This manual gives detailed advice on how to encourage people to give money. It looks at why people give, how much is given and why people choose to support the arts. It then suggests an eight step plan which includes identifying your targets (who to approach), getting your targets involved, different ways to ask and … Read more
Open-City is an independent, not-for-profit organisation that aims to be at the centre of creating better places – and a better city. With a limited budget and no specific marketing role within its team, this case study describes how Open-City delivers a marketing campaign and plan, which is shared by all staff and volunteers.
In this article, Chris Grady provides an introduction to the basics of developing a marketing strategy for your event, starting with the question: who do you want on your front row? Chris discusses the importance of identifying the five key customers you want to ensure attends your event and consider these people at the very first stages … Read more
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.
When planning a marketing video it is important to identify its target audience and marketing objectives, and to ensure content is not overshadowed by artistic expression. A distribution strategy needs to be devised and, wherever possible, outcomes measured. This comprehensive guide identifies six key points to consider when planning a marketing video to ensure the video … Read more
A practical hands-on guide to writing a marketing plan and building audiences, aimed at people working in small scale organisations with limited marketing resources.
This seminar looks at how research can provide insight into audiences that will lead to robust business planning, more strategic marketing, and make your communications more effective. Taking Research, Why Bother? As it’s starting point It provides an overview of different research tools that can equip your organisation to engage with its public, and become … Read more
A guide to marketing planning with a focus on relationship marketing rather than marketing for ‘quick wins’.
This comprehensive guide to market touring arts events includes chapters on setting up a tour, campaign planning, communicating with audiences and monitoring and evaluation. The guide features case studies, top tips and comments from over 60 practitioners and is based on research responses from over 40 companies and 50 venues. As well as being an … Read more
Marketers need to understand the current economic, political, technological and social environment that affects their audiences’ behaviour and consumption. This article describes the impact that polarization is having on audiences, how it is affecting organisations and what marketers can do to exploit current trends. The author argues that organisations need to tailor their marketing mix … Read more