1. Professional Promotion
on an Amateur Budget
Workshop 4
Tue 29 May
BRLSI
Ambassadors & Press
Lindsay Endean
ljendean@gmail.com
www.lindsayendean.co.uk Kilter Theatre – Roots Replanted. Photo: Lindsay Endean 2010

2. Professional Promotion on an Amateur Budget
Ambassadors:
•Voluntary or paid
•Online or offline
•Spread the word
•Sell tickets
•Genuine fans
Type of ambassador depends on who you are targeting.
www.lindsayendean.co.uk © Lindsay Endean 2011

3. Professional Promotion on an Amateur Budget
• Distribution of publicity material
• Online campaigns
• 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…
www.lindsayendean.co.uk © Lindsay Endean 2011

4. Professional Promotion on an Amateur Budget
• Co-create – brainstorm,
deliver new arts events
• Research – feedback,
look for new outlets
• Support customers –
tours and talks, stewards Steward: Bath
International
• Build team – recruit new Festival of
Music
ambassadors
Bath Spa Live student stewards
www.lindsayendean.co.uk © Lindsay Endean 2011

5. Professional Promotion on an Amateur Budget
Ambassadors example 1: Bath Spa Live members
www.lindsayendean.co.uk © Lindsay Endean 2011

6. Professional Promotion on an Amateur Budget
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?
www.lindsayendean.co.uk © Lindsay Endean 2011

7. Professional Promotion on an Amateur Budget
Press
Listings
Preview/reviews
General features
Interviews
Regular features
Blog posts
www.lindsayendean.co.uk © Lindsay Endean 2011

8. Professional Promotion on an Amateur Budget
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
www.lindsayendean.co.uk © Lindsay Endean 2011

9. Professional Promotion on an Amateur Budget
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!
www.lindsayendean.co.uk © Lindsay Endean 2011

10. Professional Promotion on an Amateur Budget
Organise a world record attempt
Bath International Festival of Dance – world record waltz
www.lindsayendean.co.uk © Lindsay Endean 2011

11. Professional Promotion on an Amateur Budget
Get involved with a shop/business opening:
www.lindsayendean.co.uk © Lindsay Endean 2011

12. Professional Promotion on an Amateur Budget
Hold open auditions…
…for dogs
www.lindsayendean.co.uk © Lindsay Endean 2011

13. Professional Promotion on an Amateur Budget
Set up a great photo opportunity
National Gallery on Tour
www.lindsayendean.co.uk © Lindsay Endean 2011

14. Professional Promotion on an Amateur Budget
Use a historic location in Bath
www.lindsayendean.co.uk © Lindsay Endean 2011

15. Professional Promotion on an Amateur Budget
Create a seasonal tradition
V&A Christmas tree
commission:
www.lindsayendean.co.uk © Lindsay Endean 2011

16. Professional Promotion on an Amateur Budget
What could you do?
www.lindsayendean.co.uk © Lindsay Endean 2011

17. Thank you
Lindsay Endean
ljendean@gmail.com
www.lindsayendean.co.uk