ama retreat level one brochure

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Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/one This programme is specifically designed for arts marketers working at senior marketing officer or new manager level with at least a few years experience in arts marketing and strong knowledge of marketing campaign planning and implementation. Participants will work with peers from across the arts and cultural sector to gain the strategic marketing toolkit required to become more effective at developing audiences for the arts. They will gain the confidence and managerial skills required to take on more responsibility / seniority within their organisation. Level one - for marketing officers and new managers 5-8 February 2012, Cambridge

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New programme brochure for the Arts Marketing Association's marketing leadership course: AMA retreats level one - for senior marketing officers and new managers.

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Page 1: AMA retreat level one brochure

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/one

This programme is specifically designed for arts marketers working at senior marketing officer or new manager level with at least a few years experience in arts marketing and strong knowledge of marketing campaign planning and implementation.

Participants will work with peers from across the arts and cultural sector to gain the strategic marketing toolkit required to become more effective at developing audiences for the arts.

They will gain the confidence and managerial skills required to take on more responsibility / seniority within their organisation.

Level one - for marketing officers and new managers

5-8 February 2012, Cambridge

Page 2: AMA retreat level one brochure

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/one

Programme5th to 8th February 2012

Keynote

Join experts and peers to gain the strategic marketing toolkit required to become more effective at developing audiences for the arts and the confidence to take the next step in your career.

Taking your marketing activity to a new level

Nicky Webb, DirectorArtichoke

Would you like to be responsible for increasing your audiences by 600%?!

Nicky Webb, our opening speaker, achieved such growth at the Salisbury Festival and has been responsible for creating and marketing shows with audiences ranging from one to one million people.

She will ask you to consider what marketing success would look like for you and your organisation and will provide you with new approaches and new ways of thinking to help you to address both familiar and unfamiliar arts marketing challenges.

Nicky will be sharing insights from both her own experience (across organisa-tions such as Artichoke, Glyndebourne, Salisbury Festival and Brighton Dome) as well as drawing on the experiences of some of the most innovative and creative arts marketers working today.

MONDAY 9AM

Page 3: AMA retreat level one brochure

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/one

Marketing campaign strategy

Carol Jones, Head of Marketing, Chapter

This workshop will explore the key elements of strategic marketing. What process is required to build the know-ledge and insight you need to enable you to take informed decisions and plan the optimum marketing campaign/s?

This is an interactive session which will provide a tried-and-tested technique to help you to review your current

Module one

Roger Tomlinson, Consultant

marketing campaigns, strategies and approaches (covering all channels – online and offline).

It will set participants on the journey to devising and creating the right marketing communications mix and approach for their organisation, for their artistic offer, and for their audiences, visitors and participants.

MONDAY 10.45AM

Page 4: AMA retreat level one brochure

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/one

Measuring ROI (return on investment)Carol Jones / Roger Tomlinson

Reviewing the impact and ROI (return on investment) of marketing techniques is a key ingredient in planning more effective strategic campaigns.

This workshop will move us on to explore how to measure whether or not our campaigns and initiatives are proving successful.

Which elements / tools are helping us meet our objectives and which need to be developed or adapted in future campaigns in order to achieve the desired result and ensure optimum return on investment?

Delegates will consider the objectives and key performance indicators for their own digital campaigns and will explore what tools (across traditional and new media channels) are available to help them analyse whether or not they are meeting these.

Module two MONDAY 1PM

I found the retreat incredibly valuable and quite a journey of discovery. Rebecca Davis, Audience Development Officer, craftscotland

Page 5: AMA retreat level one brochure

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/one

Module three

The audience context

Jo Taylor, ConsultantMorris Hargreaves McIntyre (previously Head of Marketing at Wales Millennium Centre) This workshop will provide an overview of segmentation theory introducing the different approaches to segmentation used within the arts sector today e.g. attitudinal, behavioural, demographics, lifestyle, lifecycle, psychographics, geo-demographics, etc.

Participants will be given additional information to review as part of their working group exercise.

These will be explored within the work-shop and delegates will be tasked with adapting / taking decisions based on thisanalysis later in the day.

TUESDAY 9AM

The presentation by Jo Taylor gave an excellent overview of segmentation and adapting the communications strategy. After AMA retreat level one in March 2011.

Page 6: AMA retreat level one brochure

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/one

Module four

Branding

Chris Denton, Consultant (previously Head of Marketing at Barbican) Chris will explore best practice with regard to branding for arts organisations.

Getting your branding and positioning 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.

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 tried-and-tested process for revitalising your own organisation’s brand.

TUESDAY 11AM

Page 7: AMA retreat level one brochure

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/one

Module five

Adapting the communications strategy

Jo Taylor / Chris Denton

This is a key session which will pull together a lot of the ideas explored so far and combine it with a big dose of creative thinking to help you revise and update your approach to communicating with your audiences / visitors.

The session will revisit the communications mix in light of:

- the thoughts presented in the morning around the role of branding and positioning and how to define and communicate the core purpose of your organisation,

- the audience context – how our understanding of audiences and their

motivations has become more sophisticated and the influence this could have on our marketing strategy,

- and the business context – the financial imperative and how this can be successfully combined with the artistic / public need,

It will leave you with a framework for approaching communications strategies for your company, a major event or exhibition, and ongoing or smaller campaigns.

TUESDAY 1PM

Page 8: AMA retreat level one brochure

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/one

Module six WEDNESDAY 9AM

The emerging manager’s toolkit

Helen MacKintoshManagement consultant and accredited coach

New managers are often thrown in at the deep end and expected to know what to do – whether it’s managing your own time or a reluctant team member,ensuring everyone is clear on priorities, or involving the team in the development of a strategic plan.

This workshop will explore what ‘management’ means in practice, look at some answers to the challenges of managing relationships at work – up, down, sideways – and will build on some line management techniques to help you develop effective listening and influencing skills.

It was an amazing experience - well executed, smoothly run and extremely rich in content. Thank you so much to all involved! After AMA retreat level one in March 2011.

Page 9: AMA retreat level one brochure

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/one

Career development – taking a more strategic role

Louise GardnerHead of Communications and ServicesWatershed

Jane DonaldDirector of Marketing and Communications Royal Scottish National Orchestra

Our round table hosts will provide you with a rare opportunity to pick the brains of those working at head of department / director level in a small group context.

Hear first hand how some of the leading marketing thinkers in the arts today made their breakthrough to the senior management table.

Round table discussions

Mark HazellMarketing DirectorNorwich Theatre Royal

Kate CarrenoAssistant Director, Central ServicesThe Fitzwilliam Museum

WEDNESDAY 11AM

Learn about the techniques they adopt to provide direction to their team and ensure that their marketing strategies remain focused on the needs of both the organisation (the mission, artists, finances etc) and the expectations / needs of the audience or visitors.

Page 10: AMA retreat level one brochure

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/one

Collaborate with peers to solve real-life marketing and audience development challenges.

The marketing strategy exercise will involve delegates working together, collaborating with peers from across a range of different art forms, to solve mar-keting campaign planning challenges.

Each group will be given case study material from a fictional arts organisa-tion. The group will need to select from the strategic planning tools provided in the earlier workshop sessions, and / or

Marketing strategy working groups

can use their own creative ideas and approaches to develop appropriate mar-keting campaign(s) based on the brief.

The working groups will be asked to put their strategic marketing planning skills to the test to outline a plan in response to the brief. You will be sent the fictional case study in advance.

On the final day, each group will present their recommendations and plans to the rest of the cohort. This will be followed by a discussion on the key themes and ideas arising from the presentations.

Each day you will have time to reflect on how the theory relates to your own mar-keting activity, explore how to improve this and how to overcome any audience development challenges you might face.

Reflection sets

DAILY

DAILY

Page 11: AMA retreat level one brochure

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/one

Møller Centre, Cambridgewww.mollercentre.co.uk ‘The Møller centre was an excellent venue choice. The atmosphere was perfect for a retreat. The food was of a very high standard and there was plenty of it!’ After AMA retreat in March 2011

The Møller Centre is a residential training and conference centre in Cambridge with stunning architecture, creative working spaces, great food and contemporary accommodation.

Located at the crossroads of the UK’s main transport network, being just one mile from the M11 motorway and a short taxi ride from Cambridge railway station with its frequent express services to London Kings Cross (45 minutes), London Liverpool Street (1 hour and 15 minutes) and Stansted Airport (30 minutes), it is easy to get to.

Location

Sunday 5th to Wednesday 8th February 2012The Møller Centre, Cambridge

AMA retreat photos by www.leocinicolo.com

Page 12: AMA retreat level one brochure

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/one

The cost is £950 +VAT for AMA members. Non-members must join the AMA to take part in this programme.

Membership starts from just £30 +VAT.Email [email protected] for moreinformation on membership.

The cost includes:- three-day intensive training course with highly experienced trainers and guest speakers- three nights accommodation in the Møller Centre- all meals during the programme e.g. extensive breakfast and lunch buffet plus wide choice of refreshments- Learning Log folder with handouts, presentations and further reading materials

Cost and bursaries

Arts Council Wales and Creative Scotland will be providing bursaries to selected candidates.

Arts Council Wales bursaryArts Council Wales will provide four bursaries at £750 each for either AMA retreat (level one and level three) depending on demand. These are available to arts professionals working within an arts organisation in Wales who are at the appropriate level for the AMA retreat level one (senior officers / new managers).download bursary application form

Creative Scotland bursaryCreative Scotland will provide one full bursary (£950) for somebody at the appropriate level for this AMA retreat working within the arts, culture and creative industries in Scotland.download bursary application form

* Bursaries may not be awarded to more than one person from the same organisation.

£950 +VAT

To book your place, please fill in the short application form on the last page of this brochure and return it to [email protected] by 21 November.

Please also take a look at the bookingterms and conditions

Page 13: AMA retreat level one brochure

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/one

I just wanted to say how immensely useful and enjoyable I found the retreat. It was confidence boosting, informative, inspir-ing 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 OfficerNational Theatre of Scotland

Places will be allocated on a first-come first-served basis. Book now by completing the simple application form (see next page) and return it to [email protected] by 21 November. Please email [email protected] if you would like a Word version of the application form.

w: www.a-m-a.co.uk/AMAretreats/one t: +44 1223 578078

Arts Marketing Association, registered in England 2814725

Page 14: AMA retreat level one brochure

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/one

marketing leadership programme

BOOKING FORM: AMA retreat – level one– senior marketing officers and new managers 5 to 8 February 2012, Cambridge

Please complete this simple booking form and return it to the AMA office by 21 November 2011. You can e-mail it to [email protected] or post to: AMA, 7a Clifton Court, Clifton Road, Cambridge CB1 7BN.We will contact you within 5 days of receipt of your booking to confirm your place and send you a confirmation letter and invoice.

Name:

Job title:

Organisation:

Email:

Telephone:

Address:

2. How long have you been working in arts marketing / audience development?

Up to 1 year Up to 5 years

Up to 3 years 7 years or more

3. Are you a current AMA member? Yes No*

*Please note that you must be a current AMA member to take part in the AMA retreatsprogramme. Membership starts from £55 for a 6 month trial membership. For more information and to join, go to www.a-m-a.co.uk or email [email protected]

If you have any queries, please contact Anne Freitag at [email protected] on 01223 578078.