2008-05-22
Canberra Arts Marketing Incorporated
Canberra Arts Marketing supports the growth of creative, sustainable arts organisations through strategic initiatives that increase and diversify audiences and encourage their ongoing support for the arts in Canberra and the region. Canberra Arts Marketing is dedicated to the advancement of the arts in the ACT and region. It acknowledges the immense value of the arts to individuals and communities through cultural experience and economic benefit.
Canberra Arts Marketing (CAM) works on two fronts. First, it delivers strategic services and solutions to help ACT artists and arts organisations make informed decisions about the market place and to develop stronger relationships with audiences and markets and greater financial outcomes. Second, CAM engages directly with audiences in Canberra to connect residents and visitors with the many arts activities available in the region. In the early 1990s, a cooperative marketing conference presented by the Australia Council in Sydney inspired Canberra arts community leaders to look at ways to develop marketing support for local arts organisations and led to the establishment of Canberra Arts Marketing as an incorporated association in 1993.
Since 2000, CAM has experienced considerable growth with membership expanding from 20 to 127, including artists and arts and cultural organisations across all artforms. Over its 14-year history, CAM has provided vital services to the arts sector in the ACT and region, providing cost-effective services and support for members and the broader arts community. More than 3,000 individual artists, arts professionals and organisations have benefited from professional development programs, events, cooperative marketing, advisory and advocacy services and research. CAM has also operated as the arts communication nexus for the ACT community; supplying information about arts happenings and members activities through its website and extensive distribution channels. Its Arts Around Canberra publications have been popular with a range of markets. As a part of its cooperative marketing program, members are showcased in The Primary Guide to arts and culture in the Nations Capital and region, a highly sought after print publication distributed locally and interstate.
Canberra Living Artists Week, a pilot audience development event based on a living artists week concept presented and produced in South Australia, Tasmania and Western Australia, attracted Foundation sponsorship from the ANU Exchange, a visionary agreement between the ACT Government and the Australian National University. The inaugural event involved over 200 artists, featured 44 events and secured ongoing support from its Foundation Sponsor. CAMs 2008 business plan introduces strategic services and solutions for ACT Key Arts Organisations, while maintaining or enhancing marketing services to its existing members and other potential clients. The plan includes enhancement of digital content and greater promotion of the value of the arts to the community by building on the successes of its partnerships and audience development activities including Canberra Living Artists Week.
The plan puts forth a new framework for an arts marketing and audience development agency in the ACT through provision and brokering of services and information, including audience research, market intelligence, training programs and audience development, cooperative marketing and promotional campaigns and activities. This organisational change requires continued government support and adequate financial assistance from funding sources, income generation through program areas and a review of CAMs membership structure.
The Arts Around Canberra website will continue to play a key strategic role in audience development by acting as a portal for local and visitor audiences and providing a feedback mechanism that will assist in segmenting audiences by interest, area of residence, etc. The aim of the website is for it to become Canberras prime source of information about whats on in the locality and region with strong social networks across a range of community interests. CAM is a partner in an Australian Research Council (ARC) Linkages project, Cultural Asset Mapping for Planning and Development, which will investigate the premise that creative industries hold promise for economic and social sustainability in regional Australia. Through the use of quantitative and qualitative documentation of regional cultural activities, the cultural asset-mapping project will provide insights and evidence into the role of creative and cultural industries for regional development, economic, and social planning. This project places CAM in an excellent position to collect ACT specific information on arts audiences and markets, including both motivation and barriers to consumption.
The strength of Canberra Arts Marketings past and current activities and its partnerships will be leveraged to introduce new services and activities to help artists and arts organisations retain existing audiences and target new audiences.
More information: www.artsaroundcanberra.com.au
Since 2000, CAM has experienced considerable growth with membership expanding from 20 to 127, including artists and arts and cultural organisations across all artforms. Over its 14-year history, CAM has provided vital services to the arts sector in the ACT and region, providing cost-effective services and support for members and the broader arts community. More than 3,000 individual artists, arts professionals and organisations have benefited from professional development programs, events, cooperative marketing, advisory and advocacy services and research. CAM has also operated as the arts communication nexus for the ACT community; supplying information about arts happenings and members activities through its website and extensive distribution channels. Its Arts Around Canberra publications have been popular with a range of markets. As a part of its cooperative marketing program, members are showcased in The Primary Guide to arts and culture in the Nations Capital and region, a highly sought after print publication distributed locally and interstate.
Canberra Living Artists Week, a pilot audience development event based on a living artists week concept presented and produced in South Australia, Tasmania and Western Australia, attracted Foundation sponsorship from the ANU Exchange, a visionary agreement between the ACT Government and the Australian National University. The inaugural event involved over 200 artists, featured 44 events and secured ongoing support from its Foundation Sponsor. CAMs 2008 business plan introduces strategic services and solutions for ACT Key Arts Organisations, while maintaining or enhancing marketing services to its existing members and other potential clients. The plan includes enhancement of digital content and greater promotion of the value of the arts to the community by building on the successes of its partnerships and audience development activities including Canberra Living Artists Week.
The plan puts forth a new framework for an arts marketing and audience development agency in the ACT through provision and brokering of services and information, including audience research, market intelligence, training programs and audience development, cooperative marketing and promotional campaigns and activities. This organisational change requires continued government support and adequate financial assistance from funding sources, income generation through program areas and a review of CAMs membership structure.
The Arts Around Canberra website will continue to play a key strategic role in audience development by acting as a portal for local and visitor audiences and providing a feedback mechanism that will assist in segmenting audiences by interest, area of residence, etc. The aim of the website is for it to become Canberras prime source of information about whats on in the locality and region with strong social networks across a range of community interests. CAM is a partner in an Australian Research Council (ARC) Linkages project, Cultural Asset Mapping for Planning and Development, which will investigate the premise that creative industries hold promise for economic and social sustainability in regional Australia. Through the use of quantitative and qualitative documentation of regional cultural activities, the cultural asset-mapping project will provide insights and evidence into the role of creative and cultural industries for regional development, economic, and social planning. This project places CAM in an excellent position to collect ACT specific information on arts audiences and markets, including both motivation and barriers to consumption.
The strength of Canberra Arts Marketings past and current activities and its partnerships will be leveraged to introduce new services and activities to help artists and arts organisations retain existing audiences and target new audiences.
More information: www.artsaroundcanberra.com.au
An introduction by Su Hodge, Canberra, Australia
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