AMA programme April - July 2018 - Arts Marketing Association

AMA programme April - July 2018 - Arts Marketing Association
AMA programme
April — July 2018

AMA programme April - July 2018 - Arts Marketing Association
Contents                                                                                If you’re looking to develop your
                                                                                        own skills, or those of your team,
i.     Introduction                19.   Mobile Video
                                         Production               How to book           you’re in the right place.
ii.    Icon Key                          using your phone to
                                                                  +44 (0) 1223 578078
                                         create a narrative
iii.   Your AMA
                                                              This brochure is packed with
1.     Google Analytics Level 1
                                   21.   Leadership Workshop
                                                                                        opportunities for you to improve
       navigating the basics             creating an inspiring                          your knowledge, challenge your
3.     Can You Hear Me?                                                                 thinking and expand your horizons.
       reaching Deaf audiences     23. Leadership Workshop
5.     Google Analytics Level 2        influencing others                               From easy-access online workshops
       getting more from your
       data                        25. Budgeting is Beautiful                           to intensive residential programmes,
7.     Mentoring Training
                                       planning and managing
                                       your costs
                                                                                        there’s something to suit your style
       growing together                                                                 of learning and budget — wherever
                                   27.   Leadership Workshop
9.     User Experience                   Series                                         you’re based.
       so you think you know             leading teams through
       your online audiences?            uncertain times
                                                                                        Remember, as an AMA member you
11.    Step-by-Step                29. Young and Connected
       creating engaging               building meaningful                              already have access to a community
       marketing campaigns             relationships with young
                                                                                        of nearly 2,000 peers to learn from
13.    The World of SEO                                                                 and feel inspired by.
       making your website         31.   The Power of Play
       work harder                       AMA conference 2018

15.    Family-Friendly             33. Here For You
                                                                                        Turn the page and take your next
       Communications                  the AMA team                                     step.
       ways to welcome all
                                   35. Here For You
16.    AMA Videos                      AMA member reps
       online training resources
                                   36. Testimonies
       CultureHive                     what others say about
       centre section                  the AMA

17.    AMA Network
       networking opportunities

                                                                                        Lucy Jamieson
                                                                                        Head of Programme
AMA programme April - July 2018 - Arts Marketing Association
Icon key                                             Your AMA                                Visit
      Part of our
                                On Location
                                Events at venues
                                                     Working to engage more people
      innovative online
      learning platform.
                                across the UK.       with arts, culture and heritage?
                                                     Join your peers to discover latest      +44 (0) 1223 578 078

      Residential               Members Only         thinking, develop your skills and       Not yet a member?
      Courses spanning
      more than one day,
                            M   Exclusive, AMA
                                member-only          raise your profile in the sector.       Sign up online:
      involving at least        events.
      one overnight stay.
                                                     AMA membership connects you to
     High level
                                Events with a        our growing community of nearly
     courses tailored
     with a focus on
                                focus on strategy.
                                                     2,000 arts, culture and heritage
     leadership.                                     professionals in the UK and beyond.
      How to                    CultureHive
      Practical courses         CultureHive events   Spark conversations with like-
      enabling you to go        are open to all,
      home with tangible,       with special rates   minded members who already
      applicable skills.        for NPOs and AMA
                                members.             benefit from exclusive access to
                                                     training, resources and member-
                                                     only discounts.

                                                     “My AMA membership makes me
                                                      feel connected to others doing
                                                      similar work and part of a bigger
                                                      picture. I always read my copy of
                                                     JAM so it was exciting to have the
                                                      opportunity to write a piece myself.
                                                      I hope it helped other members in
                                                      some way”
                                                     Lauren Doughton
                                                     Marketing Manager
ii                                                   Shetland Arts Development Agency                            iii
AMA programme April - July 2018 - Arts Marketing Association
Google Analytics                                                                           What is it about?                                                 Online
                                                                                                                                                              18 April
 Level 1                                                                                    Learn the basics of Google Analytics. Devon will show you
                                                                                            how to navigate the platform and get familiar with its reports.
 navigating the                                                                                                                                               3.00pm — 5.00pm
                                                                                            You will be guided through setting up dashboards and
 basics                                                                                     analysing basic audience behaviour, as well as tracking traffic
                                                                                            and campaigns. You’ll learn how to use tools like Advanced        £50 + VAT
                                                                                            Segments, how to set up multiple Goals, and create reports        AMA members only
                                                                                            and custom alerts for specific groups or stakeholders.

                                                                                            What will I gain?                                                 Devon Smith
                                                                                                                                                              Measure Creative
                                                                                            —— Top tips to familiarise yourself with Google
                                                                                                                                                              Who is it for?
                                                                                                                                                              Marketers with little
                                                                                            ——   Practical examples of how to view data                       or no experience of
                                                                                                                                                              working with Google
                                                                                                 and conduct basic reporting                                  Analytics.

                                                                                            —— Ways to start gaining actionable insights                      Further reading
                                                                                                 from Google Analytics                                        Find inspiration and
                                                                                                                                                              advice when you need it
                                                                                                                                                              most with free resources

                                                                                                                                                              google analytics

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AMA programme April - July 2018 - Arts Marketing Association
Can You Hear Me?                                                                     What is it about?                                                  Online
                                                                                                                                                                 3 May
         reaching Deaf audiences                                                              There is an assumption that Deaf people have the same
                                                                                              cultural norms as hearing people. For Deaf people, whose first
                                                                                              or preferred language is BSL, cultural norms are different, just   10.30am — 12.30pm
                                                                                              as they are for others who do not have English as their first
                                                                                                                                                                 £45 + VAT
                                                                                              This online workshop will focus on how to build bridges            AMA members /
                                                                                              to reach your Deaf audiences and where to place your               Arts Council England NPO
                                                                                              marketing messages. You’ll learn how best to incorporate this
                                                                                              in your marketing strategy and most importantly, it will allow     £115 + VAT
                                                                                              you to start an honest conversation about Access within your       Non-members

                                                                                              There will be case studies and practical elements throughout       Sarah Gatford
                                                                                              this online workshop.                                              Consultant, Trainer and
                                                                                                                                                                 BSL/English Interpreter
                                                                                              What will I gain?                                                  Sarah Gatford Ltd.

                                                                                              ——   Knowledge of the correct symbols, logos                       Who is it for?
                                                                                                   and language to use                                           Marketers who want to
                                                                                                                                                                 focus on Access at a
                                                                                                                                                                 strategic level.
                                                                                              ——   Confidence to ask questions to Deaf
                                                                                                   audiences and about Deaf audiences                            Further reading
                                                                                                                                                                 Find inspiration and
                                                                                              —— Top tips to formulate a more holistic                           advice when you need it
                                                                                                                                                                 most with free resources
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AMA programme April - July 2018 - Arts Marketing Association
Google Analytics                                                     What is it about?                                                Online
                                                                                                                                      10 May
Level 2                                                              Discover how to optimise your time and find what you’re
                                                                     looking for in Google Analytics.
getting more                                                                                                                          3.00pm — 5.00pm
                                                                     This online workshop will help you enhance your
from your data                                                       implementation of Google Analytics by exploring the
                                                                     questions you should be asking of your organisation’s data.      £50 + VAT
                                                                     You’ll learn how to take the next step and add insights to the   AMA members only
                                                                     statistics you already have.

                                                                     Explore new techniques to report on your digital activity and    Devon Smith
                                                                     gain the confidence to use Google Analytics successfully for     Co-founder
                                                                     your organisation. After this online workshop you’ll be able     Measure Creative
                                                                     to spend less time getting lost in the platform and more time
                                                                     analysing — and acting upon — appropriate results.
                                                                                                                                      Who is it for?
                                                                                                                                      Marketers with some
                                                                     What will I gain?
                                                                                                                                      understanding and
                                                                                                                                      experience of working
                                                                     —— Tried and tested ways to gain actionable                      with Google Analytics,
                                                                          insights from Google Analytics                              who feel they could be
                                                                                                                                      making more of the tool.

                                                                     —— Top tips on how to report on your digital                     Further reading
                                                                          activity and ways to better measure your                    Find inspiration and
                                                                          digital goals                                               advice when you need it
                                                                                                                                      most with free resources
                                                                     ——   Practical examples of how to ask the right
                                                                          questions of your data                                      search:
                                                                                                                                      google analytics

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AMA programme April - July 2018 - Arts Marketing Association
Mentoring Training                                                What is it about?                                              Online
                                                                                                                                      15 May
     growing together                                                  Could you help another AMA member to realise their
                                                                       potential and expand their horizons? Do you want advice and
                                                                       guidance from an experienced member about your work and        10.00am — 12.30pm
                                                                       career? The AMA mentoring scheme will enrich you with the
                                                                       skills you need to further your professional development.
                                                                                                                                      £110 + VAT
                                                                       After this online training session, you will be matched with   AMA members only
                                                                       a suitable mentor/mentee within a short travelling distance
                                                                       from you. Easy to slot into your busy routine, meetings        For mentees there is an
                                                                       happen once every two months and are face-to-face              additional £50 + VAT
                                                                       wherever possible.                                             matching fee upon
                                                                                                                                      being matched with a
                                                                       What will I gain?                                              mentor.

                                                                       ——   Mentors: a stimulating, challenging                       Bea Udeh
                                                                            and highly rewarding experience. Build                    Programme Producer
                                                                            coaching and counselling skills that are                  AMA

                                                                            transferable to your professional and
                                                                                                                                      Who is it for?
                                                                            personal life                                             AMA members who
                                                                                                                                      would like to continue
                                                                       ——   Mentees: new skills, self-confidence and                  their professional
                                                                                                                                      development and
                                                                            increased motivation through sharing                      strengthen their skills
                                                                            experiences and one-to-one feedback                       base.

                                                                                                                                      Further reading
                                                                                                                                      Find inspiration and
                                                                                                                                      advice when you need it
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AMA programme April - July 2018 - Arts Marketing Association
User Experience                                                                                                          What is it about?                                               Online
                                                                                                                                                                                         16 May
so you think you                                                                                                          How well do you know your online audience? Do you spend
                                                                                                                          as much time considering their digital user journey as their
know your online                                                                                                          physical one? At this online workshop you will discover what   10.30am — 12.30pm
                                                                                                                         ‘user experience’ (UX) really means — for your organisation
audiences?                                                                                                                and your audiences.
                                                                                                                                                                                         £50 + VAT
                                                                                                                         Daniel Rowles will explore how to create excellent user         AMA members only
                                                                                                                         journeys and the best ways to improve the experience you
                                                                                                                         offer your website visitors.
                                                                                                                                                                                         Daniel Rowles
                                                                                                                         This session will help you develop an understanding of your     CEO
                                                                                                                         online audiences and inspire you with examples from other       Target Internet
                                                                                                                         organisations already providing theirs with a great user
                                                                                                                                                                                         Who is it for?
                                                                                                                                                                                         Senior officers and
                                                                                                                                                                                         marketing managers
                                                                                                                         What will I gain?
                                                                                                                                                                                         looking to improve
                                                                                                                                                                                         the experience of their
                                                                                                                         —— An understanding of the term ‘UX’ and its                    online audiences.
                                                                                                                              implications for your organisation
                                                                                                                                                                                         Further reading
                                                                                                                         ——   Practical ways to improve the user journey                 Find inspiration and
                                                                                                                                                                                         advice when you need it
                                                                                                                              on your website                                            most with free resources
                                                                                                                         —— An understanding of the behaviours of                        search:
                                                                                                                              online audiences                                           user experience

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AMA programme April - July 2018 - Arts Marketing Association
Step-by-Step                                                  What is it about?                                                Cardiff
                                                                                                                                         Sherman Theatre
          creating engaging                                             Sometimes planning a marketing campaign can be a                 16 May
                                                                        bewildering prospect. Where do you even start? Where will
          marketing campaigns                                           you find the time? Why not do what you always do?
                                                                                                                                         10.00am — 4.30pm
                                                                        This clear and practical workshop will help you to plan and
                                                                        deliver your own effective marketing campaign step-by-step.
                                                                        You will learn how to identify target groups and how to create   £99 + VAT
                                                                        communications that audiences will engage with and respond       AMA members
                                                                        to — including email, direct mail and digital content. The
                                                                        workshop will also cover how to evaluate the success of your     £125 + VAT
                                                                        campaign, and help you to better understand what works and       Non-members
                                                                        what doesn’t.

                                                                        What will I gain?                                                Ed Newsome
                                                                                                                                         Head of Marketing and
                                                                        —— Tools to plan a marketing campaign with                       Communications
                                                                                                                                         Sherman Theatre
                                                                             audience-focused communications
                                                                                                                                         Who is it for?
                                                                        —— An understanding of how to monitor and                        Marketers who create
                                                                             evaluate your campaigns                                     and implement
                                                                                                                                         marketing campaigns.

                                                                        ——   Practical ideas and top tips to put into use
                                                                                                                                         Day Workshops focus
                                                                                                                                         on an important topic
                                                                                                                                         and are led by those in
                                                                                                                                         the know, working in the
                                                                                                                                         area day in, day out.
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AMA programme April - July 2018 - Arts Marketing Association
The World of SEO                                                                     What is it about?                                              Online
                                                                                                                                                    24 May
making your                                                                          Daniel Rowles will delve into the world of Search Engine
                                                                                     Optimisation (SEO) and link building to demonstrate how
website work                                                                         your website can work harder for you.                          10.30am — 12.30pm

harder                                                                               Learn the differences between paid and organic search, how
                                                                                     to get the best ROI, and what search marketing can do for      £50 + VAT
                                                                                     you and your organisation. Discover what effective SEO looks   AMA members only
                                                                                     like based on examples from a range of sectors, develop your
                                                                                     understanding of good practice in this area and how to get
                                                                                     more people to your website, more often.                       Daniel Rowles
                                                                                     What will I gain?                                              Target Internet

                                                                                     —— An understanding of effective Search                        Who is it for?
                                                                                                                                                    Senior officers and
                                                                                          Engine Optimisation                                       marketing managers
                                                                                                                                                    looking to improve the
                                                                                     ——   Practical ways to improve ROI on your                     effectiveness of their
                                                                                                                                                    Further reading
                                                                                     ——   How best to use SEO and link building to                  Find inspiration and
                                                                                          make your website work harder                             advice when you need it
                                                                                                                                                    most with free resources


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Family-Friendly Communications                     What is it about?                                                  Online
                                                                                                                          6 June
    ways to welcome all                                Do you spend lots of time and budget trying to reach
                                                       families? Once they are through your door, do you have
                                                       trouble gaining their repeat business? In this online workshop,    10.30am — 12.30pm
                                                       Kirsty Hoyle will help you identify key areas of opportunity for
                                                       attracting and retaining a family audience.
                                                                                                                          £45 + VAT
                                                       This workshop will focus on understanding the relationship         AMA members /
                                                       between arts organisations and families, using knowledge           Arts Council England NPO
                                                       of perceptions and presumptions to develop a best practice
                                                       offer. There will be advice on the customer journey and            £115 + VAT
                                                       effective marketing for showcasing your offer and space for        Non-members

                                                       What will I gain?                                                  Kirsty Hoyle
                                                                                                                          Founder and Director
                                                                                                                          Include Arts
                                                       —— Top tips for making your communications
                                                            welcoming to families
                                                                                                                          Who is it for?
                                                                                                                          Marketers keen to
                                                       —— An understanding of opportunities that                          engage with families
                                                                                                                          and wanting to
                                                            attract and retain a family audience                          communicate access
                                                                                                                          needs to those with
                                                       ——   Practical advice for advocating                               younger children.
                                                            more family-friendly activity at your
                                                            organisation                                                  Further reading
                                                                                                                          Find inspiration and
                                                                                                                          advice when you need it
                                                                                                                          most with free resources
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AMA Videos                                                         Visit
training for you — anytime and
anywhere                                                           Note
                                                                   Don’t forget that AMA
                                                                   members can access a
AMA videos provide easily accessible online training free to       wide range of resources
AMA members. Stay connected to the latest thinking and             online, including JAM.
freshest insights at a time and place to suit you.
——   Catch up on latest thinking with recordings from major
     AMA events
                                                               M   AMA members only
——   Develop practical skills in topics such as Google             Not yet a member? Sign
     Analytics and Facebook Insights                               up online:

——   Learn strategic approaches to a digital marketing audit
     and strategy                                                  membership

——   Gain a greater understanding of business matrices

——   Refresh your marketing skills as often as you need

——   Access training anytime and anywhere with internet

——   Support your team’s development and training

——   Learn at your own pace and convenience

                                                                                        16              What is it about?                                        Visit
learn from your peers online   CultureHive is our free content website for marketers,
                               fundraisers and leaders. Boost your skills and
                               knowledge with guides and case studies from the UK       Get involved
                               and beyond.                                              Would you like to
                                                                                        show off your work
                               Whether you’re feeling stuck or need examples to         on CultureHive?
                               make a case to your board, help is just a search away.
                               Use filters and keywords to speed straight to the        We’re always on
                               guides and case studies you need.                        the lookout for new
                                                                                        case studies and
                               Discover tips and tools to write super strategies,       contributors from
                               nose through case studies to find out what other         across the sector.
                               organisations are up to, or browse for inspiration and   Get in touch:
                               spark new ideas to grow your audiences.
                               Look out for key search terms in this brochure or
                               enter a search of your own to get started.
Small-Scale Development Programme   What is it about?                                          Leicester
                                                                                               College Court
reaching and engaging more          This is a highly bespoke programme designed for
                                    leaders (CEOs, artists, producers, general managers)
                                                                                               Conference Centre
                                                                                               23 — 25 May
people, more often                  with responsibility for developing the vision and
                                    future direction of England’s most exciting small-         Online
                                    scale arts and cultural organisations, with ten staff or   Follow-up coaching

                                    It consists of a residential course and follow-            £95 + VAT
                                    up online coaching with like-minded peers and              Cost includes
                                    industry experts. During the thought-provoking and         accommodation,
                                    inspiring residential you’ll develop tangible skills and   meals, online
                                    knowledge. The online coaching with programme              coaching and AMA
                                    trainers will help you put your plans into practice.       membership

                                                                                               Various speakers
                                    What will I gain?

                                    —— An understanding of your current
                                                                                               Who is it for?
                                        approach to engaging audiences                         Leaders of arts,
                                                                                               culture and heritage
                                    —— Support in developing and defining                      organisations with
                                                                                               10 staff or less.
                                        your organisation’s brand, ambition
                                        and goals

                                    —— Practical tools for marketing
Audience Diversity Academy                                                    Digital Marketing Academy
work-based experiments to build                                               work-based experiments testing
new and diverse audiences                                                     innovative ideas with real audiences
What is it about?                                       Visit                 What is it about?                                        Visit
This programme has proven that it has an influential    audience-diversity-   The Digital Marketing Academy (DMA) is an online         digital-marketing-
impact on how your organisation and the individuals     academy               learning initiative that enables digital innovation      academy
within it can better engage with diverse audiences                            to increase and engage audiences through
by understanding your audiences, working out                                  experimentation and an agile approach.
exciting marketing strategies, building long-term
relationships and affecting your workforce.                                   Marketers from a range of organisations across
                                                                              the sector work with a leading digital mentor to
Parallel elements of mentoring, action learning and                           devise, test, develop and share digital marketing
an agile experimental approach to testing your ideas                          experiments and achieve new ambitions and
are all part of the Audience Diversity Academy (ADA).                         perspectives in digital marketing.

The third Fellowship will commence in Autumn 2018                             The fifth Fellowship of the DMA will commence in
with applications open from April 2018 — make sure                            Autumn 2018 with applications open from March 2018
you register your interest on our website:                                    — make sure you register your interest on our website.                              

Read blogs from ADA alumni on the AMA blog —                                  Read blogs from DMA alumni on the AMA blog —
just look for #ADA:                                                           just look for #DMA:                                                    
About CultureHive
CultureHive is managed by the AMA and is part of
Arts Council England’s Audience Focus programme,
supported by lottery funding. CultureHive is a
registered trademark.
AMA Network
share learning and network with arts,
culture and heritage professionals
across the UK and beyond
Network meetings
The AMA has Member Reps across all regions of the UK.
Member Reps organise meetings near you where you can
network with your peers throughout the year. You can attend
in your area or travel to another region. Keep up to date and
find out when the next one will take place by visiting the
Member Reps page on our website.

Mentoring (page 7)
The AMA mentoring scheme equips members with the
skills needed to further their professional development. You
can opt to be a Mentor or Mentee. Help another member
realise their potential or gain advice and support from an
experienced member near to you.

AMA conference 2018 (page 31)
Join us in Liverpool in July 2018 to keep up to date and gain
fresh insights. Conference is about learning but it’s also about
staying connected, meeting new people and catching up with
those in the know. Don’t miss out.

Mobile Video                                                                                        What is it about?                                                London
Production                                                                                          In our current digital age, having exciting and engaging video   14 June
                                                                                                    content helps you to stand out in a saturated market. Long
using your phone                                                                                    gone are the days where you need expensive equipment and
                                                                                                    studio editing time, instead you can reduce costs by learning    10.00am — 4.00pm
to create a                                                                                         how to create impactful video in-house with your current
narrative                                                                                           smartphone or tablet.
                                                                                                                                                                     £175 + VAT
                                                                                                    This practical training day, led by Christian Payne, explores    AMA members
                                                                                                    the skills required to create short form video content on your
                                                                                                    mobile device. During the day, you will discover best practice   £250 + VAT
                                                                                                    video techniques, how to capture clear audio and how to          Non-members
                                                                                                    structure a narrative for your video. Learn which equipment
                                                                                                    works best and gain a short introduction to editing.
                                                                                                                                                                     Christian Payne
                                                                                                    Participants will leave with the confidence to build and share   Mobile Technologist
                                                                                                    video content for a fast-moving social environment.              Documentally

                                                                                                    What will I gain?
                                                                                                                                                                     Who is it for?
                                                                                                                                                                     Marketers with a
                                                                                                    ——   Confidence to build and share a video                       basic to intermediate
                                                                                                         narrative                                                   understanding of the
                                                                                                                                                                     camera on their phone
                                                                                                                                                                     and who want to make
                                                                                                    ——   Insights into current techniques and how                    more of this tool.
                                                                                                         to use these yourself
                                                                                                    ——   Practical tools to take away and                            The iPhone is the focus
                                                                                                                                                                     of the session but
                                                                                                         implement in your organisation                              Android users can attend
                                                                                                                                                                     if they are happy that
                                                                                                                                                                     some of the apps used
                                                                                                                                                                     are not available on their
                                                                                                                                                                     platform. Attendees
                                                                                                                                                                     will receive information
                                                                                                                                                                     about which apps to
                                                                                                                                                                     download in advance of
                                                                                                                                                                     the event.
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Leadership Workshop Series                                        What is it about?                                                  Online
                                                                                                                                          15 June
     creating an inspiring culture                                     In our rapidly changing world, the need for personal and
                                                                       collaborative leadership has never been greater. The ability
                                                                       and choice to lead effectively, whether in a team, for a project   10.30am — 12.30pm
                                                                       or for a whole organisation, is a transferable skill that can be
                                                                                                                                          £50 + VAT
                                                                       This first online workshop in our Leadership Workshop              AMA members only
                                                                       Series will explore the core components of agile and resilient
                                                                       leadership. Trainer Mark Wright will address topics such as        Buy two workshops
                                                                       leadership styles, managing diverse personalities and the          in the Leadership
                                                                       fundamentals of high performance teams. You’ll learn the           Workshop Series and
                                                                       essentials of building value, dealing with conflict and framing    get the third one for
                                                                       feedback.                                                          only £5 + VAT (Limited
                                                                       What will I gain?

                                                                       —— An understanding of different leadership                        Mark Wright
                                                                            styles and how to adapt with diverse                          People Create Ltd.
                                                                                                                                          Who is it for?
                                                                       —— Top tips for dealing with conflict                              Anyone leading a
                                                                                                                                          project, team or
                                                                                                                                          organisation — from
                                                                       ——   Confidence to foster a great team                             middle management to
                                                                                                                                          director level.
                                                                            dynamic and culture
                                                                                                                                          Further reading
                                                                                                                                          Find inspiration and
                                                                                                                                          advice when you need it
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Leadership                                                                                                                                  What is it about?                                                Online
                                                                                                                                                                                                             22 June
Workshop Series                                                                                                                             Leaders create clarity and context for others to be and do
                                                                                                                                            their best —
                                                                                                                                                       ­­ and the ability to influence effectively is what
influencing                                                                                                                                 transforms this principle into action. By gathering others       10.30am — 12.30pm
                                                                                                                                            around your ideas, addressing their concerns and inspiring
others                                                                                                                                      those with doubts, your leadership influence magnifies your
                                                                                                                                            impact and creates the critical momentum for change.             £50 + VAT
                                                                                                                                                                                                             AMA members only
                                                                                                                                            This second online workshop in our Leadership Workshop
                                                                                                                                            Series will address the four key areas of influence, clarify     Buy two workshops
                                                                                                                                            how to create a compelling narrative and how to appeal to        in the Leadership
                                                                                                                                            different personalities — whether in your team, on your Board    Workshop Series and
                                                                                                                                            or in your wider organisation.                                   get the third one for
                                                                                                                                                                                                             only £5 + VAT (Limited
                                                                                                                                            What will I gain?                                                availability).

                                                                                                                                            —— An understanding of the key areas of                          Mark Wright
                                                                                                                                                influence                                                    Co-founder
                                                                                                                                                                                                             People Create Ltd.

                                                                                                                                            —— Top tips for influencing different
                                                                                                                                                                                                             Who is it for?
                                                                                                                                                personalities                                                Anyone who needs to
                                                                                                                                                                                                             influence and appeal to
                                                                                                                                            —— Advice for creating a compelling narrative                    different personalities,
                                                                                                                                                                                                             whether in your team,
                                                                                                                                                around your ideas                                            on your Board or in
                                                                                                                                                                                                             your wider organisation.
                                                                                                                                                                                                             Suitable for middle
                                                                                                                                                                                                             management to director

                                                                                                                                                                                                             Further reading
                                                                                                                                                                                                             Find inspiration and
                                                                                                                                                                                                             advice when you need it
                                                                                                                                                                                                             most with free resources
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Budgeting is Beautiful                                  What is it about?                                             Online
                                                                                                                           25 June
     planning and managing your costs                        Are you managing projects and looking to improve your
                                                             understanding of budgeting? Discover how budgets can work
                                                             for you and provide a valuable blueprint for your marketing   10.30am — 12.30pm
                                                             planning and execution.

                                                             This online workshop will provide you with an understanding   £50 + VAT
                                                             in the basics of arts marketing budgeting. Learn how to       AMA members only
                                                             develop your budget alongside project proposals, ensuring
                                                             your plans match each aspect costed.
                                                                                                                           Fern Potter
                                                             What will I gain?                                             Freelance Arts Trainer

                                                             ——   Practical tools to help you manage your                  Who is it for?
                                                                  budgets                                                  Marketing officers,
                                                                                                                           managers, and others
                                                                                                                           who manage project or
                                                             ——   Insight into how your budget can form the                departmental budgets
                                                                                                                           and want to get a better
                                                                  blueprint of your projects                               understanding of how
                                                                                                                           they work.
                                                             ——   Greater confidence in understanding your
                                                                  budget                                                   Note
                                                                                                                           Delegates will be asked
                                                                                                                           to bring a real budget for
                                                                                                                           a marketing campaign
                                                                                                                           or project that will be
                                                                                                                           used during the online
                                                                                                                           Further reading
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Leadership                                                                                                                                               What is it about?                                                 Online
                                                                                                                                                                                                                           29 June
Workshop Series                                                                                                                                          Effective leadership is about change — whether it is initiating
                                                                                                                                                         and driving change, or anticipating and responding to it. In
leading teams                                                                                                                                            either case, creating the conditions for agile and resilient      10.30am — 12.30pm
                                                                                                                                                         teams to thrive in the face of uncertainty, represents a
through                                                                                                                                                  significant leadership responsibility.
uncertain times                                                                                                                                          By understanding the needs, hopes and fears of those around
                                                                                                                                                                                                                           £50 + VAT
                                                                                                                                                                                                                           AMA members only
                                                                                                                                                         us, we can create an experience of change that is positive and
                                                                                                                                                         sustainable.                                                      Buy two workshops
                                                                                                                                                                                                                           in the Leadership
                                                                                                                                                         This third online workshop in our Leadership Workshop Series      Workshop Series and
                                                                                                                                                         explores in detail the challenges of leading teams through        get the third one for
                                                                                                                                                         change and the predictable stages needed for taking others        only £5 + VAT (Limited
                                                                                                                                                         with you.                                                         availability).

                                                                                                                                                         What will I gain?
                                                                                                                                                                                                                           Mark Wright
                                                                                                                                                         —— An understanding of how different                              People Create Ltd.
                                                                                                                                                              personalities approach change
                                                                                                                                                                                                                           Who is it for?
                                                                                                                                                         ——   Practical tips for supporting team                           Anyone leading a
                                                                                                                                                                                                                           project, team or
                                                                                                                                                              members                                                      organisation who
                                                                                                                                                                                                                           would like advice
                                                                                                                                                         —— Advice and guidance for leading a team                         for navigating
                                                                                                                                                                                                                           change — from middle
                                                                                                                                                              through uncertain times                                      management to director

                                                                                                                                                                                                                           Further reading
                                                                                                                                                                                                                           Find inspiration and
                                                                                                                                                                                                                           advice when you need it
                                                                                                                                                                                                                           most with free resources

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Young and Connected                                 What is it about?                                                Online
                                                                                                                        4 July
   building meaningful relationships                   When it comes to working with young people, approaching
                                                       them as an audience member or as an artist may seem
   with young people                                   challenging. We may see ourselves as ‘out of touch’ or the       10.30am — 12.00pm
                                                       young people as too inexperienced to work with.

                                                       The data you gather can hold many clues to helping you tailor    £45 + VAT
                                                       your marketing strategy to focus on this potential audience.     AMA members /
                                                       During this online workshop, you will discover how to increase   Arts Council England NPO
                                                       your confidence when talking to young people and how to
                                                       develop meaningful relationships. You will be pointed to the     £115 + VAT
                                                       areas within your organisation where the visibility of young     Non-members
                                                       people may help increase audiences.

                                                       This workshop will include presentations and case studies,       Shirley May
                                                       ensuring that it is led by conversation and participation.       Director and CEO
                                                                                                                        Young Identity
                                                       What will I gain?
                                                                                                                        Who is it for?
                                                       —— An understanding of data as an integral                       Marketers who want to
                                                           part of developing marketing campaigns                       focus on young people
                                                                                                                        at a strategic level.
                                                           with young people in mind
                                                                                                                        Further reading
                                                       —— Strategies for moving from the ‘safety’ of                    Find inspiration and
                                                           your desk and out into the community                         advice when you need it
                                                                                                                        most with free resources
                                                       —— A better understanding of the aspirations
                                                           of young people and your audience                            search:
                                                                                                                        young people
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                                                                                                                        Supported by
                                    il d
                                         ’s M

What is it about?                                                  Liverpool
                                                                   ACC Liverpool
Play is a serious business. In a time of shrinking budgets and     24 — 26 July
strange politics, arts organisations increasingly recognise that
a creative response is critical to survival. Without creativity,
innovation can’t happen. It’s those innovative strokes of          Book
genius that make us resilient and make audiences want to 
know us.                                                           AMAconference2018

Play is about responding to challenge, replacing isolation
                                                                   AMA members
with collaboration, embracing risk, and experimenting. If play
                                                                   £458 + VAT
became central to our work what would our organisations
                                                                   early bird rate
look like and what could we achieve?
                                                                   £518 + VAT
                                                                   full rate
At AMA conference 2018, we want to launch ourselves into
                                                                   £378 + VAT
the realm of exploration and ask ourselves, ‘can we afford not
                                                                   small organisation rate
to put play first?’.
                                                                   (10 staff or less)
                                                                   £343 + VAT
                                                                   freelancer rate
                                                                   (earning £25,000
                                                                   or less per year)
                                                                   £428 + VAT each
                                                                   groups of 2+ members
                                                                   £398 + VAT each
                                                                   groups of 4+ members

                                                                   £577 + VAT

                                                                   Various speakers

                                                                   Supported by

Here For You
the AMA team

Christopher Beck   Jane Cordell   Abby Corfan        Rishi Coupland      Carol Jones        Mel Larsen   Hannah Mason
AMA staff          AMA board      AMA board          AMA board           AMA board          AMA board    AMA staff

Abby Deem          Jane Donald    Matt Ecclestone    Amy Firth           Rebecca Moore      Sarah Ogle   Danielle Patrick
AMA staff          AMA board      AMA staff          AMA staff           AMA staff          AMA board    AMA staff

Jemma Green        Ciara Harris   Kathryn Havelock   Jacqueline Haxton   Verity Sanderson   Jo Taylor    Bea Udeh
AMA staff          AMA staff      AMA board          AMA staff           AMA staff          AMA board    AMA staff

Fiona Higgins      Cath Hume      Lucy Jamieson      Ben Jeffries        Tim Wood           Jake Young
AMA staff          AMA staff      AMA staff          AMA board           AMA board          AMA staff                       33
Here For You
AMA member reps

Monique Baptiste-Brown Jack Bazeley-Harris   Helga Brandt    Sarah Burry-Hayes   Ellie Puckering   Sairah Rehman     Gaby Renehan
London                 London                South West      Scotland            North East        West Midlands     Scotland

Una Casement           Sanjit Chudha         Melissa Darby   Rebecca Davis       Andy Sheppard     Darren Smallman   Crayg Ward
Northern Ireland       London                London          Scotland            South East        South East        North Wales

Afshan D’souza-Lodhi   Kate Evans            Paul Fordham    Tom Jeavons
North West             West Midlands         South West      East Midlands

Lucy Stuart            Sarah Howarth         Dee Montague    Rachel Murphy
Northern Ireland       North West            South Wales     Scotland                                                               35
“The speakers were fantastic and         Please refer to the AMA website for                            Visit and book
 their stories were inspiring.”          full booking terms and conditions.
Jo Williams                                                                                             @amadigital
Community & Schools Engagement Officer   This brochure is available in large                  
Birmingham Royal Ballet
                                         print, electronic format and on the                            +44 (0) 1223 578 078

“Absolutely spot on for what I was       AMA website.                                                   AMA
                                                                                                        7a Clifton Court
 looking to learn — thank you!”                                                                         Cambridge
                                                                                                        CB1 7BN
Maria Major
Communications Officer
M6 Theatre                                                                                              Registered in England

“It was a brilliant session and I am
 loving being a fellow of this year’s
 DMA. Thank you.”
Hannah Mason
ACE Change Maker
The Art House

“It was inspirational and the
 atmosphere was supportive and
Andrew Burton
Director of Communications
Writers’ Centre Norwich

                                         Cover images

                                         Image courtesy of Company Chameleon © Joel Chester Fildes
                                         David Colley, Theo Fapohunda & Oliver Sale, Illuminate, 2017

                                         Front / back
                                         Image courtesy of Eureka! The National Children’s Museum ©

                                         Image courtesy of Jewish Museum London ©
                                         Amy Winehouse A Family Portrait
  36                                     Artist performs from Amy’s Yard — Amy Winehouse Foundation                            37
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