Are you an AMA member? please login
30th May 2019 Jemma Green

We won’t Mention ‘Digital Transformation’ — but you could if you want to

Digital projects / Organisational engagement

What is it about?

We have recently seen examples of insights initially gained through the lens of a new website being used to start important conversations across the organisation. From audiences, marketing activity, tone of voice and brand positioning all the way through to organisational structure, recruitment and mission.

Anyone who has been involved in a large scale digital project will have encountered concepts such as user-centred design, user research, prototyping, inter-departmental working, process review, prioritising organisational objectives, content strategy & development and usability-testing.

We have observed that properly engaging with these concepts on a digital project can (and does) lead to much wider institutional engagement with a range of issues. Because they place your audiences (users) at the heart of the conversation the insights gained can be surprising and powerful.

What will I gain?

— An understanding how digital projects (should) encourage risk-taking, experimentation, testing new ideas and rethinking the way you do things

— Examples of the common elements of projects which result in such widespread impact and how you can use these projects to kick-start such discussion (or “transformation”) in your own organisation

Who is it for?

Manager and Director level delegates working in Digital, Marketing and Audience Development.

View more information on AMA conference 2019 and book your place.


Ash Mann | Strategic Director | Substrakt

Ash is the Strategic Director at Substrakt, a digital agency whose clients include the The Bridge Theatre, Royal Court Theatre, Birmingham Hippodrome, and English National Opera among others. He’s very interested in building effective relationships with arts organisations that help make the most of their digital offering, and has seen first-hand the power of using data and audience insight to inform that process


This Morning Briefing is sponsored by Substrakt

Substrakt is a web agency. We make websites and applications for organisations in the arts, cultural, heritage and creative sectors in Europe and North America. We work with people we like, on projects we love



As an AMA member you can access exclusive member-only content including sector jobs, online resources and training.


Not yet an AMA member? Find out more.

Get a free summary of AMA’s 2019 Member Benchmarking Research:

Send me a copy