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The Accessible Marketing Guide

A comprehensive guide to making your marketing activity and communications accessible to the widest number of people. This version was updated in 2020 by Grace McDonagh, Marketing Officer, Artsadmin in partnership with AMAculturehive, with support from the Unlimited, Artsadmin and Shape Arts teams. The guide is available in PDF, print, large print, audio and Easy ... Read more


Published: 2020 | Resource type: Guide/tools

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Graphic design for print

Michael Pearce from Consider This shares his advice for successfully getting your design from screen to paper.


Published: 2017 | Resource type: Guide/tools

Accessibility cannot be measured in absolutes

Making your print accessible is an ongoing challenge. At Shape they constantly monitor, ask and try to improve. As marketers, we know that accessibility is not optional. We know that making our print accessible can mean reaching out to a wider audience; letting disabled and deaf people know that this is an organisation for them.


Published: 2008 | Resource type: article

Getting personal with print and design

While we have refined our targeting methods to almost scientific levels, take a look at print in many arts organisations and what is most striking is that we are still quite conservative when it comes to acknowledging our customer base.


Published: 2008 | Resource type: Case studies

Selling opera: a simple message, delivered with the biggest impact

Jo Taylor found that when selling opera at Welsh National Opera (WNO) the simplest message, delivered with the biggest impact had great results without a huge price tag. This award-winning campaign achieved its objectives with a great rate of return and stood out as a creative and imaginative solution to a critical communications challenge.


Published: 2008 | Resource type: Case studies

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Design and print – an introduction for arts and cultural marketers

An introductory guide to print design for arts and cultural organisations. The guide includes information on understanding the role of a designer; choosing and working with designers; preparing a design brief and costings; the tendering process; design hardware and software; print and paper types; the print process, and proofing.


Published: 2009 | 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

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What is best practice in accessible marketing?

This short document summarises the main best practice principles arts marketers and audience development officers should use when preparing their marketing materials for a diverse audience. It particularly relates to physical and learning disabilities or difficulties.


Published: 2013 | Resource type: Guide/tools

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Marketing dance studio spaces to dancers

This short guide outlines the ways in which dance studio’s can market themselves to dancers and dance students.


Published: 2011 | Resource type: Guide/tools

Audience engagement and development project at Tramway in Glasgow

Tramway, a major contemporary art exhibition and performance space in Glasgow, renewed, revitalised and refreshed its relationship with audiences new and old. This case study reveals how they did this with a combination of challenging and exciting programming strategies across the venue, marketing and communications output and a holistic approach to audience experience at the venue.


Published: 2011 | Resource type: Case studies