Team
Builder 'The
times they are a-changing!'
It all starts here with the ice-breaker to end all ice-breakers!
This team-building exercise is great for networking and
tuning in to the conference subject.
1.00pm
Lunch,
with complimentary champagne from Tattinger and The
Royal Glasgow Concert Hall
2.00pm
Part
1: Societal and economic change
David Gardener, Office of National Statistics Understanding
the changing market is the starting point for any arts
organisation seeking to engage with audiences. This overview
of the latest social trends paints a picture of who we
are, how and where we live, and what influences our beliefs
and values.
Andrew Curry, The Henley Centre Presenting new
findings on social change for the first time and offering
a series of provocative hypothesis based on these findings,
Andrew Curry will consider some of the key challenges
and solutions for UK arts organisations.
Arts
organisations today are competing for consumers' attention,
not just with other arts offers, but with all sorts of
leisure activities. The good news is that today's consumers
are richer than ever before and so lack of money is less
likely to be a barrier to participation. The bad news
is that consumers may not have the time or the energy
to participate, even if they have the money to do so.
It is these latter factors that increasingly dictate how
consumers' money is spent. The Henley Centre's latest
research examines how consumers view these precious resources,
and thereby offers new hypotheses for how arts marketers
can ensure their offer is one that finds an engaged audience.
3.30pm
Tea
and exhibition
4.00pm
Seminars
(choose from the menu below)
5.30pm
Seminars
end
8.00pm
Eat,
drink and be merry at the Conference Bash, hosted by Tickets.com.
Held at The Arches, a recently
refurbished Glasgow arts venue, the event will include a
ceilidh band and disco (but not at the same time!).
Friday
26th July: Day Two
9.00am
Coffee
and exhibition
10.00am
Part
2: Political change
Professor Oliver Bennett, University
of Warwick Where does the notion that 'the arts
are good for you' come from? How does this notion shape
current funding policies? A thoughtful presentation that
explores and explains the challenges facing UK cultural
policy, and offers some possible solutions.
Anne Roberts and Heather Maitland, Arts Consultants Have
we got our natural desire to broaden audiences confused
with the
political agenda of social inclusion? The case is made
for clarity between the responsibility of arts organisations
to attract bigger and broader audience, and the use of
the arts as a tool for combating social exclusion.
11.15am
Coffee
and exhibition
11.45am
Seminars
(choose from the menu below)
1.15pm
Lunch
2.15pm
Part
3: Technological change
Paul Smith, author of 'E-marketing
Excellence' and 'Marketing Communications', senior examiner
for the CIM E-marketing Award, online programme producer,
CD ROM producer and award winning film producer! Paul
will take us into the world of technological change -
and its impact on people's lives and, in particular, its
impact on the marketing of the arts. This presentation
will consider how to effectively integrate on-line and
off-line marketing strategies.
Adam Joinson, The Open University
Technology enables new forms of interaction between people,
and influences how they behave. Drawing on lessons from
earlier technologies and psychological studies of Internet
behaviour, this presentation explains how people use new
technology, and the impact of online social involvement
with people's offline lives.
3.30pm
Tea
and exhibition
4.00pm
Seminars
(choose from the menu below)
5.30pm
Seminars
end
6.00pm
Drinks
and canapés at the CCA, Glasgow's
newest contemporary art space, hosted by the National
Galleries of Scotland
8.00pm
On
The Town - your chance to explore the hotspots of Glasgow!
Saturday
27th July: Day Three
9.30am
Survivors'
Breakfast: read your free copy of the Guardian
and tuck into the mother of all Scottish fry-ups… you know
you want to!
11.00am
Conference
Round Table
There are 12 round tables dotted around a room. At each
table sits an 'expert' on a particular subject. The bell
goes and you run to whichever table you wish. You have
20 minutes to engage/grill/converse with the 'expert'
on their particular subject. At the end of 20 minutes
the bell goes and you move on to another table of your
choice. Chaos.
Choose
from subjects such as:
*Pricing
* Financial planning
* Press and PR
* Data Protection
* Selling Online
* Direct marketing
* E-marketing
* Commissioning research
* Producing print
* Marketing planning
* Team-building
* Ambassadors' schemes
12.30pm
Closing
plenary
1.00pm
Sandwich
lunch and coffee
2.00pm
Conference
ends
Seminar
Sessions
If
you've booked for Changing Worlds already, it's now time to
choose your seminars!
You can attend three over the course of the conference; one
on Thursday afternoon, one on Friday morning and one on Friday
afternoon. Places at each seminar are limited, and places are
allocated on a first come basis.
This
is what you need to do now …
Read through the seminar information below.
Fill in the seminar
selector form with your choices. You need to put a first
and second choice in each of the three sessions.
Fill this in by Monday 1st July.
Creating our Blueprint
for a 21st Century Opera Company Sarah Alexander
and Peter Bellingham, Welsh National Opera
Who is it for?
Anyone who contributes to the strategic development of
their organisation.
What
will I learn?
An understanding of how to build a strategy that embraces
the aspirations of internal, external and political partners.
What is it about? During the last
few years Welsh National Opera has had to cope with an
increasingly schizophrenic existence; on the one hand
enjoying astonishing creative success with ten major awards
in five years, on the other dealing with endless fire-fighting
as an accumulated deficit rose to critical proportions.
With the company staring insolvency in the face, ‘stabilisation’
became its potential lifeline. But in order to secure
a financially viable future WNO needed to achieve significant
revenue funding increases as well as a successful outcome
to the stabilisation process, whist negotiating a path
around the different objectives and criteria of a number
of stakeholders.
Join the Debate: Keynote speakers in conversation Oliver Bennett,
Director of the Centre for Cultural Policy Studies, University
of Warwick, with Heather Maitland and Anne Roberts, Arts
Consultants
Oliver, Heather and Anne
will be presenting from the main stage on Friday morning.
Oliver’s presentation is called Expecting too much
from culture: the extravagant claims of cultural policy
and Heather and Anne’s presentation is called Social
inclusion and the death of the arts.
Who is it for? Any delegate interested
in discussing the arguments made in these presentations.
What will I learn? This is an open
forum – the learning is down to the delegate!
What is it about? This is an opportunity
to use the keynote presentations as a springboard for
fresh thinking on an area that is of ever-increasing importance
to arts professionals.
Making Websites Work: How to build an online strategy Stuart Buchanan, McCabes
Who is it for?
This session is aimed at marketing
staff who want practical advice on how to make better
use of the online environment.
What will I learn? The basics for
a successful online strategy
How to re-invigorate
your website
How to plan an e-marketing
campaign
What is it about? The internet is undoubtedly a fast and flexible way
to market your work - but are you using it to its best
advantage? Stuart Buchanan will look at assessing your
own site, generating content, analysing statistics, maintaining
email databases, effective email marketing, online promotions,
search engine submissions and more.
Managing Your Manager: The art of deviation, half-truths
and manipulation? Alasdair Cant,
Consultant
Who is it for? Anyone who wants
to work towards a more effective relationship with their
own manager.
What will I learn? How to respond
to a range of leadership styles
Solution-focused approaches
to influencing your manager
How to use the wider
arena of your workplace to overcome difficulties
What is it about? Managing your boss
is one of the most overlooked areas of management. Traditionally,
the attitudes, skills and knowledge required of a manager
do not adequately cover the more subtle yet crucial area
of this inter-dependent relationship. Yet in reality the
same rules apply to managing your own staff but with different
points of reference. This interactive seminar will look
at how with forward thinking, creativity and a sense of
shared responsibility many of the obstacles can be overcome
without the need for any devious tactics!
E-marketing for Beginners Andy Catlin, Traverse
Theatre
Who is it for? Anyone who has
to develop, manage and use their organisation’s email
list (box office, marketing, administration).
What will I learn? How to build and
manage an email list
How to keep it legal
How to write, format
and send emails that get results!
What is it about? This seminar will
show you how to build and use an email list in the most
effective way, with the minimum amount of technical jargon.
It will address recruitment, list management, data protection,
formatting, content, deliver techniques, cross-platforming,
and the use of attachments – all the things you need to
know to avoid making an arse of yourself in front of your
audience …
Negotiating Resistance: Influencing and persuading others
at work Troy Cooper, Social
Psychologist, The Open University
Who is it for? Those who regularly
work in contexts in which they must persuade, influence
or 'negotiate the resistance' of others, particularly
those who are formally in a position more senior to them
in an organisational hierarchy.
What will I learn? An understanding
of the different types and dynamics of interpersonal power
How to examine the
nature of resistance to 'the new'
How to reflect on personal
experiences of the need to negotiate resistance
What is it about? This is a conceptual
session that will explore the psychology of resistance.
Troy will firstly consider the nature of power, influence
and persuasion in terms of social and psychological theory
and practice. The second part of the seminar will comprise
a part workshop, part Q&A discussion, where participants
will be encouraged to reflect on situations in the past
at work where they have encountered resistance, and to
apply the tools of psychological analysis and understanding
they have acquired in the session.
Day in the Life Andrew Curry
and Robert Stanier, The Henley Centre
Who is it for? The seminar is
appropriate for those involved in the planning and implementation
of arts marketing strategies, and for those involved in
communicating with arts audiences.
What will I learn? An understanding
of the real ‘competitive set’ of consumers, eg that Pizza
Express, the RSC and the garden may all be competing for
the same consumer on the same evening.
An understanding of
how to develop an effective strategy that takes this into
account.
What is it about? Andrew and Rob
will examine the 95% of consumers’ lives when they are
not engaging with the arts. This process will set the
background of the forces that drive whether or not consumers
will choose to participate in an arts event and the resources
they apply to the challenges they face negotiating everyday
life.
Press Here to Start Jim Fletcher,
English National Ballet
Who is it for? Anyone who has
been responsible for PR for two years or less, or who
is expected to ‘deal with’ the press as part of their
job.
What will I learn? How to manage a
potential PR crisis to the advantage of your organisation
What is it about? This is a practical
session with lots of opportunities for dialogue and debate.
Jim will explain the anatomy of PR and demonstrate how
a potential PR disaster can be averted through good PR
management skills.
Freelancers’ Forum
Who is it for? Anyone who is working
in the sector as a freelancer.
What will I learn? How to improve
your effectiveness and general practice
What is it about? The freelancers’
forum is a great opportunity to share ideas, challenges
and solutions in a supportive environment. Full details
of the Freelancers’ Forum will be available here soon.
Marketing Planning Daniel Hadley,
Consultant and author of Boost (SAC publication
on marketing planning)
Who is it for? The seminar is
primarily intended for delegates at an intermediate level
who have some understanding of the planning process, but
will also suit those new to marketing planning, or managers
who want to review the area.
What will I learn? An understanding
of the essential components of a marketing plan
How to assess and fine-tune
the plan
An understanding of
the impact of marketing planning on your organisation
What is it about? Dan Hadley will
show you how to make sure your marketing plan is working
as hard as it can for your organisation. It will review
the main constituent parts of a plan, and suggest ways
of testing the strength of each part. It will encourage
you to consider the plan's wider effects within your organisation,
and ask why we do marketing plans at all.
Lucrative Life Purpose and Purposeful Pledges Jackee Holder,
Life Work In Progress
Who is it for? This session is
for anyone who has a strong desire to enhance, change
or transform their current life scenario. Anyone who participated
in Jackee’s life coaching session at last year’s AMA conference
may be interested in attending this seminar as a follow
on.
What will I learn? How to quickly
identify the heart of Lucrative Life Purpose
How to excavate the
essence of your personal dream
How to identify the
signs that other people may be giving you about the nature
of your Lucrative Life Purpose
How to use Wisdom Access
questions as a tool for further self-development
How to focus your intention
and be a magnet for attracting what you want
How to create solutions
to the goals on which you want to begin or continue working
What is it about? This session will
support you in discovering the specifics of identifying
your Lucrative Life Purpose, and will demonstrate how
to identify your natural talents and abilities and highlight
ways in which you can integrate these talents into your
daily life. By committing to your Lucrative Life Purpose
you will explore ways in which you can heighten your contribution
and service to the wider community.
Arts Explorers: It’s a stage they’re going to David Jackson,
The Audience Business
Who is it for? This session is
for anyone with responsibility for social justice issues,
such as project workers, marketing staff, general managers
and organisational directors.
What will you learn? A replicable methodology,
with built-in evaluation processes
The four key factors
needed to deliver a successful project
What is it about? This session will
look at the results of a yearlong project with young people
devising a programme to enable them to experience and
enjoy what being an audience for the arts is all about.
The Audience Business took a very diverse group of young
people on a journey of arts exploration and in turn learned
from them about what we have to do as arts professionals
to communicate, contact and encourage young people to
be part of our audience.
Great Groups! A fun and practical introduction to facilitating
group discussions Mel Jennings, Consultant
Who it is for? This session is
for anyone beginning to develop their group facilitation
skills.
What will I learn? An overview of
basic group research techniques
How to gain creative
input from your groups
What is it about? What kind of groups do you work with: Ambassadors,
Friends, Board or Staff Team? Would you like to know more
about what they really think? Do you want your sessions
to be more fun? Are you desperate for some people to speak
up and for others to shut up? This seminar will explore:
focus and creative group techniques; tips for dealing
with sensitive and sticky issues; tips for dealing with
'challenging' participants; and ideas for ice-breaking,
energising and winding down.
The ABC of Advertising Martin Prendergast
and Nicola Batterton, the Guardian/Observer
Who is it for? This session is
ideal for marketing officers or anyone responsible for
advertising in their organisation.
What will I learn? Whether advertising
is a tool that could benefit your organisation
How to make the most
of your advertising budget
How to make your advertising
spend even more accountable
What is it about? Drawing on the
Guardian and the Observer, this seminar is intended to
give delegates an insight in to advertising. As well as
being a practical ‘how to advertise’ session, Martin and
Nicola will also consider how to use advertising most
effectively, and at ways of advertising on the Internet.
We
will process all selections received by Monday 1st July.
(If we don't receive your choices by then you can make your
selection at the conference - subject to availability.)
We
will write to you week commencing 8th July to confirm your
seminar selection and give you directions to the venue.
If
you have booked accommodation through us, then these details
will also be confirmed in that same correspondence.
Need
to know more?
If you have any questions or concerns, please do get in touch
with us at the AMA office on 01223-578078. We want you to have
a fantastic time at this year's conference - and if we can go
that extra mile to make it a truly memorable occasion, then
we will make every effort to do so!
Complete
our FEEDBACK
FORM to request further information e.g.
(a copy of the conference leaflet, further details about the AMA, details
for new attenders, emails direct to you as speakers are announced etc.)
