The AMA (Arts Marketing Association) is delighted to announce that our application to ACE (Arts Council England) Audience Focus strategic funds has been successful.
We’re still discussing final details with ACE and will share more news shortly, but wanted to give you a basic outline to keep you up to date with our plans.
The project will deliver under strand three of Audience Focus – 'best practice'
It will provide a national service to collate, share, train, and implement best practice in arts marketing and audience development in arts, museums and libraries. Aiming to raise the level of professionalism and practice across the sector in order to significantly improve the industry’s ability to reach more people and new audiences.
It has five key areas:
1) Collating best practice. Developing a sector-wide, comprehensive online ‘knowledge bank’ of best-practice research, case studies, articles, reports etc. on marketing and audience development related topics for the arts and cultural sector.
2) Commissioning resources to fill known gaps in best practice and adding these to the knowledge bank.
3) Sharing and embedding best practice across the sector providing editorial and interpretation tailored for a range of arts and cultural organisations – guiding people to the most useful resources for them, from the smallest to the largest organisations, across every art form, museums and libraries.
4) Developing a programme of training to resolve knowledge gaps identified via training needs analysis. Training will target those who most need it and will focus on the skills they need most to support their organisations.
5) A programme of work to overcome barriers to implementing best practice within NPOs and other arts and cultural organisations. Working with employers, marketers and industry trainers.
We will be working alongside a diverse range of specialist agencies, partners and consultants to help organisations find the best ways to attract both digital and live audiences.
More details will follow shortly.