CircuitWest x Agentry: 2024 Strategic Arts Marketing Training

Expressions of Interest for CircuitWest x Agentry: 2024 Strategic Arts Marketing Training program are NOW open.

This arts marketing training program teaches fundamental marketing concepts, including the 7 Ps (the marketing mix – Product, Price, Place, Promotions, People, Process and Physical Evidence), customer segmentation, target audiences, competitive analysis and brand positioning. Together, these concepts help arts marketers build an effective and implementable marketing strategy to enhance their marketing communications efforts.

While CircuitWest members will receive priority in participating in this program, it is entirely free and open to all Western Australian arts professionals interested in arts marketing.

Successful applicants will take part in six interactive, two-hour online sessions from February to June (from 10 am–noon) with Elliott Bledsoe, Director of Agentry and a well-regarded arts marketing consultant. The workshops will cover the following key topics:

  • Week 1 (February 12) The marketing mix and your arts brand
    • Understanding how to effectively put together your 7 Ps (marketing mix – Product, Price, Place, Promotions, People, Process and Physical Evidence).
    • Related decision-making such as budgeting, Scheduling and internal negotiations.
    • Start to complete a comprehensive template to guide your consideration of the 7 Ps.
  • Week 2 (March 19) Refining your marketing mix
    • Be ready to discuss your marketing mix and the thinking behind it. This is a chance to give and get feedback from your peers.
  • Week 3 (April 8) Segmenting audiences and targeting them
    •  Learn about different segmentation methods and identify different segmentation criteria to help you segment your audience.
    • Using segmentation to inform your marketing communications decisions.
  • Week 4 (May 13) Testing your segmentation model and selecting target audience(s)
    • Share the segmentation method you used and your segmentation model with your peers.
  • Week 5 (June 10) Brand positioning
    • Establishing your brand’s position helps give it a voice, creates associations in the minds of target audiences and differentiates it from competitors.
    • Map the competitive environment and how your brand and others need the wants and needs of your target audiences.
  • Week 6 (July 8) Perfecting your positioning
    • Discuss your preferred brand positioning and how you got to it, using your peers as a sounding board.

In addition to these sessions, Elliott will also provide relevant resources for further information and additional support where required. You will also be able to book a one-on-one session with Elliott at any point during the program to discuss the program content or other arts marketing topics.
While there are no prerequisites or mandatory requirements to participate in this training, we request your commitment to attending all six sessions. The interconnected nature of the topics means that missing any session will hinder your comprehensive understanding of the subject matter. Additionally, your absence could deprive another eligible individual who might benefit more from the available space. Your dedication to participating in all sessions would greatly contribute to maximising your learning experience and ensuring fairness for all participants involved.

Expressions of Interest will close on COB, Thursday, 25 January and will be assessed by CircuitWest and Agentry. All successful applicants will be notified by Friday, 2 February.

Should you have any questions regarding this opportunity, please email Aiman Ridzuan-Morley at