Creative Barking & Dagenham
A strategic approach to local engagement
Creative Barking & Dagenham is a pioneering Creative People and Places project funded by Arts Council England. Located in one of London’s most deprived boroughs, Creative Barking & Dagenham was established to increase participation in arts and culture among communities with historically low engagement.
Following its transition into an independent organisation, Creative Barking & Dagenham recognised the need for a new marketing and communications strategy to strengthen local engagement and to inspire more people to take part in its cultural activities.
Developing a strategy rooted in local insight
The marketing and communications strategy was shaped by a deep understanding of the community’s needs and motivations. Key insights were gathered through:
Audience research: leveraging Audience Agency data to understand local motivations and barriers to participation.
Stakeholder engagement: conducting case study interviews with local partners to gain valuable perspectives.
Best practice analysis: examining successful models from similar initiatives to inform strategy development.
A multichannel approach to marketing and communications
The final strategy recommended an integrated marketing, PR and digital approach with two core strands:
Resident engagement: using targeted digital marketing to reach and inspire local audiences.
Event promotion: designing bespoke, multichannel campaigns to drive participation and attendance.
Additional support for growth
Beyond strategy development, expert guidance was provided on:
Branding: advising Creative Barking & Dagenham on visual identity development
Website development: recommendations for an effective digital presence
Recruitment: supporting team development to strengthen internal capacity
This collaborative approach ensures that Creative Barking & Dagenham continues to empower local communities through creativity, making arts and culture more accessible to everybody in the borough.