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Marketing campaign planning guide

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


Published: 2017 | Resource type: Guide/tools

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.


Published: 2017 | Resource type: Case studies

HOME Manchester

Building the Foundations of HOME

Find out how the constituent arts organisations of Manchester’s newest arts centre, HOME, took on the challenge of raising funds for their £25 million capital build project and the revenue projects, with a limited budget.


Published: 2015 | Resource type: Case studies

Multistory orchestra

An insider’s view on crowdfunding from Nonclassical

Nwando Ebezie from Nonclassical tells Wendy Smithers what they learnt from their successful crowdfunding campaign We Break Strings.


Published: 2015 | Resource type: Case studies

Crowdfunding: a guide by Blast Theory

Crowdfunding: a guide by Blast Theory

A guide from Blast Theory, an artists’ group based in Brighton, based on the research and learning from their crowdfunding campaign.


Published: 2014 | Resource type: Guide/tools

The Art Fund: the battle to save the Staffordshire Hoard

The Staffordshire Hoard was valued at £3.3 million and the Art Fund led the campaign to raise the funds needed to buy it for the Birmingham Museum and Art Gallery and the Potteries Museum and Art Gallery. This is a wonderful example of a successful emergency appeal. This campaign really captured the imagination of the public and ... Read more


Published: 2012 | Resource type: Case studies

Crowdfunding with a twist

The Lyric Hammersmith wanted to thank every donor who contributed to their capital campaign, no matter how small. Libby Penn from Spektrix explains how they did it. This article originally appeared in Arts Professional.


Published: 2015 | Resource type: Case studies

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Battersea Arts Centre's emergency appeal

On Friday 13 March 2015 a major fire at Battersea Arts Centre (BAC) destroyed the Grand Hall and Lower Hall spaces. Before the fire engines had put out the flames a national emergency appeal had been launched by BAC and the National Funding Scheme (NFS). The flexibility of digital fundraising through mobile and online donations contributed to the ... Read more


Published: 2015 | Resource type: Case studies

Rambert by Gabriel Saldana

Rambert Moves: Capital Campaign

Learn how Rambert raised the funds to move to a new home on the South Bank and sustain their long-term growth.


Published: 2015 | Resource type: Case studies

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Holistic fundraising – Gromit Unleashed

This AMA conference 2014 session led by Helen Haskell and Anna Shepherd from Wallace and Gromit’s Grand Appeal talked about the Gromit Unleashed campaign. This campaign saw 80 Gromit sculptures designed by famous artists, designers and celebrities displayed in a public art trail around Bristol. Culminating in an exhibition and public auction the campaign raised £2.3 million for ... Read more


Published: 2014 | Resource type: Case studies

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: 2013 | Resource type: article

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 ... Read more


Published: 2010 | Resource type: Case studies

Books on bikes: bringing the library to the people

In May 2013, the Seattle Public Library launched its Books on Bikes pilot project as part of the Library’s Innovation Campaign, an internal project to develop innovative ideas. Books on Bikes is an outreach project that aims to bring the library to the people with teams of two Library staff biking to events and introducing people ... Read more


Published: 2013 | Resource type: Case studies

Cross-departmental working on marketing strategy

Open-City is an independent, not-for-profit organisation that aims to be at the centre of creating better places – and a better city. With a limited budget and no specific marketing role within its team, this case study describes how Open-City delivers a marketing campaign and plan, which is shared by all staff and volunteers.


Published: 2013 | Resource type: Case studies

Implementing research and data capture for a touring company

Cheek by Jowl (CbJ) is an international theatre company, which operates in-house as an Associate Company at the Barbican Centre in London. As a touring theatre company, CbJ faces the ongoing challenge of trying to capture data, to refine and target their marketing activity, in the absence of any box office information. This case study ... Read more


Published: 2013 | Resource type: Case studies

Orpheus – Effectively manipulating audience behaviour

For four weeks in April-May 2013, a new and fairly unknown company – Little Bulb – performed their show Orpheus at the Battersea Arts Centre’s Grand Hall. Orpheus is an unusual concept bringing together the Greek myth about Orpheus and the story of the legendary Jazz musician Django Reinhardt. In this case study, Katie Elston from the ... Read more


Published: 2013 | Resource type: Case studies

Using social media to develop a broad range of audiences

This case study from Scottish Book Trust describes how they used social media to develop a broad range of audiences for Scotland’s first week-long national celebration of books and reading.  Working with a range of online and offline partners, Scottish Book Trust developed a Book Week Scotland brand voice for social media activity (Facebook saw ... Read more


Published: 2013 | Resource type: Case studies

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 ... Read more


Published: 2013 | Resource type: Case studies

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 ... Read more


Published: 2013 | Resource type: Case studies

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Co-creation: Brave new world or emperor’s new clothes?

This concise article explores the topic of co-creation – working together with an audience to create new work – and provides some helpful do’s and don’ts. How can we make co-creation work well, and is it an opportunity to engage less frequent arts attenders?


Published: 2013 | Resource type: article