

A model for volunteer engagement

This presentation offers a model for volunteer engagement in the cultural sector based ‘Mosaic’, a National Parks project. Describing the process of their ‘volunteer champions’, the author argues that elements of the model could be adapted to the cultural sector, such as recruitment and induction, personal development plans and group leader visits. The project aimed to ... Read more

Published: 2013 | Resource type: Case studies

How to develop a diverse audience base

This series of five case studies demonstrate different possible approaches for increasing the diversity of your audience. From the Balti Bus project at the Lawrence Batley Theatre, through to The Ramayana at Royal National Theatre London, each project approach is outlined and its effectiveness evaluated.  

Published: 2013 | Resource type: Case studies

Arts Ambassadors: Laing Gallery

A report on the 6 months Art Ambassadors project at the Laing Art Gallery in Newcastle which aimed to break down barriers between disadvantaged young people aged 16 – 25 and the visual arts experience, and build confidence about visiting the gallery. The report looks at the project aims which included testing perceptions and methods ... Read more

Published: 1999 | Resource type: Case studies

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: 2009 | Resource type: Guide/tools


Membership schemes for young people – youth engagement and participation

Describes how Harrow Arts Centre turned their wish to engage with more young people into a programme of participatory projects led by 13-25 year olds. Following the centre’s taking part in the A Night Less Ordinary event, one of these projects developed into The Guestlist, a membership scheme created by and for young audiences.

Published: 2013 | Resource type: Case studies

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 ... Read more

Published: 2012 | Resource type: Guide/tools

Connecting with communities

Community engagement – learning, participation, education and outreach – is a vital way of tapping into communities around the arts. This guide explains, using case study examples from the Welsh National Opera and Museums at Night, how to better engage with communities to encourage audiences to take risks, and to get the community involved in ... Read more

Published: 2012 | Resource type: Guide/tools

Enhancing your word-of-mouth and viral marketing

Report on a session about enhancing word-of-mouth through storytelling, viral marketing and generating buzz, and how to transform this into an ongoing relationship.

Published: 2009 | Resource type: Case studies

Ambassador schemes

Building Relationships without Technology: Ambassador Schemes. Includes case studies of effective ambassador schemes. What type of person makes a good Ambassador? Quality is better than quantity Enthusiastic, outgoing people with busy social lives They care about the arts and your organisation They have time to commit – the busiest people often make the best  Ambassadors Good ... Read more

Published: 2003 | Resource type: Guide/tools