In this article, Owen Buttolph, Business Analyst at MediaCom Edinburgh, considers the different roles that digital devices (mobile, tablet, laptop) can play in our lives based on how we use them and the implications for digital marketing activity. It makes reference to a recent study published in the Journal of Advertising Research that explored the effectiveness … Read more
This non-arts case study demonstrates how to effectively engage the school leaver/young student market. It tells the story of how in 2012 MediaCom Edinburgh and Teesside University set about to increase student admissions in the face of double digit declines across the competitive set (post-1992 universities in the north of England). With Teesside University having … Read more
In the UK theatre world, the National Theatre has quietly led the way with its online video strategy. In 2007, Neill Torbit wrote this piece for JAM; the arts marketing journal, about his experiences of working with Sarah Hunt, marketing manager at the National Theatre on their promotional online videos.
The Royal Shakespeare Company (RSC) and Google Creative Lab considered the question: “what would a play look like on the internet?” The outcome was an ambitious idea to stage A Midsummer Night’s Dream in real-time over the course of three days in June 2013. Characters in Midsummer Night’s Dreaming (#dream40) also shared snippets – photos, text updates … Read more
Take a look at this non-arts case study for a brief overview of how NHS Scotland revamped their evaluation processes and channels. NHS Scotland invested in an app to help them capture patients’ digital stories via video based questionnaires. They also developed an innovative online research package that allows children, their families and carers to express … Read more
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
Recording experiences through photographs and video and sharing them on both your organisation’s website and throughout social media channels can dramatically help build new and wider audiences. Since making photos and videos available online, Candoco – a dance company of disabled and non-disabled dancers – has been able to keep its digital platforms fresh and up … 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
An evaluation of the approach Camden Theatres took in setting up paid live streaming for the Camden Fringe in 2010 and 2011. The report first outlines the issues for independent producers and small venues, and goes on to look at the tools available, and how they can work together to grow audiences through online video … Read more
This case study by the Europeana Foundation focuses on how their end-user engagement programme explored the value of Pinterest for cultural heritage institutions. It looks at how they opened up data and content from five Europeana partners – the University of Barcelona, Biblioteca de Catalunya, the Swedish National Heritage Board, Varna Public Library and the … Read more