For a second year, Elliott Bledsoe/Agentry developed and delivered this training program for Western Australian arts marketers on behalf of CircuitWest. The program supports participants to develop a clear and actionable marketing strategy that strengthens their marketing communication efforts and enhances audience development.
Sessions
Session 1: An introduction to segmentation
Online presentation
10–11:30 am AWST, Tuesday 4 March 2025
Participants were introduced to segmentation through the Population Segmentation Model developed by Creative Australia and Lonergan Research. They explored various segmentation approaches – geographics, demographics, psychographics and behaviourgraphics – and learnt how each is integrated into the Population Segmentation Model.
Session 2: Developing & refining a segmentation model
Online presentation
10–11:30 am AWST, Tuesday 18 March 2025
Participants had the opportunity to start developing a Segmentation Model for their organisation or refine an existing one. They engaged in group discussions to explore different segmentation approaches and identify the most suitable method for their organisation.
Session 3: The marketing mix & the arts – Part 1
Online presentation
10–11:30 am AWST, Tuesday 1 April 2025
Participants were introduced to the first four Ps of the marketing mix: Product, Price, Place and Promotion. Together, participants explored how each P can be tailored to effectively communicate meaning to different segments within the Population Segmentation Model.
Session 4: The marketing mix & the arts – Part 2
Online presentation
10–11:30 am AWST, Tuesday 29 April 2025
Building on the previous session, participants delved into the remaining three Ps of the marketing mix – People, Process and Physical Evidence – and how they complete the overall strategy. They explored 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
Online presentation
10–11:30 am AWST, Tuesday 13 May 2025
By examining how different competitors meet the needs and desires of their customers, participants deepen their understanding of competition in the arts. They also mapped their organisation’s competitive landscape from the perspective of their customers.
Session 6: Bringing it all together
Online presentation
10–11:30 am AWST, Tuesday 27 May 2025
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
Online presentation
10–11:30 am AWST, Tuesday 10 June 2025
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.