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Marketing Campaign Plan template

This Marketing Campaign Plan template has been kindly shared by an AMA member and provides a step-by-step guide to planning a typical marketing campaign. It covers a range of tools for your marketing plan. It is a sample plan and aims to help you develop your own marketing campaign plan.

Published: 2019 | Resource type: Guide/tools

Image of Scythians

Marketing the unknown: a case study on the campaign for the BP exhibition Scythians: warriors of ancient Siberia at the British Museum

How do you get people to engage with something that they have never heard about? Ella Lewis-Collins, Senior Marketing Manager: Campaigns, British Museum takes us through the campaign for the BP exhibition Scythians: warriors of ancient Siberia including key takeaways on what to do to attract audiences to unfamiliar work.

Published: 2018 | Resource type: Case studies

Marvellous Marketing for Story Selling

The Spark Arts for Children have developed this toolkit for creative ideas to generate interest in your library events. The toolkit has been written by Jayne Williams and Ideal Friends in libraries, neighbourhood centres, community groups with artists, writers, creators and theatre-makers.

Published: 2018 | Resource type: Guide/tools

CultureHive logo and guide title

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


The National Gallery brings Caravaggio’s paintings to life

The National Gallery shares its experience of generating PR buzz and new audiences for its Beyond Caravaggio exhibition.

Published: 2017 | Resource type: Case studies

AMA Conference 2013 Game Change Logo

Remarkable marketing campaigns from MoMA, New York

Discover inspiration for harnessing individual and team creativity in this transcript of Kim Mitchell’s talk to AMA conference 2013 delegates.

Published: 2013 | Resource type: Case studies

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

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


Manchester Literature Festival’s 2013 digital marketing campaign

The Manchester Literature Festival has taken place every October since 2006 and is the city’s largest literary event. In this case study, Kate Feld describes the Festival’s 2013 online digital marketing campaign, which included e-newsletters, Facebook, Twitter and blogging. The success of this campaign, particularly its social media activity, contributed to the Festival attracting a larger and ... Read more

Published: 2014 | 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

A best practice guide to evaluating the effects of your direct mail and PR campaigns

This guide has been developed by the Institute of Practitioners in Advertising, and partner professional bodies ISBA,  Marketing Agencies Association (MAA), PRCA. The guide uses insight from research undertaken into how clients and agencies evaluate their marketing communications. Although the guide has been written from the perspective of high spend advertisers, the latter half of ... Read more

Published: 2007 | Resource type: Guide/tools

Communication strategy front cover

A best practice guide for developing communication campaigns

Develop a clear and well-defined communications strategy with help from this guide, which features interviews with thought leading practitioners and 10 top tips.

Published: 2007 | Resource type: Guide/tools

Robert Burns Birthplace Museum flyer

Targeting new and younger audiences with an integrated marketing campaign

Would your organisation like to see an increase of almost 75% visitors and an influx of younger audiences? This Marketing Society Scotland (2013) paper outlines how Matthews Marketing helped the Robert Burns Birthplace Museum (RBBM) achieve just that, one year on from its opening in 2011.

Published: 2013 | Resource type: Case studies

Marketing-led product and campaigns

As arts marketers we help shape the programme our organisations develop, and then focus on generating audience for it. Sometimes we crave the chance to develop activity that we feel will reach or engage people in a different way. With the right approach, persuasion and energy, we can, as ‘audience champions’ within our organisations, create product, develop audience engagement and build campaigns that are marketing-led.

Published: 2009 | Resource type: Case studies

Lucian Freud Portraits exhibition at the National Portrait Gallery 2012

After five years in the making, the National Portrait Gallery’s major exhibition of Lucian Freud Portraits took place in 2012. This major exhibition, which spanned Freud’s seventy year career, was the first to focus on his portraiture. Produced in close collaboration with the late artist, the exhibition concentrated on particular periods and groups of sitters, ... Read more

Published: 2013 | Resource type: Case studies

Marketing a major exhibition: Pompeii at the British Museum

With unprecedented access to objects from Naples Museum and the sites of Pompeii and Herculaneum, the British Museum mounted a major exhibition – Life and death in Pompeii and Herculaneum – in March 2013.  Focusing on the daily lives of ordinary people in these areas, the exhibition aimed to highlight the strong resonances between life in the ... Read more

Published: 2013 | Resource type: Case studies


How a ground-breaking campaign changed Scottish women’s behaviour

This non-arts case study demonstrates how an innovative behaviour change campaign from the Scottish Government and The Leith Agency led to a 50% increase in women acting early on the symptoms of breast cancer by going to the doctor.  In an advertising first, the campaign boldly used images of real women’s breasts with visible signs ... Read more

Published: 2013 | Resource type: Case studies

Media campaign for the re-launch of HMS Belfast, May 2012

Following a six month closure for redevelopment, the Imperial War Museum (IWM) re-opened HMS Belfast in May 2012. The re-launch campaign was a great opportunity for the IWM to build a marketing strategy to meet the ongoing challenge to increase awareness of HMS Belfast as a must-see visitor attraction. This case study describes how this ... Read more

Published: 2013 | Resource type: Case studies


Do's and don'ts for a successful direct mail campaign

This case study from outside of the arts is worth a quick read for some evidence based ‘do’s and don’ts’ for direct mail.  It’s a short Marketing Society paper (Marketing Society Scotland – Gold Star Award 2013) that demonstrates what makes an effective piece of direct mail.  The ‘Make Your Winter Feel Like Summer’ campaign ... Read more

Published: 2013 | Resource type: Case studies