Long-term planning, everyday practice
This one-day online event will help you create long-term approaches to inclusive marketing; with actionable insights you can put into practice every day.
It’s an opportunity for you to think differently about who your audiences are and who they could be, with a focus on groups who are largely under-represented in our audiences; disabled people (including invisible disabilities), and people of the melanated Global Majority*.
You’ll come away feeling more confident about how to create truly inclusive marketing campaigns that engage diverse audiences and foster a sense of belonging.
When: Wednesday 18 September 2024
Reaching New Audiences is an online event that will take place on Wednesday 18 September 2024. We expect the day to run from 9:30am — 3:45pm, but will confirm these timings as we move closer to the day.
If you have any access requirements, please contact jack@a-m-a.co.uk
Cost
Early Bird Member rate: £80 + VAT
Rate available until 18 July 2024
Standard Member rate: £130 + VAT
Rate available from 19 July 2024
Small Organisation/Freelance Member rate: £70 + VAT
Non-member rate: £175 + VAT
Booking Now Closed
Questions?
Get in touch with Jemma, the AMA’s Sales and Marketing Manager, and she’ll be happy to help.
jemma@a-m-a.co.uk
Why come to Reaching New Audiences?
During the day we’ll explore inclusive language, accessible marketing and how to reach and engage audiences that are representative of your local community.
This is your chance to learn from industry experts and peers, and come away with practical tools to attract new audiences and build more inclusive marketing approaches.
Through expert speaker sessions, real-world case studies from cultural organisations and interactive small group discussions, you’ll gain valuable knowledge and space to reflect on what you will put into practice.
What will I gain?
- A clear understanding of why inclusive marketing matters and what this looks like in practice
- Tips for creating a sense of belonging through inclusive language, because words matter
- A set of actions that you can take from the day and implement immediately at your organisation to create more inclusive campaigns
Who is it for?
The AMA believes that equality, diversity and inclusion (EDI) should underpin all the work we do in our roles, our organisations and society. To help share the latest thinking and best practice in this area we organise two annual events that focus on EDI:
Inclusivity and Audiences Day, which is aimed at those in leadership positions with an emphasis on why this work is so important.
Reaching New Audiences, which is aimed at those planning and delivering marketing activity and focuses on the practical steps you can take.
Therefore Reaching New Audiences is ideal for marketers at officer and manager level i.e. the ‘doers’.
Timetable
Throughout the day Elma Glasgow, our facilitator, will lead three reflective sessions. These will help you generate new ideas, pinpoint challenges and uncover opportunities. You’ll come away with your own set of actionable steps, ready to foster greater inclusivity in your marketing practices and beyond.
9:30am — 10:00am
Reimagining Inclusivity
In the first of our reflective sessions, Elma will invite you to reimagine what your organisation and marketing approaches might look like if they were truly and holistically inclusive. You’ll start to think about who you want to engage and how you might start to do this.
Speaker:
Elma Glasgow, Inclusion Consultant
10:00am — 10:35am
Rethinking Accessibility in Marketing
Join us for an insightful session on accessible marketing, where we’ll uncover the keys to reaching diverse audiences, new and existing.
- Discover how neglecting accessibility can create barriers for disabled people and limit engagement.
- Explore practical strategies to make your marketing materials more inclusive, ensuring that no audience is left behind.
- Learn how to champion accessibility within your organisation and drive positive change through real-world examples.
Speaker:
Dr Shani Dhanda, Disability Inclusion & Accessibility Specialist, Social Entrepreneur and Broadcaster
10:35am — 10:45am
Screen Break
10:45am — 12:00pm
Real-World Stories and Peer Perspectives — spotlight on practice
Discover how three arts and cultural organisations are approaching audience engagement and inclusivity, and what they’ve learned along the way.
Grace and Mithila will talk about Sunrise to Sunset at Canning Dock, a day-long takeover of the Canning Dock in Liverpool and an area of public realm that is set for multi-million pound regeneration thanks to National Museums Liverpool’s Waterfront Transformation Project. The event placed community at the heart of the area, and was completely co-produced — from programming to marketing.
Kate Fox will reflect on their experience of leading on accessibility for Manchester International Festival (now Factory International) through a period of major organisational change, intersecting with the work of the Audiences team, and how making access part of everyone’s day-to-day role led to more accessible experiences for Deaf, Disabled and Neurodivergent audiences.
In 2023, Walk the Plank took part in AMA’s Breakthrough programme — a year long programme looking at an organisational approach to inclusivity. From this they developed a strategy to embed Diversity, Equity, Inclusion and Belonging (DEIB) in all corners of their organisation. Tanica will share how their marketing team has embedded and championed DEIB in their external and internal communications.
Speakers:
Grace Edwards and Mithila Ramagavigan, National Museums Liverpool
Kate Fox, Access Consultant
Tanica Powell, Walk the Plank
12:00pm — 1:00pm
Lunch
1:00pm — 1:35pm
Inclusive Language Made Simple
Language matters. As marketers, we know words and stories are key to connecting with people. Used carelessly, our words can exclude, isolate and harm our audiences. Used with care, our words can include, affirm and celebrate people. In this session, you’ll learn about:
- The science of why language matters (how it influences our thoughts, beliefs and actions),
- How to approach inclusive language with a joyful, curious, non-judgemental mindset,
- What inclusive language means,
- 10 principles of inclusive language and how to apply them to be an anti-racist, anti-ableist, LGBTQIA+ inclusive marketer.
Many of us are worried about saying the “wrong” thing. But in this session, we’ll smash the myth that there’s a right or wrong way to be an inclusive communicator. Instead, we’ll give you clear principles you can apply to any situation, to find your own answers.
Speaker:
Ettie Bailey-King, Fighting Talk
1:35pm — 2:00pm
Challenges & Opportunities — your midpoint reflections
In our second reflective session we’ll take a moment to process and discuss new insights in small groups. This collaborative session will help you identify key challenges in your inclusive marketing journey and uncover opportunities to connect with new audiences.
Speaker:
Elma Glasgow, Inclusion Consultant
2:00pm — 2:15pm
Screen Break
2:15pm — 3:15pm
From the Website to the Dancefloor — building authentic, inclusive spaces for your dream audiences
There are two halves to any strategy for reaching new audiences. On an cultural level, you need to be the kind of organisation that can appeal to and welcome in new people honestly and authentically. And on a practical level, you need to do the work of drawing in these audiences through active audience engagement.
Without both sides of the coin, you’ve either got a great organisation that no one knows about, or you’re running popular events that aren’t truly safe for marginalised people to attend.
Ren and Rhianna have worked together on different aspects of the Mercury’s digital presence for four years. In this session, Ren will discuss the fundamental elements of creating digital platforms and physical spaces that are open, accessible and welcoming to new audiences – particularly those from marginalised groups.
Building on these cultural foundations, Rhianna will present a case study exploring how the Mercury Theatre, working alongside The Audience Agency as part of the ADESTE+ programme, drove diverse and inclusive audience development among groups that were more representative of Colchester as a whole.
Through on-the-ground engagement, developing ideas and testing prototype events, the Mercury have launched a successful monthly LGBTQ+ event that has been described as a ‘game changer’ for both performers and the queer community in Colchester.
Speakers:
Lauren James, Splitpixel
Rhianna Howard, Mercury Theatre Colchester
This session is sponsored by Splitpixel
3:15pm — 3:45pm
Charting your course — from insight to action
As we wrap up our day, we’ll reflect on how our perspectives have shifted and any fresh ideas that have emerged. Most importantly, you’ll develop 4 — 5 concrete action points to take away and discuss strategies to hold yourself accountable for these changes. This will also be a moment to consider finding a ‘buddy’ who can be your support through your inclusivity journey.
Speaker:
Elma Glasgow, Inclusion Consultant
Speakers
Elma Glasgow
Inclusion Consutlant
Based in Suffolk, Elma is a national award-winning inclusive engagement, storyteller and communications consultant. She helps strengthen bonds between individuals, organisations, audiences and communities by guiding clients on creating content that is authentic, anti-racist, and representative of society. Her clients include University of Cambridge, Colchester + Ipswich Museums, Rambert and the National Horse Racing Museum.
Dr Shani Dhanda
Disability Inclusion & Accessibility Specialist, Social Entrepreneur and Broadcaster
Recognised as the UK’s most influential disabled person and the BBC’s 100 Women Laureate of 2020, Dr Shani Dhanda collaborates with businesses and brands to authentically embrace inclusion and accessibility. Her expertise in disability inclusion has had a global impact, collectively reaching over 1.5 million employees worldwide. Navigating the world as a South Asian woman experiencing disability, her intersectional activism serves as a catalyst for challenging social inequality worldwide.
Ettie Bailey-King
Inclusive and Accessible Communication Educator
Ettie is an inclusive and accessible communication educator. She works with organisations including Amnesty International, Wellcome, Savills, Global Witness and Girlguiding, helping them to ditch their fear around inclusive language and accessibility. On the inclusive language side, she particularly focuses on LGBTQIA+ inclusive language, Disability, sexual orientation, race and more. On the accessibility side, she helps people to create content that works better for everybody, whether they are Disabled, neurodivergent, tired or distracted.
Grace Edwards
Marketing Officer at National Museums Liverpool
With a research background in public art and community regeneration, as a Marketing Officer I like to centre my practice around putting our visitor’s needs and interests first. I’m a creative thinker, and enjoy listening and learning from our communities. I have worked at National Museums Liverpool for 3 years, and before that, worked in digital marketing agencies.
Mithila Ramagavigan
Participation Producer (Communities) at National Museums Liverpool
Mithila (pronounced mi- thi-la) is committed to social justice and empowering communities to shape the cultural sector. She has worked in museums for over a decade in a variety of different roles within learning, curatorial and most recently in community engagement. She has also recently trained as a sustainable style coach to explore her own self-expression and help others do so too.
Ren James
Head of Content & Web Projects, Splitpixel
Ren is a content person and website project manager specialising in access, inclusion, UX and SEO. With a background in culture journalism, she has 18 years of experience in content creation, with 10 of those spent at digital agencies, where her focus has shifted to content strategy and website delivery. Her primary career goal is trans liberation for all. Beyond that, she enjoys artisanal vegan cheeses and punk music.
Rhianna Howard
Head of Marketing & Communications, Mercury Theatre
Rhi has worked at the Mercury Theatre, Colchester for the past seven years in various guises and most recently as Head of Marketing & Communications. Her specialisms include campaign management, content creation and audience development. A neurodivergent individual, Rhi has a real passion for access & inclusion within theatre and launched the Mercury’s Access for All Scheme in 2021.
Kate Fox
Access Consultant
Kate is a freelance access consultant who works with arts and heritage organisations, venues, one-off events and individual creatives to build more accessible experiences that prioritise the needs of Deaf, Disabled and Neurodivergent people.
Tanica Powell
Senior Marketing and Communications Officer
Tanica is the Senior Marketing & Communications Officer for outdoor arts specialists, Walk the Plank, and a Marketing Freelancer. She joined Walk the Plank in 2022 from Contact Theatre where she was the Digital Marketing Officer and prior to that, Digital Content Officer. Tanica sits on the Walk the Plank Diversity, Equity, Inclusion and Belonging Working Group.
Glossary
*Global Majority is a collective term that refers to people who are Black, Asian, Brown, dual-heritage, indigenous to the global south, and or have been racialized as ‘ethnic minorities’. Globally, these groups currently represent approximately 80% of the world’s population. (Source: Rosemary Campbell-Stephens MBE, Leeds Beckett University). If you self-identify as a member of the melanated Global Majority, you might be interested in our Affinity Group.
Image credits:
- Image courtesy of Elma Glasgow (c) John Ferguson
- Dr Shani Dhanda (c) Andy Fallon
