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Distinguishing between brands and brand management tools

US marketing consultant, Trevor O’Donnell, argues that too often in the arts we fail to distinguish between ‘brands’ and ‘brand management tools’.  Trevor is a straight talking marketing consultant who has developed marketing/sales strategies for many arts organisations including Disney, Disney Theatrical Productions, Cameron Mackintosh, Cirque du Soleil and the Music Center of Los Angeles.


Published: 2013 | Resource type: article

Presenting to your board cover

Presenting your marketing strategy to the Board

In this guide, Sarah Chambers provides 10 key points to help steel your nerves, get you better prepared and generally ensure a more successful presentation.


Published: 2013 | Resource type: Guide/tools

Hello logo

A guide to creating great brands from the inside out

This guide explores how an organisation can translate their brand into employee behaviour. It answers two key questions: how does an organisation keep their brand promise and how can it develop an employer brand.


Published: 2013 | Resource type: Guide/tools

Models for institutional co-operation

This report looks at what strategic alliances could be developed between organisations to achieve back-office cost efficiencies, and how these could be extended front-of-house to include more collaborative business models. It considers approaches to new kinds of artistic collaboration, establishing better connections to culturally diverse communities and organisations, and the development of imaginative federated fundraising ... Read more


Published: 2005 | Resource type: article

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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 ... Read more


Published: 2013 | Resource type: article

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: 2010 | Resource type: Guide/tools

Creating life-long relationships with museum visitors

An insight into how The Natural History Museum aims to create life-long relationships with its visitors which rely on them being connected with all aspects of the Museum’s work.  For an organisation that has 40 different logos and a complex structure, this is no easy task, and this case study shows you how it can ... Read more


Published: 2007 | Resource type: Case studies

The everyday practice of leadership

Tim Wheeler shares Mind the Gap theatre company’s aim to make it possible for learning-disabled and non-disabled artists to work together as equals – not as therapist and client or facilitator and participant, but as artists working together. He looks at the processes in place to achieve this aim, how he works as a leader and what he has learned about leadership.


Published: 2010 | Resource type: Case studies

From arts marketer to CEO

A leadership article.  Peter Bellingham, Managing Director – Welsh National Opera, shares some thoughts on his career progression to a senior executive role in the arts and cultural sector.


Published: 2010 | Resource type: Guide/tools

Leadership in arts organisations – the importance of trust

The main findings of the 2009 Index of Leadership Trust by the Institute of Leadership and Management and Management Today


Published: 2009 | Resource type: Research

How Innovation Technology is changing business

This comprehensive report looks at the burgeoning Innovation Technologies (IvT) sector and how such systems as eScience, modelling, stimulation and visualisation technologies along with virtual and rapid prototyping are helping shape the face of innovation across all business models along with the impact of this on public institutions in relation to leadership and business strategies ... Read more


Published: 2007 | Resource type: article

Understand the potential of open studio events and how to invest in them

This publication demonstrates the value of open studios; for artists, but also for local arts, economic and social development strategies. It introduced key findings and insights from research, offered a range of successful case studies and provided a listing of events from around England. The aim is to help event organisers and their supporters to better ... Read more


Published: 2003 | Resource type: Research

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Changing arts audiences in the 21st century

Morris Hargreaves McIntyre detail seven pillars for arts organisations to potentially transform their audience development focus: vision-led, brand-driven, outcome-orientated, inter-disciplinary, insight-guided, interactively-engaged, and personalised.


Published: 2008 | Resource type: article

Create your own business

The publication outlines how each business has different definitions of success and the importance of defining these while also addressing business development at an early stage in the business set up. It then outlines all the vital components of good business planning: Creating possibilities Knowing yourself Competitive advantage Business radar Barriers to entry The market ... Read more


Published: 2007 | Resource type: Guide/tools

Recruiting and inducting staff: a checklist

This sheet is intended as an aid to local authority arts recruitment and may serve as a guide for officer induction for people either starting a new job, or being promoted within an authority to a new position. As well as noting key periods, you’ll find useful check lists of what to do pre-employment, on ... Read more


Published: 2013 | Resource type: Guide/tools

Using Google Analytics to get better results from your marketing

Google Analytics can help arts marketers when developing a digital strategy and a digital marketing plan for their organisation. Learn about all the different tools that art marketers can use to help maximise the use of Google Analytics which can improve their marketing campaigns, increase customer engagement and a customers website experience. Please note the presentation referred to in the resource can now be ... Read more


Published: 2010 | Resource type: Guide/tools

Influencing the resilience of your organisation

As a marketer, you can play a strategic part in moving your organisation forward no matter what your job role. This article explains how to step up, influence your organisation and community through ‘ROAR’: by being reflective, open, adaptive and responsible. You’ll find practical tips for increasing organisational resilience whilst remaining true to purpose.   ... Read more


Published: 2011 | Resource type: Research

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: 2011 | Resource type: Guide/tools

Organisational culture and engaging audiences

A dialogue between experienced arts professionals about how organisational culture, structure, governance and systems can be looked at to maximise audience engagement.


Published: 2013 | Resource type: article

Social marketing revolution

A summary of Mark Earl’s keynote presentation at the AMA conference 2010 on the social marketing revolution.


Published: 2010 | Resource type: Guide/tools