This document summarizes a workshop about promoting organizations on a limited budget. It discusses identifying an organization's position in the marketplace compared to similar groups, determining its core brand values, and ensuring promotional strategies accurately convey those values. Specific promotion methods are examined, like mailings, flyers and social media. The workshop helps organizations maximize exposure while working within a constrained budget.

1. Professional Promotion on an Amateur Budget Workshop 5 Wed 16 Nov BRLSI Planning & Projects Lindsay Endean [email_address] www.lindsayendean.co.uk

2. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Previous sessions: Session 1: Who, What, Why? Session 2: Ambassadors & Press Session 3: Online promotion Session 4: Print & Design

3. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Distribution: Mailing Flyering Magazine inserts 5,000 in Venue = £175 5,000 in Bath Life = £250

4. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Central Bath distribution map See website downloads for list of businesses that will take flyers and posters. Please email corrections to ljendean@gmail.com

5. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Promotion Mix: Email Website Social Media Direct mail Flyers Brochures Print Press Ambassadors Creative artists Posters

6. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Positioning: Where do we fit into the market place? Rondo Theatre Mission Theatre Theatre Royal Komedia Bath Spa University Theatre ICIA Ustinov The Egg

7. Professional Promotion on an Amateur Budget Where does your organisation fit into the market place? © Lindsay Endean 2011 www.lindsayendean.co.uk Educational & highly cultured Professional Amateur Pure entertainment Does your organisation need to widen or narrow it’s position? Or move into a new area? The Mission Theatre ICIA Theatre Royal Komedia University Theatre

8. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Positioning - what to do with this information: Recognise how you are unique. Recognise where you are similar to other organisations. Identify organisations to collaborate with. See how far your promotion needs to reach. Decide if your organisation needs to change its postion or narrow/widen what it offers. See if your management committee all view your organisation in the same way .

9. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Brand strategy: what are your brand’s values? Functional – parking, refreshments, access Social – entertainment, ambience, space Personal – stimulation, education Personality & friendship – passion, friendliness, charisma Values – beliefs, love of art-form, culture, heritage Self actualisation – self perception, ego

10. Professional Promotion on an Amateur Budget Contrasting cultural brands: © Lindsay Endean 2011 www.lindsayendean.co.uk

11. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Brand strategy: Functional – parking, refreshments, access Social – entertainment, ambience, space Personal – stimulation, education Personality & friendship – passion, friendliness, charisma Values – beliefs, love of art-form, culture, heritage Self actualisation – self perception, ego

12. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk How do your organisation’s promotional tools communicate your brand values? Do your promotions communicate any messages that you don’t want to communicate?

13. Professional Promotion on an Amateur Budget © Lindsay Endean 2011 www.lindsayendean.co.uk Thank You & Good Night Lindsay Endean [email_address] www.lindsayendean.co.uk