AMA EVENTS March — July 2011
Become a member AMA – the community of knowledge for arts professionals passionate about bringing arts and audiences together.
— I use the mentoring service, which has been really excellent and I think the conference is wonderful for keeping up with trends, getting ideas, meeting industry experts. When I am planning, I think the case studies are worth a dip, for insider knowledge – and I like the JAM section that gives a profile on members. Nancy Davies, Marketing and PR Manager, Chester Performs
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Join today and discover how to achieve your goals, grow your confidence, support your career aspirations and strengthen your organisation. Explore your potential: • gain ideas and insights to enhance your day-to-day work from a website full of resources, the AMA blog, and JAM – the arts marketing journal, • develop skills relevant to your role with workshops, AMA retreats, conferences, master classes and mentoring, • build your profile and help influence the sector with discussion forums, contribution at events and in JAM, • save money on training and resources with the AMA member’s rate, • be part of a shared professional community for support and solutions via the AMA website, blog and face to face with your peers at events and network meetings.
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Membership costs from just £29 + VAT – go to www.a-m-a.co.uk. AMA EVENTS
EVENTS DIARY March — July 2011
PR and the changing 04 media A summit on the changing role of press and PR in the arts London – 24 March AMA mentoring scheme Mentoring training day London – 28 April
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AMA retreats The continuing professional development programme for arts professionals Cambridge 1 – 4 March 3 – 6 May
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The art of branding Developing and managing your brand Glasgow – 5 April LONDON – 7 April
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Best of friends Effective membership and friends schemes LEEDS – 12 April London – 14 April
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March – July 2011
Marketing marvels 14 50 ideas to reach more people without spending a fortune Manchester – 3 May Belfast – 10 May London – 17 May Cardiff – 24 May Edinburgh – 31 May AMA Conference 2011 16 Brave new world – how marketers can help the arts to thrive, not just survive Glasgow – 19 to 21 July Network meetings Various
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PR and the changing media
A summit on the changing role of press and PR in the arts
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SPEAKERS 1 Jennifer Faure Francis Head of Press and Marketing Royal Academy of Arts
2 Charlotte Higgins Chief arts writer, The Guardian
3 Anthony Lilley Chief Creative Officer and CEO Magic Lantern
4 Christian Payne
5 Angela Phillips Journalist and senior lecturer Goldsmiths College
6 Sir John Tusa Chairman, Wigmore Hall Trust
7 Anna Vinegrad Independent PR Consultant (former Head of Visual Arts & Culture at Idea Generation)
aka Documentally
— A passionate and informative speaker – simply the most amazing presentation I have ever attended in my working life. After Christian Payne’s seminar at AMA conference 2010
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AMA EVENTS
What is it about? The traditional role of press and PR in the arts has changed dramatically. What does the department now look like? What strategies will be effective in the year ahead? How will emerging technologies influence the way we share stories about the arts? And what will the landscape look like when the economy starts to recover leaving a dramatically different media scene in its wake? This AMA summit has been designed with discussion, debate and exploration in mind – join us to help define and shape the future of press and PR in the arts. Who is it for? Those wanting to contribute to the discussion about the opportunities, challenges and developments for press and PR in the arts – heads of marketing, heads of PR, the media officer, press and PR freelancers etc. What will I Gain? • Hear from key players about what impact the fusion of traditional media and new media could have on press and PR, • explore how the rise of ‘citizen journalism’ could benefit the arts sector, • discuss how the national and regional press are changing and how you might adapt your PR approach as a result, • review future directions for the role of press and PR to ensure that your organisation is best equipped to manage media relations in a 24hr news driven society. March – July 2011
Place london – 24 March 2011 Museum of London time 10.00AM to 5.00PM Cost £147 + VAT (AMA members) £207 + VAT (non members) Book Now e
anne@a-m-a.co.uk www.a-m-a.co.uk t 0044 (0)1223 578078
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MEDIA PARTNER
7 hours
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Ama retreats
The continuing professional development programme for arts professionals
— Organising my thoughts, notes and an appropriately generous sense of courage after an amazing AMA retreat @ClarkeAward #AMAretreat
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AMA EVENTS
AMA retreats are professional development programmes specifically designed for those working in marketing and audience development and offer the opportunity to work with arts marketing experts, leading marketing thinkers, and peers from across the sector to develop the leadership, management, and strategic skills required to work at a senior level within the arts and cultural sector. AMA retreats operate at three different levels: The AMA retreat – established aimed at head of department and director level took place in October 2010. The AMA retreat – emerging aimed at senior marketing officers or equivalent is coming up in March 2011 and the AMA retreat – executive for marketing managers or equivalent will take place in May 2011. Each programme contains a mix of presentations, debates on current thinking and best practice, and interactive workshops to help participants build the skills, knowledge and confidence to step up in their career. For programme and application details or to find out what people thought about their AMA retreat, go to www.a-m-a.co.uk/ AMAretreats
SUPPORTED BY
RESIDENTIAL PROGRAMME
21 hours
March – July 2011
Place Cambridge AMA retreat – executive – 3 to 6 May 2011 The Møller Centre Cost £600 + VAT (AMA members) £700 + VAT (non members – to include a 12 month membership fee to AMA) Cost includes all training, accommodation and meals during the programme* * We offer a special price for this programme due to funding from Arts Council England and the National Lottery. Participants save almost 50% of the fee we would need to charge in a future un-funded roll-out of the scheme.
Executive coaching £400 + VAT for four sessions (open only to AMA retreats participants) more information e
anne@a-m-a.co.uk www.a-m-a.co.uk t 0044 (0)1223 578078
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ACCREDITED COACHING
7 hours
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AMA mentoring scheme
Mentoring training day
trainer Kate Whitlock, Freelance coach-mentor
— Participating in the AMA’s mentoring scheme, both as a mentor and mentee, has been a central part of my professional development and has helped me to bring different perspectives to my work. Fiona Moorhead, Crafts Council Communications Manager
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AMA EVENTS
What is it about? Do you want advice and guidance about your work and career? Do you have the potential to help another person to grow and learn? The AMA mentoring scheme will give you the skills you need to further your professional development, either as a mentor or as a mentee. After an initial training session, a mentor and mentee usually meet up once every two months. The AMA supports the mentoring relationship for up to two years. Who is it for? AMA members who would like to continue their professional development and strengthen their skills base. Mentees Gain new skills, build self-confidence and increase motivation through sharing experiences and one-to-one feedback.
Place london – 28 April 2011 NCVO time 10.00AM to 4.00PM Cost Training Day £90 + VAT (AMA members) Administration fee on matching £50 + VAT (non members) Book Now e
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Mentors Build coaching and counselling skills that are transferable to your personal and professional life.
March – July 2011
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The art of branding
Developing and managing your brand
trainer Chris Denton, Consultant
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— Very inspiring and informative – extremely helpful to demystify the branding process. Fiona Brown, Head of Marketing and Press, The Fitzwilliam Museum (After Audience Focus workshop 2010)
AMA EVENTS
What is it about? Getting your brand and positioning strategy right can have a huge impact on your organisation’s ability to develop audiences, visitors, income and stakeholder support. In times of rapid change, developing a brand which resonates with people and stands out as relevant and inspiring is crucial to remaining a significant part of your community or target market.
Place Glasgow – 5 April 2011 City Halls London – 7 April 2011 NCVO time 10.00AM to 5.00PM
Packed with fascinating case studies from arts organisations across the world, Chris will share his experience in developing a brand or brand portfolio and will introduce a triedand-tested process for revitalising your own organisation’s brand. Who is it for? This event is for anyone involved in developing or managing their organisation’s brand.
Cost £133 + VAT (AMA member) £193 + VAT (non members) Book Now e
anne@a-m-a.co.uk www.a-m-a.co.uk t 0044 (0)1223 578078
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What will I gain? • Knowledge of how to develop a successful branding approach for your organisation, • insight into how other arts organisations are developing and managing their brand and positioning strategy, • a tried-and-tested process for exploring your organisation’s brand and running brand workshops with your colleagues, audiences and other key stakeholders. 7 hours
March – July 2011
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Best of friends
Effective membership and friends schemes
Excellent – huge amounts of useful info compressed into half a day. trainer Liz Hill, Consultant Editor and Director ArtsProfessional
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Ann Flenley, Marketing Officer (Art Galleries), National Museums Liverpool (After Mix and match workshop 2009)
AMA EVENTS
What is it about? A recent Arts & Business report cited membership and friends schemes as a key mechanism through which the sector is likely to experience growth in the coming years. The report estimated that if the whole sector had similar schemes to those already running, it could bring in an additional £300m. This event will explore the options open to those interested in establishing or improving a membership or friends scheme and will give you the knowledge, insight and ideas required to maximise the potential for your organisation. Who is it for? This event is for anyone involved in planning or co-ordinating their membership / friends scheme. It will be relevant for anyone intending to establish a scheme as well as those looking to significantly improve their current scheme. What will I Gain? • Insight into the range of strategic approaches you could take to develop your membership or friends scheme, • a chance to explore the strengths and weaknesses of your current approach (or plans) and to diagnose any barriers you currently face, • knowledge of the key building blocks to overcome obstacles and to ensure your membership or friends scheme maximises its potential.
March – July 2011
Place LEEDS – 12 April 2011 West Yorkshire Playhouse London – 14 April 2011 NCVO time 1.30PM to 5.30PM Cost £75 + VAT (AMA members) £125 + VAT (non members) Book Now e
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3.5 hours
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Marketing marvels
50 ideas to reach more people without spending a fortune
trainer Heather Maitland Consultant
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— Excellent – full of advice both practical and entertaining. Heather is a brilliant speaker and encouraged me to think out of the box. (After Heather’s Do the write thing workshop in 2009)
AMA EVENTS
What is it about? In the arts sector, we often have a constant flow of marketing and audience development campaigns to plan and deliver. This can leave us stuck in a routine of the same tools, similar tactics, constant targets and greater pressure on our budgets. While we’re all familiar with the concept of delivering campaigns on tight budgets and timescales, it is often difficult to dedicate the time to think creatively about ideas to improve our campaigns, to attract more visitors, to create a talking point, or to help us reach our target market. In just one day, this workshop will provide you with 50 tried-and-tested marketing and audience development ideas that you can implement on a tight budget and limited time. Who is it for? This event is for anyone involved in planning or implementing marketing and audience development campaigns. What will I Gain? • 50 tried-and-tested marketing and audience development ideas to implement on a tight budget and limited time, • tools and techniques to introduce to your colleagues to improve your creative problem solving, • an insight into how to decide which great idea is right for you, which will make the biggest impact and which you might be able to implement tomorrow.
March – July 2011
Place Manchester – 3 May 2011 Royal Exchange Theatre Belfast – 10 May 2011 Grand Opera House London – 17 May 2011 NCVO cardiff – 24 May 2011 St David’s Hall Edinburgh – 31 May 2011 Festival Theatre time 10.00AM to 5.00PM Cost £133 + VAT (AMA members) £193 + VAT (non members) Book Now e
anne@a-m-a.co.uk www.a-m-a.co.uk t 0044 (0)1223 578078
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7 hours
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Ama conference 2011
Brave new world — how marketers can help the arts to thrive, not just survive
MEDIA PARTNER
Glasgow Royal Concert Hall 19 – 21 July 2011
SUPPORTED BY
SPONSORED BY
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AMA EVENTS
This conference will bring together 500+ arts professionals from across the UK to explore the key things that marketers need to focus on now to triumph in a brave new world. During a period of rapid change – public expectations, new technological advances, shrinking arts funding etc – so much time is spent trying to guess what impact these things may have. Now it’s time to start exploring the strategic options open to us and to take stock of our marketing and audience development practice – what works? What has the biggest impact? What gives us the best return on our investment? At this year’s conference we will learn from experts and discuss with peers the key factors for marketing success today. Delegates will leave with a wealth of ideas, inspiration and top tips designed to help them refocus and reenergise their marketing practice in order to attract more visitors, sell more tickets, reach more people, and help our organisations to survive and thrive in a brave new world. The programme will include strategic seminars for those in officer and management positions across a range of departments along with workshops for those relatively new to arts marketing. Presentations, discussions and debates pitched at a senior level will enable those working as head of department, CEOs and directors to come together to help the sector identify areas to develop.
March – July 2011
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 w
www.a-m-a.co.uk
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anne@a-m-a.co.uk 0044 (0)1223 578078
Twitter @amadigital #amaconf
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COMMUNITY
AMA network meetings
A great way to put names to faces and to make new contacts – AMA network meetings give you the chance to exchange ideas, share news, views and experiences and to learn something new.
Cost £5 (pay on arrival) Book Now e
anne@a-m-a.co.uk w www.a-m-a.co.uk t 0044 (0)1223 578078
Hosted by your local regional member rep our network meetings are open to AMA members and non-members alike, so why not bring an arts friend and introduce them to the AMA? To find out who your local member rep is visit our website www.a-m-a.co.uk or if you wish to suggest a location or topic for a future meeting e-mail neil@a-m-a.co.uk. Look out for your nearest network meeting at www.a-m-a.co.uk and to book a place e-mail anne@a-m-a.co.uk.
— Really useful, relevant and inspiring (plus friendly) thank you! Leicester
— Very enjoyable – a useful way of making contacts London 18
— I really enjoyed the meeting it was my first one as an AMA member. Thank you. Belfast
— Wonderful, very interesting, thank you. Oxford AMA EVENTS
AMA 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. • Conference terms and conditions vary – go to www.a-m-a.co.uk • D elegates 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.
• D elegates 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. • 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. • F or full AMA retreats terms and conditions please go to – www.a-m-a.co.uk/AMAretreats.
AMA, 7a Clifton Court, Clifton Road, Cambridge CB1 7BN t 0044 (0)1223 578078 e info@a-m-a.co.uk www.a-m-a.co.uk w twitter @amadigital Registered in England 2814725
This information is available in large print, electronic format and on the AMA website www.a-m-a.co.uk. Please contact Anne Freitag on 01223 578078 or e-mail anne@a-m-a.co.uk. Design by Sugarfree • www.sugarfreedesign.co.uk 2010 conference and AMA retreats images www.leocinicolo.com March – July 2011
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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. Understand the basics of strategic marketing planning and create and implement a strategic marketing plan for your organisation. 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 (AMA members) Order now at www.a-m-a.co.uk or e-mail isky@a-m-a.co.uk