Future Collect
Future Collect was a three-year initiative by iniva that collaborated with different galleries to commission and collect works by British-born or based artists of African or Asian descent. The final event, Collecting Conversations, focused on transforming the culture of commissioning within British galleries and museums. Partnering galleries included Towner Eastbourne, Manchester Art Gallery, and The Hepworth Wakefield. The day featured a film screening documenting the initiative, alongside panel discussions with curators and artists. I led the promotion for the event, utilising social media, email newsletters, external listings, and live streaming on YouTube to engage attendees both in-person and online.
Services
Marketing Campaigns, Social Media Marketing, Website Management, E-mail Newsletters, Content Creation, Digital Marketing.
Year
2023
Project Overview
Objective
Collecting Conversations event aim was to celebrate the culmination of this initiative and engage the community in meaningful discussions about transforming the culture of commissioning and collecting within British galleries and museums. This full-day event aimed to reflect on the achievements of the Future Collect programme and foster dialogue about supporting artists from the Global Majority and other underrepresented backgrounds.
Insights
Recognising the absence of events to celebrate the accomplishments of the three-year programme, I focused on promoting the event through a targeted marketing campaign. Collaborating with partner galleries was essential to amplify our reach and ensure diverse representation. The campaign highlighted our collective achievements and encouraged participation from artists, curators, and industry professionals.
Strategy
A multifaceted strategy was implemented, leveraging social media, targeted email newsletters, and engaging video content that captured the programme's essence. The campaign emphasised the event's significance and the collective achievements of our partners. Live streaming for the event was also made available via YouTube, ensuring accessibility for all attendees.
My role involved day-to-day management of the event’s website pages, which included building the event page, uploading content, copywriting, and ensuring all information was accurate and engaging for attendees, enhancing the user experience and effectively promoting the event. To further expand reach and attendance, the event pages were also listed and promoted on third-party arts event platforms like The Dots and Arts Events. This multi-channel approach helped maximise visibility and engagement for Collecting Conversations.
Website & Digital
Social Media
The social media strategy was instrumental in promoting the one-day Collecting Conversations event and keeping followers engaged. Throughout the day, we shared behind-the-scenes updates and photographs, providing real-time insights into the event's activities. Our promotion continued after the event, highlighting key moments and discussions, and culminated in a short film documenting the project's achievements over the years. This approach not only extended the event's reach but also deepened our connection with the audience.
Email Newsletters
I developed and executed targeted email marketing campaigns to promote the event, ensuring that our messaging resonated with our audience. By segmenting our email list, I tailored content to engage different stakeholders, including artists, curators, and industry professionals. These newsletters highlighted key event details, session breakdowns, and the significance of the Future Collect programme, driving interest and encouraging attendance.
Content
I oversaw the production of a short film documenting the project's journey and completion, collaborating closely with video editors and producers to bring the vision to life. This film was transformed into longer content for our YouTube channel and website, while shorter clips were created for social media promotion. This multi-format approach allowed us to effectively share the project's impact and achievements with a broader audience, ensuring its legacy continued beyond the event itself.
Future Collect Event
The Collecting Conversations event offered an intimate and engaging atmosphere, where attendees were actively involved in discussions and interactions. Participants had the opportunity to ask insightful questions, fostering a collaborative dialogue among artists, curators, and industry professionals. A shared lunch allowed for networking and deeper conversations, creating connections that extended beyond the event itself. Attendees enjoyed a screening of the short film I oversaw, which documented the journey of the Future Collect initiative.
Throughout the day, we captured imagery and photographs that showcased the event's vibrant energy and audience engagement. These moments were shared on our social media platforms, highlighting the dynamic discussions and interactions that took place, further amplifying the event's impact and encouraging ongoing conversations in the community.
Outcome
The Collecting Conversations event successfully celebrated the culmination of the Future Collect initiative, fostering meaningful dialogue around commissioning and collecting practices in British galleries and museums. Our multifaceted marketing campaign effectively engaged artists, curators, and industry professionals, resulting in a well-attended event that highlighted the achievements of the programme. The ongoing promotion through social media and email marketing, along with the documentary film, ensured the impact of the initiative extended beyond the event, leaving a lasting legacy in the arts community.