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Producing multimedia content on a budget

With the internet becoming an ever more visual medium, heritage organisations have the opportunity to bring their subject matter to life with audio, video, and images. What’s more, the tools for creating this content are cheaper and more accessible than they ever have been. In this Digital Heritage Lab webinar recording, Katie Connolly explains the ... Read more


Published: 2021 | Resource type: Webinars and films

Reflections on going viral #DigitalLab

Joanne Karcheva, Head of Marketing and Communications,  Manchester Collective, shares her experiments and how to make genuine engagement between musicians and audiences. Part of her Fellowship at Digital Lab.


Published: 2020/21 | Resource type: Article

Man in glasses talking on phone a while looking at charts and graphs

How to adapt your digital marketing strategy for Coronavirus

HdK Associates’ Digital Marketing Manager Phoebe Cleghorn shares their suggestions on how to regroup from Coronavirus and ensure that you’re still putting your best foot forward online.


Published: 2020 | Resource type: Research

Digital Lab. Orchestra of the Swan. Blog 2. A/B testing and The Learning Circle

The second blog by Paolo Pezzangora, Marketing Manager at Orchestra of the Swan as part of his Fellowship at AMA Digital Lab.


Published: 2020 | Resource type: Article

Digital Lab. The Palace Theatre and the Opera House Manchester. Blog 2. Using Instagram TV.

The second blog by Abigail Henry, Marketing Communications Officer at The Palace Theatre and the Opera House Manchester as part of her Fellowship at AMA Digital Lab.


Published: 2020 | Resource type: Article

Photo of live streaming Van Gogh's Sunflowers

Video Live Streams as an Engagement Tool for Museums

Cuseum take a look at video live streams as an engagement tool for museums.


Published: 2018 | Resource type: article

The Magic of Libraries video illustration

Using film to promote the magic of libraries

Time To Read – a partnership of people working in 22 library authorities in North West England – shares its experience of commissioning a video to promote reading and libraries.


Published: 2014 | Resource type: Case studies

The impact of digital devices on video advertising

In this article, Owen Buttolph, Business Analyst at MediaCom Edinburgh, considers the different roles that digital devices (mobile, tablet, laptop) can play in our lives based on how we use them and the implications for digital marketing activity.  It makes reference to a recent study published in the Journal of Advertising Research that explored the effectiveness ... Read more


Published: 2013 | Resource type: article

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

Using video online

In the UK theatre world, the National Theatre has quietly led the way with its online video strategy. In 2007, Neill Torbit wrote this piece for JAM; the arts marketing journal, about his experiences of working with Sarah Hunt, marketing manager at the National Theatre on their promotional online videos.


Published: 2007 | Resource type: Case studies

How NHS Scotland revamped their evaluation processes and channels

Take a look at this non-arts case study for a brief overview of how NHS Scotland revamped their evaluation processes and channels.  NHS Scotland invested in an app to help them capture patients’ digital stories via video based questionnaires.  They also developed an innovative online research package that allows children, their families and carers to express ... Read more


Published: 2013 | Resource type: Case studies

Using Google+ to run a bold experiment in digital theatre

The Royal Shakespeare Company (RSC) and Google Creative Lab considered the question: “what would a play look like on the internet?” The outcome was an ambitious idea to stage A Midsummer Night’s Dream in real-time over the course of three days in June 2013.  Characters in Midsummer Night’s Dreaming (#dream40) also shared snippets – photos, text updates ... Read more


Published: 2013 | Resource type: Case studies

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

Developing video and photography to engage audiences

Recording experiences through photographs and video and sharing them on both your organisation’s website and throughout social media channels can dramatically help build new and wider audiences. Since making photos and videos available online, Candoco – a dance company of disabled and non-disabled dancers – has been able to keep its digital platforms fresh and up ... Read more


Published: 2013 | Resource type: Case studies

Arts Engagement with older people and families

Twelve case studies of arts engagement projects working with older people and families in London. The case studies share the learning from Audiences London’s Family Advocates Programme, BAC’s work with non-professional older artists, a skills exchange with Building Exploratory, an architecture centre and Cubitt, a gallery and studios regarding work with older audiences, Royal Philharmonic Orchestra & Tate ... Read more


Published: 2011 | Resource type: Case studies

Live streaming productions for independent producers and small-scale venues

An evaluation of the approach Camden Theatres took in setting up paid live streaming for the Camden Fringe in 2010 and 2011. The report first outlines the issues for independent producers and small venues, and goes on to look at the tools available, and how they can work together to grow audiences through online video ... Read more


Published: 2010-12 | Resource type: Case studies

Pinterest for cultural heritage institutions – a case study

This case study by the Europeana Foundation focuses on how their end-user engagement programme explored the value of Pinterest for cultural heritage institutions. It looks at how they opened up data and content from five Europeana partners – the University of Barcelona, Biblioteca de Catalunya, the Swedish National Heritage Board, Varna Public Library and the ... Read more


Published: 2013 | Resource type: Case studies

A tailor made approach to promoting the Edinburgh International Festival

In the year that the Edinburgh International Festival celebrated its sixtieth birthday, this presentation discussed how an understanding of audiences contributes to the development of the Festival brand, illustrating how in 60 years it has transformed a City not known for its festivals into one that attracts millions of visitors and generates over £200 million ... Read more


Published: 2007 | Resource type: Guide/tools

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

How to deliver online marketing on a shoestring

Marketers are increasingly having to deliver campaigns with restricted budgets and fewer staff. In this case study, the author explains how their organisation recently combined their blog, YouTube videos, photos and podcasts in one place – their website. It presents a series of learning points and explains how this has been achieved with limited budgets ... Read more


Published: 2009 | Resource type: Case studies