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2nd November 2012 Sara Lock

Mission possible


Report on a day event held by the AMA in 2007, which looked at arts organisations’ mission and vision statements.

Mission Possible was an opportunity for delegates to dust the cobwebs off their company's mission and vision statement, transforming it from a forgotten manuscript into a mandate for actively engaging audiences and visitors.

This day event, which incorporated the Arts Marketing Association (AMA) AGM, included presentations and debates about the way that arts organisations can be both vision led and audience focused. It investigated what this might mean in practice and how such an approach could help to create, retain and engage audiences and visitors.

As marketers we naturally want to ensure that the audience is a focus of attention and therefore of our mission. However, it’s crucial that we don’t spend a great deal of time trying to please everyone, spreading ourselves too thinly and ending up not achieving much.

Therefore, good old fashioned action points and clarity about what we want to achieve are required.

So, what’s the point of it all?

| Published:2012

Smart tags: vision stakeholders mission audience development

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