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Test tubes and jars

Be realistic about what you can achieve and when #ADA

Steffy Clements, Projects Manager at Cape Farewell acknowledges that it’s OK to wait until resources are in place as part of her fellowship at The Audience Diversity Academy.


Published: 2020 | Resource type: Case studies

Guide to measuring return on investment

Guide to measuring return on investment (ROI)

Discover what ROI is, how to use it to your advantage and how it can and should be applied to the marketing choices we make as we plan.


Published: 2015 | Resource type: Guide/tools

Planning for social media during holiday seasons

First published on Idek a cultural marketing blog based in Sweden, this article provides a few tips on ensuring your organisation plans its social media presence during the summer holiday season to ensure you don’t lose your audience’s attention, and that small issues or emergencies can be dealt with swiftly and effectively.


Published: 2014 | Resource type: Case studies

Arts Attendance in Ireland 2012-2013

Arts Audiences works within Ireland to build knowledge and expertise within the arts about audiences through a range of initiatives and training courses. Arts Audiences is funded by The Arts Council/ An Chomairle Ealaoin and is a partnership initiative of The Arts Council and Temple Bar Cultural Trust. The annual Arts Attendance in Ireland report ... Read more


Published: 2013 | Resource type: Research

How to raise money from individuals

This manual gives detailed advice on how to encourage people to give money. It looks at why people give, how much is given and why people choose to support the arts. It then suggests an eight step plan which includes identifying your targets (who to approach), getting your targets involved, different ways to ask and ... Read more


Published: 2006 | Resource type: Guide/tools

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

Who do you want on your front row?

In this article, Chris Grady provides an introduction to the basics of developing a marketing strategy for your event, starting with the question: who do you want on your front row? Chris discusses the importance of identifying the five key customers you want to ensure attends your event and consider these people at the very first stages ... Read more


Published: 2013 | Resource type: article

hand holding pocket watch

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

Six points to consider before making a marketing video

When planning a marketing video it is important to identify its target audience and marketing objectives, and to ensure content is not overshadowed by artistic expression. A distribution strategy needs to be devised and, wherever possible, outcomes measured. This comprehensive guide identifies six key points to consider when planning a marketing video to ensure the video ... Read more


Published: 2013 | Resource type: Guide/tools

How research can make your marketing more strategic

This seminar looks at how research can provide insight into audiences that will lead to robust business planning, more strategic marketing, and make your communications more effective. Taking Research, Why Bother? As it’s starting point It provides an overview of different research tools that can equip your organisation to engage with its public, and become ... Read more


Published: 2009 | Resource type: Case studies

This Way Up

This Way Up – a guide to arts marketing planning

A practical hands-on guide to writing a marketing plan and building audiences, aimed at people working in small scale organisations with limited marketing resources.


Published: 2007 | Resource type: Guide/tools

The Building Blocks of Marketing Planning Front Cover

Marketing planning

A guide to marketing planning with a focus on relationship marketing rather than marketing for ‘quick wins’. 


Published: 2012 | Resource type: Guide/tools

How to market touring arts events more effectively

This comprehensive guide to market touring arts events includes chapters on setting up a tour, campaign planning, communicating with audiences and monitoring and evaluation. The guide features case studies, top tips and comments from over 60 practitioners and is based on research responses from over 40 companies and 50 venues. As well as being an ... Read more


Published: 2004 | Resource type: Guide/tools

How marketers can exploit current and emerging trends in a changing society

Marketers need to understand the current economic, political, technological and social environment that affects their audiences’ behaviour and consumption. This article describes the impact that polarization is having on audiences, how it is affecting organisations and what marketers can do to exploit current trends. The author argues that organisations need to tailor their marketing mix ... Read more


Published: 2010 | Resource type: Research

How to develop a marketing strategy with impact

Find out how to build long term marketing plans for your organisation that can deliver real impact, asking the relevant questions like ‘where are we heading’, ‘what’s our vision’, and using Aristotle’s Three Pillars of Rhetoric as the starting blocks that enable you to gain the support of your colleagues.  Find guidance on how to ... Read more


Published: 2010 | Resource type: Guide/tools

AMA logo

Reviewing your marketing campaign strategy

Free up time with a ‘marketing health check’ that will help you prioritise what works and gain the confidence to eliminate what doesn’t. This guide is a transcript from an AMA Conference 2011 session.


Published: 2011 | 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

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