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Week 2 Slides

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  • 1. Professional Promotion on an Amateur Budget Workshop 2 Thu 6 Oct BRLSI Ambassadors & Press Lindsay Endean [email_address] www.lindsayendean.co.uk Kilter Theatre – Roots Replanted. Photo: Lindsay Endean 2010
  • 2. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk http://ppab.moonfruit.com/
  • 3. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk 22 Sept: Who, Why, What? Who are the different groups that visit your organisation and who would you like to visit more? Why would these groups visit your organisation – how would they benefit? What can you do to improve the experience you organisation offers visitors?
  • 4. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk 6 Oct: Ambassadors & Press
    • Ambassadors:
    • Voluntary or paid
    • Online or offline
    • Spread the word
    • Sell tickets
    • Genuine fans
    Type of ambassador depends on who you are targeting.
  • 5. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk
    • Distribution of publicity material
    • Online campaigns (sneezers)
    • Develop email/mailing lists
    • Networking with new audiences
    • Sell tickets
    • Fundraise
    • Promote sponsors
    • Profile raising – performing, wearing branded clothes etc
    • However they can do much more…
    •  
  • 6. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk
    • Co-create – brainstorm, deliver new arts events
    • Research – feedback, look for new outlets
    • Support customers – tours and talks, stewards
    • Build team – recruit new ambassadors
    Steward: Bath International Festival of Music Bath Spa Live student stewards
  • 7. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Ambassadors example 1: Bath Spa Live members
  • 8. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Setting up an ambassador scheme 1. What are we aiming to achieve? Promoting a single event? Long-term organisation profile raising? Targeting a particular group? 2. How closely do you want to work with your ambassadors? 3. Who will coordinate your ambassadors? 4. What are you going to give back to them?
  • 9. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Press Listings Preview/reviews General features Interviews Regular features Blog posts
  • 10. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk
    • What to include in a press release:
    • Date
    • Title – think of something original
    • Tag line / summary line
    • First paragraph – should give the reader all the info they need
    • General text – think about the target audience
    • Date, time, venue
    • Ticket price and where to buy them
    • Include a quote
    • END
    • Contact details
  • 11. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk
    • What to send with your press release:
    • A (good quality) photo
    • Include who, what, when in the email subject
    • And also…
    • Be available and respond quickly when the press contact you
    • Thank them for including a nice article – don ’ t throw a wobbly if they make a mistake!
  • 12. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Organise a world record attempt Bath International Festival of Dance – world record waltz
  • 13. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Perform at a shop/business opening
  • 14. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Hold open auditions… … for dogs
  • 15. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Set up a great photo opportunity
  • 16. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk What could you do?
  • 17. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk 20 October: Online marketing http://ppab.moonfruit.com/
  • 18. Professional Promotion on an Amateur Budget Workshop 2 Thu 6 Oct BRLSI Ambassadors & Press Lindsay Endean [email_address] www.lindsayendean.co.uk Kilter Theatre – Roots Replanted. Photo: Lindsay Endean 2010