Are you an AMA member? please login

CRM from Scratch — how the Orchestra of the Age of Enlightenment is rewiring relationships with its audience

CRM creation / Supporter relationships

What is it about?

The Orchestra of the Age of Enlightenment has been a Resident Orchestra at Southbank Centre in London for more than 20 years, but have always been a step removed from their audiences; unable to communicate directly with them, undertake segmentation, welcome first-time attenders to the Orchestra or identify their most loyal concert-goers.

They are currently in the process of implementing a new box office system, conducting their own ticketing and hiring a Box Office Manager and during this session, John will discuss how they have already seen strong results in increasing ticket revenue and encouraging new people to sign up as Supporters.

What will I gain?

— Ideas for collaboration between marketing and fundraising departments

— Inspiration around the opportunities that ticketing creates for touring and resident organisations

— Insights into the project OAE have embarked upon, including the challenges they’ve faced and the solutions they’ve found

Who is it for?

Marketing managers and fundraisers at touring organisations, or those with a residency-type relationship at one or more venue.

View more information on AMA conference 2019 and book your place.

Speaker

 

John Holmes | Director of Marketing and Audience Development| Orchestra of the Age of Enlightenment

 

Rewiring Leadership

International partnerships / Leadership styles

What is it about?

Last year Dan Bates, CEO of Sheffield Theatres, took time out from the business for three months to create new partnerships internationally and explore different leadership styles across the theatre community of South East Asia and Australia.

During his session, Dan will talk about what he did, who he met, what he learned and what new styles of leadership he has implemented since coming back, to shape and refocus Sheffield Theatres. (As well as how to convince your board to let you go in the first place).

What will I gain?

— Tools for becoming stronger, more resilient and to carve out space to grow

—  Insight into the value of international collaborations and networking

— Advice on how to tackle challenges, large and small

Who is it for?

Leaders, senior delegates and international delegates interested in building international partnerships or delegates interested in finding a new perspective to apply to their role.

View more information on AMA conference 2019 and book your place.

Speaker

Dan Bates | Chief Executive | Sheffield Theatres Trust

Dan is the Chief Executive of Sheffield Theatres Trust, the UK’s largest regional theatre complex, with 2,500 seats across three theatres, producing bold and brilliant theatre in Sheffield and across the UK.

After his formal training at the Royal Central School of Speech and Drama, he worked at the Theatre Royal in Windsor, Riding Lights Theatre in York and the West Yorkshire Playhouse in Leeds. He became Chief Executive at York Theatre Royal in 2004 and joined Sheffield Theatres in 2009.

Alongside his work at Sheffield Theatres, Dan is a Board member of Welcome to Yorkshire, English Touring Theatre, Create Sheffield (LCEP) and the Sheffield BID Company. He also sits on the Sheffield Cultural Consortium.

Dan has recently returned from a three month sabbatical to Asia, taking in Australia, Taiwan, Hong Kong, China and Singapore, where he undertook a month-long placement at the Esplanade, Theatres on the Bay working with the leadership team.

Dan also a member of the Change Creation Cohort led by People make it Work, working alongside the Ramps on the Moon Consortium.

Sheffield Theatres is passionate about the future of the industry and ensuring a wide range of people have the opportunity to work with us and experience all areas of the organisation.

Defining Insight — the Leader’s role in data-driven decision making

Data-driven decision making / SMART goals

What is it about?

What do you want your data to tell you? Leaders have specific responsibilities when it comes to data-driven decision making, including ensuring that organisational structure and communication enables insight.

But even with the basics in place, how can you ensure that the insights available to you drive your business forward? It’s not enough to believe that revenue follows engagement; leaders who set SMART goals, develop key performance indicators to measure progress and limit data noise, and prioritise relentlessly are at the vanguard of data-driven decision making.

Take these three steps and have confidence that you will be driving your data, and not the other way around.

What will I gain?

— Definition of SMART goals, and how their presence (and absence!) directly influences the amount of progress possible organisationally

— Understanding how key performance indicators (KPIs) measure progress of achieving SMART goals

— Understanding that not all data is insight, and that relevance is the key factor in discovering insight

Who is it for?

Those at a senior level who want to use their data in decision making.

View more information on AMA conference 2019 and book your place.

Speaker

Erin Koppel | Vice President Enterprise Consulting | Tessitura Network

Erin Koppel works globally with Tessitura member organizations to advance their business and help them connect more visitors and patrons to the art they produce. As Vice President Enterprise Consulting for Tessitura Network, she leads a highly skilled team of industry experts who create revenue-generating strategies, deliver meaningful insight via Tessitura Analytics, and provide fundamental CRM guidance which deepens engagement with constituents, and improves operational efficiency. Erin is known for her ability to inspire and ignite organisationally-inclusive teams, and frequently speaks and facilitates workshops in the EU and North America. She has personally worked in all genres of arts and culture, from major metropolitan performing arts centers and museums to regional theatres. Prior to working for Tessitura, Erin spent nearly twenty years fundraising for Lyric Opera of Chicago, one of North America’s largest opera companies, and directing multi-million dollar fundraising campaigns. Erin resides in southwest suburban Chicago.

 

In collaboration with Tessitura Network and the AMA.

Designing Public Value with Purpose

Public value / Creative capital

What is it about?

How compelling is your public value narrative? If the answer is ‘not enough’ then come along.

Fuelled by personal introspection and ’empathic outrospection’, you will take the first few steps towards creating a heartfelt, purpose-driven, context specific rationale for why people should value, support, engage with and invest in what you do.

What will I gain?

— Insights into developing a compelling public value narrative

— Advice for framing your public programme development pipeline

— Tips for materially contributing to your organisational resilience through a public value narrative.

Who is it for?

Those at a senior level who genuinely want to a make a difference to the people and communities they serve by leveraging the creative capital of their whole organisation

View more information on AMA conference 2019 and book your place.

Speaker

Lisa Baxter | Founder & Director | The Experience Business

Lisa Baxter FRSA is the founder/director of The Experience Business, working nationally and internationally in supporting the design of optimal audience experiences.

A pioneer in her field, and an avowed audience champion, Lisa uses innovative facilitative and qualitative research methods to help arts organisations conceive, articulate, design and understand their experiential value propositions. She is increasingly in demand as a speaker on the subject of audience experience design, including keynotes at the Australia Council for the Arts Marketing Summit (2013), the City Cape Town Arts and Cultural Indaba (2015) and the Federation of Scottish Theatres (2017) and the up and coming Connected Audiences Conference in Vienna. Lisa has also guest lectured at the Universities of Leeds, Groningen (Netherlands) and Deakin University, (Melbourne).

A specialist in researching audience and customer experience, she has collaborated with the University of Sheffield on an AHRC/ACE funded programme around innovative methods of enquiry into the audience experience and is published on the subject.

Clients include the National Football Museum (Manchester), the Swiss Science Centre (Zurich), Rockhampton Art Gallery (Queensland, Australia), BALTIC Centre for Contemporary Art (Gateshead), Imperial War Museum North (Salford) and the National Coal Mining Museum for England (Wakefield).

Programmatic Advertising

Digital advertising / Digital platforms / Tight budgets

What is it about?

Digital advertising can deliver highly targeted campaigns on smaller budgets, but content should be created with the specific platform and audience in mind.

To make the most of our budgets, campaigns should be revised and targeting tweaked, optimised and tested in real time.

Whilst larger organisations are able to deploy such techniques, how can smaller organisations make best use of limited budgets within this area? During this session, Tessa will explore how to create the right content for your audience and platform, whatever your budget.

What will I gain?

— Insights into audience targeting

— Knowledge of creating the right content for your audience and platform

— Advice for making the most of smaller digital advertising budgets

Who is it for?

This session will be particularly useful for marketing managers and senior team members managing digital advertising.

View more information on AMA conference 2019 and book your place.

Speaker

 

Tessa Daniel | Head of Media | Target Live

The Best Place to be Young — a case study

Brand messaging / Young people / Co-creation

What is it about?

In this session, Ben Dickenson will discuss key learnings from the City of Dreams project across Newcastle. The project aims to engage people under 25 with the city’s arts and cultural offers.

Using case studies from the project, Ben will discuss how brand messaging engages differently with young people, as well as sharing insights into building relationships with teenagers and how co-creation with young communities is positively impacting venues around Newcastle.

What will I gain?

— Insights into the City of Dreams project and their approach to engaging young people

— Tips for approaching an engagement strategy for younger audiences

— Advice for creating networks of trust and empowering partners and individuals

Who is it for?

Those working at a strategic or leadership level and are interested in building relationships with young people in their local community.

View more information on AMA conference 2019 and book your place.

Speaker

Ben Dickenson | Executive Producer | City of Dreams

Ben has been passionate about arts, culture, and social change since a taste of theatre transformed his life as a teenager. Becoming a culture convert he trained at Rose Bruford College, received a Master’s in Film & Television from Westminster University, and studied for a PhD at Goldsmiths College.

His career since has taken in writing for stage and screen, filmmaking, journalism, managing supported housing and youth citizenship programmes, numerous community arts projects, teaching film, and running services for disadvantaged children and young people. He has also written two critically acclaimed books, and produced a popular regional breakfast radio show.

Since 2014 he has developed writing talent and audiences for Alphabetti Theatre, an innovative independent venue in Newcastle. In 2017 he became Executive Producer for City of Dreams leading a 10 year mission for NewcastleGateshead Cultural Venues, making Tyneside “best place to be young” by engaging everyone under 25 in cultural activity.

Turbo-charge your Creative Confidence

Creative flow / Field trip

What is it about?

There is so much more creativity inside us all just waiting to burst out … if only we gave it the chance.

Find out what’s holding you back and experience the glorious highs of creative flow during this field trip, which is designed to unblock your unproductive thinking habits, make you laugh and change the way you think … perhaps for ever!

What will I gain?

— Insights into your unproductive thinking habits

— Advice for being a more positive, enabling team player

— Advice for how to have productive meetings

Who is it for?

The curious, the brave, the bored at any level.

View more information on AMA conference 2019 and book your place.

Speaker

Lisa Baxter | Founder & Director | The Experience Business

Lisa Baxter FRSA is the founder/director of The Experience Business, working nationally and internationally in supporting the design of optimal audience experiences.

A pioneer in her field, and an avowed audience champion, Lisa uses innovative facilitative and qualitative research methods to help arts organisations conceive, articulate, design and understand their experiential value propositions. She is increasingly in demand as a speaker on the subject of audience experience design, including keynotes at the Australia Council for the Arts Marketing Summit (2013), the City Cape Town Arts and Cultural Indaba (2015) and the Federation of Scottish Theatres (2017) and the up and coming Connected Audiences Conference in Vienna. Lisa has also guest lectured at the Universities of Leeds, Groningen (Netherlands) and Deakin University, (Melbourne).

A specialist in researching audience and customer experience, she has collaborated with the University of Sheffield on an AHRC/ACE funded programme around innovative methods of enquiry into the audience experience and is published on the subject.

Clients include the National Football Museum (Manchester), the Swiss Science Centre (Zurich), Rockhampton Art Gallery (Queensland, Australia), BALTIC Centre for Contemporary Art (Gateshead), Imperial War Museum North (Salford) and the National Coal Mining Museum for England (Wakefield).

 

 

Shared Ambition — marketing and fundraising together

Change making / Cross-department working

What is it about?

Is there more potential for your organisation if it’s better linked up internally? In 2018 the AMA followed up the pilot of its programme Shared Ambition — fundraising and marketing together, in partnership with Arts Fundraising & Philanthropy. In this rapid fire session, you’ll hear about the changes that two of the participating organisations have made and continue to do so.

Discover what happened as a result of the programme as the organisations share insights into the challenges encountered and the successes experienced.

What will I gain?

— An understanding of how making change can happen at different levels in organisations

— Insight into two organisations’ experiences of aligning marketing and fundraising — before and after taking part in Shared Ambition

— A different perspective on how your own organisation works

Who is it for?

Those working at a strategic or leadership level and are interested in making change within their organisation.

View more information on AMA conference 2019 and book your place.

Speakers

Amanda Beckham | Seven Stories

Victoria Sanderson | Seven Stories

Jeff Davy | Conway Hall

Maggie Nightingale | Conway Hall

 

 

The importance of being audience-focused — a leader’s perspective #AMAconf

Annabel Turpin is Chief Executive & Artistic Director of ARC in Stockton on Tees, one of the North East’s largest arts venues.  She is holding a session at AMA conference 2019 on how to become an audience-focused organisation, and in preparation for her session we asked: 

As a CEO, why do you think it is important to be audience-focused?

If we aren’t focused on audiences, then why would we present work? Our commitment to audiences at ARC starts with our artistic policy: to present work that is contemporary and relevant. By relevant, we mean work that resonates with our local community, that is about things that are interesting to them, about things that entertain them, and about things that matter to them.

If we lose sight of the audiences we are trying to engage with, then we lose sight of our overall vision, mission and aims.

It isn’t just about what we put on though, it is about the invitation we make, the environment we create, and the overall experience that we offer.

If we don’t invite people in a way that makes them feel like this event or activity is for them, if we don’t provide an environment that is comfortable for them to be in, and we don’t make them feel welcome, then we cannot expect people to come.

That is what being audience focused is about for me: about making sure that we think about our audiences in every aspect of our work.

This often means thinking about people that are different to us. We recognise the lack of diversity within the arts, and we want to change that. That means changing who tells the stories, which stories get told and who hears them. But it also means changing the environments that they get told in.

Sometimes this is about going out and telling stories in other settings, but this shouldn’t be the only answer. This country is full of beautiful buildings, many of which are purpose built or adapted to present arts and culture in the most ideal setting. I believe everyone should have the opportunity to enjoy experiencing culture in these places.

Recently I have asked staff to think about spaces they aren’t comfortable visiting – banks, betting shops and high-end fashion outlets were common answers – and then to think about why. The reasons were about perception, knowledge and fear of getting something wrong. We then applied these to how people might feel about ARC, and very quickly came up with a list of things that we could do to address some of them.

It was a simple exercise but just one of the ways we have thought about our audiences. If you aren’t audience-focused, and don’t place audiences at the centre of everything you do, then you cannot expect your audiences to grow.


Annabel will be holding the breakout session Start at the Top — how to be an audience-focused organisation at AMA conference 2019 — Rewire: culture, audiences and you.

The Big Marketing Challenge #AMAconf — what can you expect?

The Big Marketing Challenge facilitator, Jo Taylor lets us know why she is looking forward to her session at AMA conference 2019 and what delegates can expect from it.

Every year I look forward to the AMA Conference. I love meeting all the amazing people who work in the same sectors as me, committed to finding better ways to connect more people, more deeply with the work of their incredible organisations. I like to keep smart company!

This year in Newcastle I’m honoured to have been invited to run the second annual* Big Marketing Challenge. And I’ve been asked to share my thoughts on what you can expect if you participate in this session.

Cards on the table, I don’t 100% know the answer to this. Because this is the one session that is absolutely and entirely down to you. You’ll be in small groups and I’ll set you a challenge (a big marketing one at that) but I’m not telling you what that is yet. What you do with it is up to you.

The problem with regular planning processes is that they often privilege the things we already do. We’re creative, we have ideas, so we’ll think of ways to do things more effectively or a bit more efficiently. But we don’t always grant ourselves enough time and space to stop and imagine what we might do if we looked afresh at the big questions and approached things totally differently. So, for the Big Marketing Challenge you’re invited to ditch the ‘copy and paste’ from all previous campaigns and think differently. The more imaginative, the more audacious, furthest from the obvious the better. You can take risks safe in the knowledge this is a pretend scenario, working for a pretend organisation, so you really can’t break anything.

Last year’s delegates were frankly awesome, so the bar is set high. Granted, a couple of the resultant schemes may have been far-fetched (and potentially illegal) but the creative process was valuable and the underpinning ideas sound. There were things from every group that could be taken back to real life work. And it was fun.

I can promise a safe environment for creative problem solving and peer ideas sharing. I will even promise prizes. They’ll be awarded for creativity of the final idea and the journey you take to get there. The winner is likely to be a group who collaborates positively. There could be more than one winner.

Maya Angelou said “You can’t use up creativity. The more you use, the more you have.” So my tip is to rush to sign up for this session to nurture and cultivate your creativity, take inspiration from your wonderful peers, and have a lot of fun in the process.

Jo T

*If I call it “annual” they’ll have to have one next year, right?


AMA conference 2019

9 — 11 July 2019

NewcastleGateshead

Change of details?

If you would like to change your contact details or organisation please get in contact with us.