ama events april — july 2015
DESCRIPTION
AMA on location and online workshops, plus AMA conference 2015 and CultureHive programmes.TRANSCRIPT
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 HumeHead of Programme
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.
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Join Online
a-m-a.co.uk/membership
Telephone 01223 578078
Email [email protected]
CostMembership 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.
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 up-to-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.
06 Hard to Reach
Online 22 Apr
08 Social Media Mixing
Online 28 Apr
10 Mentoring
Online 30 Apr
12 UX? Cardiff 6 May
Edinburgh 3 June
London 17 June
16 Small Scale Development Programme
Dates TBC
18 From ‘them’ to ‘us’
London 23 Apr
24 Digital Storytelling
London 14 May
26 Creative Leadership Dinner Party
London 11 June
28 Spot On
Online 5 June
32 Like Adverts
Online 10 June
30 Insight from Data
Online 16 June
34 AMA conference 2015 — Stay Curious
Birmingham 21 – 23 July
Residential
A residential course
spans more than one day
and involves at least one
overnight stay
Icon key
How to A practical ‘how to’
course. Expect to go
home equipped with
tangible, applicable skills
Strategy Look for this icon if you
are after events focusing
on strategy
Leadership High level courses tailored
with leadership in mind
Online Part of our innovative
online learning platform
including screencasts and
online learning discussions
On location Courses at venues across
the UK
Marketing Standards
These numbered icons
represent the Marketing
Standards modules, which
detail the skills you need
at each stage of your career
Latest thinking To keep up to date with
cutting edge ideas and
practice, look for the
light bulb
Fundraising Fundraising events as part
of the Arts Fundraising and
Philanthropy programme
Fundraising Standards
These numbered icons
represent the Fundraising
Standards modules, which
detail the skills you need
at each stage of your career
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Members only Events with this icon are
an exclusive, member-only
benefit. If you want to
sign up, visit a-m-a.co.uk/
membership
CultureHive CultureHive events (found
in the centre page tear
out) are open to all, with
a special rate for National
Portfolio Organisations
and AMA members
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
Hard to Reachattracting and converting challenging groups
Online22 April 2015
2.00pm – 4.00pm
Mel LarsenMel Larsen and Associates
£50 + VATAMA members only
Who is it for?Senior marketers who want
to turn their ‘challenging’
groups into attenders.
What is it about? 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.
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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3 6
Social Media Mixingincorporating social media into a CRM strategy
Online28 April 2015
2.00pm – 4.00pm
Andrew CampbelleCRM Consultant
£50 + VATAMA members only
Who is it for?This course is for senior
marketers responsible for
the strategic direction of
their organisation.
What is it about? 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.
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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2 5
Mentoringgrowing together
Online30 April 2015
10.00am – 1.00pm
Kate WhitlockFreelance Coach
and Mentor
£90 + VATAMA members only
Who is it for?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.
What is it about? 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.
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.
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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6 7 8
UX? understanding user experience
What is it about? ‘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).
What will I gain?
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.
Cardiff St David’s Hall
6 May 2015
Edinburgh Dovecot Studios
3 June 2015
London NCVO
17 June 2015
10.00am – 5.00pm
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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3 5
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
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.
Small Scale Development ProgrammeBe inspired to plan your route to reaching and engaging more people, more often, with the help of peers and expert trainers
North EnglandVenue TBC
Date TBC
South EnglandVenue TBC
Date TBC
Freefunded 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
What is it about? 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.
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.
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
From ‘them’ to ‘us’ — the art of leading with an audience focusleadership symposium
What is it about? 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.
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.
fabric London
23 April 2015
12.30am – 5.30pm followed by a drinks
reception and an
optional dinner
Russell Willis TaylorIndependent Consultant,
formerly President and CEO
of National Arts Strategies
Bruce CoppockPresident and CEO of the
St Paul Chamber Orchestra
Dame Fiona ReynoldsMaster; Member of
the College Council,
University of Cambridge,
previously Director-General
of National Trust
£77 + VATwithout dinner
£TBC + VATwith 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?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.
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.
Try it now at a-m-a.co.uk/culturepro
in partnership with supported by
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-ProThe 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 CultureHiveGo 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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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
Your Network
Network meetingsWe 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
If you’d like to suggest a location
or topic for a future meeting email
MentoringAt 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 conference 2015The 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
Digital Storytellinga masterclass in mobile media marketing
What is it about? 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.
What will I gain?
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—An introduction to a range of relevant apps to help you connect and engage your audiences and stakeholders
The Wellcome Collection London
14 May 2015
10.00am – 5.00pm
Christian Payne aka @Documentally
£175 + VAT AMA members £250 + VAT 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.
25
3 4
Creative Leadership Dinner Partynetwork and share with fellow arts leaders
What is it about? This is a networking event for those in marketing
and fundraising leadership roles.
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.
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.
London Hubbard & Bell
11 June 2015
7pm arrival
Sandra Schembri The House of St Barnabas
£65 + VAT AMA members £130 + VAT Non members
Who is it for? This is a networking event
for those in marketing and
fundraising leadership roles.
27
2 7 8
Spot Ondeveloping audience focused content strategy
What is it about? What is a content strategy? What goes in it?
How does it link to my marketing strategy?
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.
What will I gain?
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
Online 5 June 2015
10.30am – 12.30pm
Tamsin Bishton Freelance Content
Strategist
£45 + VAT AMA members
£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
29
2 4
Like Advertseffective Facebook advertising
What is it about? Who is making Facebook advertising work?
How are they doing it?
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.
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
Online 10 June 2015
10.30am – 12.00pm
Katie Moffat The Audience Agency
£45 + VAT AMA members
£45 + VAT Arts Council England NPO £115 + VAT Non members
Who is it for? This session is for
professionals who are
relatively new to Facebook
advertising.
In partnership with
Supported by
31
4
Insight from Dataconverting data into actionable insight
Online16 June 2015
10.30am – 12.30pm
Roger TomlinsonConsultant
£50 + VATAMA members only
Who is it for?Senior marketers using
data to inform decision-
making and to improve the
relevance and effectiveness
of communications.
What is it about? 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.
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.
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
33
1 5 7
AMA conference 2015 Stay curiousredefining, reimagining and reinventing our relationship with the public
Media partner
In partnership with
Conference
supporter
Social sponsor
Fundraising and development programme
a part of the Arts Fundraising and
Philanthropy programme
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
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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.
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
Here for you
Cath Hume
AMA Staff
Melissa Gerbaldi
Ambassador
Sophia Linehan
Ambassador
Joanna Davies
Ambassador
Jake Young
AMA Staff
Julie Aldridge
AMA Staff
Claire Treadwell
AMA Staff
Neil Parker
AMA Staff
Laurie Kremer
AMA Staff
Vicki Chelms
Ambassador
Andrew Raffan
Member Rep
Ray Clenshaw
Member Rep
Rebecca Davis
Member Rep
Kate Gambrell
Member Rep
Suzanne Bull
Member Rep
Alison Lewis
Member Rep
Kat Havelock
Ambassador
Danielle Patrick
AMA Staff
Jacqueline Haxton
AMA Staff
Danielle Black
Member Rep
I felt lucky to have spent the day in this way — learnt a lot.
Kate Raines
Theatre Royal Winchester
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
Stephanie Moore
Head of Marketing Communications,
Royal Holloway, University of London
Sarah Johnson
Ambassador
Jo Diver
AMA Staff
Annabel Busher
AMA Staff
Sophie Channon
AMA Staff
Susan Meade
Member Rep
Verity Sanderson
AMA Staff
Helen Bolt
AMA Staff
Siobhan Neil
Member Rep
This has been a great experience and we have both gained from it.
Ronny Kimbell
Mentor
— 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.
— 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.
— The AMA will make every effort to
deliver the programme as described
but reserves the right to make any
necessary changes to the programme.
— 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.
AMA Event Booking Terms and Conditions
This brochure information is
available in large print, electronic format and on the AMA website www.a-m-a.co.uk
Please contact Jake Young on
01223 578078 or e-mail
Never Stop Learning
Join us on Twitter at @amadigital
AMA, 7a Clifton Court
Clifton Road, Cambridge
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W www.a-m-a.co.uk
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