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CultureHive Small Scale Development Programme Case Study

Harriet Warnock, General Manager, Collective Encounters

Collective Encounters is a professional arts organisation specialising in using theatre as a tool for social change through collaborative practice. We have no marketing staff so the responsibility for marketing and audience development falls to myself and our Executive Director.

The Small Scale Development Programme offered me a way to make maximum impact with the time and resources I have available, and to share learning so my team has a ‘marketing head’. SSPD helped me define our strengths and distinctive identity, which has formed the basis for directing our efforts toward audiences most likely to engage.

Marketing can seem a huge job requiring a whole department: SSDP broke down marketing tasks into a manageable process, giving a real focus on priorities. The most significant impact is my realisation that marketing is not just something you do one day a week. It is a thread that runs through all aspects of our organisation.

Working through the SWOT/TOWS exercise with my team created a united sense of mission, vision and brand. We’ve reframed our communications to describe benefits and express the offer in experiential terms. All team members can now access social media and this encourages them to take account of audience engagement in all aspects of their work.

Image courtesy of Collective Encounters from the tour Cracked 2016 (c) AB Photography

“The most significant impact is my realisation that marketing is not just something you do one day a week. It is a thread that runs through all aspects of our organisation.”

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