I’m keen that we share best practice (or indeed pitfalls!) so we learn from each other and move forward as a sector. Here are some of the articles I’ve written to that end.
I also highly recommend the CultureHive website for the wealth of articles there; and see my other top links here.
And don’t forget my blogs or even Tweets for in-between commentary on all things arts, culture and audiences.
Philharmonia Orchestra Website
20 April 2016
With Edward Mackay (Project Manager of iOrchestra) and other colleagues, I contribute to the final overview of the project to bring new ways to discover and explore orchestral music, to communities in the South West of England.
iOrchestra Audience Journeys
Philharmonia Orchestra Website
20 April 2016
I trace the different audience journeys we had envisaged from people in the South West to explore orchestra music through the iOrchestra tour – and what the evaluation and monitoring evidence revealed about those journeys in reality.
Young People on the Case
Arts Professional
14 April 2016
Through the Circuit network, 15 to 25 year olds create arts events for other young people. I reveal what they’ve learned about marketing to this under-engaged audience.
Marketing as Recruitment
Circuit Website
1 March 2016
In this long-form blog I discuss the principles behind our approach to marketing for the Circuit programme, and the stages galleries and young people went through to take this on board. With gallery-specify case studies.
Stumbling across a concert
Arts Professional
11 June 2015
As part of a project to build new audiences for orchestral music, I explain the tactic of ‘stumbling across’ to bring music to people in everyday places, and compare their responses to those of people who came intentionally.
iOrchestra - a case study of year one
CultureHive
5 February 2015
In this case study I compare our objectives and audience targets for the iOrchestra tour with the outcome, and look at what contribution each tactic made towards its success.
Audience Strategy for a Consortium Tour
CultureHive
May 2013
I set out how the Philharmonia Orchestra prepared their audience development bid to Arts Council England’s Strategic Touring Fund – what we learned about the process, even before the success of the application was known.
Marriage Guidance for the Arts
Arts Professional
27 February 2012
I discuss the benefits of marketing collaborations for touring productions, and what factors contribute to a healthy collaborative relationship.
Maximising Arts Marketing ROI
JAM: Journal of Arts Marketing
2011
As marketers, it is our responsibility to ensure every penny is worked hard to get maximum return on investment. I look at how we can sweat our budgets to market our arts organisations more effectively.
From Marketing to Communication
Engage Journal 26
November 2010
Looking at arts education marketing as a relatively new concept and giving critical analysis and various techniques.
