AMA events September 2015 — March 2016
Get connected
Hello Welcome to your latest AMA programme offering a flexible and inspiring training experience to connect you to the latest thinking, cutting edge ideas and each other. As the leading network for the sector and mustjoin membership organisation, we strive to help you achieve as much impact as possible from your marketing and fundraising, enabling you to be the best you can be, and ultimately, reach more people, more often with your work. This season there are three overarching programme themes – research, branding and diversity. You can pick and mix on location and online events that best suit your professional development needs. This year’s digital marketing day will ensure we are truly looking at our marketing through the minds of the audience, and you or your team can get away from the desk to be better equipped for the future and thoroughly invigorated at Retreat 1. Enjoy browsing!
Cath Hume Head of Programme cath@a-m-a.co.uk
September 2015 — March 2016
06 Mentoring Online
25 Sept 2015
14 Your Brand Glasgow 3 Nov 2015 Liverpool London
10 Nov 2015 11 Nov 2015
08 Improving your CRM
16 Mobile Video Production
Cardiff Newcastle London
London
7 Oct 2015 13 Oct 2015 15 Oct 2015
5 Nov 2015
10 Demystifying 18 Dinner Party – Crowdfunding reflections on branding Online
How to book info@a-m-a.co.uk www.a-m-a.co.uk +44 (0) 1223 578078
15 Oct 2015
Manchester
19 Nov 2015
12 Diversity Counts
20 Designing Your Brief
London Edinburgh Manchester
Online
29 Oct 2015 5 Nov 2015 3 Dec 2015
25 Nov 2015
32 Digital 360 40 Diverse Audiences
48 Statistical Stories
London
London
8 Dec 2015
Online
11 Feb 2016
34 Arts Disaster Appeals
42 Google Analytics
Online
Birmingham London
15 Dec 2015
36 Insight from Data
44 Brand Loyalty
Online
London
13 Jan 2016
24 Feb 2016 2 Mar 2016
24 Feb 2016
38 Fundraising for Touring Companies
46 Retreat 1
Online
Cambridge 7 – 10 Mar 2016
19 Jan 2016
15 Mar 2016
50 Acquisition, Cultivation and Stewardship Online
17 Mar 2016
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.
We're the lucky ones who get to work in the dynamic and ever-changing arts world. And as the people responsible for engaging audiences, visitors and donors with our organisations, it's essential that we're well equipped with the knowledge, tools and support network necessary to allow the sector to thrive. AMA members work together to share latest thinking and inspire each other through programmes such as the mentoring scheme and events like Digital 360 this December in London. They connect at network meetings and keep up to date with online training, knowing wherever they may work, they are part of a much larger team.
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 plus VAT 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 an on location course as it does to book at the non-member rate.
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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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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.
25 September 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, self-confidence and increased motivation through sharing experiences and one-to-one feedback
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7
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.
8 07
Improve your CRM maximise your ROI
What is it about?
Cardiff
Effective Customer Relationship Management (CRM) is essential at a time when resources are getting tighter. This workshop will look at how to make the most of your CRM and increase your return on investment by addressing areas including:
St David’s Hall 7 October 2015
• • • •
What does excellent CRM look like? Examples from the cultural sector and beyond Why do we need a 360 degree customer view and how can we achieve it? What makes a strong CRM strategy and where does it fit with my other strategies? How are organisations bringing together diverse data sets and how can I do the same?
Newcastle Newcastle Arts Centre 13 October 2015
London NCVO 15 October 2015 TBC
10.00am – 5.00pm Andrew Thomas
Andrew will be inviting delegates to share their specific challenges and questions prior to this event to ensure that it is tailored to the individuals attending.
Principal, The Ticketing Institute
£140 + VAT AMA members
What will I gain?
£200 + VAT
This workshop will inspire you to improve your CRM in order to make best use of limited resources and maximise your return on investment
Non members
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Who is it for? This course is for people with responsibility for CRM and the ability to influence the CRM strategy and implementation in their organisation.
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Demystifying Crowdfunding effectively weaving crowdfunding into your fundraising and audience development strategies
What is it about?
Online
Successful crowdfunding campaigns have been the ones where communications, marketing and fundraising teams have worked together as part of a wider audience development strategy.
15 October 2015
Kerstin will explore the importance of finding the right project and of creating a convincing donor proposition that will form the basis of all messaging around a crowdfunding campaign. To successfully reach the campaign target, arts organisations need more than digital technology and social media: it will involve collaborative working across the whole organisation.
10.30am – 12.30pm Kerstin Glasow Senior Marketing Manager, Art Fund
£45 + VAT AMA members Non members Arts Council England NPOs
Who is it for? What will I gain?
An understanding of rewards-based crowdfunding and how to effectively use it — The chance to learn how to plan and run a crowdfunding campaign for your organisation — Advice on how to create a strong donor proposition — An overview on how to utilise collaborative working across the organisation to ensure a successful and effective crowdfunding campaign
2
This workshop is for fundraisers and marketers who lead on and/or have an influence on their organisation’s fundraising and/or marketing and audience development strategies.
10 11
Diversity Counts reaching the ‘hard to reach’
What is it about?
London
Are you struggling to engage the diverse audiences your organisation has identified as a priority? Building a strong, loyal, local audience is key to the success of many arts organisations but attracting a truly representative audience can be challenging.
NCVO 29 October 2015
During the workshop Mel Larsen will help you work through those challenges and present case studies of how other organisations have successfully overcome them. This workshop will look at diversity in its broadest terms.
Edinburgh Dovecot Studios 5 November 2015
Manchester The International Anthony Burgess Foundation 3 December 2015
10.00am – 5.00pm 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
Mel Larsen Consultant
£140 + VAT AMA members
£200 + VAT Non members
Who is it for? This workshop is for people working at Manager/Senior Officer level and will provide a mix of strategic thinking and practical ideas.
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Your Brand the core of your organisation
What is it about?
Glasgow
Logos, visuals, colours, feelings – what is brand and does yours represent your organisation? Find out how to create a strong brand that reflects your vision and mission, how to embed your brand across your whole organisation and how to create a cohesive brand experience for your audiences.
CCA 3 November 2015
Through practical group exercises you will explore what ‘brand’ means and learn how brand strategies can be successfully implemented into your daily marketing practice. Take away tips and techniques on how to improve online and offline branding, how to excite audiences with dynamic brand experiences, and most importantly how you can ensure brand is understood by your colleagues, and at the core of your organisation.
Liverpool The Bluecoat 10 November 2015
London NCVO 11 November 2015
10.00am – 5.00pm Sarah Chambers Arts Management Consultant, Chambers Consulting
What will I gain?
Takeaway tips on how to implement effective brand strategy — Insight into how to create a strong brand — An understanding of how your brand can and should reflect your vision and mission
£140 + VAT AMA members
£200 + VAT Non members
Who is it for? This workshop is for marketing professionals responsible for implementing brand strategies in their organisation.
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Mobile Video Production a masterclass in creating great content
What is it about?
London
What is mobile video and how should we use it as marketers? Christian travels light and works fast; he’ll help you explore the best ways to use the camera on your mobile, introduce you to apps and add-ons, how to edit video on your device and reveal top tips for getting the best shots and sound on your mobile.
Wellcome Collection 5 November 2015
10.00am – 5.00pm Christian Payne aka @Documentally
This practical workshop includes group exercises, case studies and hands-on shooting of video. If you’re curious about mobile video production, this masterclass will help you improve your understanding and develop your skills in creating great video content.
£175 + VAT AMA members
£250 + VAT Non members
Who is it for? What will I gain?
Top tips on shooting, editing and uploading — Hands-on experience shooting your own videos on your mobile device — An understanding of how best to create video for Vine, Instagram, Tumblr and YouTube — An introduction to live streaming
Marketers responsible for creating engaging digital content.
Note You will need to bring a fully charged mobile device to take part in this course and will be asked to install certain apps prior to the event.
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Dinner Party reflections on branding
What is it about?
Manchester
This is a unique networking event for senior arts marketers and fundraisers.
Artisan 19 November 2015
Join Rob Gray from creative agency Squad, a partner for leaders with big challenges and bold ambitions, for a pre-dinner talk. Rob will explore the idea of brand story – what the arts are doing well and what new perspectives and initiatives on brand are emerging from more commercial sectors.
6.00pm – 9.00pm Rob Gray Managing/Strategy Partner, Squad
Susie Stubbs After dinner you will hear from Susie Stubbs, the Managing Director of Manchester-based branding agency, Modern Designers. Susie has almost 20 years’ experience working with both commercial and high profile arts organisations and through case studies and examples from her own work, will present the challenges and opportunities faced when re-branding an arts organisation.
Managing Director, Modern Designers
£65 + VAT AMA members
£130 + VAT Non members
Who is it for? Both Rob and Susie have extensive knowledge and expertise in the areas of brand design, brand consultancy and brand management. Among their clients are: Environment Agency, London Zoo, National Railway Museum, The Whitworth, Manchester City Council and Tate Liverpool.
What will I gain?
An opportunity to network with fellow changemakers — An insight into new perspectives and fresh ideas on branding — Time to reflect on your own brand
3
6
This is an exclusive networking event for those in senior marketing and fundraising roles.
Note Joining the AMA could save you money on your booking for this event and will give you access to the full range of AMA events and services.
Visit a-m-a.co.uk/membership to find out more.
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Designing Your Brief the do's and dont's of writing a design brief
What is it about?
Online
A good design brief will direct and inform a designer or design agency without constraining creativity. Effective marketing communication begins with an effective design brief that ensures your project is produced to the highest standards, within budget and to deadline.
25 November 2015
10.30am – 12.30pm Laraine Penson
This practical online workshop will guide you through the do’s and don’ts of writing a design brief to ensure that your marketing copy achieves its aims and objectives.
Associate Producer, AMA
What will I gain?
This workshop is for AMA members who want to learn how to write a design brief.
£50 + VAT AMA members
Who is it for?
Advice on establishing clear objectives to ensure the design brief reflects your marketing campaign’s vision — A project management-style timetable to ensure your design project is produced to deadline and within budget — An insight into design terminology to ensure your brief provides a clear synopsis of the marketing campaign's objectives — An understanding of what to include in a design brief to ensure a designer can bring your marketing copy to life
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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?
Leeds
For the second time we're offering a bespoke programme designed specifically for leaders (CEO, artistic director, producer, etc) of the most exciting small-scale arts and cultural organisations with ten staff or less, based in England.
Weetwood Hall 29 September – 1 October 2015
As a leader, you are responsible for developing the vision and direction of your organisation. You won't necessarily 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 few days out of your busy schedule and will equip you with tangible skills to instantly apply to your organisation.
Cambridge The Møller Centre 23 – 25 November 2015
Poole RNLI College 13 – 15 December 2015
Leicester College Court 18 – 20 January 2016
London Devonport House 3 – 5 February 2016
Various speakers What will I gain?
Define your ambition and goals for developing audiences, visitors and participants — Work with expert speakers and produce a marketing plan to take back to your organisation 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
2
£50 + VAT AMA members Non members Arts Council England NPOs Price includes accomodation, meals and an AMA membership. See a-m-a.co.uk/ssdp for details.
Who is it for? Leaders of small-scale arts organisations based in England.
Visit a-m-a.co.uk/ssdp
CultureHive online workshops See a-m-a.co.uk/events for details and look out for the CultureHive ebulletin.
How to make the most of Google Analytics
Like Adverts
23 September 2015
8 October 2015
10.00am – 12.00pm
10.30am – 12.00pm
Mary Butlin
Katie Moffat
Director, Tonica
Head of Digital, The Audience Agency
£45 + VAT
£45 + VAT
AMA members and Arts Council England NPOs
AMA members and Arts Council England NPOs
£115 + VAT
£115 + VAT
Non members
Non members
UX
A Way with Words
21 October 2015
5 November 2015
2.00am – 3.30pm
10.30am – 12.30pm
Daniel Rowles
Jo Taylor
Digital Marketing Trainer, Author and Consultant
Senior Consultant, Morris Hargreaves McIntyre
£45 + VAT
£45 + VAT
AMA members and Arts Council England NPOs
AMA members and Arts Council England NPOs
£115 + VAT
£115 + VAT
Non members
Non members
Social Media Analytics
Step by Step
2 December 2015
24 February 2016
4.00pm – 5.30pm
10.30am – 12.30pm
Alli Houseworth
Kate Sanderson
Founder and Chief Strategrast, Method 121
Partner, Indigo Ltd.
£45 + VAT
£45 + VAT
AMA members and Arts Council England NPOs
AMA members and Arts Council England NPOs
£115 + VAT
£115 + VAT
Non members
Non members
Theory into Practice
Campaign Evaluation
2 March 2016
9 March 2016
10.30am – 12.30pm
10.30am – 12.30pm
Kate Sanderson
Kate Sanderson
Partner, Indigo Ltd.
Partner, Indigo Ltd.
£45 + VAT
£45 + VAT
AMA members and Arts Council England NPOs
AMA members and Arts Council England NPOs
£115 + VAT
£115 + VAT
Non members
Non members
Fast Track CultureHive digital marketing intensive
What will I gain?
Cambridge
The aim of the programme is to provide participants with a safe learning environment in which to develop and enhance their skills in digital marketing including planning, integrating digital into existing strategies, leading practice in digital tools.
The Møller Centre 3 – 4 December 2015
The AMA strongly believes that digital activity should be integrated with marketing plans in line with the artistic and business plans.
Daniel Rowles Digital Marketing Trainer, Author and Consultant
Katie Moffat PR and Communications Consultant
Vicki Allpress Hill What will I gain?
The opportunity to work with digital marketing experts and peers from across the sector to explore the role of digital in our strategic plans and the impact this can have on your organisation and your audiences — Increased confidence in your ability to plan and implement digital marketing strategies — A framework for an integrated digital marketing strategy to implement in your organisation
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4
Director, The Audience Connection
£295 + VAT AMA members Non members
Who is it for? This CultureHive Intensive is designed for marketing managers working in English arts and cultural organisations with a good level of marketing experience but less digital knowledge.
Visit a-m-a.co.uk/fasttrack
Digital Marketing Academy The Digital Marketing Academy continues as the second cohort of Fellows experiment and test innovative ideas on real audiences. Learn more around the themes explored at the Academy by attending our online workshops and follow the Fellows’ progress on the blog: academy.culturehive.co.uk/blog2-0 About Culture-Pro The AMA is working as part of the Arts Fundraising and Philanthropy programme to deliver Culture-Pro 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.
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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 info@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 06).
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
Digital Marketing Day The annual Digital Marketing Day is a chance to meet old friends, gain new ones and to refresh your digital thinking for another year. (See page 32).
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What is it about?
London
Throughout the arts and cultural sector we see great examples of digital marketing extending reach and increasing interaction with audiences and visitors, but is this enough?
Sadler’s Wells 8 December 2015
Are we utilising the full opportunities of creating a seamless, surround sound audience experience that this age of always-on marketing offers? Are we truly looking at our marketing through the minds of the audience and ensuring that we are providing an inspiring as well as integrated and effective omnichannel experience? Digital 360 will bring together leading experts from within and outside the sector to take a collective look at how we can answer these questions and achieve the ultimate ambition of crafting the personalised, consistent experience our visitors are coming to expect. Join them to explore improved data connections, delivering 360 degree campaigns, working across departments and trialling new ways of working to provide our audiences with smooth, effective journeys through our communications channels to achieve our targets, and more.
10.00am – 5.00pm Various speakers £158 + VAT AMA members
£219 + VAT Non members
Who is it for? Digital 360 is for people working in the cultural sector in arts and heritage organisations and museums. It is for people who work in digital, marketing, or leadership positions who want to hear the latest thinking, learn from successful, innovative case studies and change the role digital plays in their organisation.
Visit a-m-a.co.uk/digital360
Supported by
Briefing sponsor
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Arts Disaster Appeals Battersea Arts Centre case study
What is it about?
Online
On Friday 13 March 2015 a major fire at Battersea Arts Centre (BAC) destroyed the Grand Hall and Lower Hall spaces. Before the fire engines had put out the flames a national arts disaster appeal had been launched.
15 December 2015
10.30am – 12.00pm Kane Moore
In this workshop, Kane will describe the process of setting up the BAC fire arts disaster appeal. He will share the lessons learnt and reflect on how the fundraising message of the emergency appeal was managed alongside the communication message that the venue is still open for business. Kane will also explore the biggest post-appeal challenges facing BAC.
Head of Development, Battersea Arts Centre
£45 + VAT AMA members Non members Arts Council England NPOs
Who is it for? What will I gain?
Inspiration around how to utilise social media and crowdfunding to harness the power of the emotional response to an arts disaster — Ideas around how to convert ‘sticky’ donors from arts disaster appeals into regular supporters — Expert advice on how to incorporate the successes of an arts disaster appeal into your longer-term fundraising strategy
17
The workshop is for any fundraiser interested in the Battersea Arts Centre fire arts disaster appeal and the lessons learnt during that appeal.
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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 amongst the wealth of information we have available makes best use of our limited resources and helps us build more effective relationships.
13 January 2016
In this workshop Roger will review how we can best understand customer behaviour and the opportunities for audience development in your catchment area. Discover the range of opportunities in Customer Relationship Management (CRM) to enhance communications with your audiencs to help build relationships and loyalty.
What will I gain?
10.30am – 12.30pm Roger Tomlinson Consultant
£50 + VAT AMA members only
Who is it for? Senior marketers using data to inform decision-making and to improve the relevance and effectiveness of their communications.
An understanding of how to transform data from a wide variety of sources into actionable insight — Practical examples to apply to your work — Insight into integrating data into your planning and practice — Opportunities to develop, manage and maximise one-to-one relationships with your audience
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Fundraising for Touring Companies engaging with and reaching individual supporters
What is it about?
Online
Is it harder for touring companies and non-venue based organisations to secure individual support compared to venue-based organisations? During this interactive workshop, David will examine this question and work with you to find creative approaches to engaging with and reaching individual supporters.
19 January 2016
David will draw upon his experience at English Touring Opera, as well as his experience of working with arts and culture organisations around the world, to talk about the fundraising challenges facing touring companies: what works and what doesn’t work. He will explore the donor journey and the different stages of individual giving and how touring impacts on that journey.
What will I gain?
New ideas on how to engage and reach supporters — Creative thinking around individual giving — Tips on how to cultivate donors and implement individual giving within your own touring company — Advice on overcoming obstacles, such as limited access to box office data
10.30am – 12.30pm David Burgess Fundraising Consultant, The Management Centre (=mc)
£45 + VAT AMA members Non members Arts Council England NPOs
Who is it for? Fundraisers or arts professionals responsible for fundraising in small to medium sized touring companies.
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Diverse Audiences a case study
What is it about?
Online
How can arts organisations address the challenge of engaging with and meeting the needs of diverse audiences.
11 February 2016
In this workshop, Rebbecca Conneely will talk about how the Liverpool Everyman and Playhouse theatres are working towards an Everyman for everyone to reflect the aspirations and concerns of its audiences. Rebbecca will specifically look at the recent work the theatres have undertaken in engaging with and meeting the needs of diverse audiences.
10.30am – 12.30pm Rebbecca Conneely Head of Communciations and Sales, Liverpool Everyman & Playhouse Theatres
£50 + VAT Rebbecca will talk about the need to move beyond box-ticking and will discuss how diversity should be an integral part of your organisation’s brand and business practice.
What will I gain?
An understanding of how to devise and plan a diversity strategy and ensure that it’s a living document — Insight into how to communicate a welcoming message to diverse audiences — Recommendations on how to embed diversity throughout your organisation
3
AMA members only
Who is it for? This workshop is for senior officers and marketing managers wanting to learn more about working with diverse audiences and the work that the Liverpool Everyman and Playhouse theatres have done in this area.
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Google Analytics plan, deliver, report
What is it about?
Birmingham
This workshop will consider the three phases of Google Analytics:
CBSO 24 February 2016
London • • •
How to ensure your use of analytics has an impact on your organisation. Considering analytics to help with planning, monitoring and evaluation. How to find the data you need. Analytics to inform future plans, demonstrate ROI, monitor campaigns and understand audiences. How to report the data effectively for your team, managers, board members and stakeholders.
NCVO 2 March 2016
10.00am – 5.00pm Mary Butlin Director, Tonica
£140 + VAT AMA members
What will I gain?
£200 + VAT
A chance to either plan or review your use of Google Analytics — Time to consider how the data can be used to make the most of limited resources, improve ROI and increase audiences — The opportunity to submit your own data in order to see you can extract the data you need — Insight into how best to present the data that you have gathered so that it has the impact you want
Non members
1
Who is it for? This workshop is for anybody already using analytics but wanting to refine and develop this area of their work.
Note Limited technical skills required for the workshop. Delegates will ideally be able to bring a laptop to this masterclass but this is not essential.
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Brand Loyalty winning the active engagement of audiences
What is it about?
London
Excellent brands exist all over the world but how do they maintain loyalty from their audiences? Robert Jones will explore why ‘brand’ is vital for arts organisations, what brand loyalty means and why it is on the decline. Discover how successful brands go beyond loyalty to win the active commitment of their audiences.
Whitechapel Gallery 24 February 2016
Robert’s work focuses on helping his clients stand out from the crowd; he has worked with Barclays, Camelot, Oxfam and Virgin.
2.00pm – 5.00pm Robert Jones Head of New Thinking, Wolff Olins
£140 + VAT AMA members
£200 + VAT What will I gain?
An understanding of what ‘brand’ really means — Greater insight into brand loyalty — An opportunity to ask a leading brand expert your questions
Non members
Who is it for? This event is for senior marketers responsible for brand strategy in their organisations.
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Retreat 1 discover new heights
What is it about?
Cambridge
Retreat 1 is an intensive professional development programme designed to provide participants with the strategic marketing toolkit required to become more effective at developing audiences for the arts. Whether your aim is to attract new audiences, to get them to engage more frequently, or to attract a more diverse range of people, this programme will help you to review the impact and return on investment of your current marketing campaigns and will provide you with the skills needed to develop your career.
The Møller Centre 7 – 10 March 2016
Various speakers £899 + VAT AMA members (Early Bird rate) (book and pay by Friday 30 October 2015)
£975 +VAT AMA members (Full rate)
What will I gain?
A framework for developing the marketing communications strategy within your organisation — Good practice in segmentation and how this could help improve the effectiveness of your marketing strategies — A chance to think in more depth about the challenges and opportunities that you are facing — The opportunity to work with arts marketing experts, and peers from across the sector
1–4
Who is it for? Arts marketers working at senior marketing officer/new manager level (or equivalent). You will have a strong knowledge of marketing campaign planning and implementation and be looking to develop a more strategic approach to your work. The programme is designed for those who are looking to step up into a managerial level marketing position within the cultural sector.
Visit a-m-a.co.uk/retreats
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Statistical Stories a masterclass in using data creatively to reach and engage your audiences
What is it about?
London
Presenting data in a visual and creative way can effectively engage colleagues, stakeholders and audiences to help you meet your objectives. This workshop will take you through the process of creating a strategy, considering the data that you might use and using a range of tools to create effective visual communications.
Wellcome Collection 15 March 2016
10.00am – 5.00pm Michelle Goodall Consultant
Michelle will share her experience of working in the arts and commercial sectors with multiple types of data and multiple audiences. During the day delegates will be able to frame their own challenges and have the opportunity to use a data set to trial some of the techniques they have been shown.
£175 + VAT AMA members
£250 + VAT Non members
Who is it for? What will I gain?
An understanding of the multiple ways you can turn data into visuals — A toolkit to use when communicating data results to colleagues, managers, boards, stakeholders and delegates — Improved results from your communications
This course is for people who can access data and are responsible for internal or external marketing and/ or communications.
Note Limited technical skills required for the workshop. Delegates will ideally be able to bring a laptop to this masterclass but this is not essential.
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Acquisition, Cultivation and Stewardship Chickenshed: a case study in donor development
What is it about?
Online
Chickenshed is an inclusive theatre company based in a purpose-built venue in North London and with a base in South London. They create theatre for all ages and run successful outreach projects, education courses and membership programmes throughout the year.
17 March 2016
In this workshop Adam will share his experiences of donor development at Chickenshed and the processes the theatre company have utilised to find donors, to keep donors and to grow donors. Drawing upon his experience both in and outside of the arts, Adam will focus on individual giving and how to support your donor’s journey in order to develop your donor base.
What will I gain?
10.30am – 12.30pm Adam Gallacher Head of Fundraising, Chickenshed Theatre
£45 + VAT AMA members Non members Arts Council England NPOs
Who is it for? The workshop is for fundraisers responsible for managing donor relationships.
A clear overview of how to develop your individual giving donor base from acquisition to cultivation and stewardship — Time to help find solutions to the question: how do I find new donors? — An understanding of the longerterm impact and benefit of donor development for your organisation — Deeper insight into what a donor journey is
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Here for you
'I enjoyed the retreat enormously and returned to my organisation brimming with arts marketing enthusiasm and ideas. Thank you very much to all the staff involved with putting together an excellent programme.' Ruth Evison Marketing & Communications Manager, London Academy of Music & Dramatic Art
Linda Allan Ambassador
Hannah Talbot Ambassador
Laraine Penson AMA Staff
Jake Young AMA Staff
Julie Aldridge AMA Staff
Vivien Chummey Ambassador
Christina Lister Ambassador
Claire Treadwell AMA Staff
Laurie Kremer AMA Staff
Neil Parker AMA Staff
Sara Lock AMA Staff
Esther Blaine Member Rep
Lauren Davies Member Rep
Sarah Howarth Member Rep
'This has been a great experience and we have both gained from it.' Rebecca Hubbard Ambassador
Anna Kelner Member Rep
Alison Lewis Member Rep
Jacqueline Haxton AMA Staff
Ronny Kimbell Mentor
Debbie Potts AMA Staff
Danielle Patrick AMA Staff
'Fabulous choice of speaker- incredibly informative.' Kate McBain Freelance Consultant / Creative Producer
Cath Hume AMA Staff
Verity Sanderson AMA Staff
Jo Diver AMA Staff
Melissa Darby Ambassador
Annabel Busher AMA Staff
Vicky Godfrey Member Rep
'This was the most condensed and informative training session I have ever been to.' Fleur Gatineau AMA Staff
Beckie Smith Member Rep
Lucy Beale Projects and Membership Manager, Spread the Word
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.
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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
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