The Building Blocks of Marketing Planning
Delivered by Caroline Griffin, on behalf of Audiences NI
May 2012
Resources
Arts marketing
Stephen Cashman (2003) Thinking big!: A guide to strategic marketing planning for arts
organisations Arts Marketing Association
Caroline Griffin (2007) This Way Up: a flatpack guide to marketing Arts Marketing Association
Caroline Griffin (2008) Reaching out to new audiences Voluntary Arts Network
Daniel Hadley (2001) Boost your Performance: Writing your marketing action plan
(http://www.sac.org.uk/1/information/publications/1000364.aspx)
Heather Maitland (2000) The marketing manual: Making sure the message gets across Arts
Marketing Association
Heather Maitland (2000) A guide to audience development ACE
Heather Maitland (2004) Marketing and touring. A practical guide to marketing an event on
tour ACE
(http://www.artscouncil.org.uk/media/uploads/doc/audience_development_and_marketing_2
010.doc)
Audience development and diversity
Heather Maitland (ed.) (2006) Navigating difference Arts Council England
(http://www.artscouncil.org.uk/publication_archive/navigating-difference-cultural-diversityand-audience-development/
Mel Jennings (2003) A practical guide to working with Arts ambassadors Arts Council England
(http://www.artscouncil.org.uk/publication_archive/a-practical-guide-to-working-with-artsambassadors/)
Louise Cogman (2007) The family friendly toolkit Arts Council England
(http://www.artscouncil.org.uk/publication_archive/family-friendly-toolkit/)
Arts strategy
Arts Council England (2008) What people want from the Arts
(http://www.artscouncil.org.uk/publication_archive/what-people-want-from-the-arts/)
Brian McMaster (2008) Assessing excellence in the Arts
(http://www.culture.gov.uk/what_we_do/arts/3213.aspx)
Last revised May 2012
p.1
Segmentation and data
Arts Council England Arts Insight (http://www.artscouncil.org.uk/about-us/research/artsbased-segmentation-research/)
Acorn
http://www.businessballs.com/freespecialresources/acorn%20demographics%202005.pdf
Mosaic
http://strategies.experian.co.uk/
Population statistics (Northern Ireland)
Northern Ireland statistics and research agency (http://www.nisra.gov.uk/)
Northern Ireland Neighbourhood statistics (http://www.ninis.nisra.gov.uk/)
Online resources
ACE
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
www.artscouncil.org.uk
www.takingpartinthearts.com
AMA
 www.a-m-a.org.uk/index.asp
Business Balls
 www.businessballs.com/freebusinessplansandmarketingtemplates.htm
CIM (Chartered Institute of Marketing)
 www.cim.co.uk/resources/understandingmarket/definitionmkting.aspx
 www.cim.co.uk/resources/plansandstrategy/home.aspx
Last revised May 2012
p.2