Thinking BIG! is Stephen Cashman’s practical guide to marketing strategies for cultural organizations. Within the framework of the Cultural Entrepreneurship Week 2013 at the ABK Maastricht, Common Knowledge collaborated with Creative City Zuyd and invited Stephen Cashman to Maastricht for a lecture and two masterclasses on Thursday 28 November. 

Whether you are an experienced or starting marketeer, Thinking BIG! is the guide to building and using strategic marketing plans for your organization. The expert can consult Thinking BIG! as a reference to boost their knowledge and learn from the case studies, while the starter can use it as a practice book, achieving step by step information for a good and solid organizational strategy. 

The first masterclass started in the morning with Branko Popovic of Fashionclash and Romy Roelofsen of Het Geluid Maastricht. Both cultural organizations have already been active and successful for a few years. Still, Cashman’s expertise on strategic planning and managing goals and missions for future projects was more than welcome.

Kim Bekkers, young graduate of the ABK Maastricht, and Marie Claire Krell, artist and curator joined the second masterclass in the afternoon. For them the strategy of their artistic position in relation to other professionals, suppliers and commissioners was the key topic.  

How to create a marketing plan for professional practice was a question that resonated into the evening lecture. Cashman addressed this in a talk titled Thinking BIG! and the Zen of 5 G cultural marketing. Starting with a short overview of marketing history and other basics, he introduced us to the Thinking BIG! strategic marketing planning (SMP) framework. This combined with a zen attitude helps art professionals to focus on the essential and ask the right questions about their art practice or project. 

Speaker
Stephen Cashman

Artwork
Katy Strange

Photo/Video
Jere-me

In collaboration with Creative City Zuyd / Cultural Entrepreneurship Week 2013

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To dive deeper into Thinking BIG! download Cashman’s lecture below and get your (free) copy of the book here.

Download Stephen Cashman’s lecture Thinking BIG! and the Zen of 5 G cultural marketing (pdf)