This two-session workshop using case studies and discussion will look at strategic approaches to planning audience development through a number of different mechanisms. Social media – New media, the power of digital – Creating a ‘wow’ factor, and developing real engagement through education programmes. To use all of these tools we need to find ways of using and sharing existing data and potentially the creation of marketing consortia.
Arts organizations are under increasing pressure to be economically sustainable by generating income while serving different audience segments. The link between programming and marketing is therefore very inter-dependent, and we will explore how this relationship might be rethought. This workshop is suitable for arts managers and practitioners who are involved in the areas of arts marketing, promotion and programming.
|Speaker||Dr. Gerald Lidstone BA MA ATC Dr.h.c FRGS|
Hong Kong Institute of Certified Public Accountants Conference Room
(37/F, Wu Chung House, 213 Queen’s Road East, Wanchai, Hong Kong)
|Fee||Members@ $700; Non-members@ $850|
Dr. Gerald Lidstone is director of the Institute for Creative and Cultural Entrepreneurship at Goldsmiths, University of London. He is also Deputy Head of the Drama Department and founder of the postgraduate MA Arts Administration and Cultural Policy and MA in Creative and Cultural Entrepreneurship programmes. He has also co-written and is now delivering an MA in Cultural and Creative Industries in Abu Dhabi for HCT. For the British Council and other agencies he has also taught Arts Management training courses including Arts Marketing, Arts Education, Fundraising, Copyright and Strategic Planning in over 20 countries. He has been working for the last ten years on behalf of The Ministry of Culture and Tourism in Viet Nam establishing Arts Management education in Hanoi University of Culture, and provided training for over 100 arts organisations, funded by the Ford Foundation. He has undertaken an evaluation of the UK, National Endowment for Science Technology and the Arts [NESTA], Graduate Pioneer Programme for Creativity, and recently contributed to the UNESCO group working on ‘Towards a New Cultural Policy Profile’ and to the UNESCO World conference on Arts Education in Seoul 2010.