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Putting Purpose at the Heart of a Brand

CEO Margaret Henry shares the purpose and process of rebranding her organisation from Audiences NI, the audience development agency for Northern Ireland, to become Thrive.

Published: 2018 | Resource type: Case studies

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Balancing long and short term marketing planning

This short article from MediaCom Edinburgh reminds us that marketing impact must not be measured on short term evaluation alone. It recommends ‘The Long and the Short of It’ as a good read for anyone interested in better balancing short and long term marketing goals.

Published: 2013 | Resource type: article

A potted history of arts marketing

A history of arts marketing going back to the 1970s and the lack of any marketing activity, through to the creation of marketing departments and consortia, to the present day’s audience development agencies. Followed by an exploration of how arts marketing strategies can use the Ansoff matrix (new and existing markets and products) and how ... Read more

Published: 2004 | Resource type: article

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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.

Published: 2009 | Resource type: Guide/tools

Marketing Strategies front cover

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.

Published: 1997 | Resource type: Guide/tools

How to improve marketing relationships between touring performing arts companies and the venues they tour to

This short article from the Independent Theatre Council gives and overview of why it is important for touring companies and performing arts venues that receive them work together on their marketing and audience development plans.

Published: 2009 | Resource type: article

Thinking Big logo

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.

Published: 2010 | Resource type: Guide/tools


Arts Marketing Standards, Employer's Toolkit

Employer’s toolkit for implementing the Arts Marketing Standards within an organisation. These are intended as a tool for the arts sector to help us to work together to raise standards of marketing, management and audience development and to continue to improve our ability as a sector to bring art and audiences together.

Published: 2012 | Resource type: Guide/tools

Arts Marketing Standards front cover

Arts Marketing Standards, Marketer’s Toolkit

The AMA (Arts Marketing Association) is committed to raising the standard of arts marketing across the sector. We have contextualised the marketing National Occupational Standards (NOS) for the arts and cultural sector and have created an online suite of training needs analysis tools. This means that for the first time the industry will have a ... Read more

Published: 2012 | Resource type: Guide/tools