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.

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iOrchestra Review and Evaluation

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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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