Amplify
Edinburgh, 9 — 11 July 2025
Amplify
Edinburgh, 9 — 11 July 2025
Timetable
Click the relevant time slot below to see the details of the sessions taking place in that block.
With 35 sessions on a variety of topics spread across 2 days, our Conference programme is jam-packed.
The AMA Conference programme celebrates the collective strength we possess as arts marketers and as a sector, and focuses on what can be achieved when we take a bold, brave approach.
Session levels
Each year we share the ‘level’ that our sessions are aimed at, to help you decide how to spread your time at Conference. Previously, we have used ‘Beginner’, ‘Intermediate’ or ‘Advanced’ to coincide with career levels.
However, we’re aware that this system doesn’t necessarily work for our members because of the range of organisations and roles our delegates inhabit. So this year we’re changing things up to help make your choices easier.
Our new session levels are:
- Tactical — These sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately
- Strategic — These sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives
- Leadership — These sessions have an emphasis on leadership and the bigger picture for your organisation and the sector.
Sessions
Thursday 10 July
9:30am — 10:15am
Structure and Storytelling
— how Trinity Laban repositioned its offer to reach new audiences
Last year, working with their digital partner Substrakt, Trinity Laban launched a new website, debuting the organisation’s new brand and pivoting towards a truly user-centred approach to content.
In this session, Substrakt and Trinity Laban will share how a diverse range of user goals, motivations and challenges shaped the site’s navigation, content and overall user experience. They’ll explore how user research helped to validate and challenge assumptions, and helped to bring stakeholders on the journey.
- Advice on how user research can validate assumptions, shape content strategy and create intuitive digital experiences
- Tips on how aligning information architecture with audience needs can improve usability and strengthen brand storytelling
- Practical strategies for ensuring your website is accessible, navigable and reflective of your organisation’s values
This is both a Tactical and Strategic session.
Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Zosia Poulter
Content Lead, Substrakt
Tessa Gillett
Head of Brand and Communications, Trinity Laban
Sidlaw
No, this session is not being recorded as part of Conference Online
This session is Sponsored by Substrakt
What Does it Mean to Lead an Arts Organisation in 2025? — a leadership imperative
Join Alice and Stephanie for a frank and timely conversation about the critical challenges and unprecedented opportunities facing arts leaders today.
This experience-driven session addresses change management, fostering team health in a pressurised environment, and nurturing a thriving organisational culture.
Hear directly from two leaders, sharing their successes, setbacks, and the crucial lessons learned along the way. Don’t just react to the future — shape it.
- Insights and approaches to key leadership challenges
- New ways of thinking
- An exploration of navigating pressures, set backs and lessons
This is a Leadership session, with an emphasis on leadership and the bigger picture for your organisation and the sector.
Alice Young
Managing Director, Spektrix
Stephanie Sirr
Chief Executive, Nottingham Playhouse
Tinto
No, this session is not being recorded as part of Conference Online
This session is Sponsored by Spektrix
Climate Change, Global Audiences and Hyper-Local Impact
As the climate crisis intensifies, museums are uniquely positioned to engage the public and inspire collective action through their programming, collections, and outreach.
Inspired by and in collaboration with THE HERDS, a worldwide work of public art and climate action, members of Art Fund’s museum network have produced bespoke and locally-inspired programming to engage audiences with the issue of climate change.
Join Art Fund’s conversation discussing case studies of successful audience-building through their work with THE HERDS, and how this has impacted museums in partnership with other local organisations and events.
- Understanding of using global issues to connect with audiences through a local focus
- How they might work together beyond their sector (e.g. museums and heritage) in partnership with other cultural organisations to expand their audiences
- Early insights from THE HERDS programme with Art Fund
This is a Strategic session, with a focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Gracie Divall
Going Places Project Manager, Art Fund
Fareeda Atwan
Programmes Manager, Natural History Museum
Kilsyth
No, this session is not being recorded as part of Conference Online
This session is Sponsored by Art Fund
10:30am — 11:15am
Amplify with Compassion: a human approach to influence and impact
In our opening keynote, Benjy Kusi will explore how we can use our everyday decisions and influence to amplify with compassion.
Acknowledging that time and resources feel scarce, as well as the increasing hostility that many communities and arts organisations are facing, Benjy will invite us to reframe compassion as not only compatible with strategic goals, but as an essential component that will help us shape a more inclusive culture.
This is a Keynote and is suitable for all.
Benjy Kusi
Inclusion & wellbeing consultant/writer
Pentland
Yes, this session is being recorded as part of Conference Online
11:35am — 12:25pm
How to Reach a Diverse Gen Z Audience
How can arts organisations connect with young, diverse audiences? At Roundhouse, the youth marketing team tackle this daily, promoting their youth programme for 11-30s whilst ensuring their reach reflects London’s diversity.
Kalisha will share insights from their campaign to increase female users of their creative studios, that grew by 64.5% during the campaign, and sixteen months later by 135%. From influencer marketing and PR to refining content and digital strategy, she’ll explore what worked, what didn’t (and why it’s good to fail!), and how to make lasting change.
- An exploration of what Gen Z expects from arts organisations
- Strategies to reach a diverse youth audience
- Lessons in audience growth and inclusion
This Tactical session covers the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Kalisha Patel
Senior Marketing Manager (Youth), Roundhouse
Pentland
Yes, this session is being recorded as part of Conference Online
Amplifying Audiences through Digital Campaigns with HdK
HdK help those doing great things in the arts to craft digital experiences that don’t just inform. Rather, they resonate, they connect and they make a lasting impact.
Join Zoe and Fizz to explore how digital strategy can shift the spotlight, from telling community stories about people, to creating platforms that empower them to speak for themselves.
They’ll share insights from recent projects where they’ve collaborated with organisations that put their communities at the heart of the narrative – where digital becomes a means of carrying the voice, not just the message.
- Fresh perspectives from cross-sector digital campaigns that amplify diverse voices
- Inspiration for designing future campaigns that empower communities and elevate their stories
- Practical strategies for involving audiences in your digital marketing process
This is both a Tactical and Strategic session.
Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Zoe Watkins
Client Relations Lead, HdK
Fizz Woor
Account Executive, HdK
Sidlaw
No, this session is not being recorded as part of Conference Online
This session is Sponsored by HdK
Reclaiming Your Social Strategy — from trend-chasing to authentic brand building
Burnt out by Meta? Tired of trend-chasing? Wondering if any of it actually ‘works’?
In this session, Lucy and Kaasam from Matthew Bourne’s New Adventures will share how they transformed their social strategy from a sales-focused slog to a powerful brand-building tool.
Discover an audience-centric approach that will give you the power to say no and the confidence to ask for what you need. Get ready to take control of your social media destiny.
- Clear and practical advice on how to use a consistent strategy to cut through the chaos of social media
- Tips to bring stakeholders on board with your strategy
- Increased confidence in your abilities and expertise
This is both a Strategic and Leadership session.
Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Leadership sessions have an emphasis on leadership and the bigger picture for your organisation and the sector.
Lucy Fox
Director of Audience Engagement, Matthew Bourne’s New Adventures
Kaasam Aziz
Head of Content, Matthew Bourne’s New Adventures
Tinto
Yes, this session is being recorded as part of Conference Online
Creative Campaigns, Brilliant Basics and Happy Resilient Team
For marketing to make its maximum impact, creativity and strategy need to be balanced and underpinned by the core fundamentals of marketing. This session delves into getting the most from innovative campaigns using the foundational principles of marketing to achieve memorable and impactful results.
Brilliant Basics — the essential marketing principles and platforms that form the backbone of successful arts marketing.
Creative Campaigns — how V&A Dundee makes the most of available resources to make creative campaigns as impactful as possible.
- A clear way to think about strategic planning
- Knowledge of the fundamentals to have in place to have the best chance for success
- Some creative ideas of how to rinse assets, and get the most out of creative campaigns
This is a Strategic session, with a focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Claire Eva
Audiences and Media Director, V&A Dundee
Kilsyth
No, this session is not being recorded as part of Conference Online
12:25pm — 1:25pm
This is your lunch break. Use this time to refuel and take part in one of our lunchtime activities. You can choose between:
- Networking
- Exploring the Exhibition
- Join the lunchtime session with Grandad Digital
- Building connections at the Freelancer lunch
12:45pm — 1:15pm
Amplifying Arts and Culture Engagement with Digital and Brand Strategies
Ready to transform how your arts organisation connects with your audiences in the digital age?
Join Grandad Digital for an interactive session that explores the journey of launching London Borough of Culture art festival for the biggest of stages.
You’ll discover how to amplify your organisation’s unique artistic voice through powerful digital touchpoints and authentic brand storytelling. Learn proven techniques for turning passive observers into passionate advocates, leveraging data-driven insights while preserving your artistic integrity
- Advice on how to understand who your audience is
- Tips on how to balance between practical and creative ideas
- Cheat sheet / Guide of the top ten items to factor into a brand lead campaign launch
This is both a Tactical and Strategic session.
Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Paul Sheffield
Creative Director, Grandad Digital
Hannah Hiett
London Borough of Culture Marketing and Campaigns Manager, Wandsworth Council
Tinto
No, this session is not being recorded as part of Conference Online
This session is Sponsored by Grandad Digital
1:15pm — 1:55pm
From Passion to Movement — how a street dance organisation built loyal community
Discover how an Asian-led street dance organisation in Edinburgh transformed from a passion project to a vibrant movement through authentic branding, organic marketing, and creative storytelling.
In this dynamic session, we’ll explore the journey of building a grassroots community, highlighting the importance of recognising minority-ethnic leaders in the creative landscape. We’ll be deep diving into how culture and creativity spark powerful audience connections, build strong brand partnerships, and amplify social media success.
Get actionable insights on building a loyal community, leveraging collaborations, and overcoming challenges in niche markets. Plus, enjoy an interactive dance break! Don’t miss this high-energy session.
- Insight into building powerful connections through culture and creativity
- Tips on effective use of social media to amplify your brand
- Advice on overcoming challenges in niche creative markets
This is both a Tactical and Strategic session.
Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Wayne Chang
Co-director, Peer Grooving Dance Collective
Rita Hu
Public Relations Lead, Peer Grooving Dance Collective
Kilsyth
No, this session is not being recorded as part of Conference Online
1:25pm — 1:55pm
Net Promoter Score — a feedback loop that matters
Surveys don’t have to be boring and heavy! Find out how Hall for Cornwall leavened the mix and engaged their entire organisation in a dynamic audience and artist feedback loop.
By deploying Net Promoter Score (NPS) and using simple scores and comments, the team were able to track sentiment, find practical solutions to perennial problems and engage teams — from front of house to technical and all points in between.
David hopes to encourage others to join the NPS revolution so organisations can work together to benchmark and improve.
- Understanding of how to build a truly functional feedback loop
- Confidence to drive feedback analysis forward into policy and business decision-making
- Curiosity to benchmark with peers
This is a Leadership session, with an emphasis on leadership and the bigger picture for your organisation and the sector.
David Dodd
Marketing & Communications Director, Hall for Cornwall
Pentland
Yes, this session is being recorded as part of Conference Online
Creative Programming for New Audiences
Summer fetes, working class white men, Brassed Off! — these are what come to mind when thinking about brass bands. Brass Bands England, the charity which represents and supports brass bands, is on a mission to change these perceptions.
Over a 30-minute quickfire session, Chloe and Jess will talk about their work in amplifying diverse programming — and provide you with new perspectives on developing audiences and collaborating with artists outside of your day-to-day work.
- Understanding of how to build a truly functional feedback loop
- Confidence to drive feedback analysis forward into policy and business decision-making
- Curiosity to benchmark with peers
This Tactical session covers the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Chloe Dyson-Asher
Marketing and Communications Officer, Brass Bands England
Jess Wilson
Events Manager, Brass Bands England
Sidlaw
No, this session is not being recorded as part of Conference Online
Beyond the Buzzword: Agile strategies for everyday
Great ideas, strong collaboration, and clear priorities: these are the foundations of a successful team. But how do you create a working environment where everyone’s voice is heard, progress is visible, and teams stay focused on what matters most?
Agile ways of working can help organisations to cut through the noise, improve communication, and foster a culture of continuous learning. In this session, we’ll share how Agile methodology shapes day-to-day work at Ticketsolve and explore simple, practical techniques to help teams work smarter, stay aligned, and drive meaningful impact.
- An introduction to Agile principle and ways of working
- Examples of Agile tools and techniques
- Ideas and insights to take away and share with your team
This Tactical session covers the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Mark Phillips
Customer Support and Training Specialist, Ticketsolve
Tinto
Yes, this session is being recorded as part of Conference Online
This session is Sponsored by Ticketsolve
2:15pm — 3:10pm
Can Psychographic Segmentation Go Digital?
This session tells the (working) story of how Natural History Museum are bringing psychographic market segmentation, CRM data and digital behaviours into one single customer view to better serve new and existing audiences.
From email to paid social, web content to exhibition planning — Jen and Siobhan will take you through their lessons so far including the mistakes they’ve made, the successes they’ve seen and how they hope to utilise it in the future.
The session also explores how as marketers we have to advocate for our audiences to the wider organisation and can be the teams to drive forward change.
- Insight into testing methodologies for digital marketing and segmentation with large volumes of data
- An understanding of the practical implications of using behavioural and psychographic segments in a digital context
- Insight into how applying segments to digital audiences can impact results
This is both a Tactical and Strategic session.
Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Jen Benson
Email Marketing Manager, Natural History Museum
Siobhan Sharp
Deputy Head of Marketing, Natural History Museum
Pentland
Yes, this session is being recorded as part of Conference Online
How Brand Strategy Helped National Children’s Orchestras Amplify Their Impact
This session shares the story of how co-creating a brand strategy allowed NCO (National Children’s Orchestras) to move beyond perceptions and helped the organisation communicate its deeper purpose.
By involving children and stakeholders in shaping the brand, NCO ensured it truly belonged to the children it serves, reflecting their experiences and ambitions. The result? A brand that amplifies NCO’s work and positions it as a force for creativity, collaboration, and personal growth.
- Advice on aligning your brand with your purpose: Learn how a refreshed brand strategy can bridge the gap between perception and reality, ensuring your organisation’s purpose is clear and resonates with your audience
- Tips on involving your audience for real impact: Understand the value of co-creating your brand with children and key stakeholders to ensure authenticity, inclusivity, and deeper engagement
- Ways to use purpose to drive meaningful change: Find out how redefining your brand strategy can help your organisation cut through the noise, amplify its impact, and strengthen connections with both existing and new audiences.
This is a Strategic session, with a focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Debbie Spence
Director, MHM
Sophie Lewis
CEO, NCO (National Children’s Orchestra)
Sidlaw
No, this session is not being recorded as part of Conference Online
This session is Sponsored by MHM
How Much? Perspectives on Pricing
Dynamic, pay what you can or what you feel. Pricing has become contentious and complex. With so much at play, from rising costs to late booking, there’s never been so much at stake.
So where to audiences feature in our decision-making? How are we listening to their needs? And is what’s right for one organisation right for yours? In this panel session you’ll hear some different perspectives on what is and isn’t working.
- Insight into different organisations’ approach to pricing
- Opportunity to question / understand dynamic pricing
- Understand what options there are ad what’s right for them
This is both a Tactical and Strategic session.
Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Leon Gray
Head of Ticketing & Audience Experience, Edinburgh International Festival
Jan McTaggart
Deputy Director, Head of Programme and Marketing, Byre Theatre, University of St Andrews
Ed Newsome
Head of Marketing & Communications, Sherman Theatre
Tinto
Yes, this session is being recorded as part of Conference Online
Amplify support for marginalised communities in times of threat — a discussion in breakouts
With the movement towards reducing support for marginalised groups in our society, so the need increases for arts organisations to take the lead in amplifying their voices.
This space is for you, the delegates, to lead discussion on the topics concerning you most. Whether it’s the impact on disabled people that recent legislation will have, or how the ruling by the Supreme Court on biological sex impacts trans people and our organisations. Or another topic about how we can amplify our support for those who need us most.
Discussions will be led by you and facilitated by a member of the AMA team.
This session is suitable for all.
To be confirmed.
Kilsyth
No, this session is not being recorded as part of Conference Online
3:30pm — 4:10pm
Amplifying Impact
“Advocacy is critical for driving meaningful change and recognition, and we need a unified voice that advocates for value and impact.” Quote taken from the World of Work report
Why is it so important to amplify the impact that our work has on the wider sector? We know that advocacy is important, but what impact can it have really?
In this Keynote, Hilary, Catherine and Cath will talk about the research they did that led to the World of Work initiative, and the change interventions that have happened and continue to happen as a result. Crucially, they will discuss what this means for us as marketers and communicators.
This is a Keynote and is suitable for all.
Hilary Carty
Executive Director, Clore Leadership
Catherine Holden
Director, Catherine Holden Consulting
Cath Hume
CEO, Arts Marketing Association
Pentland
Yes, this session is being recorded as part of Conference Online
Friday 11 July
9:30am — 10:15am
Beyond the Data: How segmentation amplifies organisations and audiences
Move beyond traditional demographic segmentation to discover how modern, values-driven audience understanding can unite teams and drive growth.
Through real case studies from cultural organisations, learn how making audiences part of every conversation creates practical changes in programming, visitor experience and strategic planning.
See how the National Concert Hall Dublin, Alexandra Palace and Chatsworth have used segmentation to create a shared language that helps teams work together more effectively.
- Discover the benefits of enhancing your segmentation by layering values, motivations, behaviours and demographics to build more meaningful audience connections
- Practical tips for embedding audience insights across departments to unite teams and drive strategic decisions
- How to balance commercial growth with accessibility and inclusion through data-empowered audience understanding
This is a Strategic session, with a focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
David Reece
Chief Strategy Officer, Baker Richards
Rosita Wolfe
Head of Marketing and Communications, National Concert Hall, Ireland
Sarah Chambers
Director, Sarah Chambers Consulting Ltd
Sidlaw
No, this session is not being recorded as part of Conference Online
This session is Sponsored by Baker Richards
The Website’s Gonna Cost How Much? — practical tips from an agency insider to help you get more bang for your buck
When a website is well thought through, implements good design and has great performance, you’re able to showcase the work you do and how audiences can take part in a way that is clear to your users and amplifies your organisation’s goals.
This doesn’t necessarily require a massive budget; whether working with an agency, freelancer or taking on the work yourself, there are ways you can be tactical with your budget and planning to achieve your goals.
In this session, Ten4 Design will share what they’ve learned working with budget-conscious arts organisations, including novel approaches, ways to save money, and how to work with your developers to get the most value for your organisation.
- An understanding of the different options you have when approaching a website redevelopment project including timeframes, achievable goals and ways to budget around these
- A framework to help you think about what could be possible and what the options are. It will help you think about what they need, what the short, medium and long term goals are for a website.
- Advice and tips on how to approach agencies and freelancers and what to ask them so you can be smart with the money you have
This is both a Tactical and Strategic session.
Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Ros Stobart
Project Manager, Ten4 Design
Kilsyth
No, this session is not being recorded as part of Conference Online
This session is Sponsored by Ten4 Design
10:30am — 11:15am
Make the Change
You can’t please everyone, but do it anyway. This is the guiding lesson that Amber Kirby has learnt through her years of leading marketing for iconic brands; Boots, Eurostar, Virgin and Channel 4. So from Yorkshire to Paris to the London Paralympics, Amber will share her unique perspective on how creating longer term change for any brand will include moments of doubt and a whole load of “nay sayers”.
So commit to the longer term, do more than one thing and be ready to never please everyone…
This is a Keynote and is suitable for all.
Amber Kirby
Marketing Director, Channel 4
Pentland
Yes, this session is being recorded as part of Conference Online
11:35am — 12:25pm
A Tale of Two Theatres — a brand story in four acts
When you’ve got two much-loved theatres, a mile apart, with a combined history of over 200 years, how do you craft a cohesive and engaging brand strategy that creates impact.
This session is a brand story in four acts, that takes you through the ups and downs of how Liverpool Everyman and Playhouse theatres have (perhaps) solved that conundrum. It’s a story that touches on the importance of strategy, taking people with you on the journey and the need for perseverance.
- How understanding your audiences is the key to everything
- Tips on learning from your successes and setbacks
- A truthful insight into the realities of brand development
This is a Strategic session, with a focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Sarah Ogle
Marketing & Communications Director, Liverpool Everyman & Playhouse
Pentland
Yes, this session is being recorded as part of Conference Online
EDI is under attack and we’re in a rage — should you be too?
At a time when equity, diversity and inclusion (EDI) are threatened, we know it’s more important than ever to amplify voices of marginalised artists and audiences. But how can we change and challenge in a way that’s healthy, authentic and sustainable?
Jane and Rob find their professional worlds in the arts and in EDI development colliding, and in this session they will challenge thinking about inclusive marketing, programming and get to the real value of EDI.
- Insight into first-hand experience from two ‘confidently different’ leaders
- A chance to reflect on your current EDI practices
- Ideas for developing more sustainable ways to channel your rage
This is a Leadership session, with an emphasis on leadership and the bigger picture for your organisation and the sector.
Jane Cordell
Chair, AMA and Co-Director, Result CIC
Rob Martin
Chair, DaDaFest
Sidlaw
No, this session is not being recorded as part of Conference Online
AI — the image debate
How do AI generated images impact our work? If we use AI to produce images are we taking work away from artists? Are we leaving ourselves open to copyright infringement? This debate will tackle these questions and more.
This is both a Tactical and Strategic session.
Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Andy Boreham
Director of Audiences, Bristol Beacon
Katie Moffat
Director of Sector Strategy, Substrakt
Monique Baptiste-Brown
Head of Marketing & Audience Development, Brixton House
Paul Blundell
Head of Digital Research and Development, AMA
Tinto
Yes, this session is being recorded as part of Conference Online
Cultural Website Sustainability Benchmark Report 2025: What we’ve learned — and how we can (all) improve
We already know that every web page has a carbon footprint. And that arts and cultural organisations — and your audiences — care about sustainability.
But there’s currently no benchmark to assess the carbon footprint of cultural websites. This makes it hard to know how we can reduce our negative impact.
Supercool’s new benchmarking study and subsequent report aim to help cultural organisations understand what “good” looks like in terms of their website.
In this session, we’ll share the findings from the study for the first time, and show you how you can measure your website and strategies to reduce your website’s carbon footprint.
- A first look at the results of the benchmark report
- Strategies and ideas to reduce the carbon footprint of your website
- Direction on where to focus your energy when it comes to reducing the carbon footprint of your website
This Tactical session covers the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Kate Mroczkowski
Strategy Director, Supercool
Scott Stonham
Chief Executive, Digital Carbon Online
Kilsyth
No, this session is not being recorded as part of Conference Online
This session is Sponsored by Supercool
12:25pm — 1:25pm
This is your lunch break. Use this time to refuel and take part in one of our lunchtime activities. You can choose between:
- Networking
- Exploring the Exhibition
- Joining the lunchtime session with Splitpixel — please note, session starts at 12:45pm
Three Digital Marketing Activities to Sort Out Now
Is your digital marketing strategy overly reliant on social media? Uh oh! Social is becoming volatile, and more than ever it’s obvious we might not be able to rely on our favoured platforms forever.
It’s time to diversify and expand your reach. In this session, we’ll take you through what we think are the three most important things every arts venue can do to amplify their marketing opportunities — improving your conversion data, boosting your SEO visibility, and making the most of free advertising grant money.
You’ll come away with everything you need to start amplifying your online presence immediately.
- A stronger technical understanding of website tracking and analytics
- Insight into why local SEO is so important, and how to approach it
- A stronger understanding of Google Ad Grants and how they can be used
This Tactical session covers the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Lauren James
Studio Director, Splitpixel
Joe Sturdy
PPC Specialist, Splipixel
Tinto
No, this session is not being recorded as part of Conference Online
This session is Sponsored by Splitpixel
1:25pm — 1:55pm
Restoring Minds and Souls — a wellbeing-led brand campaign
Can heritage sites be a force for good in improving mental health? Discover how Historic Royal Palaces launched its first-ever wellbeing-led brand campaign to reach new audiences beyond history lovers.
Learn how they leveraged influencer marketing, podcast sponsorships, and multi-channel content to drive 13 million video views and boost awareness by 8% in just six months.
Plus, you’ll gain insights into how cultural organisations can reposition themselves to engage underserved audiences.
- Insight into effective audience development strategies
- Examples of innovative brand positioning
- Tips on how cultural institutions can be forces for social good by highlighting wellbeing benefits
This is a Strategic session, with a focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Kim Savage
Brand and Marketing Manager, Historic Royal Palaces
Pentland
Yes, this session is being recorded as part of Conference Online
Learn to Love Late Bookers — how one theatre is reframing the challenge
In tourist-driven areas, theatres often see unpredictable booking patterns, but what happens when this is compounded by high local deprivation and shrinking disposable income. How can venues adapt to this unpredictability and still thrive?
This session will explore the impact of tourism and deprivation on booking habits, the risks of relying on walk-up audiences, and strategies to stabilise sales. Through case studies, we’ll share practical approaches like dynamic pricing, real-time marketing, and community engagement.
Join us to discover some practical insights into how our theatres can turn unpredictability into an opportunity — engaging both tourists and local audiences in ways that work for their financial reality.
- A real, honest look at the challenges of late bookings
- Practical ideas to test and adapt in their own venues
- A chance to share their own experiences
This Tactical session covers the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Stacey Hedge
Head of Marketing and Communications, ATG Entertainment — Princess Theatre, Torquay
Sidlaw
No, this session is not being recorded as part of Conference Online
Creating a Culture of Belonging
The Royal Welsh College of Music and Drama (RWCMD) is in a position to make a significant impact on the cultural accessibility and inclusion of people who may be facing barriers to engaging with live performances.
By actively supporting these audiences to work with their students, and share the creative outcomes on their stages and exhibitions, RWCMD have fostered a more inclusive, diverse, and collaborative environment that benefits both the participants and our students.
In this session, Guy will talk about the work they’ve done to become more actively welcoming.
- Demonstratable techniques to increase the diversity of audiences
- New ways to curate a cultural programme
- Ways to work with volunteers to increase attendance and income
This is a Leadership session, with an emphasis on leadership and the bigger picture for your organisation and the sector.
Guy O’Donnell
Communities Engagement Partner, Royal Welsh College of Music and Drama
Tinto
Yes, this session is being recorded as part of Conference Online
AI a Force for Good
The adoption of AI has grown exponentially over the past two years. Yet many arts organisations continue to approach AI with a mix of curiosity and caution.
In this session, Rachel will explore how AI helps to create operational efficiencies, facilitate better relationships and grow revenue.
She’ll also discuss recommendations you should consider when deciding how best to implement AI tools at your organisation.
- An understanding of the current landscape of AI use and the reasons behind its recent growth
- Real-world case studies from organisations using AI in creative ways to enhance their marketing, fundraising and customer service
- Space to workshop ways to implement these techniques and tools at your organisation
This is a Strategic session, with a focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Rachael Easton
Director, Regional Growth — EU, Tessitura
Kilsyth
No, this session is not being recorded as part of Conference Online
This session is Sponsored by Tessitura
2:15pm — 2:55pm
This Event Contains Strong Language — rethinking content guidance in theatre
The use of content warnings in theatres has become a contentious issue in the press, with well-known cultural figures frequently criticising the practice. At the same time, audiences are increasingly expecting more information from arts organisations.
As performing arts professionals, we face the challenge of navigating these opposing views while striving to create inclusive and informed experiences for all audience members.
This session will explore how to thoughtfully approach content guidance. Rosie will share practical insights from an ongoing case study of the International Festival’s evolving strategy, and examine how their language and policy shifts have shaped audience engagement and satisfaction.
- An insight into Edinburgh International Festival’s approach to content guidance
- An overview of different approaches across the performing arts
- Encouragement to implement your own content guidance strategy or finesse it
This is both a Tactical and Strategic session.
Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Rosie Castle
Campaigns Manager, Edinburgh International Festival
Pentland
Yes, this session is being recorded as part of Conference Online
Bridging the Data Gap
As a touring theatre company, it can be a struggle for National Theatre of Scotland (NTS) to capture the box office data they need to amplify their campaigns and reach audiences.
In this session, Catherine and Gareth will share how they’ve worked closely with a media agency to overcome some of these challenges and bridge the data gap through innovative, detailed digital campaigns, monitoring, learning and then developing their ads. They also created their own pool of data to ensure they’re reaching the people they need to, wherever and whatever NTS is performing.
- An understanding of the challenges around capturing audience data for touring organisations
- A case study on how digital campaigns have transformed NTS ability to reach audiences and develop their own rich pool of bespoke data
- Tips on finding the right agency that understands your organisation and who wants to go the extra mile for you
This is both a Tactical and Strategic session.
Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Catherine Lamont
Head of Marketing, National Theatre of Scotland
Gareth Beedie
Director of Audience and Media , National Theatre of Scotland
Sidlaw
No, this session is not being recorded as part of Conference Online
Greater impact via YouTube: National Galleries Scotland’s journey
With social media platforms in a state of flux, arts organisations are rethinking where to invest their digital efforts. Amid shifting algorithms and uncertain reach, YouTube stands out for its scale, stability, and potential as a long-term engagement tool.
National Galleries Scotland (NGS) are evolving their approach to video as part of their Content & Interpretation Strategy, and YouTube has the potential to be a key platform for audience development, storytelling, and sustainability.
In this session, the NGS team will share how they are implementing that strategy, resourcing video production, and assessing opportunities for reach, engagement, and commercial return.
Georgina Brooke will provide insights from projects in the sector, sharing lessons on what works (and what doesn’t).
- Case study on how National Galleries Scotland is using YouTube to engage audiences and explore new revenue opportunities
- Practical advice on content planning, resourcing, and measuring success
- Insights into what’s working for arts organisations on YouTube
This is both a Tactical and Strategic session.
Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.
Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Georgina Brooke
Senior Content Strategist, One Further
Christopher Ganley
Digital Content & Design Manager, National Galleries of Scotland
Tinto
Yes, this session is being recorded as part of Conference Online
This session is Sponsored by One Further
3, 2, 1 Launch! Audience insight & opening a new venue
How do you go about launching a brand-new venue? In this session, Georgette and Jordan will walk you through the steps Sadler’s Wells took in advance of opening Sadler’s Wells East in Stratford, east London.
From re-looking at their brand identity, their core audience proposition, deep dives into their audience data to finessing both the new venue launch campaign and amplifying their overall offer with four dance venues in London.
- Insight into the venue rebrand process
- Learn more about audience profiling process and how that shaped the launch campaign
- Tips on how to measure success with building new audiences
This is a Strategic session, with a focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.
Georgette Purdey
Head of Marketing, Sadler’s Wells
Jordan Archer
Marketing Manager, Sadler’s Wells East
Kilsyth
No, this session is not being recorded as part of Conference Online
3:15pm — 4:00pm
Amplify Your Creativity
You’ve listened, asked questions, shared ideas and had great conversations for two days. Now what? In our closing keynote Chief Creative Officer, Creative Coach, and Author, Mick Mahoney will deep dive into unlocking the barriers to creativity.
Drawing on his best-selling book The Creative Nudge and his work with leading brands from the BBC to Vodafone, Mick will shine a light on the simple tools you can use to access your creativity when time and resources aren’t on your side.
This is a Keynote and is suitable for all.
Mick Mahoney
CCO, Creative Coach and Author
Pentland
Yes, this session is being recorded as part of Conference Online
With thanks to our Lead Sponsors:
With thanks to our Supporting Sponsors:
With thanks to our Conference Online Sponsor:
