AMA awarded grant to explore heritage workforce challenges

Arts Marketing Association is one of 35 organisations awarded a Heritage Innovation Fund grant supported by The National Lottery Heritage Fund. AMA’s project will be led by our Head of Digital Research and Development, Paul Blundell who will be exploring innovative ideas to address the marketing skills gap in the UK heritage workforce. 
 
Paul will be collaborating with a cohort of representatives from the other 34 heritage and sector support organisations who will work together in a series of peer-learning sessions and masterclasses organised by The Young Foundation. The cohort will undertake structured learning to design and test prototype solutions to the various heritage workforce challenges. This will be the first step in what is intended to be a three phase programme of innovation: explore, test and grow. 
 
The Heritage Innovation Fund is the third in a series of The National Lottery Heritage Fund supported projects that AMA has worked on, following on from the Digital Heritage Lab and Digital Heritage Hub which are both part of the Fund’s Digital Skills for Heritage Initiative
 
AMA’s Head of Digital Research and Development, Paul Blundell said, ‘Digital and technology are providing an endless scope of exciting opportunities that could revolutionise how AMA can support heritage organisations. Being part of the fund programme gives us the time to really get to the heart of challenges around marketing upskilling, while giving AMA the space to collaborate with other experts from across UK heritage. By innovating in this area we hope to be able to find new ways to ensure heritage professionals of today can reach the heritage audiences of the future.’  
 
AMA CEO, Cath Hume said, ‘Heritage organisations are only as good as their staff teams. With the cost-of-living crisis and post-pandemic talent drain, the professional development of the heritage workforce is essential if we want to prevent expertise leaving the sector. 
 
Being part of the Heritage Innovation Fund allows AMA to continue to build on our work of supporting the cultural sector to improve their marketing skills and place audiences at the heart of their work. Working together with others in the sector gives us the privilege of more intel from those on the frontline to ensure we ground our innovative thinking in their day-to-day reality. Marketing upskilling of the heritage workforce is crucial for the sector to be able to compete for the leisure time of new audiences, while still engaging their loyal fanbase. 
 
‘Thanks to The National Lottery Heritage Fund and the lottery players for providing this platform for the AMA and the rest of the cohort to explore new thinking and innovation.’

By innovating in this area we hope to be able to find new ways to ensure heritage professionals of today can reach the heritage audiences of the future.

Paul Blundell, Head of Digital Research and Development, AMA

You can find out more about the Heritage Innovation Fund and the other organisations taking part by visiting The National Lottery Heritage Fund’s website. Read more about the Heritage Innovation Fund.