CultureHive > Tags > communication
19th July 2013 Sara Lock

Resources tagged with "communication"

External relations – fundraisers and marketers working together

Challenges arise when multiple departments build separate relationships concurrently with the same stakeholder resulting in an organisation having varying tones of voice, and / or sending mixed or conflicting messages. This AMA conference 2014 session led by Stephen Pidgeon, fundraising consultant and visiting professor of Direct Response Fundraising at University of Plymouth, looked at how successful external relations require the whole organisation to work together to build strong relationships with a range of stakeholders. Stephen shared his experience and explored tools used to identify shared audiences and techniques used to work in harmony to successfully align relationships and messaging.

Published:2014 Type: article


Read more

Creating creative communication channels instead of just ‘information’

Johan Lindblom considers how a more strategic and creative approach to communications can play an even bigger part in marketing. This article was first published on Idek, a blog based in Sweden.

By Johan LindblomPublished:2014 Type: article


Read more

Are you on Wikipedia?

First published on Idek a cultural marketing blog based in Sweden, this article by Håkan Färje from the National Library of Sweden, considers the extent to which a cultural institution can or should use Wikipedia.

Published:2014 Type: article


Read more

How the arts has added value to business marketing

The UK is a recognised leader in the creative, performing and visual arts and many businesses have benefited creatively from working with the arts. This book of case studies shows how many companies are harnessing the power of the arts to add value to their businesses in terms of marketing, branding and corporate communications.

Published:2014 Type: guide-toolkit


Read more

A guide for use and understanding of appropriate language

Graeae is the UK’s foremost disabled-led theatre company. Its audiences include Deaf, disabled and non-disabled people. This guide provides some basic guidelines for use of language and being confident with using language around disability. Appropriate use of language helps demonstrate that an organisation is committed to providing a welcoming environment and is the first step to ensuring good customer service for disabled patrons.

Published:2014 Type: guide-toolkit


Read more

Creating an audience focused season brochure

US arts marketing consultant Trevor O’Donnell tells us from a strategic perspective why he admires the latest season brochure from the Austin Symphony.  The audience focused brochure uses visuals to bring to life the experience of a young couple throughout an evening at the Austin Symphony. Trevor is a straight talking marketing consultant who has developed marketing/sales strategies for many arts organisations including Disney, Disney Theatrical Productions, Cameron Mackintosh, Cirque du Soleil and the Music Center of Los Angeles.

Published:2014 Type: article


Read more

Getting big audiences for contemporary classical music

Kroumata is a full-time chamber orchestra based in Sweden. Its mission is to perform contemporary music and promote the work of Sweden’s living composers wherever possible. This case study discusses how Kromata developed its audience and started to lead the way in contemporary classical music.

Published:2014 Type: case-study


Read more

Is all this technology actually helping?

Is it just possible that technology might be alienating our audiences and creating a barrier to the arts? ICT is used to develop advertising and marketing strategies and to enhance sales and provide customers with information, but are computers getting in the way? This article argues that it is possible to do technology well – but it must be made invisible.

Published:2013 Type: article


Read more

Setting organisational vision and values that impact marketing strategy

NEMO is a Science Centre in Amsterdam, and one of the Netherlands leading attractions. NEMO wanted to reassess its organisational priorities and worked with arts consultancy Wonderbird to establish NEMO 3.0, the vision of NEMO in the future, and to set a marketing strategy that can support that vision.

Published:2013 Type: case-study


Read more

What do the public want from libraries? Practitioner guide

This guide for library practitioners draws on a large scale piece of research into the attitudes and wants of library users and suggests ways forward for library professionals as well as offering a series of case studies. Key recommendations around the user experience include: Pay close attention to stock performance Stock selection is arguably a library’s most important set of choices Ensure an expanded offer (including coffee and training and employment support) ‘Extra’ offers can be used to attract new users, without incurring additional net expenditure and friends packages are an opportunity Use customer insight to make changes Key recommendations around communication include: Build awareness of the full range of services Keep the brand …

Published:2013 Type: research


Read more

A guide to creating great brands from the inside out

This guide explores how an organisation can translate their brand into employee behaviour. It answers two key questions: how does an organisation keep their brand promise and how can it develop an employer brand.

By HomePublished:2013 Type: guide-toolkit


Read more

How to effectively engage the school leaver/young student market

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 a smaller budget than many competitors the activity had to be smart.  Research defined key audiences to be not only potential students but parents and influencers and this short paper gives a brief outline of the activity that took place (including a fascinating overview of …

Published:2013 Type: case-study


Read more

A best practice guide to assessing agency creativity

The Judging Creative Ideas guide is aimed at arming marketing professionals with a best practice guide to assessing creative ideas from communications agencies. While the steps outlined may not be relevant to every creative idea process that you go through as arts marketers this provides some extremely useful steps to go through and aims provide some answers to the following questions 1) how do you know when you have a good idea on your hands 2) how can you turn a good idea into a great one and 3) at what point in the process do you need to be most …

Published:2013 Type: guide-toolkit


Read more

A best practice guide for developing communication campaigns

Develop a clear and well-defined communications strategy with help from this guide, which features interviews with thought leading practitioners and 10 top tips.

Published:2013 Type: guide-toolkit


Read more

Co-creation: Brave new world or emperor’s new clothes?

This concise article explores the topic of co-creation - working together with an audience to create new work - and provides some helpful do’s and don’ts. How can we make co-creation work well, and is it an opportunity to engage less frequent arts attenders?

Published:2013 Type: article


Read more

How to make effective use of an annual report

This non-arts case study demonstrates how to make effective use of an annual report. We learn how a charitable organisation, The Scotland Yard Adventure Centre (known as ‘The Yard’), with the help of Tayburn (brand and reputation agency), overhauled their annual report with incredible results. The Yard is a purpose built indoor and outdoor adventure play service for children with disabilities (perhaps you saw them on BBC Children in Need and DIY SOS: The Big Build).  Given their small marketing budget, the annual report is their key communications tool. Tayburn helped The Yard to successfully tell their story from two …

Published:2013 Type: case-study


Read more

Briefing an agency: a best practice guide to briefing communications agencies

Get the most out of your communications agency with help from this guide, which draws from research conducted among over 140 advertisers and agencies. This guide was developed by the Institute of Practitioners in Advertising, and partner professional bodies ISBA, Marketing Agencies Association (MAA) and PRCA.

Published:2013 Type: guide-toolkit


Read more

Communication strategy project management challenges

A vital moment of truth in devising and implementing a communication strategy is when the divide between thinking and theorising is crossed. So it’s time to put all the shining creative thoughts and ideas of the plan into practical action.

Published:2013 Type: article


Read more

Creating a clear and compelling brand at Manchester Art Gallery

In 2002, Manchester Art Gallery re-opened following a £35 million expansion and refurbishment project. Before the closure they had carried out extensive research and learned that there were issues with the gallery’s brand: a perception that Manchester Art Gallery was unfriendly and unwelcoming, and also lacking in prestige. These were issues they aimed to address both by the transformation of the gallery, but also with a wide-ranging communication strategy, including a new brand identity.

Published:2013 Type: case-study


Read more

Developing older people's digital literacy through creative engagement

FACT (Foundation for Art and Creative Technology) is the UK's leading media arts centre based in Liverpool. Can you hear me? I can see you! was FACT’s year-long programme working with residents of Sheltered Housing across Liverpool, Wigan and Warrington. Supported by the Baring Foundation, the programme set out to build the digital literacy of the older people aged 55 to 95  through creative engagement with artists and resulted in an exhibition of prototype communication devices that were developed with the residents.

Published:2013 Type: case-study


Read more

The changing world of internal communication

Effective internal communication is vital in business. This article explores why internal communications are changing, the shifting role of leadership communication, and the importance of linking internal communications to business strategy. Drawing on evidence from various organisations you'll find practical suggestions about what you need to consider for your organisation - including questioning your own communication barriers.

Published:2013 Type: article


Read more

How understanding motivation can improve internal communication

Understanding what motivates colleagues can be a powerful way of improving internal communication. This article discusses the Language and Behaviour (LAB) profile tool, created by Rodger Bailey, and how it can be used to explore motivation. The tool works from the premise that each individual has their own perception of reality and assumes that people who use the same language patterns exhibit the same behaviours. You'll find an outline of how LAB can reveal how we personally get motivated, process information and make decisions.

Published:2013 Type: article


Read more

Using a business planning model for audience development

This seminar report from the AMA Museums and Galleries Marketing Day explores a proposed national framework for supporting museums, libraries and archives through a business-planning model of audience development.

Published:2013 Type: article


Read more

Ways to improve internal communication

This article offers a selection of solutions to internal communication challenges often faced by marketing departments. You'll find an outline of some of the most regularly occurring issues such as trust, lack of understanding and value. There's advice on how marketing teams should react to these challenges, along with top tips based on the author's own experiences within the workplace.

Published:2013 Type: guide-toolkit


Read more

How to communicate more effectively in the workplace

Effective communication is key for internal as well as external audiences. This article explores the way we listen and speak to each other; how we communicate in the workplace. The authors suggest that the biggest mistake made about communication is the assumption that it is taking place at all. You'll find exercises, advice and a checklist on giving and receiving praise, constructive criticism and active listening.

Published:2013 Type: article


Read more

Change for the better: developing audiences

This article includes two case studies from Tyne & Wear Museums and macrobert. Each author looks at how they made integral changes to their organisation in order to develop new and diverse audiences. From improving the overall visitor experience through to developing venue brands; and setting up youth panels through to developing a children's charter, each organisation outlines their approaches to changing for the better.

Published:2013 Type: case-study


Read more

Branding within the arts market

How we communicate our brand to audiences is crucial. In this article the author takes a look at the issues we need to consider more generally when approaching branding within the arts market. You'll find an outline of the benefits of branding for visitors and donors, examples of co-branding and re-branding, drivers of customer equity and how to build it, and the future of branding relationships.

Published:2013 Type: article


Read more

How to strategically grow your audience

In order to grow audiences it's important to be strategic in your approach. This article explains how a combination of marketing cycle planning and gathering the right data can help you make informed decisions about communication and marketing activity. You'll find a series of practical case studies, tools and downloads that can help you be more savvy when it comes to developing your audience base.

Published:2013 Type: article


Read more

Gallery research

Results of a pilot shared survey of galleries in the South East, South West, East, East Midlands, London and Wales. Visitors to galleries were asked questions about their age, locality, frequency of attendance, art specialism and art purchasing.

Published:2013 Type: research


Read more

Audience Research: Cornerhouse Manchester

A summary of the findings of seven pieces of audience research:  Cornerhouse Audience Profiling Report  Cornerhouse Economic Impact Summary  In-Depth Interviews with Audience Members  Market Assessment  Online Survey of Cornerhouse Website Users  On-Site Survey with Visitors to Cornerhouse Manchester  Single Spies Mystery Shopping Research The research and recommendations were used to inform Cornerhouse’s marketing and communications strategy.

Published:2013 Type: research


Read more

Selling opera: a simple message, delivered with the biggest impact

Jo Taylor found that when selling opera at Welsh National Opera (WNO) the simplest message, delivered with the biggest impact had great results without a huge price tag. This award-winning campaign achieved its objectives with a great rate of return and stood out as a creative and imaginative solution to a critical communications challenge.

Published:2013 Type: case-study


Read more

Public relations and the media – an introduction for arts and cultural marketers

A general introduction to core press and PR topics for the cultural sector, aimed at supporting marketers and artists working in the arts.

By Audiences WalesPublished:2013 Type: guide-toolkit


Read more

Integrated marketing campaign to boost ticket sales

Discover how Northern Ballet improved their national profile, engaged new and existing audiences and boosted ticket sales with an integrated communications campaign.

By Laraine PensonPublished:2013 Type: case-study


Read more

How to understand and communicate the value of your programmes

Can you say what value your organisation adds to people's lives?  How do you use that knowledge strategically to build lasting relationships with audience members? How we think about and talk about the art we produce has a direct impact on the levels of support we can expect from our audiences; here we find out how to harness and articulate that value effectively.

Published:2013 Type: case-study


Read more

Creating life-long relationships with museum visitors

An insight into how The Natural History Museum aims to create life-long relationships with its visitors which rely on them being connected with all aspects of the Museum's work.  For an organisation that has 40 different logos and a complex structure, this is no easy task, and this case study shows you how it can be achieved, and how the 'magic' happens.

Published:2013 Type: case-study


Read more

A tailor made approach to promoting the Edinburgh International Festival

In the year that the Edinburgh International Festival celebrated its sixtieth birthday, this presentation discussed how an understanding of audiences contributes to the development of the Festival brand, illustrating how in 60 years it has transformed a City not known for its festivals into one that attracts millions of visitors and generates over £200 million each year.

Published:2013 Type: guide-toolkit


Read more

How to create successful email signatures

You may think that an email signature is just something to be thrown together at the bottom of your email; but this is probably the first time a customer has seen the branding of your business. Not enough due care and attention is paid towards the outward look of one of the most important communication tools in your arsenal. This guide show you how to create an email signature with impact, that will drive people towards your online presence and keep your core brand image running throughout every aspect of your organisation.

Published:2013 Type: guide-toolkit


Read more

How to bring marketing and programming together to create positive working partnerships

Marketers, programmers and artistic directors often share the same frustrations of working separately and not connecting properly with each other fields, this seminar looks at how to reverse the trend and find new collaborative approaches that can deliver shared responsibility and closer collaboration. This session looks at work being done at the Wales Millennium Centre that has resulted in the marketing team having more exposure to the way the work arrives on stage and the programmers giving colleagues a list of shows to go and see in Edinburgh every year.

Published:2013 Type: case-study


Read more

Creating effective copy

This handy guide offers hints and tips when copy writing to ensure your key messages are clear. It demonstrates how to write effective headlines so that the target audience wants to continue reading your copy. You'll find examples of how you can really make your message stand out by incorporating some simple techniques.

Published:2013 Type: guide-toolkit


Read more

How to write a press release

Writing an effective press release is an important first step in building up your media relations and giving your story the best chance to be heard. The initial role of a press, or news, release is to provide reporters with the basics needed to develop a news story. This snapshot guide explains how to develop good relationships and improve communication with different media. You'll find tips on writing a successful press release, how and when to distribute it, along with advice about tracking any coverage gained.

Published:2013 Type: guide-toolkit


Read more

Arts and the 'big society'

This article suggests we need to think about what the 'big society' means to us as individuals and organisations - and what we want from it. Taking themes such as participation, communication, consultation and testing, the author outlines a selection of projects which take a 'big society' approach by using the arts to empower internal and external audiences.

Published:2013 Type: article


Read more

How to develop believable copy

An essential guide to communicating effectively with your audiences and visitors, creating copy that will be listened to, understood and believed.  With tips on avoiding overused words and cliches, and making your copywriting sound personal and engaging, this guide can help you to refresh your approach to creating dialogue with existing and new audiences that will enable long lasting and deeper relationships to be developed.

Published:2013 Type: guide-toolkit


Read more

How to market touring arts events more effectively

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 excellent tool box for those new to touring marketing it is also a valuable refresher for marketers and venues with front line experience.

Published:2013 Type: guide-toolkit


Read more

How to build advocacy

This advocacy fact sheet is useful for all cultural marketers. Based on the Museums Association 'Love Museums' campaign, it outlines tips for how to raise your profile, improve communication and influence key stakeholders.

Published:2013 Type: guide-toolkit


Read more

How to maximise the impact of your brand and design

This practical case study presents Manchester Art Gallery's approach to branding research and implementation. It shows how organisations can adapt different design communications to ensure they appeal to various audience groups - without diluting the brand or confusing the message. With audience research at the heart, this case study demonstrates how organisations can effectively and successfully maximise their brand and design investment across different media and campaigns.

Published:2013 Type: case-study


Read more

Some ideas for using social media to connect with family audiences

These minutes from the Family Friendly Forum give an over view of discussion around using social media to talk to family audiences. The key points discussed are that not much research is available on how families use social networking, that it’s all about communicating not selling, and that some further action is needed to develop common twitter has tags and ways of highlighting useful content on facebook.

Published:2013 Type: article


Read more

How to reach new audiences through using creative digital opportunities

Organisations are continually looking for innovative and creative ways to engage with new audiences. This case study explores how the National Theatre reached new audiences outside of London through its NT Live project by broadcasting a series of plays in UK and international cinemas. It discusses the impact the project had on raising brand profile, the challenges in terms of promotional communication and customer relationship management, the importance of senior management buy-in and finally the opportunities that it brought for developing richer online web content.

Published:2013 Type: case-study


Read more

Reviewing your marketing campaign strategy

Free up time with a 'marketing health check' that will help you prioritise what works and gain the confidence to eliminate what doesn't. This guide is a transcript from an AMA Conference 2011 session.

By Sarah Gee, Kate SandersonPublished:2013 Type: guide-toolkit


Read more

Creating campaigns with your audiences and visitors

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 explore encouraging visitor/audience involvement in marketing campaigns.  

Published:2013 Type: guide-toolkit


Read more

How to develop media relations to increase coverage of your organisation

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.

By The Audience AgencyPublished:2013 Type: guide-toolkit


Read more

How should staff of an organisation use social media ethically and protect the company’s reputation?

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, press or PR person or internal communications manager with responsibility for social media communications.

Published:2013 Type: guide-toolkit


Read more

How to design effective e-mail marketing campaigns

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 of mages, how to adapt for mobile devices, and monitoring your email effectiveness.

Published:2013 Type: guide-toolkit


Read more

Which promotional tools and communications channels work best with new audiences?

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 what has been tried and what worked, so you don’t reinvent the wheel.

Published:2013 Type: case-study


Read more

Building a holistic digital marketing campaign

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 campaign and how they can be applied to speak to different targets to deliver a holistic strategy that has engagement at its heart.

Published:2013 Type: guide-toolkit


Read more

A creative approach to engaging with audiences through social media

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 behind Matilda to give the RSC a new and more relaxed public face, concluding with mention of how they were able to track interactions in order to assess the impact and relate it back to the strategic aims.

Published:2013 Type: case-study


Read more

How to be more creative

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.

Published:2013 Type: guide-toolkit


Read more

Creating and communicating real value for customers

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?

Published:2013 Type: article


Read more

Word of mouth in the social media age

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 when word-of-mouth marketing goes wrong.

By Jessie HuntPublished:2013 Type: guide-toolkit


Read more

Using action research to inform customer communications

How action research can help an organisation develop a better understanding of its visitors, broaden its audiences and explore new ways of communicating with them. Based on a case study of West Yorkshire Playhouse's recently-launched programme of audience-focused action research.

Published:2013 Type: case-study


Read more

Managing corporate reputation in the cultural sector

In a connected world, managing your corporate reputation and brand has become more complex. Several short case studies are used to illustrate approaches some organisations are taking - in particular how reputation impacts on our approaches to development and corporate sponsorship.

Published:2013 Type: case-study


Read more

Gaining people's interest and attention

Effective marketing campaigns to capture audience interest and attention and increase attendance. Looks at the competition for people's leisure time and limited disposable income, and explores how marketing campaigns and communications can be made to stand out from the crowd. A case study of The Lowry, Manchester.

Published:2013 Type: case-study


Read more

Connecting with communities

Community engagement - learning, participation, education and outreach - is a vital way of tapping into communities around the arts. This guide explains, using case study examples from the Welsh National Opera and Museums at Night, how to better engage with communities to encourage audiences to take risks, and to get the community involved in the arts.

Published:2013 Type: guide-toolkit


Read more

The art of conversation

Transcript of a presentation on copywriting and creating ideas for the social web.

Published:2012 Type: article


Read more

Subscribe to our mailing list

* indicates required



 

CultureHive Bulletin