A practical toolkit for devising, creating, co-creating, delivering and managing integrated marketing campaigns to develop awareness, interest and engagement from different audiences. Learn how arts marketers can move from simply telling audiences about events, to demonstrating the value they will get from them, and involving them as active participants. With case studies and exercises to … Read more
Build positive press relationships with help from this introductory guide that takes you through the key stages of a media relations campaign. From finding positive stories to researching media contacts and writing press releases, discover top tips for increasing coverage of your organisation.
With case studies drawn from several action-research projects from the New Audiences programme, funded by Arts Council England, this round-up looks at how people have used mailing lists, special events, ambassador schemes, Test Drive the Arts, promotional samples and more to communicate with new or unengaged audiences. This resource lets you go back and find … Read more
Purple Seven’s Vital Statistics box office analysis system is the starting point for this presentation to the AMA New Media Marketing Day, on creating the best email marketing campaigns. It covers such aspects as why use email, driving visits to your website, boosting email sign-up rates, best practice in design for an email, the use … Read more
These guidelines from the Ford Motor Company for its staff are an at-a-glance summary of how to behave in the social media world in an ethical and responsible way , observing lines between the company and private views, honesty, good manners, and times when they might have to refer upwards. Useful for any arts marketer, … Read more
Provides a detailed look at the current trends in digital and social media available in 2010, with an overview of how the different elements can be used within a marketing campaign or communications strategy. This is followed by a case study which will give you an insight into their different uses within a mixed media … Read more
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
Everybody wants to be creative, and real creativity is reflected in original marketing campaigns. This guide explains some ways of learning to exercise your creative side – challenging your own assumptions, and doing better than ‘good enough’ in order to break free of established patterns and create something fresh.
What makes people talk about culture? How can we get people talking about the arts, both online and offline? This discussion of word-of-mouth uses a case study of a Grayson Perry exhibition at the British Museum to explore strategies around buzz marketing, viral marketing, and identifying key influencers and opinion leaders – plus what happens … Read more
Marketing is vital to making sure people see the benefit and value of culture. How can you find value in what you do – and how can you make sure audiences and visitors see that value too?