September 2011 — March 2012
— 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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AMA EVENTS
EVENTS DIARY September 2011 — March 2012 chain reaction 04 Social media for press and PR Manchester – 8 September Belfast – 15 September London – 29 September MONEY, MONEY, MONEY 06 Sponsorship - best practice in a changing landscape GLASGOW – 13 September LEEDS – 20 September London – 27 September AMA Mentoring Scheme Mentoring training day LONDON – 6 October
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the one that i want 10 Developing priority audiences LONDON – 12 October EDINBURGH – 18 October Best of frienDS 12 Effective membership and friends schemes BIRMINGHAM – 3 November London – 17 November manchester – 24 November Digital marketing day 14 New ideas, new channels, new content LONDON – 10 November September 2011 - March 2012
discussion forum 16 Help influence the future of the arts and cultural industry LONDON – 1 December a way with words 18 Creative copywriting and style guidelines Glasgow – 17 January BRISTOL – 19 January LONDON – 24 January AMA retreat 20 - Level one - for senior marketing officers and new managers CAMBRIDGE – 5 to 8 February AMA retreat 23 - Level THREE - for heads of department and directors CAMBRIDGE – 5 to 8 February press and pr summit 26 A collaborative future for arts and the media? LONDON – 22 March networking
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Various
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chain reaction
Using social media to extend the reach and value of PR
— Amazing, inspiring event, fantastic presentation and really great information. trainer Katie Moffat, PR and Social Media Consultant
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Sarah Burry-Hayes, Communications Manager, Museums Galleries Scotland (After digital leadership master class in spring 2011)
AMA EVENTS
What is it about? Social media is changing the role of press and PR in the arts. Recommendations and positive comments from influential people, bloggers, journalists and other advocates online can make a significant difference to your audience reach and engagement. Journalists are increasingly using social media and the web to find interesting stories and key information. This practical workshop will provide you with the techniques, processes, knowledge and skills required to harness the potential of social media within your press and PR strategy.
Place Manchester – 8 September 2011 Cornerhouse belfast – 15 September 2011 Grand Opera House london – 29 September 2011 NCVO time
What will I learn? • How to identify and approach key influencers, bloggers and journalists using social media, • an insight into the key tools to focus on and how to use them to maximum effect, • how to evaluate and measure your online press and PR activity.
10.00AM to 5.00PM Cost £133 + VAT (AMA members) £193 + VAT (non members) Book Now e
Who is it for? Anyone working within PR (either in a full-time press role or with press as just part of your job) wanting to explore the potential for social media.
anne@a-m-a.co.uk www.a-m-a.co.uk t +44 (0)1223 578078
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Belfast workshop in partnership with Audiences Northern Ireland
7 hours
September 2011 - March 2012
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money, money, money
Sponsorship: best practice in a changing landscape
— Brilliant! – interactive format with useful case studies. (After this year’s Mix and match workshop)
trainer Nicole Newman Development Director English National Opera
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AMA EVENTS
What is it about? This half-day workshop will explore best practice principles for those seeking to raise sponsorship income for their organisation. It will explore what is changing with regard to sponsorship practice as a result of today’s funding and economic climate. And it will provide delegates with the insight and confidence to approach potential commercial partners and create the right sponsorship package for them and for your organisation. what will i learn? • An insight into how to adapt your sponsorship approach for today’s tough economic landscape, • techniques for pitching and negotiating more effectively with commercial sponsors, • advice, top tips, plus tried and tested ideas to help you increase commercial sponsorship. Who is it for? Those in officer to manager level sponsorship roles (either full-time fundraisers or where fundraising is just part of your role) and those in more senior roles who are relatively new to commercial sponsorship.
Place glasgow – 13 September 2011 City Halls leeds – 20 September 2011 West Yorkshire Playhouse london – 27 September 2011 NCVO time 1.30PM to 5.30PM Cost £75 + VAT (AMA members) £125 + VAT (non members) Book Now e
anne@a-m-a.co.uk www.a-m-a.co.uk t +44 (0)1223 578078
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3.5 hours
September 2011 - March 2012
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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. It is a very rewarding experience and has had a positive impact on my work from both angles 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 average length of a productive mentoring relationship is two years with ongoing AMA support. Who is it for? AMA members who would like to continue their professional development and strengthen their skills base.
Place London – 6 October 2011 NCVO time 11.00AM to 4.00PM Cost Training Day £90 + VAT (AMA members) Administration fee on matching: £50 + VAT (charged to mentees only) Book Now
Mentees Gain new skills, build self-confidence and increase motivation through sharing experiences and one-to-one feedback.
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anne@a-m-a.co.uk www.a-m-a.co.uk t +44 (0)1223 578078
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Mentors Build coaching and counselling skills that are transferable to your personal and professional life.
September 2011 - March 2012
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the one that i want
Developing priority audiences
— Brilliant event – really helped with my confidence and improvement TRAINER
(After A way with words workshop 2010)
Alan MacGregor, Indigo Associate
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AMA EVENTS
What is it about? Are you tasked with attracting new audiences or visitors from a particular priority group this year? Whether it’s families, young people, those on lower incomes, or those from a particular cultural background, the task of reaching new target groups on tight budgets and limited time can often feel daunting. This event will introduce some key principles to adopt and will outline a step-by-step process for creating, reviewing or refreshing your approach. What will I Gain? • Clarify your approach to developing priority audiences, • insight into how to carry out an audit relating to your chosen target market/s. What information should you collect and where might you find this? • a framework for exploring your own approach to becoming a more audience/ visitor focused organisation and to achieving your social marketing objectives.
Place london – 12 October 2011 NCVO edinburgh – 18 October 2011 Festival Theatre time 1.30PM to 5.30PM Cost £75 + VAT (AMA members) £125 + VAT (non members) Book Now e
anne@a-m-a.co.uk www.a-m-a.co.uk t +44 (0)1223 578078
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Who is it for? This workshop is aimed at those working in assistant to senior officer level roles within marketing and audience development and those in management roles looking to review / refresh their approach to developing priority audiences. 3.5 hours
September 2011 - March 2012
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best of friends
Effective membership and friends schemes
trainer Liz Hill, Consultant Editor and Director ArtsProfessional
— Good balance of theory and practical examples – a good introduction for those thinking about setting up a friends scheme, and a refresher for those thinking about making changes to develop existing schemes. Anwen Cooper, Head of Marketing and Brand, The Fun Fed (After Liz’s workshop in April 2011)
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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.
Place birmingham – 3 November 2011 CBSO Centre London – 17 November 2011 NCVO manchester – 24 November 2011 Royal Exchange Theatre time 1.30PM to 5.30PM
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. 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.
September 2011 - March 2012
Cost £75 + VAT (AMA members) £125 + VAT (non members) Book Now e
anne@a-m-a.co.uk www.a-m-a.co.uk t +44 (0)1223 578078
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3.5 hours
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digital marketing day
New ideas, new channels, new content London, Sadler’s Wells 10 November 2011
— I was very impressed with the quality of all the presentations. (After previous digital marketing day)
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AMA EVENTS
What is it about? This day will bring together a range of leading practitioners and digital marketing experts to explore new ideas, channels and content for reaching and engaging audiences in a digital, networked world. Join us to explore how your marketing, communications and content strategies might change as a result of how people use digital media today. Together we will unpick how opportunities such as social media, mobile, location-based marketing and apps, video and interactive TV could affect our marketing approach, the content we create and share, and the relationships we build with our audiences over the coming year.
Place London – 10 November 2011 Sadler’s Wells 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 +44 (0)1223 578078
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Who is it for? Anyone responsible for the relationship audiences or visitors have with your company via digital technology e.g. marketers, digital specialists, and those working in audience development and public engagement. What will I learn? • Ideas to shape the future of your digital marketing strategies from those leading the way, • how social, local and mobile strategies will become key to reaching and engaging audiences, • inspiring case studies and examples from those doing innovative digital marketing across the arts and cultural sector.
September 2011 - March 2012
7 hours
15
discussion forum
Help influence the future of the arts and cultural industry
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AMA EVENTS
What is it about? The AMA is looking for approx. 8 – 10 senior arts professionals to join us at our next discussion forum. The day will offer high level networking, as we work with peers from across the industry to explore latest ideas, opportunities and challenges affecting the sector. The day will be facilitated by AMA Executive Director, Julie Aldridge, who will use some of the outcomes and ideas from the day to inform the programming of the AMA Conference 2012. Further details about the theme and structure for the day will be available shortly. Who is it for? Due to the limited places available, there will be a simple application process designed to enable us to bring together a collective of AMA members working at director, head of department, CEO, consultant level (or equivalent).
Place London –  1 December 2011 The Place time 10.00AM to 4.30PM Cost This event is open to AMA members only and is free to attend register your interest To register your interest and sign up for further information, please contact Anne Freitag and ask to be added to the advance notification list. e anne@a-m-a.co.uk
We are seeking to recruit representatives from a range of art forms i.e. theatre, museum, gallery, art centre, festival, touring company etc. But most importantly, we will be looking for people who have something to say on the topic/s selected.
September 2011 - March 2012
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A way with words
Creative copywriting and style guidelines
trainer Jo Taylor, Consultant Morris Hargreaves McIntyre
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— This event was excellent. It really made me review my own copywriting and suggested excellent ways to improve what I’m doing and new ways to do things. Kate Keys, Marketing and PR Officer, Burnavon Arts and Cultural Centre (After Jo’s workshops in 2010)
AMA EVENTS
What is it about? The workshop is designed to help delegates develop their creative approach and improve the effectiveness of their copywriting. It will look at techniques for injecting life into your copy, avoiding reusing the same words and phrases over and again and will explore how to make the story the most convincing using a natural, compelling style. Jo will guide delegates to think about using their individual voice within the context of an organisation’s brand, striking the balance between conversational and corporate, without inhibiting creativity. You will look at the different elements that contribute to style, organisational brand values and tone of voice. Who is it for? Anyone responsible for writing creative and persuasive copy and/or implementing style guidelines for their organisation. What will I learn? • Techniques for writing creative copy that sells, • how to develop a toolkit of dos and don’ts, • using your organisation’s brand to develop an individual voice, • tackling producer and curator-generated copy.
Place glasgow – 17 January 2012 City Halls bristol – 19 January 2012 Watershed Media Centre london – 24 January 2012 NCVO 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 +44 (0)1223 578078
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7 hours
September 2011 - March 2012
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Ama retreat – level one
The marketing leadership programme for senior marketing officers and new managers 5 to 8 February 2012, Cambridge
— I found the AMA retreat immensely useful and enjoyable. It was confidence boosting, informative, inspiring and good fun. Networking with peers from across the country helped us all to realise that others felt the same frustrations and had the same challenges, and allowed us to work together to find ways of overcoming these. This course came at the right time in my career and personal development and I have come away from it feeling enthusiastic and ready to push myself. Lesley Watson, Marketing Officer National Theatre of Scotland
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AMA EVENTS
What is it about? The aim of this marketing leadership programme is to provide participants with the strategic marketing toolkit required to become more effective at bringing arts and audiences together. Who is it for? The programme is specifically designed for arts marketers working at senior marketing officer or new manager level. You will have at least a few years experience in arts marketing and strong knowledge of marketing campaign planning and implementation. What will I learn? • Develop, review and improve your marketing, public engagement and audience development skills to become more effective at developing audiences for the arts, • review the impact and ROI of your current marketing communications strategy and develop confidence in your ability to analyse and select effective communications tools, • develop a more strategic approach to your work – researching, planning, budgeting, segmenting, targeting, branding, and communicating effectively, • develop the managerial skills required to take on more responsibility / seniority within your organisation, • work with peers from across the arts and cultural sector to plan successful strategies for the future.
September 2011 - March 2012
Place Cambridge – Sunday 5 February to Wednesday 8 February 2012 The Møller Centre Cost £950 + VAT (AMA members) Cost includes training, accommodation, all meals and learning log folder to book and for more information e
anne@a-m-a.co.uk w ww.a-m-a.co.uk/ AMAretreats/one t +44 (0)1223 578078
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Places are limited and will be allocated on a firstcome first-served basis. Book your place now or by 30 November the latest.
21 hours
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programme – Level one Keynote Taking your marketing activity to a new level Nicky Webb, Director, Artichoke Module one marketing campaign strategy Carol Jones, Head of Marketing Chapter Roger Tomlinson, Consultant Module two Measuring return on investment Carol Jones and Roger Tomlinson Module three the audience context Jo Taylor, Consultant, Morris Hargreaves McIntyre (previously at Wales Millennium Centre) Module four branding Chris Denton, Consultant (previously at Barbican) Module five adapting the communications strategy Jo Taylor and Chris Denton
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module six the emerging managers’ toolkit Helen MacKintosh, Management consultant and accredited coach round table discussions Career development – taking a more strategic role Mark Hazell, Marketing Director Norwich Theatre Royal Jane Donald, Director of Marketing and Communications, RSNO Kate Carreno, Assistant Director Central Services, The Fitzwilliam Museum Louise Gardner, Head of Communications and Services Watershed marketing stRAtegy working groups Collaborate with peers to solve real-life marketing and audience development challenges. reflection sets Each day you will have time to reflect on and explore how to improve your own marketing activity and how to overcome any audience development challenges you might face. AMA EVENTS
Ama retreat – level three
The marketing leadership programme for heads of department and directors 5 to 8 February 2012, Cambridge
— It’s rare that you attend some training that really affects how you think and feel about what you do. The AMA retreat cajoled, stimulated, intrigued and when necessary prodded me into some fresh thinking with a big, sharp stick. I have met some wonderful people who were so generous with their thoughts and their company. Without doubt a unique getaway for the marketing mind. Carol Jones, Head of Marketing, Chapter
September 2011 - March 2012
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Ama retreat – level three Place Cambridge – Sunday 5 February to Wednesday 8 February 2012 The Møller Centre Cost £950 + VAT (AMA members) Cost includes training, accommodation, all meals and learning log folder to book and for more information e
anne@a-m-a.co.uk w w ww.a-m-a.co.uk/ AMAretreats/three t +44 (0)1223 578078 Places are limited and will be allocated on a firstcome first-served basis. Book your place now or by 30 November the latest.
21 hours
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What is it about? The aim of this marketing leadership programme is to augment participants existing, high-level marketing and audience development skills, with business planning, organisational development, leadership, and entrepreneurial skills. Who is it for? This programme is specifically designed for established arts marketers working at head of department / director level who are responsible for leading strategic direction for their organisation or their team. What will I learn? • Augment your marketing skills with business planning, organisational development and leadership skills, • explore how to create a financial strategy which not only offers long-term financial viability, but also enables you to remain mission-led and audience-focused. • explore your personal leadership style and how this fits with the skills required to effectively implement strategies and change, • develop a culture of creativity that will support your team and / or organisation in its bid to remain vibrant and meaningful, • work with industry experts, leading business thinkers, and peers from across the sector to explore the changing role of leadership and organisational development in the arts today, • generate the confidence, credibility and resilience required to perform effectively as a leader at the highest level within the arts and cultural sector.
AMA EVENTS
programme – level three Keynote Organisational development John Knell, Co-Founder, Intelligence Agency Module one Business models, plans and organisational development Diane Ragsdale Module two Financial strategies Susan Royce, Change Management Consultant Module three The external environment Diane Ragsdale Module four Leadership in the arts and cultural sector Mark Wright, Learning Design Consultant and Facilitator
round table discussions The changing role of leadership Peter Bellingham, Managing Director at Welsh National Opera Faith Liddell, Director at Festivals Edinburgh Sue Coffer, Administrative Director at Northern Stage Tony Butler, Director, Museum of East Anglian Life business planning working groups Collaborate with peers on a real-life case study, outlining a strategic direction for a given organisation to achieve a balance of artistic excellence, public engagement, and financial stability. reflection sets Each day you will have time to reflect on and explore how the theory applies to your current organisation and your future career ambitions.
Module five Planning and creating a change plan for your organisation Mark Wright September 2011 - March 2012
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press and pr summit
A collaborative future for arts and the media?
— Fantastic speakers – really inspired by the social media speakers and made me realise the importance of putting the public back into public relations Melissa Gerbaldi, Press Officer Portsmouth Historic Dockyard
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AMA EVENTS
What is it about? The press and PR summit will provide an opportunity to hear from visionary keynote speakers about future directions for press and media and how the arts could benefit from emerging opportunities, trends and predictions. This year’s event will also provide a rare opportunity to meet in small groups to review how the changes identified by our keynote speakers could impact on the arts. Joining you in these group discussions will be journalists and other practitioners from across a range of media – newspapers, radio, TV, online etc. What will I Gain? • Insights from leading thinkers about the future of press and PR for the arts, • ideas and inspiration to fuel your future press and PR campaigns, • a chance for you to work with media experts to explore new ways of working together.
Place london – 22 March 2012 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 +44 (0)1223 578078
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Who is it for? Those working in press and PR in the arts and cultural sectors – marketers, heads of PR, media officers, press and PR freelancers etc.
SPONSORED BY
MEDIA PARTNER 7 hours
September 2011 - March 2012
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network meetings
AMA network meetings
— Really useful, relevant and inspiring (plus friendly) thank you! Leicester
— Very enjoyable – a useful way of making contacts London
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— 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
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. Our 32 regional member reps are working hard to organise meetings around their regions but we also need your help to come forward and host meetings and suggest topics or be prepared to talk about something you’ve done (or wouldn’t do again).
Cost £5 (pay on arrival) UPCOMING MEETINGS Look out for your nearest network meeting at www.a-m-a.co.uk
If your organisation has just re-opened or has recently been refurbished, why not show it off to fellow members in your region by hosting a network meeting? If you wish to suggest a location or topic for a future meeting or would like to host a meeting at your venue, e-mail neil@a-m-a.co.uk. Following your feedback on meeting topics and format, we’re hoping to organise more meetings purely for networking to include loosely facilitated speed networking. 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 and when the next network meeting in your region will take place, visit www.a-m-a.co.uk
September 2011 - March 2012
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membership
Not yet an AMA member? The AMA works with arts professionals throughout their careers to support their aspirations, give them the skills to achieve their goals, grow their confidence, and strengthen their organisations.
Join the AMA to … • Explore your potential • Develop skills relevant to your role • Build your profile and help influence the sector • Save money on training and resources • Gain ideas and insights to enhance your day-to-day work • Be part of a professional community of knowledge for support and solutions
Cost Membership starts from just £30 + VAT join today e
isky@a-m-a.co.uk www.a-m-a.co.uk t +44 (0)1223 578078
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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. • 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 Imagesby www.leocinicolo.com September 2011 - March 2012
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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 AMA EVENTS