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Hereford Cathedral welcoming visitors to Heritage Open Days 2020.

Digital audience engagement during a heritage project … and a pandemic

In March 2020 Hereford Cathedral had just embarked upon the public engagement phase of their Eastern Cloisters Project (ECP) when the impact of COVID-19 meant that all their planned work had to be cancelled. In this case study,  Abby Jones explains how the cathedral adopted a new digital approach to their audience engagement activities including ... Read more

Published: 2021 | Resource type: Case studies

Canvas title and Brave Bison logo

Canvas YouTube Playbook

Optimise your YouTube channel and drive engagement with tips from the Canvas YouTube Playbook.

Published: 2017 | Resource type: Guide/tools

Using new technology (and Ewan McGregor) to engage audiences

Helen Black reveals the ideas behind the project that established TAG as the first company in Scotland with a presence on YouTube and their discoveries about using social-networking websites.

Published: 2007 | Resource type: Case studies

How ethnography can be used in arts marketing

A demonstration of the value of ethnography – how to interpret outcomes rather than needs in order to understand the drivers for attending the arts. Siamack Salari argues that it can provide new insights into the way that consumers interact or engage with the arts and includes interviews with a couple of arts attenders, finding ... Read more

Published: 2008 | 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

Hyperlocal journalism and your cultural organisation

What is ‘hyperlocal’ journalism and how can it help you? Local websites and blogs can be both a useful source of information and also a vital link to communities for arts and cultural audiences as Sarah Hartley from hyperlocal experts Talk About Local explains in this guide.

Published: 2013 | Resource type: Guide/tools

Raising awareness through digital animation

The Royal Shakespeare Company successfully used this “Billy Shakespeare” animation trailer to launch their new digital theatre project Midsummer Night’s Dreaming in June 2013. The trailer was used in emails and blogs, and embedded into social media and news websites, including project partners Google+, which helped to promote this project to both new and existing ... Read more

Published: 2013 | Resource type: Case studies

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

The Social Media Dance front cover

Using social media to engage with dance audiences

This article describes the ways that different dance companies are using social media to engage with their audiences.

Published: 2013 | Resource type: article

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

Engaging audiences with video and interactive TV

Internet-connected and interactive TV is an emerging technology that offers new marketing opportunities for the arts and cultural sectors to reach audiences in their own homes. Learn how and why arts marketers can factor interactive TV and video into their organisation’s strategy. A case study from the Berlin Philharmonic looks at how they are enabling ... Read more

Published: 2011 | Resource type: article

A creative approach to engaging with audiences through social media

This case study gives an insight into the methods used by the RSC to engage with its audiences using social media and overview of how, using research as a starting point, the marketing team generated a high ROI using a creative approach to content and messages. It talks about how they worked with the team ... Read more

Published: 2013 | Resource type: Case studies