Marketing That Works

Meet the brains behind the campaigns

An unique opportunity for Scotland’s marketers to hear from some of the most effective communications professionals working in the UK’s arts and heritage sectors today. A top line-up of leading practitioners will take to the stage in Glasgow to share the stories of their success, providing behind-the-scenes insights into the campaigns that they have run and the tactics they have used to achieve the right results.

Joining us on the day:

Martin Reynolds – Head of Marketing, Glasgow 2014 Commonwealth Games

Ben Jeffries – Director of Communications and Customer Services, Royal Lyceum Theatre

Helen MacDonald – Systems Administrator, Glasgow Women’s Library

Alan Thomson – Communications Manager, Unique Events

Sid Ambrose – Arts Convener, DG Unlimited

Jo McLean – CEO – The Touring Network 

They’ll share details not only of what they did, but how they did it. Each of our speakers has a very different story to tell – they will share practical insights around the challenges they have faced and overcome; what has worked for them and what hasn’t, and what they have learned from their campaigns and experiences to date. Q&A sessions will give you the chance to get involved, and our closing networking session over wine and canapes is your opportunity to share practice and make new connections.

Why attend? 

• Some of the brightest marketing minds in our sector will be gathered in Glasgow for this event: this is a one-off opportunity for marketers in Scotland;
• Hear real-life examples of how marketers in the arts and heritage sectors have overcome specific challenges to drive positive results;
• Delve beneath the ‘what’ to discover ‘how’: what makes a good campaign great?
• Every session will provide insight into a different aspect of great marketing practice;
• Learn and share experience with peers from across the country: make new connections and build your network.

Feedback from last year’s Brains Behind The Campaigns 

“The speakers were very knowledgeable and engaging – each with their own compelling story to tell..”

“Very refreshing. It was tailored specifically for arts organisations and was a lot more relevant to my work as opposed to other workshops and seminars I’ve attended.”

“Amazing afternoon! Thank you for putting this together”

Who is it for?

If you’re involved in marketing or communications in an arts, culture or heritage setting,large or small, or you’re ‘wearing lots of hats’ and marketing is just one element of the mix, this event is for you. Whether you’re leading a team, driving organisational strategy or just starting your journey in the world of arts and culture marketing communications, this is an opportunity to hear from and connect with peers from across Scotland.

Agenda

13.45 – Arrival, tea/coffee
14.00 – Welcome and introductions
14.05 – Session 1 followed by Q&A
15.20 – Break, tea/coffee
15.40 – Session 2 followed by Q & A
17.00 – Wine and conversation
18.00 – End

Meet the speakers: 

Martin Reynolds – Head of Marketing, Glasgow 2014 Commonwealth Games

Martin Reynolds was Head of Marketing for the Commonwealth Games 2014, responsible for ensuring Scotland’s largest ever sporting event met ambitious ticketing, volunteering & public engagement targets. He was awarded Marketer of the Year In 2014 by the Marketing Society. He has previously worked for the Edinburgh Festivals, Sydney Opera House and the National Galleries of Scotland. He now runs a consultancy, advising and supporting major events, festivals and cultural organisations.

Martin will reveal the key insights that underpinned the successful hosting of the Glasgow 2014 Commonwealth Games and how his experience in the cultural sector informed and inspired the campaigns to drive public engagement with Scotland’s largest ever sporting-event.

Ben Jeffries – Director of Communications and Customer Services, Royal Lyceum Theatre

In 2016 Ben is celebrating 20 years of work engaging cultural audiences at venues and organisations across the UK including The Tricycle Theatre, the National Theatre of Great Britain, macrobert, Perth Theatre and Perth Concert Hall.  He has been a director of an Audience Development Agency and has also worked for Arts Council England as Audience Development Officer for London. He is a board member of the Arts Marketing Association and a former board chair of Youth Theatre Arts, Scotland.

Ben will talk about the process and experience of developing a campaign to Celebrate 50 Years of the Royal Lyceum Theatre Company, the opportunities of an anniversary year, their findings on impacts to date – and what they have learned in the process.

Helen MacDonald – Systems Administrator, Glasgow Women’s Library

Helen MacDonald has worked at Glasgow Women’s Library since 2005, with a focus on IT support and digital development, including managing GWL’s online presence and developing the Library’s monitoring & evaluation and CRM system, Library Out Loud. She is also developer & moderator of the Women of Scotland website, a crowd-sourced project mapping memorials to women across Scotland. The only accredited museum in the UK dedicated to women’s history, Glasgow Women’s Library (GWL) celebrates the lives and achievements of women and champions their contributions to Scotland’s culture.

Helen will share the story of how the Library used kickstarter with targeted and intelligent social media to raise funds for their 21 Revolutions project – a publication of new works from 21 artists and 21 writers inspired by the GWL’s diverse and remarkable collections.

Alan Thomson – Communications Manager, Unique Events

Alan has worked at Unique Events for over fifteen years as part of a team of event producers, delivering some of Scotland’s largest and most high-profile public events. Passionate about the festival and events industry in both Edinburgh and Scotland, Unique Events has been instrumental in the success of Edinburgh as a premium winter tourist destination, through the creation and production of the Edinburgh’s Hogmanay.

With the advent of #Blogmanay in 2014, Edinburgh’s Hogmanay reach is now global.  Alan will talk about his experience of translating the real-life festival experience into a deeply engaged virtual community of revellers, with outposts all over the world.

Sid Ambrose – Arts Convenor, DG Unlimited

Sid Ambrose is currently commissioned by DG Unlimited to support artists and event organisers across Dumfries and Galloway. He draws upon his experience of being the creative spark behind the award winning Wickerman Festival and also from re-branding both the Eden and Willowman Festivals.

Hear from the man who reintroduced giant burning effigies to Scotland and how he marketed the popular Wickerman Festival to an international audience.

Jo McLean – CEO – The Touring Network

Jo joined the Touring Network as CEO in 2015. A former classical musician who has played and toured with world class orchestras including the Halle Orchestra, the Bournemouth Symphony Orchestra, Scottish Opera and BBC Orchestras, Jo joined the team at Cove Park in 2006 supporting the visual arts and crafts residencies and developing a series of music residencies to support emerging musicians and composers. In 2011 Jo became senior producer at UZ Arts where she developed and produce a wide range of festivals and events, including one of the signature events for Homecoming 2014 – the International launch of the Kelpies and the John Muir Festival.  Jo has worked as a consultant and producer across Scotland and internationally, commissioning small and large scale works across a wide range of art forms.  More recently she has specialised in site responsive work in a European context.

Join the conversation

Event hashtag #CRbrains

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