AMA events April — July 2015
Get connected
Be inspired Shaped by your needs and informed by the latest ‘hot topics’ in arts marketing, our programme is designed to instil fresh thinking and to help you excel professionally. Did you know that inspiration is just a mouse click away? Discover the online knowledge hub, CultureHive, which continues to grow with new good practice case studies, toolkits, research and articles. As always, we are determined to keep your AMA experience as relevant as possible. So if you have any thoughts you would like to share, please do get in touch.
Cath Hume Head of Programme Cath@a-m-a.co.uk
The AMA takes its members on a journey to be the best that they can be, to raise more income, and to reach, engage and inspire more people, in deeper ways. Together, we drive a thriving arts and cultural sector.
AMA membership is the best way to get connected to other arts professionals with the same responsibility and passion for bringing art and audiences together. Membership is about more than upto-date and expert-led training, it’s about providing a place where you can belong and connect. We bring the right people together to connect ideas, share high-quality insights and latest thinking, enlighten one another and spark inspiration at events such as the annual AMA conference — this July in Birmingham. We facilitate conversation, ideas sharing and knowledge exchange with our online training and on-demand services, including culturehive.co.uk, screencast training videos and the AMA blog.
Join Online a-m-a.co.uk/membership
Telephone 01223 578078
Email membership@a-m-a.co.uk
Cost Membership starts from just £67 + VAT per year (£60 + VAT for a 6 month trial) with a range of price options to suit individuals and groups. You can expand your group membership from just £8.50 per month, so your whole team can get connected.
Did you know? It costs the same to join the AMA on a 6-month trial and book onto an on-location course as it does to book at the non-member rate.
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April — July 2015
How to book info@a-m-a.co.uk www.a-m-a.co.uk +44 (0) 1223 578078
06 Hard to Reach Online
16 Small Scale 28 Spot Development On Programme 22 Apr
Dates TBC
Online
08 Social Media Mixing
18 From ‘them’ to ‘us’
32 Like Adverts
Online
London
Online
28 Apr
23 Apr
5 June
10 June
10 Mentoring 24 Digital Storytelling
30 Insight from Data
Online
Online
30 Apr
London
14 May
16 June
12 UX? 26 Creative 34 AMA Leadership conference 2015 Cardiff 6 May Dinner Party — Stay Curious Edinburgh London
3 June 17 June
London
11 June
Birmingham
21 – 23 July
Icon key
How to
Strategy
Leadership
A practical ‘how to’ course. Expect to go home equipped with tangible, applicable skills
Look for this icon if you are after events focusing on strategy
High level courses tailored with leadership in mind
Online
On location
Residential
Part of our innovative online learning platform including screencasts and online learning discussions
Courses at venues across the UK
A residential course spans more than one day and involves at least one overnight stay
Latest thinking
Fundraising
Members only
To keep up to date with cutting edge ideas and practice, look for the light bulb
Fundraising events as part of the Arts Fundraising and Philanthropy programme
Events with this icon are an exclusive, member-only benefit. If you want to sign up, visit a-m-a.co.uk/ membership
CultureHive
Marketing Standards
Fundraising Standards
CultureHive events (found in the centre page tear out) are open to all, with a special rate for National Portfolio Organisations and AMA members
These numbered icons represent the Marketing Standards modules, which detail the skills you need at each stage of your career
These numbered icons represent the Fundraising Standards modules, which detail the skills you need at each stage of your career
Complete the Culture-Pro professional development tool at a-m-a.co.uk/culturepro to receive a personal development plan highlighting your strengths, achievements and training needs. You can then use this to inform which modules and events are most relevant to you
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Hard to Reach attracting and converting challenging groups
What is it about?
Online
How hard is it to reach ‘hard to reach’ audiences? Building a strong, loyal, local audience is key to the success of many arts organisations but attracting a truly representative audience can be challenging. During the workshop Mel Larsen will help you work through those challenges and present case studies of how other organisations have successfully overcome them.
22 April 2015
2.00pm – 4.00pm Mel Larsen Mel Larsen and Associates
£50 + VAT AMA members only
What will I gain?
Time to think through the challenges facing your organisation and how to overcome them — Tangible approaches to use when thinking about your future planning — Evidence of successful ways of attracting audiences that seem out of your reach
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Who is it for? Senior marketers who want to turn their ‘challenging’ groups into attenders.
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Social Media Mixing incorporating social media into a CRM strategy
What is it about?
Online
No matter how popular your organisation is, it is not the only place that conversations take place about your work. Understanding how your organisation appears as part of a wider conversation happening on social media is an important step to develop the confidence to behave as a genuinely social organisation. This online event will explore how your social media activity might grow from being ad hoc marketing to permeating the entire business. Using a mixture of case studies and discussion Andrew Campbell will work with you to help you plan how to integrate social media with your existing Customer Relationship Management (CRM) to widen appeal and understanding of your work, to sell tickets and to drive audience/visitor reach and engagement.
28 April 2015
2.00pm – 4.00pm Andrew Campbell eCRM Consultant
£50 + VAT AMA members only
Who is it for? This course is for senior marketers responsible for the strategic direction of their organisation.
What will I gain?
A set of case studies to use as inspiration for your organisational development — A clear vision of what is possible as a social organisation — Ideas for how you can help your organisation become a social organisation
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Mentoring growing together
What is it about?
Online
Do you want advice and guidance about your work and career? Do you have the potential to help another person expand their horizons? The AMA mentoring scheme will enrich you with the skills you need to further your professional development, either as a mentor or a mentee.
30 April 2015
After this online training session you will be matched with a suitable mentor/mentee within a short travelling distance from you. Easy to slot into your busy routine, meetings happen once every two months and are face-to-face wherever possible.
10.00am – 1.00pm Kate Whitlock Freelance Coach and Mentor
ÂŁ90 + VAT AMA members only
Who is it for? What will I gain?
Mentors: a stimulating, challenging and highly rewarding experience. Build coaching and counselling skills that are transferable to your personal and professional life. — Mentees: new skills, selfconfidence and increased motivation through sharing experiences and one-to-one feedback.
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AMA members who would like to continue their professional development and strengthen their skills base.
Note Download the mentoring information pack from a-m-a.co.uk/mentoring.
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UX? understanding user experience
What is it about?
Cardiff
‘UX’ is now a common term but what does it mean for you and your audiences? This session will look at online audiences, user journeys and how to improve the experience on your website. You will learn how to audit your own website, gain a greater understanding of your online audiences and be inspired by organisations already providing theirs with a great user experience (UX).
St David’s Hall 6 May 2015
What will I gain?
10.00am – 5.00pm
Practical ways to improve the user journey on your website. — Greater insight into the behaviour of your online audience. — An understanding of the term ‘UX’ and the implications of this for your organisation and its audiences.
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Edinburgh Dovecot Studios 3 June 2015
London NCVO 17 June 2015
Daniel Rowles Digital Marketing Trainer, Author and Consultant
£140 + VAT AMA members
£200 + VAT Non members
Who is it for? This workshop is for senior officers and marketing managers looking to improve the user experience they are currently offering.
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On Demand Can’t commit time to training right now? With our online, on-demand screencast training videos you can stay connected to the latest thinking and the freshest insights whenever — and wherever — your busy schedule allows.
We have screencasts covering a range of topics, from practical ‘how to’ and strategic videos through to videos about fundraising, and we’re adding more all the time.
Browse the screencasts at a-m-a.co.uk/screencasts
Small Scale Development Programme Be inspired to plan your route to reaching and engaging more people, more often, with the help of peers and expert trainers
What is it about?
North England
For the second time we are offering a bespoke programme designed specifically for leaders (CEO, artist, producer, general manager) with responsibility for developing the vision and future direction of a small-scale arts and cultural organisation (ten staff or less) based in England.
Venue TBC Date TBC
You are unlikely to have marketing in your job title, but you will be responsible for planning how you reach and engage audiences as part of what you do. The Small Scale Development Programme will take just a couple of days out of your busy schedule and will equip you with tangible skills to instantly apply to your organisation. It’s free of charge and will be provided on a first-come, first-served basis. Last year’s programme filled up fast, so make sure you secure your place as soon as possible.
Free
What will I gain?
Define your ambition and goals for developing audiences, visitors and participants — Develop a clearer understanding of the strengths and weakness of your current approach to engaging the public — Produce a simple marketing plan to help reach and engage more people, more often with your work — Inspire your colleagues with the new ideas and work up a practical, realistic approach to implement the plan
South England Venue TBC Date TBC
funded by Arts Council England
Who is it for? Leaders of small-scale arts organisations based in England.
Note The training consists of a three-day residential programme supplemented by online tutorials to help delegates implement their action points. This programme will also be taking place in the Midlands, London and South West England later in the year. For up-to-date details please visit: a-m-a.co.uk/ssdp
From ‘them’ to ‘us’ — the art of leading with an audience focus leadership symposium
What is it about?
fabric
This coming April, over 100 cultural leaders will come together to share stories, inspire one another, and uncover ideas, as we collaboratively and creatively think about how to adapt ourselves and our organisations to sharpen our focus on audiences.
London 23 April 2015
Contributors from across the arts and cultural sector will pose questions to stimulate our thinking throughout the day. Join the pioneers: those who are experimenting with their business models to place their audiences at the heart of their thinking, those finding new meaning and purpose in their founding values and those who are finding new ways to engage the public with their work. Join us to tackle the big questions, be inspired by new ideas, and explore future options for the growth and development of your own organisation and leadership. The Leadership Symposium will challenge arts and cultural leaders to explore the art of leading with an audience focus, expanding our collective thinking with fresh individual, organisational, and sector-wide responses.
12.30am – 5.30pm followed by a drinks reception and an optional dinner
Russell Willis Taylor Independent Consultant, formerly President and CEO of National Arts Strategies
Bruce Coppock President and CEO of the St Paul Chamber Orchestra
Dame Fiona Reynolds Master; Member of the College Council, University of Cambridge, previously Director-General of National Trust
£77 + VAT without dinner
£TBC + VAT with dinner
Who is it for? CEOs and cultural leaders from organisations large and small based in England, from across the artforms. them-to-us.org/symposium
Culture-Pro is a free professional development tool for cultural marketers and fundraisers, designed to build your skills, increase your professional knowledge and ultimately help you excel in your career.
What will I gain?
Try it now at
By completing a series of modules, Culture-Pro creates a Personal Development Plan tailored to you. It highlights your strengths, achievements and training needs, and suggests customised online resources and upcoming training events that will help you progress your career.
a-m-a.co.uk/culturepro
For managers, Culture-Pro offers a great tool to inform appraisals and plan for staff training needs. The platform also offers free job description templates for creating new roles and updating existing ones.
How does it work? Firstly you will be asked to select your current career level, the site then offers you a set of focused modules to complete. Each module covers an aspect of your role. You can log back in to the site at any time to monitor your progress and complete more modules. The more modules you complete, the more accurate and useful your Personal Development Plan will be.
Digital Marketing Academy The Digital Marketing Academy is returning for a second round with an 8-month programme of work-based experiments testing innovative ideas on real audiences. Later in the Academy there will be a series of online workshops around the themes explored. About Culture-Pro The AMA is working as part of the Arts Fundraising and Philanthropy programme to deliver CulturePro and CultureHive for fundraisers along with a programme of strategic fundraising and development training. a-m-a.co.uk/culturepro/
About CultureHive Go to culturehive.co.uk to discover over 1000 free cultural marketing guides, toolkits, research, case studies and more. CultureHive best practice is managed by the Arts Marketing Association in partnership with The Audience Agency, part of Arts Council England’s Audience Focus programme, supported by Lottery funding. CultureHive is a registered trademark. in partnership with
supported by
Your Network Network meetings We encourage members to help shape the sector and inspire colleagues by sharing their stories at regional network meetings and on location training. Look out for your nearest network meeting at a-m-a.co.uk/networking and book a place online, or email sophie@a-m-a.co.uk. If you’d like to suggest a location or topic for a future meeting email neil@a-m-a.co.uk.
Mentoring At the AMA, we connect people and help them to work together to discover skills and identify best practice through our mentoring scheme, which has been a huge confidence boost for mentors and mentees alike over the past fifteen years. (See page 28)
AMA membership offers a platform to help you broaden your horizons and expand your network, whatever your level of experience. Get connected with the largest cultural marketing network in the UK
AMA conference 2015 The annual conference (see page 34) is just as much about inspiring each other as being inspired by the leading experts within our field. It is a chance to meet old friends, gain new ones and to refresh your thinking for another year. a-m-a.co.uk/AMAconference2015
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Digital Storytelling a masterclass in mobile media marketing
What is it about?
The Wellcome Collection
The rich content that we produce, as arts and cultural organisations, is one of our key strengths. In this highly practical masterclass you will learn how to capture and tell your stories by producing and sharing content rich video, images and audio, using just your Smartphone or tablet. Be inspired by Christian Payne’s experience and sharpen your digital storytelling skills to enhance your visitor relationships.
London 14 May 2015
10.00am – 5.00pm Christian Payne aka @Documentally
£175 + VAT AMA members
What will I gain?
£250 + VAT
An insight into the creative opportunities of using a mobile device — Guidelines for creating effective video, photographic, text-based and audio content to share and tell your organisation’s story — Hands-on experience of creating, curating and sharing real-time content
Non members
Who is it for? This event is aimed at anyone wanting to create engaging content for the web.
Note You will need an iOS or android Smartphone to take part in the course. A tablet would also be suitable.
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An introduction to a range of relevant apps to help you connect and engage your audiences and stakeholders
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Creative Leadership Dinner Party network and share with fellow arts leaders
What is it about?
London
This is a networking event for those in marketing and fundraising leadership roles.
Hubbard & Bell 11 June 2015
Your host, Sandra Schembri, will talk about the challenges of leadership and share her wide ranging experience. Following Sandra’s talk, delegates will enjoy a delicious dinner and the chance to network with their peers.
7pm arrival
Sandra Schembri has over fifteen years’ experience working in the charity, corporate and media sectors and is now CEO of The House of St Barnabas. Prior to working with The House of St Barnabas Sandra’s previous roles have included Partnership and Membership Director for Ronnie Scott’s, Head of Events for The Royal Academy of Arts and Head of International Events at Bloomberg.
£65 + VAT
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Sandra Schembri The House of St Barnabas
AMA members
£130 + VAT Non members
Who is it for? This is a networking event for those in marketing and fundraising leadership roles.
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Spot On developing audience focused content strategy
What is it about?
Online
What is a content strategy? What goes in it? How does it link to my marketing strategy?
5 June 2015
10.30am – 12.30pm Tamsin Bishton will share her tried and tested framework to give delegates a clear process for developing an audience-focused content strategy designed to achieve marketing and business goals.
Tamsin Bishton Freelance Content Strategist
What will I gain?
£45 + VAT
A framework to help develop your own content strategy — Guidelines on good practice — A clear idea of what you should be considering in your content strategy — An understanding of how this process fits into wider marketing strategies
AMA members
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£45 + VAT Arts Council England NPO
£115 + VAT Non members
Who is it for? This session is for people who are confident writing other strategies but would like to know more about content strategies.
In partnership with
Supported by
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Like Adverts effective Facebook advertising
What is it about?
Online
Who is making Facebook advertising work? How are they doing it?
10 June 2015
10.30am – 12.00pm In this workshop you will explore the range of Facebook advertising options available and decide where to spend your limited budgets. Katie Moffat will share tips for successful adverts. Consider how to maximise conversion rates through effective user journeys and how to analyse your success, consider how to effectively monitor and analyse the success of your Facebook campaigns.
Katie Moffat The Audience Agency
£45 + VAT AMA members
£45 + VAT Arts Council England NPO
£115 + VAT What will I gain?
A comprehensive understanding of Facebook advertising — Essential knowledge needed to plan, develop and maintain effective adverts — Best practice guidance on developing effective online advertising to increase ROI and visitor numbers
Non members
Who is it for? This session is for professionals who are relatively new to Facebook advertising.
In partnership with
Supported by
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Insight from Data converting data into actionable insight
What is it about?
Online
Being able to extract relevant insight from data is a key skill for marketing planning and deploying techniques in our arts marketing armoury. Identifying the data that will have the most meaningful impact among the wealth of information we have available makes best use of our limited resources and helps us build more effective relationships.
16 June 2015
Roger Tomlinson will review how we can best understand customer behaviour and the opportunities for audience development in your catchment area. He will explore the opportunities in Customer Relationship Management (CRM) to hone communications with your audiences to help build relationships and foster loyalty.
£50 + VAT
10.30am – 12.30pm Roger Tomlinson Consultant
AMA members only
Who is it for? Senior marketers using data to inform decisionmaking and to improve the relevance and effectiveness of communications.
What will I gain?
An understanding of how to turn data from a wide variety of sources into actionable insight — Practical examples to apply to your work — Methods for integrating data into your planning and practice — Opportunities to develop, manage and maximise one-to-one relationships with your audience
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AMA conference 2015 Stay curious redefining, reimagining and reinventing our relationship with the public
Media partner
In partnership with
Conference supporter
Social sponsor
What is it about? This conference will bring together 600 inquiring minds working across the arts, culture and heritage sector to share ideas, insights and inspiration about our future relationships with audiences. Our speakers include those who have been deeply curious about evolving public needs, desires and values and are using this insight to adapt their approach and to grow their audience. They are people who have questioned how their organisation could become and remain a core and vital part of people’s lives and worked across the team to define their purpose and enhance the difference their organisation makes to the world. Those who have sparked changes to their business, marketing, audience, fundraising, digital or PR strategies and are driving engagement, building demand and maximising income as a result will share their experience. Join them to hear their stories, share your own, and inspire new solutions.
Birmingham Repertory Theatre and the Library of Birmingham Birmingham 21 – 23 July 2015
AMA members book and pay:
£379 + VAT before 31 March 2015
£441 + VAT before 1 June 2015
£469 + VAT from 2 June 2015
£549 + VAT Non AMA Members
More information For discounted rates, bursaries, accommodation details, up-to-date programme information and terms and conditions of booking, go to: a-m-a.co.uk/ AMAconference2015 @amadigital | #amaconf
Fundraising and development programme a part of the Arts Fundraising and Philanthropy programme
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Here for you
Without exaggeration, this was one of the most useful training courses I have attended to date. I would highly recommend anyone else try this course. I have come away from the course and already changed our blog and written three pages of recommendations for the marketing manager! Dawn James Polka Theatre
Melissa Gerbaldi Ambassador
Sophia Linehan Ambassador
Cath Hume AMA Staff
Jake Young AMA Staff
Julie Aldridge AMA Staff
Joanna Davies Ambassador
Danielle Black Member Rep
Claire Treadwell AMA Staff
Laurie Kremer AMA Staff
Neil Parker AMA Staff
Rebecca Davis Member Rep
Ray Clenshaw Member Rep
Kate Gambrell Member Rep
Suzanne Bull Member Rep
I felt lucky to have spent the day in this way — learnt a lot. Kate Raines Theatre Royal Winchester Vicki Chelms Ambassador
Andrew Raffan Member Rep
Alison Lewis Member Rep
Jacqueline Haxton AMA Staff
Kat Havelock Ambassador
Danielle Patrick AMA Staff
This has been a great experience and we have both gained from it. Ronny Kimbell Mentor
Sophie Channon AMA Staff
Verity Sanderson AMA Staff
Jo Diver AMA Staff
Sarah Johnson Ambassador
Annabel Busher AMA Staff
Susan Meade Member Rep
I was promoted to manage a team last summer and was able to use the mentoring scheme as an additional way of showing management experience Helen Bolt AMA Staff
Siobhan Neil Member Rep
Stephanie Moore Head of Marketing Communications, Royal Holloway, University of London
AMA Event Booking Terms and Conditions —
Delegates will receive a 100% refund of monies paid or a credit note (as applicable) if the AMA office receives written notification of cancellation at least 14 days before the event takes place.
— Delegates will receive a 50% refund or credit note (as applicable) if the AMA office receives written notification of cancellation at least 7 days before the event takes place, or the value of the booking can be transferred to another person at the relevant rate for the same event.
This brochure information is available in large print, electronic format and on the AMA website www.a-m-a.co.uk
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Delegates will not receive a refund or credit note (as applicable) for cancellations within 6 days before the event takes place. However, the value of the booking can be transferred to another person at the relevant rate for the same event.
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The AMA will make every effort to deliver the programme as described but reserves the right to make any necessary changes to the programme.
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Please refer to the AMA website for full workshop terms and conditions, and for separate Retreats, mentoring, Digital Marketing Day and AMA conference terms and conditions.
Please contact Jake Young on 01223 578078 or e-mail jake@a-m-a.co.uk
Join us on Twitter at @amadigital AMA, 7a Clifton Court Clifton Road, Cambridge CB1 7BN E info@a-m-a.co.uk W www.a-m-a.co.uk T +44 (0) 1223 578078 Registered in England 2814725 The District created this.
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