Strategic Marketing Planning

Event Date:5 October 2020 10:30 am — 5 October 2020 12:30pm
This training session is part of a series of training with the Arts Marketing Association looking at a specific area of audience engagement.
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About this Event

Please note – this session is part 1 of a two part series. The next session is ‘ Re-engaging with your audiences‘ October 13th 10.30am-12.30pm and we would recommend attendees sign up for both sessions if possible.

What is it about?

Taking you through the marketing planning process in light of the ongoing Covid-19 pandemic. Refocusing on your vision/mission, identifying any ‘mission drift’ and reviewing your plans to ensure they are relevant given the huge disruption we are experiencing. During the session we will cover:

  • How to adapt your planning to respond to changing circumstances.
  • The key elements of strategic marketing planning including:
  • Ensuring your vision and mission inform your planning
  • Identifying SMART objectives
  • Doing a situational analysis using tools including SWOT and PEST
  • Setting strategies using models including TOWS and Ansoff Matrix

What will you gain?

Clarity on how your purpose informs your planning.

Tools and frameworks to structure your strategic marketing planning.

Insight into how to make your planning SMART and agile to respond to a period of disruption.

Who is it for?

Those responsible for marketing and/or communications within the museum, who would like to better understand the planning process.

This session will be pitched at those whose roles are either specifically focused on, or include, marketing and communications, and who wish to take their knowledge further.

Delivered by:

Christina Lister is a marketing and audience development consultant working with museums, heritage sites and cultural organisations. She has 18 years’ experience in marketing and communication working as a consultant and in agency and in-house positions.

Christina empowers organisations to develop and execute marketing that connects to audiences with purpose and impact, by delivering training, facilitating workshops and developing strategy.

Her client experience spans a range of independent and smaller organisations including Jane Austen’s House, the Museum of Cambridge, American Library, de Havilland Aircraft Museum, the Museum of English Rural Life (MERL), Stratford Circus Arts Centre and Norwich Historic Churches Trust; larger organisations such as the Science Museum Group and Museum of London; and sector support organisations and museum development organisations such as AIM, SHARE Museums East and South East Museum Development Programme.

Christina also co-runs Museum Freelance and is a member of the Arts Marketing Association and Visitor Studies Group. She speaks at events and conferences such as the Museums Association, MuseumNext, Visitor Studies Group conferences and the Museums + Heritage Show.

Please note: this event is being run in partnership with Museum Development East Midlands. Therefore places are only available to organisations either in the East Midlands or South East region.

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