BCMG created a family friendly policy that in turn enabled the organisation to strategically enhance its family and youth oriented programming. Out-of-school creative participatory workshops for young people conclude with sharing opportunities for parents and friends. Families are offered front row seats at concerts, and have a specially designed concert programme with specially briefed stewards, … Read more
What makes a good arts ambassador? How useful can they be as a marketing tool for your organisation? How do you get started on recruiting ambassadors that will bring real benefits? With top tips and words of caution, this step by step approach to promotion and development through ambassadors will offer the tools you need … Read more
Wirral Community Shakespeare was conceived as an eight month long reading project culminating in a run of free public performances of William Shakespeare’s The Winter’s Tale in Birkenhead Park. This case study takes the reader through the project process – which included artistic workshops with professional and experienced amateur actors, musicians and technicians – as well … Read more
This practical toolkit represents a snapshot of the research and profile raising work undertaken by the English National Youth Arts Network. It demonstrates how the arts can be used as a tool to consult with young people; showcasing practical examples and case studies from the cultural sector. It also signposts other useful resources for youth … Read more
Still widely used, this family friendly toolkit is designed to support arts organisations who want to make a commitment to families – making it easier for families to take part in the arts, as audiences and participants. Aimed at arts professionals and drawing on extensive research and interviews, it contains experiences and practical examples of good practice from many cultural organisations to … Read more
A strategic review highlighted the real possibility of major cuts in public funding for the arts leading up to and post the Olympic Games of 2012. This realisation led to new targets around increasing attendances for existing product, as well as the need to identify new business opportunities. Learn how The Cornerhouse managed to maintain … Read more
This document evaluates the pilot audience development training programme delivered by AAM to a selection of museums, libraries and archives in the North West. The aim of the programme being to improve understanding of what is involved in strategic audience development, how to place it more centrally in the organisation and ensuring it’s effectiveness. The … Read more
New ways of working with visitors and audiences can help develop new, more engaging marketing ideas and solutions. Using the examples of arts ambassadors, idea generation groups and co-creation, this resource explores how arts marketers can think about their cultural marketing campaigns in a fresh way by bringing the audience on to the team.
This synopsis of research by Dr Gretchen Larsen, lecturer in marketing at Bradford University School of Management, tested a framework depicting the relationship between the consumer’s self-concept, the symbolic properties of music and the consumption context. It looks at how people’s relationship with the arts has changed over time, from passive consumers to whom arts marketers presented information, to … Read more
These guidelines from the Heritage Lottery Fund explain what audience development is, why it is important to them, and why arts and cultural organisations and the people marketing and fundraising for them should take full account of the HLF’s priorities on audience development. The Guidelines then cover topics such as who takes part and who … Read more