A practical, hands-on guide to writing a marketing plan and building audiences. This Way Up is aimed at people working in small scale organisations with limited marketing resources, and at people who are not marketing specialists.


Commissioned by Arts Council England and the Arts Marketing Association


to create a practical and easy-to-use guide to marketing planning for art organisations.


Published 2007


This Way up was published in 2007 and has been in common use in arts and cultural organisations since then. Inside there is a step-by-step guide to marketing planning, with resources and case studies to make it easy for anyone, whether a marketing specialist or not, to write a deliverable marketing plan.

Following the publication of This Way Up, I was in demand as a trainer on marketing and audience development planning; delivering courses for The AMA, Cultivate and The Audience Agency. Most recently I was a trainer on GROW, The Audience Agency's intensive strategic marketing training course.