AMA Events brochure

September 2011— March 2012

AMA EVENTS2

— I use the mentoring service, which has been really excellent and I think the conference is wonderful for keeping up with trends, getting ideas, meeting industry experts. When I am planning, I think the case studies are worth a dip, for insider knowledge – and I like the JAM section that gives a profile on members.

Nancy Davies, Marketing and PR Manager, Chester Performs

September 2011 - March 2012 3

EVENTS DIARY

chain reaction 04Social media for press and PR

Manchester – 8 september Belfast – 15 september london – 29 september

MoneY, MoneY, MoneY 06Sponsorship - best practice in a changing landscape

GlasGoW – 13 september leeds – 20 september london – 27 september

aMa MentorinG 08 scheMeMentoring training daylondon – 6 october

the one that i Want 10Developing priority audiences

london – 12 october edinBUrGh – 18 october

Best of friends 12 Effective membership and friends schemes

BirMinGhaM – 3 november london – 17 november Manchester – 24 november

diGital MarketinG daY 14New ideas, new channels, new contentlondon – 10 november

discUssion forUM 16Help influence the future of the arts and cultural industrylondon – 1 december

a WaY With Words 18Creative copywriting and style guidelines

GlasGoW – 17 January Bristol – 19 January london – 24 January

AMA retreAt 20 - level one- for senior marketing officers and new managerscaMBridGe – 5 to 8 february

AMA retreAt 23 - level three- for heads of department and directorscaMBridGe – 5 to 8 february

press and pr sUMMit 26A collaborative future for arts and the media?london – 22 March

netWorkinG 28

varioUs

September 2011— March 2012

AMA EVENTS

Using social media to extend the reach and value of PR

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chain reaction

trainer

Katie Moffat, PR and Social Media Consultant

— Amazing, inspiring event, fantastic presentation and really great information. Sarah Burry-Hayes, Communications Manager, Museums Galleries Scotland (After digital leadership master class in spring 2011)

September 2011 - March 2012

What is it aBoUt?

Social media is changing the role of press and PR in the arts. Recommendations and positive comments from influential people, bloggers, journalists and other advocates online can make a significant difference to your audience reach and engagement. Journalists are increasingly using social media and the web to find interesting stories and key information. This practical workshop will provide you with the techniques, processes, knowledge and skills required to harness the potential of social media within your press and PR strategy.

What Will i learn?

• Howtoidentifyandapproachkeyinfluencers, bloggers and journalists using social media,

• aninsightintothekeytoolstofocusonandhow to use them to maximum effect,

• howtoevaluateandmeasureyouronlinepress and PR activity.

Who is it for?

Anyone working within PR (either in a full-time press role or with press as just part of your job) wanting to explore the potential for social media.

5

Belfast workshop in partnership with Audiences Northern Ireland

place

Manchester – 8 September 2011 Cornerhouse

Belfast– 15 September 2011Grand Opera House

london– 29 September 2011NCVO

tiMe

10.00AM to 5.00PM

cost

£133 + VAT (AMA members)£193 + VAT (non members)

Book noW

e [email protected] w www.a-m-a.co.ukt +44 (0)1223 578078

7 hours

AMA EVENTS

money, money, money

Sponsorship: best practice in a changing landscape

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trainer

Nicole Newman Development Director English National Opera

— Brilliant! – interactive format with useful case studies.(After this year’s Mix and match workshop)


place

GlasGoW– 13 September 2011City Halls

leeds– 20 September 2011West Yorkshire Playhouse

london– 27 September 2011NCVO

tiMe

1.30PM to 5.30PM

cost


Book noW


What is it aBoUt?

This half-day workshop will explore best practice principles for those seeking to raise sponsorship income for their organisation. It will explore what is changing with regard to sponsorship practice as a result of today’s funding and economic climate. And it will provide delegates with the insight and confidence to approach potential commercial partners and create the right sponsorship package for them and for your organisation.

What Will i learn?

• Aninsightintohowtoadaptyoursponsorship approach for today’s tough economic landscape,

• techniquesforpitchingandnegotiatingmore effectively with commercial sponsors,

• advice,toptips,plustriedandtestedideas to help you increase commercial sponsorship.

Who is it for?

Those in officer to manager level sponsorship roles (either full-time fundraisers or where fundraising is just part of your role) and those in more senior roles who are relatively new to commercial sponsorship.

3.5 hours

AMA EVENTS

mentoring scheme

Mentoring training day

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— Participating in the AMA’s mentoring scheme, both as a mentor and mentee, has been a central part of my professional development and has helped me to bring different perspectives to my work. It is a very rewarding experience and has had a positive impact on my work from both anglesFiona Moorhead, Crafts Council, Communications Manager

trainer

Kate WhitlockFreelance Coach-Mentor


What is it aBoUt?

Do you want advice and guidance about your work and career? Do you have the potential to help another person to grow and learn? The AMA mentoring scheme will give you the skills you need to further your professional development, either as a mentor or as a mentee. After an initial training session, a mentor and mentee usually meet up once every two months. The average length of a productive mentoring relationship is two years with ongoing AMA support.

Who is it for?

AMA members who would like to continue their professional development and strengthen their skills base.

Mentees

Gain new skills, build self-confidence and increase motivation through sharing experiences and one-to-one feedback.

Mentors

Build coaching and counselling skills that are transferable to your personal and professional life.

place

london– 6 October 2011NCVO

tiMe

11.00AM to 4.00PM

cost

traininG daY£90 + VAT (AMA members)

adMinistration fee on MatchinG:£50 + VAT (charged to mentees only)

Book noW


9

AMA EVENTS

— Brilliant event – really helped with my confidence and improvement(After A way with words workshop 2010)

the one that i want

Developing priority audiences

trainer

Alan MacGregor, Indigo Associate

10


What is it aBoUt?

Are you tasked with attracting new audiences or visitors from a particular priority group this year? Whether it’s families, young people, those on lower incomes, or those from a particular cultural background, the task of reaching new target groups on tight budgets and limited time can often feel daunting. This event will introduce some key principles to adopt and will outline a step-by-step process for creating, reviewing or refreshing your approach.

What Will i Gain?

• Clarifyyourapproachtodevelopingpriorityaudiences,

• insightintohowtocarryoutanauditrelating to your chosen target market/s. What information should you collect and where might you find this?

• aframeworkforexploringyourownapproach to becoming a more audience/visitor focused organisation and to achieving your social marketing objectives.

Who is it for?

This workshop is aimed at those working in assistant to senior officer level roles within marketing and audience development and those in management roles looking to review / refresh their approach to developing priority audiences.

place

london– 12 October 2011NCVO

edinBUrGh– 18 October 2011Festival Theatre

tiMe

1.30PM to 5.30PM

cost


Book noW


11

3.5 hours

AMA EVENTS

best of friends

Effective membership and friends schemes

12

— Good balance of theory and practical examples – a good introduction for those thinking about setting up a friends scheme, and a refresher for those thinking about making changes to develop existing schemes.Anwen Cooper, Head of Marketing and Brand, The Fun Fed (After Liz’s workshop in April 2011)

trainer

Liz Hill, Consultant Editor and Director ArtsProfessional


What is it aBoUt?

A recent Arts & Business report cited membership and friends schemes as a key mechanism through which the sector is likely to experience growth in the coming years. The report estimated that if the whole sector had similar schemes to those already running it could bring in an additional £300m. This event will explore the options open to those interested in establishing or improving a membership or friends scheme and will give you the knowledge, insight and ideas required to maximise the potential for your organisation.

What Will i Gain?

• Insightintotherangeofstrategicapproaches you could take to develop your membership or friends scheme,

• achancetoexplorethestrengthsandweaknesses of your current approach (or plans) and to diagnose any barriers you currently face,

• knowledgeofthekeybuildingblocks to overcome obstacles and to ensure your membership or friends scheme maximises its potential.

Who is it for?

This event is for anyone involved in planning or co-ordinating their membership / friends scheme. It will be relevant for anyone intending to establish a scheme as well as those looking to significantly improve their current scheme.

place

BirMinGhaM– 3 November 2011CBSO Centre

london– 17 November 2011NCVO

Manchester– 24 November 2011Royal Exchange Theatre

tiMe

1.30PM to 5.30PM

cost


Book noW


13

3.5 hours

AMA EVENTS

digital marketing day

New ideas, new channels, new content

14

— I was very impressed with the quality of all the presentations.(After previous digital marketing day)

London, Sadler’s Wells

10 November 2011


What is it aBoUt?

This day will bring together a range of leading practitioners and digital marketing experts to explore new ideas, channels and content for reaching and engaging audiences in a digital, networked world.

Join us to explore how your marketing, communications and content strategies might change as a result of how people use digital media today. Together we will unpick how opportunities such as social media, mobile, location-based marketing and apps, video and interactive TV could affect our marketing approach, the content we create and share, and the relationships we build with our audiences over the coming year.

Who is it for?

Anyone responsible for the relationship audiences or visitors have with your company via digital technology e.g. marketers, digital specialists, and those working in audience development and public engagement.

What Will i learn?

• Ideastoshapethefutureofyourdigitalmarketing strategies from those leading the way,

• howsocial,localandmobilestrategieswill become key to reaching and engaging audiences,

• inspiringcasestudiesandexamplesfromthose doing innovative digital marketing across the arts and cultural sector.

place

london– 10 November 2011Sadler’s Wells

tiMe

10.00AM to 5.00PM

cost


Book noW


15

7 hours

AMA EVENTS

discussion forum

Help influence the future of the arts and cultural industry

16


What is it aBoUt?

The AMA is looking for approx. 8 – 10 senior arts professionals to join us at our next discussion forum. The day will offer high level networking, as we work with peers from across the industry to explore latest ideas, opportunities and challenges affecting the sector.

The day will be facilitated by AMA Executive Director, Julie Aldridge, who will use some of the outcomes and ideas from the day to inform the programming of the AMA Conference 2012.

Further details about the theme and structure for the day will be available shortly.

Who is it for?

Due to the limited places available, there will be a simple application process designed to enable us to bring together a collective of AMA members working at director, head of department, CEO, consultant level (or equivalent).

We are seeking to recruit representatives from a range of art forms i.e. theatre, museum, gallery, art centre, festival, touring company etc. But most importantly, we will be looking for people who have something to say on the topic/s selected.

place

london– 1 December 2011The Place

tiMe

10.00AM to 4.30PM

cost

This event is open to AMA members only and is free to attend

reGister YoUr interest

To register your interest and sign up for further information, please contact Anne Freitag and ask to be added to the advance notification list.e [email protected]

17

AMA EVENTS

a way with words

Creative copywriting and style guidelines

18

— This event was excellent. It really made me review my own copywriting and suggested excellent ways to improve what I’m doing and new ways to do things.Kate Keys, Marketing and PR Officer, Burnavon Arts and Cultural Centre (After Jo’s workshops in 2010)

trainer

Jo Taylor, Consultant Morris Hargreaves McIntyre


What is it aBoUt?

The workshop is designed to help delegates develop their creative approach and improve the effectiveness of their copywriting. It will look at techniques for injecting life into your copy, avoiding reusing the same words and phrases over and again and will explore how to make the story the most convincing using a natural, compelling style. Jo will guide delegates to think about using their individual voice within the context of an organisation’s brand, striking the balance between conversational and corporate, without inhibiting creativity. You will look at the different elements that contribute to style, organisational brand values and tone of voice.

Who is it for?

Anyone responsible for writing creative and persuasive copy and/or implementing style guidelines for their organisation.

What Will i learn?

• Techniquesforwritingcreativecopythatsells,

• howtodevelopatoolkitofdosanddon’ts,• usingyourorganisation’sbrandtodevelop

an individual voice,• tacklingproducerandcurator-generated

copy.

place

GlasGoW– 17 January 2012City Halls

Bristol– 19 January 2012Watershed Media Centre

london– 24 January 2012NCVO

tiMe

10.00AM to 5.00PM

cost


Book noW


19

7 hours

AMA EVENTS

— I found the AMA retreat immensely useful and enjoyable. It was confidence boosting, informative, inspiring and good fun. Networking with peers from across the country helped us all to realise that others felt the same frustrations and had the same challenges, and allowed us to work together to find ways of overcoming these. This course came at the right time in my career and personal development and I have come away from it feeling enthusiastic and ready to push myself.

Lesley Watson, Marketing Officer National Theatre of Scotland

ama retreat – level one

20

The marketing leadership programme for senior marketing officers and new managers

5 to 8 February 2012, Cambridge


What is it aBoUt?

The aim of this marketing leadership programme is to provide participants with the strategic marketing toolkit required to become more effective at bringing arts and audiences together.

Who is it for?

The programme is specifically designed for arts marketers working at senior marketing officer or new manager level. You will have at least a few years experience in arts marketing and strong knowledge of marketing campaign planning and implementation.

What Will i learn?

• Develop,reviewandimproveyourmarketing, public engagement and audience development skills to become more effective at developing audiences for the arts,

• reviewtheimpactandROIofyourcurrentmarketing communications strategy and develop confidence in your ability to analyse and select effective communications tools,

• developamorestrategicapproachtoyourwork – researching, planning, budgeting, segmenting, targeting, branding, and communicating effectively,

• developthemanagerialskillsrequiredtotake on more responsibility / seniority within your organisation,

• workwithpeersfromacrosstheartsandcultural sector to plan successful strategies for the future.

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place

caMBridGe– Sunday 5 February to Wednesday 8 February 2012The Møller Centre

cost

£950 + VAT (AMA members) Cost includes training, accommodation, all meals and learning log folder

to Book and for More inforMation

e [email protected] w www.a-m-a.co.uk/

AMAretreats/onet +44 (0)1223 578078

Places are limited and will be allocated on a first-come first-served basis. Book your place now or by 30 November the latest.

21 hours

AMA EVENTS

programme – level one

22

keynote takinG YoUr MarketinG activitY to a neW level

Nicky Webb, Director, Artichoke

module one MarketinG caMpaiGn strateGY

Carol Jones, Head of Marketing ChapterRoger Tomlinson, Consultant

module two MeasUrinG retUrn on investMent

Carol Jones and Roger Tomlinson

module three the aUdience context

Jo Taylor, Consultant, Morris Hargreaves McIntyre (previously at Wales Millennium Centre)

module four BrandinG

Chris Denton, Consultant (previously at Barbican)

module five adaptinG the coMMUnications strateGY

Jo Taylor and Chris Denton

module six the eMerGinG ManaGers’ toolkit

Helen MacKintosh, Management consultant and accredited coach

round table discussions career developMent – takinG a More strateGic role

Mark Hazell, Marketing Director Norwich Theatre Royal Jane Donald, Director of Marketing and Communications, RSNO Kate Carreno, Assistant Director Central Services, The Fitzwilliam Museum Louise Gardner, Head of Communications and Services Watershed

marketing strategy working groupsCollaborate with peers to solve real-life marketing and audience development challenges.

reflection setsEach day you will have time to reflect on and explore how to improve your own marketing activity and how to overcome any audience development challenges you might face.


ama retreat – level three

— It’s rare that you attend some training that really affects how you think and feel about what you do. The AMA retreat cajoled, stimulated, intrigued and when necessary prodded me into some fresh thinking with a big, sharp stick. I have met some wonderful people who were so generous with their thoughts and their company. Without doubt a unique getaway for the marketing mind.

Carol Jones, Head of Marketing, Chapter

The marketing leadership programme for heads of department and directors

5 to 8 February 2012, Cambridge

AMA EVENTS

What is it aBoUt?

The aim of this marketing leadership programme is to augment participants existing, high-level marketing and audience development skills, with business planning, organisational development, leadership, and entrepreneurial skills.

Who is it for?

This programme is specifically designed for established arts marketers working at head of department / director level who are responsible for leading strategic direction for their organisation or their team.

What Will i learn?

• Augmentyourmarketingskillswithbusinessplanning, organisational development and leadership skills,

• explorehowtocreateafinancialstrategywhich not only offers long-term financial viability, but also enables you to remain mission-led and audience-focused.

• exploreyourpersonalleadershipstyleand how this fits with the skills required to effectively implement strategies and change,

• developacultureofcreativitythatwillsupport your team and / or organisation in its bid to remain vibrant and meaningful,

• workwithindustryexperts,leadingbusinessthinkers, and peers from across the sector to explore the changing role of leadership and organisational development in the arts today,

• generatetheconfidence,credibilityandresilience required to perform effectively as a leader at the highest level within the arts and cultural sector.

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place

caMBridGe– Sunday 5 February to Wednesday 8 February 2012The Møller Centre

cost

£950 + VAT (AMA members)Cost includes training, accommodation, all meals and learning log folder

to Book and for More inforMation

e [email protected] www.a-m-a.co.uk/

AMAretreats/threet +44 (0)1223 578078

Places are limited and will be allocated on a first-come first-served basis. Book your place now or by 30 November the latest.

21 hours

ama retreat – level three


programme – level three

keynote orGanisational developMent

John Knell, Co-Founder, Intelligence Agency

module one BUsiness Models, plans and orGanisational developMent

Diane Ragsdale

module two financial strateGies

Susan Royce, Change Management Consultant

module three the external environMent

Diane Ragsdale

module four leadership in the arts and cUltUral sector

Mark Wright, Learning Design Consultant and Facilitator

module five planninG and creatinG a chanGe plan for YoUr orGanisation

Mark Wright

round table discussions the chanGinG role of leadership

Peter Bellingham, Managing Director at Welsh National OperaFaith Liddell, Director at Festivals EdinburghSue Coffer, Administrative Director at Northern StageTony Butler, Director, Museum of East Anglian Life

business planning working groupsCollaborate with peers on a real-life case study, outlining a strategic direction for a given organisation to achieve a balance of artistic excellence, public engagement, and financial stability.

reflection setsEach day you will have time to reflect on and explore how the theory applies to your current organisation and your future career ambitions.

AMA EVENTS

— Fantastic speakers – really inspired by the social media speakers and made me realise the importance of putting the public back into public relationsMelissa Gerbaldi, Press Officer Portsmouth Historic Dockyard

press and pr summit

A collaborative future for arts and the media?

26


What is it aBoUt?

The press and PR summit will provide an opportunity to hear from visionary keynote speakers about future directions for press and media and how the arts could benefit from emerging opportunities, trends and predictions.

This year’s event will also provide a rare opportunity to meet in small groups to review how the changes identified by our keynote speakers could impact on the arts. Joining you in these group discussions will be journalists and other practitioners from across a range of media – newspapers, radio, TV, online etc.

What Will i Gain?

• Insightsfromleadingthinkersaboutthefuture of press and PR for the arts,

• ideasandinspirationtofuelyourfuturepress and PR campaigns,

• achanceforyoutoworkwithmediaexpertsto explore new ways of working together.

Who is it for?

Those working in press and PR in the arts and cultural sectors – marketers, heads of PR, media officers, press and PR freelancers etc.

place

london– 22 March 2012Museum of London

tiMe

10.00AM to 5.00PM

cost


Book noW


27

7 hours

SPONSORED BY MEDIA PARTNER

AMA EVENTS

network meetings

28

— Really useful, relevant and inspiring (plus friendly) thank you! Leicester

— Very enjoyable – a useful way of making contacts London

— I really enjoyed the meeting - it was my first one as an AMA member. Thank you. Belfast

— Wonderful, very interesting, thank you. Oxford

AMA network meetings


A great way to put names to faces and to make new contacts – AMA network meetings give you the chance to exchange ideas, share news, views and experiences and to learn something new.

Our 32 regional member reps are working hard to organise meetings around their regions but we also need your help to come forward and host meetings and suggest topics or be prepared to talk about something you’ve done (or wouldn’t do again).

If your organisation has just re-opened or has recently been refurbished, why not show it off to fellow members in your region by hosting a network meeting? If you wish to suggest a location or topic for a future meeting or would like to host a meeting at your venue, e-mail [email protected].

Following your feedback on meeting topics and format, we’re hoping to organise more meetings purely for networking to include loosely facilitated speed networking.

Our network meetings are open to AMA members and non-members alike, so why not bring an arts friend and introduce them to the AMA?

To find out who your local member rep is and when the next network meeting in your region will take place, visit www.a-m-a.co.uk

cost

£5 (pay on arrival)

UpcoMinG MeetinGs

Look out for your nearest network meeting at www.a-m-a.co.uk

29

AMA EVENTS

membership

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The AMA works with arts professionals throughout their careers to support their aspirations, give them the skills to achieve their goals, grow their confidence, and strengthen their organisations.

Join the aMa to …• Exploreyourpotential• Developskillsrelevanttoyourrole• Buildyourprofileandhelpinfluence

the sector• Savemoneyontrainingandresources• Gainideasandinsightstoenhance

your day-to-day work• Bepartofaprofessionalcommunity

of knowledge for support and solutions

cost

Membership starts from just £30 + VAT

Join todaY


Not yet an AMA member?


• Delegateswillreceivea100%refundof monies paid or a credit note (as applicable) if the AMA office receives written notification of cancellation at least 14 days before the event takes place.

• Delegateswillreceivea50%refundor credit note (as applicable) if the AMA office receives written notification of cancellation at least 7 days before the event takes place, or the value of the booking can be transferred to another person at the relevant rate for the same event.

• Delegateswillnotreceivearefundor credit note (as applicable) for cancellations within 6 days before the event takes place. However, the value of the booking can be transferred to another person at the relevant rate for the same event.

• TheAMAwillmakeeveryeffort to deliver the programme as described but reserves the right to make any necessary changes to the programme.

• ForfullAMA retreats terms and conditions please go to – www.a-m-a.co.uk/aMaretreats.

This information is available in large print, electronic format and on the AMA website www.a-m-a.co.uk.

Please contact Anne Freitag on 01223 578078 or e-mail [email protected].

AMA, 7a Clifton Court, Clifton Road, Cambridge CB1 7BNt 0044 (0)1223 578078e [email protected] w www.a-m-a.co.uktwitter @amadigital

Registered in England 2814725

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Images by www.leocinicolo.com

ama terms and conditions

AMA EVENTS

As your knowledge grows,so does your confidence.Boost them both with anAMA book…

The Marketing Manual by Heather Maitland is an easy-to-use, comprehensive reference book about the practicalities of arts marketing, providing an overview of how marketing tactics fit into marketing planning.

Thinking BIG! is a guide to building and using strategic marketing plans for arts organisations by Stephen Cashman.

Understand the basics of strategic marketing planning and create and implement a strategic marketing plan for your organisation.

Small organisations will get help to make their marketing activities more effective with This Way Up – a flat-pack guide to marketing the arts by Caroline Griffin.

£10 each + p&p (aMa members)

Order now atwww.a-m-a.co.ukor [email protected]

I hope. I think. i know...

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AMA Events brochure

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