Resources for arts organisations and practitioners.


Digital Strategy: The Audience Connection’s 10 Top Tips
Don’t be frightened by the words “Digital Strategy”. The Audience Connection provides some guidelines for arts organisations who are starting this process.

How to optimise your online marketing activity
Make the most of your online marketing activity with the ten top tips outlined in this guide.

Audience Insights from Google Analytics
The Audience Connection shares some of the standard reports and features that can kickstart your use of Google Analytics to gain audience insights.

Website Conversion Insights from Google Analytics
Four ways to track conversion on your art organisation’s website using Google Analytics.

Engaging with audiences on social media
Five things our Optimiser (NZ arts sector online marketing benchmarking) data tells us about engaging with audiences on social media.

Answers to 5 Key Questions about email in the NZ arts sector
Five things our Optimiser (NZ arts sector online marketing benchmarking) data tells us about email marketing by New Zealand arts organisations.


How to create a digital marketing plan
This one-page guide visually outlines the steps to take when creating a digital marketing plan. From SWOT analyses through to measuring success, each step of the framework recommends different actions to take. Ultimately once you’ve worked through the different stages you’ll have the beginnings of a digital marketing plan in place.

How to conduct a digital marketing audit
Useful for anyone creating a marketing or audience development strategy, this one-page guide visually outlines the steps to take during a digital marketing audit.


Creative New Zealand Optimise Webinar Series
Upskill yourself in specific online marketing topics with The Audience Connection’s three series of webinars for the Creative New Zealand Optimise programme.

Optimiser Online Marketing Benchmarking programme
In partnership with Creative New Zealand, this project led by The Audience Connection is collecting online marketing data across the New Zealand arts sector to create benchmarks and identify trends.


Create a Digital Hub
UK Journal of Arts Marketing
Explore how your organisation’s website can be put to work to help you achieve your audience development goals. Vicki Allpress Hill looks at developing a digital hub for your organisation and draws on examples from Sadler’s Wells, Royal Opera House and Brooklyn Museum.

Creative New Zealand’s FULL HOUSE
authored by Roger Tomlinson, Tim Roberts, with contributions from Vicki Allpress Hill
A Manual for Ticketing and Marketing Professionals, developed with assistance from Creative New Zealand.

A practical guide to developing and managing websites
authored by Roger Tomlinson and Vicki Allpress Hill
Written for Arts Council England in 2004 (and therefore now a charming historical relic!), this practical hands-on resource provides advice on all aspects of developing and managing a website.