Expressions of Interest for 2025 Strategic Arts Marketing Training Program.
In its second year, this training program will support arts marketers to develop a clear and actionable marketing strategy that strengthens their marketing communication efforts and enhances audience development.
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What does the program cover?
Successful applicants will participate in seven 90-minute online sessions from 4th March to 10th June 2025, facilitated by Elliott Bledsoe, Director of Agentry and a highly regarded arts marketing consultant. The following key topics will be explored:
- Session 1: An introduction to segmentation
- Date: 10.00am to 11.30am, Tuesday 4th March
- Participants will be introduced to segmentation through the Population Segmentation Model developed by Creative Australia and Lonergan Research. They will explore various segmentation approaches—geographics, demographics, psychographics, and behaviourgraphics—and learn how each is integrated into the Population Segmentation Model.
- Session 2: Developing and refining a segmentation model
- Date: 10.00am to 11.30am, Tuesday 18th March (plus 1-2 hours outside the session)
- Participants will have the opportunity to start developing a Segmentation Model for their organisation or refine an existing one. They will engage in group discussions to explore different segmentation approaches and identify the most suitable method for their organisation.
- Session 3: The marketing mix and the arts – Part 1
- Date: 10.00am-11.30am, Tuesday 1st April (plus 1-2 hours outside the session)
- Participants will be introduced to the first four Ps of the marketing mix: Product, Price, Place, and Promotion. Together, participants will explore how each P can be tailored to effectively communicate meaning to different segments within the Population Segmentation Model.
- Session 4: The marketing mix and the arts – Part 2
- Date: 10.00am to 11.30am, Tuesday 29th April (plus 1-2 hours outside the session)
- Building on the previous session, participants will delve into the remaining three Ps of the marketing mix—People, Process, and Physical Evidence—and how they complete the overall strategy. They will explore ways to make each of these Ps relevant and impactful for the different segments in the Population Segmentation Model or their own Segmentation Model.
- Session 5: Understanding arts brands competitors
- Date: 10.00am to 11.30am, Tuesday 13th May (plus 1-2 hours outside the session)
- By examining how different competitors meet the needs and desires of their customers, participants will deepen their understanding of competition in the arts. They will also map their organisation’s competitive landscape from the perspective of their customers.
- Session 6: Bringing it all together
- Date: 10.00am to 11.30am, Tuesday 27th May (plus 1-2 hours outside the session)
- Using a scenario familiar to participants, they will integrate the concepts of segmentation, the marketing mix, and competition. This strategic overview of their organisation’s marketing environment will guide them in identifying the most effective marketing strategy to pursue.
- Session 7: Making arts marketing more accessible
- Date: 10.00am to 11.30am, Tuesday 10th June
- In the final session, participants will explore the importance of accessibility in arts marketing and discover practical tools to make their marketing efforts more inclusive and accessible to a wider audience.
- Extra boost: To support skills development, the program includes a personalised 60-minute one-on-one consultation with Agentry, allowing participants to explore any arts marketing topic of their choice. Whether it is tailored advice on a marketing strategy, assistance with specific challenges, seeking feedback on specific marketing material, or insights into current industry trends, this session will be customised to meet individual needs of each participant and aimed at enhancing marketing efforts.
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Am I eligible?
While priority for participation in this training program will be given to CircuitWest members, it is open to all arts professionals in Western Australia who are currently involved in marketing within their arts organisation.
To be eligible for the 2025 Strategic Arts Marketing Training Program, you must:
- Currently hold a role within a Western Australian-based arts organisation that involves marketing responsibilities and/or contributing to marketing communications efforts,
- Be available and committed to completing the full training program, which includes seven 90-minute online sessions and a 60-minute one-on-one consultation with Agentry,
- Participate in surveys related to the training program, and
- While the training program is heavily subsidised by CircuitWest and the State Government, a $200 deposit is required to secure a spot, fully refundable upon program completion.
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How do I register?
To register your interest, please submit an Expression of Interest by COB Tuesday, 4th February 2025.
All successful applicants will be notified by 11th February 2025.
For any questions regarding this opportunity or if you are interested and the deposit is a barrier for you join the training program, please reach out to Weng-Si Cheang, Manager of Research and Audience Development, at wcheang@circuitwest.com.au
Proudly supported by the Regional Arts and Culture Investment Program through the Department of Local Government, Sport and Cultural Industries and Department of Primary Industries and Regional Development, and Lotterywest.