CultureHive > Tags > strategic
19th July 2013 Sara Lock

Resources tagged with "strategic"

Draft Culture Strategy for London

Have your say - Draft Culture Strategy for London. The Mayor has made culture and the creative industries one of his top priorities. He has set out his policies and commitments for culture and invites all Londoners to support him in the development and delivery of his ambitions for culture in the capital.

By Greater London AuthorityPublished:2018 Type: article


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Choreographing your fundraising strategy

In this article, Fern Potter likens fundraising to choreographing a dance - starting with a clear vision that is developed into a strategy that can be used to achieve your organisation's fundraising goals. A good fundraising strategy can help fundraisers overcome the fear of asking people for money.  

Published:2015 Type: article


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What is your core purpose?

In this article, which was originally published in Arts Professional, Michelle Wright from Cause4 asks the question: are vision, mission and values at the heart of good cultural fundraising? Michelle explains why arts organisations need to be clear about their fundamental purpose; that vision, mission and purpose states the organisation’s essence, character and direction.

Published:2015 Type: article


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Bringing audiences and curators together via Twitter 'salons'

After participating in an international ‘ask a curator’ Twitter event, with only a so/so response, the museum realised that a more dedicated and strategic approach to social media activity was needed.  The launch of #музейнаягостиная (#museumsalon) has since been hugely successful and in this case study Anna shares what they've learned so far.

Published:2014 Type: case-study


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Filling the empty seats first

How important is the person who nearly bought a ticket?  US-based marketing consultant Trevor O’Donnell offers some firm but considered advice on where and how ticketed arts organisations should be placing their sales energies to ensure empty seats are kept to a minimum.  Trevor is a straight talking marketing consultant who has developed marketing/sales strategies for many arts organisations including Disney, Cameron Mackintosh, Cirque du Soleil and the Music Center of Los Angeles.

Published:2014 Type: article


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Customer-centred strategies

In this short article Jim Rosenberg, National Arts Strategies (USA), promotes customer-centred strategies as the way forward for arts organisations.  He argues that an ‘ingrained’ fear of ‘pandering’ to customers could be holding arts organisations back and stresses that what audiences today seek is not necessarily very far from what many arts organisations strive to offer – ‘intellectual challenge, emotional truth, social connection and a new perspective.’

Published:2013 Type: article


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Scottish Government's organ donation campaign

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 case study is a great example of effective field and digital marketing. People were encouraged to publicly celebrate support for organ donation via a virtual wall of supporter photos and messages. And it worked.

Published:2013 Type: case-study


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Building a customer relationship management strategy

Customer relationship management (or CRM) needs time, loyalty and dialogue. The author of this article explains what we mean by CRM, how you can benefit from a CRM approach and when it works best. You'll also find examples of when things don't go to plan - as well as tips and advice on creating your own CRM strategy.

Published:2013 Type: article


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Approaches in subscription scheme design

Subscription schemes encourage customers to buy a number of tickets for a package of events and thereby attend more frequently than they otherwise might have done. In this article, the author asks why they have not achieved the same popularity in the UK as across the Atlantic, and looks at the experience of the CIty of Birmingham Symphony Orchestra when they newly designed a differentiated subscription package.

Published:2013 Type: article


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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


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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


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Pricing strategies to encourage increased audiences at WNO

Case studies and research undertaken since the 1980s have shown that price is not the most significant barrier to arts attendance and suggests that there is scope for price increases. This article on Welsh National Opera's experience found that for current opera-goers, a decrease in price could encourage more attendances and actually increase revenue.

Published:2013 Type: case-study


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Redefining audience segmentation

An article, The Unusual Suspects, contextualises arts audience segmentation but also seeks to provide a new model for the 21st century based on key understandings about how audiences want to engage with the arts and how they want to be communicated with. The Culture Segments segmentation model presents eight segments that offer a common language to bridge the understanding of marketers, educators, curators, programmers, interpreters, front of house staff and managers. It helps put visitors at the centre of the discussion and informs strategic choices. Culture Segments helps you operate as a 21st century organisation: vision-led, audience-focused, strategic and personalised.

Published:2013 Type: article


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How research can make your marketing more strategic

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 more successful as a result.

Published:2013 Type: case-study


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How to create a digital marketing plan

This one-page guide visually outlines the steps to take when creating a digital marketing plan. From SWOT analyses through to measuring success, each step of the framework recommends different actions to take. Ultimately once you've worked through the different stages you'll have the beginnings of a digital marketing plan in place.

Published:2013 Type: guide-toolkit


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How to optimise audience engagement online

Build a closer and stronger relationship with your audience with tips from this presentation by Vicki Allpress Hill.

By Vicki Allpress HillPublished:2013 Type: guide-toolkit


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This Way Up – a guide to arts marketing planning

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.

By Caroline GriffinPublished:2013 Type: guide-toolkit


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How Birmingham Contemporary Music Group delivers a family friendly offer

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, more audience participation (before, during and after the performance), more flexible ticketing and a range of other innovations.

Published:2013 Type: case-study


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An evaluation of the MLA NW pilot audience development training programme

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 report summarises the activity that took place and gives an overview of the process and outcomes and details the programme sessions, participation, training delivery, and the learning gained.

Published:2013 Type: case-study


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How to use social and digital media to reach and engage with audiences

Practical examples on how to make social and digital media work for you as effective communications tools, how to engage in new ways and measure your success.  Find out how to integrate social and digital media use into your wider communications strategy, working out what works for you, what fits within your budget and staffing resources.

Published:2013 Type: guide-toolkit


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How to develop a marketing strategy with impact

Find out how to build long term marketing plans for your organisation that can deliver real impact, asking the relevant questions like 'where are we heading', 'what's our vision', and using Aristotle's Three Pillars of Rhetoric as the starting blocks that enable you to gain the support of your colleagues.  Find guidance on how to be the 'voice' of audiences or visitors within your organisation, foster a sense of ownership amongst managers, and tips on thinking strategically for each department.

Published:2013 Type: guide-toolkit


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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


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A comprehensive, step-by-step guide to developing a marketing strategy for arts organisations

This comprehensive guide for Australia Council for the Arts explains what a marketing strategy is, how it should interface with the rest of an organisation’s activities, and takes you through the do-it-yourself stages to creating one.

By Dr Peter Steidl, Robert HughesPublished:2013 Type: guide-toolkit


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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


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Success with social media

The New York Public Library (NYPL) describes how they achieved success with social media to reach new audiences and public engagement. Starting out with Twitter and Facebook, then developing a social media strategy which entailed setting SMART objectives(based on KPI's), achieving internal 'buy-in', governance model ('hub and spoke'), finding the 'right' member of staff for each social media platform (e.g. tweeting, blogging, video) and building in mechanisms to track analytics.  NYPL took part in social media week, developed a partnership with foursquare and used Socialflow to draw attention to the blogs being written by library staff.

Published:2013 Type: case-study


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How to manage multiple priorities

How can you manage a mix of priorities while still meeting the targets and expectations of artists, funders and line managers? How should you decide on your top priorities? This article describes how to manage your time effectively in order to achieve a balanced working pattern while still meeting all your objectives and deadlines.

Published:2013 Type: guide-toolkit


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Thinking BIG! A guide to strategic marketing planning

Master marketing strategy with this in-depth guide to writing and using strategic marketing plans for arts and cultural organisations.

By Stephen CashmanPublished:2012 Type: guide-toolkit


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