March — July 2010
EVENTS DIARY
Become a member
March — July 2010
— Being a member is very useful – the resources are very informative, as is the training. Having a look through, I’d like to do about half of the events in the newest brochure, if budget allowed!
AMA – the organisation that is creating your professional future. The AMA is open to all arts professionals involved in bringing arts, audiences, participants and visitors together.
Hayley Hindle, Assistant Entertainments Manager, Royal Spa Centre
• u p-to-date information about new developments and best practice, • conferences and events to develop new skills and discover practical solutions, • professional development opportunities: the mentoring, coaching and action learning schemes, • a website full of reports, case studies and resources for ideas and inspiration, • face to face and online networking opportunities to share ideas with other arts professionals.
Join an expanding community of nearly 2,000 individuals and get access to a wealth of membership benefits to support your professional and personal development:
Audience focus
Museums and galleries 06 marketing day
Exploring relevance London – 16 March
Know your audience
10
Developing an audience information strategy belfast – 6 May London – 13 May Hard graft
12
Marketing ‘difficult’ work London – 5 May Bristol – 19 May Leeds – 27 May strategic storytelling 14
Digital campaign planning
Plan, deliver and evaluate an effective digital marketing campaign Leeds – 8 April Birmingham – 15 April London – 21 April Edinburgh – 27 April
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A master class on becoming an audience-focused organisation London – 4 March Leeds – 9 March Belfast – 18 March Bristol – 23 March
08
Press and PR campaign strategy cardiff – 2 June glasgow – 8 June Manchester – 17 June London – 24 June AMA Conference 2010
16
Pulling power – the social marketing revolution Leeds – 20 to 22 July Network meetings
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Various
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MARCH – JULY 2010
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Audience focus
A master class on becoming an audiencefocused organisation
What is it about? How audience or visitor focused is your organisation? Do the leaders of your organisation champion art and audiences equally? Is your audience development insightdriven? This workshop will ask these questions and more to help you to take stock of your own audience and organisational development. Who is it for? Anyone involved in planning audience or organisational development within their organisation. Attend this workshop with your CEO or Director to make the most of it. What will I learn? • Develop clear insights into your own organisation’s strengths and weaknesses with regard to your audience and organisational development, • work with colleagues from across the arts sector on strategies to overcome any constraining factors, • leave with ideas, insights and plans for your audience and organisational development.
— Great event, learning was excellent. Good practical tools for implementing strategies. trainer Andrew McIntyre Director, Morris Hargreaves McIntyre
Kate Keys, Sector Business Development Manager, Arts Council of Northern Ireland (after Reach Out seminar)
Place London – 4 March The Resource Centre Leeds – 9 March West Yorkshire Playhouse Belfast* – 18 March NICVA (in partnership with Audiences Northern Ireland) Bristol – 23 March Watershed Media Centre time 10.00AM to 5.00PM Cost £133 + VAT (AMA members) £193 + VAT (non members) * FREE to Audiences Northern Ireland members Book Now e
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BELFAST DATE IN PARTNERSHIP WITH 7 hours
4
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MARCH – JULY 2010
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museums and galleries marketing day
Exploring relevance
What is it about? This day conference will present a round-up of the trends that are having the most impact on the sector, explore their implications in terms of practical and strategic planning, and provide some top tips on how to translate the latest theories into actionable plans. Who is it for? If you have responsibility for marketing, audience development, or any aspect of a visitor’s experience of your gallery or museum, this is the day for you.
Place London – 16 March Wellcome Collection time 10.00AM to 5.00PM Cost £133 + VAT (AMA members) £193 + VAT (non members) Book Now
What will I learn? • Match your strengths to relevant external trends and opportunities, • refresh your marketing strategy and communications, • deepen your dialogue with your visitors, participants and the wider community.
Suffolk Showcase 2008 Image by Keith Mindham With thanks to Bury St Edmunds Art Gallery
— It was great being able to network with others and share feedback on marketing issues. After 2009 Museums and galleries marketing day
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Keynote sessions Making sure your marketing planning is relevant Heather Maitland, Arts Consultant and Author
Seminar sessions Developing a marketing strategy with impact Sam Evans, Head of Marketing, Big Lottery Fund
Making sure your organisation is relevant Kate Farmery, Head of Services, Manchester Art Gallery and Virginia Tandy, Director of Culture for Manchester City Council
Integrating new media into your marketing plan Charlotte Sexton, Head of New Media, National Gallery and Jenny Brown, Consultant
SPONSORED BY 7 hours
6
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MARCH – JULY 2010
7
DIGITAL CAMPAIGN PLANNING
Plan, deliver and evaluate an effective digital marketing campaign
What is it about? Digital marketing has become a valuable component of the marketing mix. You know what the tools are and you know how to use them. This seminar will take you a step further and show you how to plan, deliver and evaluate an effective digital marketing campaign that suits your organisation.
trainer Hans de Kretser Freelance consultant
— Very enjoyable session. Hans was knowledgeable plus provided inspiration for return to office.
Place Leeds – 8 April West Yorkshire Playhouse Birmingham – 15 April Birmingham Conservatoire London – 21 April The Women’s Library
Learn how to select which digital tools to use for which campaign, how to get started, the resources you need, and how to measure the reach and effectiveness of your campaign.
Edinburgh – 27 April Festival Theatre
Who is it for? Anyone responsible for planning and implementing digital campaigns for their organisation. It will have relevance to those from organisations of all shapes and sizes and across all art forms.
1.30PM to 5.30PM
What will I learn? • Gain insights into what works and what doesn’t, • increase understanding of the use and effectiveness of a range of digital tools, • stimulate ideas and practise skills for creating relevant and effective digital campaigns.
time
Cost £75 + VAT (AMA members) £125 + VAT (non members) Book Now e
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After Hans’ seminar at the 2009 AMA conference: Involving and inspiring the public using new media 3.5 hours
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KNOW YOUR AUDIENCE
Developing an audience information strategy
What is it about? This workshop will provide you with the skills and knowledge you need to put together an audience information strategy for your organisation. Discover the difference that a well planned information strategy can make to your ability to measure and improve the impact of your marketing campaigns – and find out how to collect the right information to inform your marketing and business plan and to better segment your audiences. Who is it for? Any marketer who would like to use box office data to improve their marketing planning and campaigns. What will I learn? • A coherent approach to planning your information strategy, • how to use this information to improve the effectiveness of marketing plans and campaigns, • insights into how to rejuvenate your relationship with the box office.
trainer Beth Aplin, Director Aplin Partnership
Place belfast* – 6 May Arts Council of Northern Ireland (in partnership with Audiences Northern Ireland) london – 13 May The Resource Centre time 10.00AM to 5.00PM Cost £133 + VAT (AMA members) £193 + VAT (non members) *FREE to Audiences Northern Ireland members Book Now e
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— This course was brilliant! Delivery was great and has inspired me with ideas to take back. Thank you! After Beth’s ADUK workshop: Diving for pearls
BELFAST DATE IN PARTNERSHIP WITH 7 hours
10
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MARCH – JULY 2010
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hard graft
Marketing ‘difficult’ work
What is it about? What’s the difference between marketing ‘mainstream’ and marketing ‘difficult’ work? Are you constantly looking for those hard-tofind audiences for that tricky bit of challenging or unusual work? This day will explore what this might mean for your marketing campaigns.
Place london – 5 May The Women’s Library bristol – 19 May Watershed Media Centre
Who is it for? Those involved in the practical application of marketing campaigns for a broad or ‘tricky’ range of work.
Leeds – 27 May West Yorkshire Playhouse
What will I learn? • A better understanding of audiences for ‘difficult’ work and what motivates them, • a knowledge of how other organisations have developed these audiences, • practical ideas to try back at the office.
10.00AM to 5.00PM
time
Cost £133 + VAT (AMA members) £193 + VAT (non members) Book Now e
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— Very practical and useful, lots of ideas to take back and apply. trainer
After Kate’s ADUK workshop: Crystal clear
Kate Sanderson Partner, Indigo 7 hours
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strategic storytelling
Press and PR campaign strategy
trainer Angharad Wynne Marketing and Communications Consultant
14
What is it about? We often begin our press effort by writing a press release, releasing it and waiting with baited breath for coverage … but nothing appears. Deflated, we return to the drawing board and spend money on advertising – why? The key to successfully communicating your stories and messages to the media begins with a well thought-through press campaign strategy.
— Absolutely fantastic – any press officer should attend this event before any campaign. Invaluable!
cardiff – 2 June St David’s Hall Glasgow – 8 June City Halls manchester – 17 June Royal Exchange Theatre
Who is it for? Those with a few years’ experience of press or a press and marketing role within an arts organisation who would like to develop their skills to make more effective use of their time when dealing with press and media work.
London – 24 June The Women’s Library
What will I learn? • Create and execute a press and media strategy, • an improved understanding of the wide variety of tools to deploy in communicating with the media, when to use them, and to what effect, • how to make your relationship with the media more effective and productive, • how to integrate your marketing and press efforts.
Cost
Peter Ruddick, Communications Officer (Media), Liverpool Everyman and Playhouse (After 2009 workshop: Strategic Storytelling)
AMA EVENTS
Place
time 10.00AM to 5.00PM
£133 + VAT (AMA members) £193 + VAT (non members) Book Now e
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7 hours
MARCH – JULY 2010
15
Ama conference 2010
Pulling power — the social marketing revolution The Royal Armouries Museum and Saviles Hall, Leeds 20 – 22 July 2010
This year’s AMA conference will explore how interactive thinking is changing arts organisations and arts marketing. It’s simply no longer enough to create the most persuasive message, send it to the right target audience and expect them to make a rational decision to attend. Join over 500 arts professionals to find out how the social, interconnected world we live in is opening up to new opportunities, both online and offline. Discover new ways of engaging with the public and discuss how our marketing techniques and strategies will need to adapt to accommodate this change. The programme will include workshops for those relatively new to arts marketing, and strategic seminars for those in officer and management positions across a range of departments – marketing, audience development, press and PR, programming etc.
Cost ama member Book and pay by 31 March £339 + VAT (20% off the full member rate from June) Book and pay by 31 May £399 + VAT Book and pay from 1 June £423 + VAT NON ama member £497 + VAT For discounted group rates, accommodation details, up-to-date programme information and terms and conditions of booking, go to www.a-m-a.co.uk. Book Now e
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— Top conference this year. Lots of food for thought and things to put into practice. Nice one! @meganclareprice #ama2009
— Back after what seems best AMA conference ever, and I have been to them all. Congratulations to all, speakers, delegates, organisers. @BrandinyourHand #ama2009
Presentations, discussions and debates pitched at a senior level will enable those working as heads of department, CEOs and directors to come together to help the sector identify areas to develop. MEDIA PARTNER
SPONSORED BY 14 hours
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MARCH – JULY 2010
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community
AMA network meetings
ama terms and conditions • Delegates will receive a 100% refund or a credit note (as applicable) if the AMA office receives written notification of cancellation of the booking at least 14 days before the event takes place. • D elegates will receive a 50% refund or a credit note (as applicable) if the AMA office receives written notification of cancellation of the booking at least 7 days before the event takes place.
Cost £5 (pay on arrival) Book Now e
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— Very interesting! I came away with new thoughts on marketing. London
— Provided food for thought. Belfast
At an ama network meeting you will … • Meet with other arts professionals from a range of backgrounds and organisations, • find out what they are up to, • share ideas and new approaches, • learn something new, • get together, socialise and have a gossip. Network meetings offer you the chance to do all the above and more. Non members are very welcome too, so why not bring an arts friend and introduce them to the AMA? If you have any suggestions for future meetings, email neil@a-m-a.co.uk Keep a check for more dates and locations on www.a-m-a.co.uk.
• N o refund or credit note will be issued for cancellations received within 6 days of the date of the event. • T he booking may be transferred to another person within the same organisation at any point, but must be done so at the relevant rate. A booking made at the member rate cannot be transferred to a non member without their either joining the AMA or receiving an additional invoice for the difference between the two rates. • For conference booking terms and conditions go to www.a-m-a.co.uk • T he AMA will make every effort to deliver the programme as described but reserves the right to make any necessary changes to the programme.
This information is available in large print, electronic format and on the AMA website www.a-m-a.co.uk. Please contact Andrea Perseu on 01223 578078 or e-mail andrea@a-m-a.co.uk.
— Friendly and interesting.
AMA, 7a Clifton Court, Clifton Road, Cambridge CB1 7BN t 0044 (0)1223 578078 e info@a-m-a.co.uk w www.a-m-a.co.uk twitter @amadigital Registered in England 2814725
Newcastle
2009 conference images: Leo Cinicolo Photography www.leocinicolo.com 18
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I hope. I think. I know... As your knowledge grows, so does your confidence. Boost them both with an AMA book … The Marketing Manual by Heather Maitland is an easy-to-use, comprehensive reference book about the practicalities of arts marketing, providing an overview of how marketing tactics fit into marketing planning. Thinking BIG! is a guide to building and using strategic marketing plans for arts organisations by Stephen Cashman.
Small organisations will get help to make their marketing activities more effective with This Way Up – a flat-pack guide to marketing the arts by Caroline Griffin. £10 each + P&P Order now at www.a-m-a.co.uk or e-mail isky@a-m-a.co.uk
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Understand the basics of strategic marketing planning and create and implement a strategic marketing plan for your organisation.