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CultureHive > Guide/Toolkit > What is benchmarking between arts organisations, and why is it useful for arts marketers?
2nd April 2013 Sara Lock

What is benchmarking between arts organisations, and why is it useful for arts marketers?

By: Miranda Jacobs, Alison Plumridge


This guide and case study addresses the question of how your own organisation’s arts marketing situation measures up against those of your peers. It addresses what kind of benchmark is useful – such as budget, return on investment, email open rates, size of database – and suggests how you would approach getting those benchmarks. The presentation was given at the AMA Museums and Galleries Marketing Day, in the context of the ADUK benchmarking project for museums.

10 Step Guide to benchmarking

STEP 1 - Why do you want to benchmark?

Some reasons.

• Internal advocacy

• External advocacy

• Informing strategic decisions

• Checking how well you are doing

• Identifying areas that may need investigation

STEP 2: Who do you want to benchmark with?

• Similar scale of operation

• Similar art form

• Building-based or touring

• Similar geographical catchment

• Similar audience profile

• Work with a group of no less than 3 and no more than a dozen. Start small and work up.

| Published:2013

Smart tags: research return on investment monitoring evaluation data database collaboration benchmarking benchmarks

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