This document outlines topics to be covered in a workshop on promoting organizations on an amateur budget. The second workshop will focus on using ambassadors and press to promote organizations. It provides examples of types of ambassadors and how to set up an ambassador program. It also gives tips for working with press, including what to include in press releases and how to distribute publicity materials.

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