This short article from MediaCom Edinburgh reminds us that marketing impact must not be measured on short term evaluation alone. It recommends ‘The Long and the Short of It’ as a good read for anyone interested in better balancing short and long term marketing goals.
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
This non-arts case study demonstrates how the Scottish Government and its partner agencies used a strategy of ‘positive social norming’ to get over half a million people talking about organ donation. This paper outlines the rationale behind the new strategic approach (to get people talking) and the activity that underpinned the campaign. In particular, this … Read more
This non-arts case study demonstrates how an innovative behaviour change campaign from the Scottish Government and The Leith Agency led to a 50% increase in women acting early on the symptoms of breast cancer by going to the doctor. In an advertising first, the campaign boldly used images of real women’s breasts with visible signs … Read more
Ambient media is the term used to denote out of home advertising utilising non-traditional methods. It is often used in conjunction with more mainstream traditional media to create an event or spectacle in a public place. London Calling, in partnership with Ambient Media, were commissioned by the Victoria & Albert Museum (V&A) to develop a … Read more
London’s Horniman Museum and Gardens has a very visible and varied social media presence, posting a wide variety of content to multiple platforms. In this case study, Adrian Murphy, digital media manager at the museum, explains how a digital team of just two people manages this prolific social media activity.
Arts organisations located outside of London struggle to get their fair share of national press even before the news industry entered crisis mode. Now the latest round of belt tightening has seen travel budgets slashed and editorial cuts across the board. Don’t despair, says seasoned arts PR Catharine Braithwaite. With the right approach and some … Read more
Following a six month closure for redevelopment, the Imperial War Museum (IWM) re-opened HMS Belfast in May 2012. The re-launch campaign was a great opportunity for the IWM to build a marketing strategy to meet the ongoing challenge to increase awareness of HMS Belfast as a must-see visitor attraction. This case study describes how this … Read more
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
A general introduction to core press and PR topics for the cultural sector, aimed at supporting marketers and artists working in the arts.