Spring has launched an innovative new digital tool to transform the way that arts and culture organisations across the East of England work together.

The Cultural Calendar

Spring created The Cultural Calendar as part of the Look Sideways – East project, which is commissioned by the Arts Council and New Anglia LEP to promote and develop culture in the East. This was in response to Arts Council England identifying an increased need for collaborative PR and marketing between arts organisations. The aim? To reduce the negative effects of competition between organisations and enable the delivery of more effective planning and campaigns.

The Cultural Calendar allows users to upload events either manually or automatically – the latter pulling in information from box office systems such as AudienceView and Spektrix to reduce the burden on time-poor teams. While this function is already in use in tools such as Clashfinder and London’s The Culture Diary, the Cultural Calendar is totally unique in including a detailed campaign planning feature.  Here organisations can share their digital, print and PR plans, encouraging more much-needed proactive reciprocity and collaboration within the sector.

James Gorry, Project Manager of Look Sideways – East says: “This tool is going to be game-changing for the region. We hope it will cut down on relatively superficial collaboration, such as a tweet sent a few days before an event, and instead encourage communications teams to consider a more audience-focused approach to reciprocal marketing, identifying clusters of events that are likely to interest the same audience and presenting a collaborative invitation to engage.”