Arts marketing
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Indigenous programming and audience development
A local Indigenous Reference Group assisted the Lake Macquarie City Art Gallery attract Indigenous audiences to the venue, helped keep their stories alive, educated both Aboriginal and non-Aboriginal people, and established some strong cultural partnerships.
This paper discusses establishing effective relationships with schools and growing audiences. Should programming of arts events be influenced by the school curriculum? This is an edited transcript of a panel discussion held at the Youth Audience Development Forum, Adelaide, 2003.
Melbourne Symphony Orchestra Multicultural Audience Development Project
Melbourne Symphony's ambitious Multicultural Audience Development Project relied heavily for direction on a Multicultural Advisory Group, established to help attract audiences from Melbourne’s Chinese, Indian, Russian and Vietnamese communities. The Project is key to its umbrella marketing strategy.
Beat a Different Drum: a Handbook for Marketing Cultural Diversity in the Arts
A key outcome of Arts Queensland's Marketing Cultural Diversity Research Study, "Beat a Different Drum" is a step-by-step guide to marketing to culturally diverse audiences, and gives insight into strategies that have already been implemented by others.
Case study - Norwich Theatre Royal: friends scheme
Key to the success of Norwich Theatre Royal's Friends scheme is a determination to place Friends at the centre of what the theatre does and ensure Friends come first every time. Learn from their experience.
Arts marketing presentation - pricing strategies - summary
Simon Wellington summarises the main points from Tim Baker, from the UK-based Baker Richards Consulting, 'Pricing strategies for additional income generation'.
Meeting the collaboration challenge workbook
This workbook sets out processes to help your organisation prepare, plan and retain strategic alliances with businesses.
Jane Haley uncovers the devilish detail of Australian tax rules as they apply to gifts and donor programs. What are the practical implications of the ATO’s draft ruling TR 2004/D19 and how should this ruling be applied ‘at the coalface’ of donor programs?
Role of pr in an arts organisation trying to build beneficial social change
This "study was conducted to evaluate the current PR and promotional activities undertaken by arts orgs when producing a mental health related arts project. In order to identify the role that a PR professional could take to assist them in creating beneficial social change through their projects."
Copywriting makeover: Antone Bruinsma, sculptor
This case study documents the extreme copywriting makeover of sculptor Antone Bruinsma by Ross Gibson. Offers en excellent 'before and after' insight into the process of reworking an artist's statement.
Marketing of Aboriginal art from remote area communities
Paper by Jacky Healey presented to The New Wave: Entrepreneurship & the Arts symposium, Melbourne, 2002. Many Aboriginal communities continue to support art centres as their primary tool for marketing their art because they are able to maintain control.
This article proposes some practical tips about how to manage approaches to the national media for a tour that covers at least two states.
Auckland Theatre Company TXTU final report
The report outlines the rationale, strategy and outcomes of TXT2U, Auckland Theatre Company's pilot initiative designed to test the effectiveness of SMS or text message marketing in reaching the notoriously difficult market of 18 – 25 year olds.
An account of a major project undertaken by Sheffield Theatres Dec 98-00. The project investigates the importance of price sensitivity to young people, and that price was very often far from being the most important barrier to young peoples’ attendance at the arts.
Pricing down for revenue growth: Welsh National Opera
Research has shown that price is not the most significant barrier to attendance and there is scope for price increases. However, WNO found that for current opera-goers, a decrease in price could encourage attendances.
Roger Tomlinson's presentation to the eMarketing Summit held in Adelaide, 2005. Gathered from work by Vicki Allpress & Roger Tomlinson and commissioned by Arts Council England.
Judith James talks with three arts organisations about obtaining media coverage that goes beyond selling the show, exhibition or program. All agreed how important it was to find opportunities for media coverage that goes beyond 'the next show' or progr
Dealing with controversy: strategic media relations in a crisis
When the spotlight of media attention turns on you, what you say and how you handle the media are critically important. This article summarises the key steps and principles that can be identified from best practice organisations on how to handle the media in a crisis.
This checklist from Wendy Blacklock at Performing Lines outlines some practical ways for companies to work with venues to get maximum mileage out of media coverage when on tour.
Evaluating your media relations
This backgrounder provides an overview on why and how to evaluate your media relations effort. Tips and suggested links are also included in this practical overview.
