The document discusses the resources needed to market festivals, including personnel, time, and budget. It provides examples of three festivals and their marketing plans and budgets. The Lammermuir Festival spent 23% of its turnover on marketing including £20,985 on specific activities. The Edinburgh Science Festival spent 8% of its turnover on marketing totaling £130,100. The Imaginate Festival spent 15% of its turnover on marketing with additional sponsor funds providing £40,000 worth of in-kind contributions. The document stresses that marketing plans need personnel with the right skills, adequate time for planning and implementation, and financially sufficient budgets.

1. Marketing Festivals WHAT DO WE NEED TO GET THE JOB DONE? Abigail Carney Associates 2010 Festival Marketing Workshop HCMC December 2010

8. BUDGET £ Box Office 2,519 Web site 2,400 Design (ID) 4,000 Print 4,538 Distribution 3,485 Displays 258 Advertising 1,307 Photography 1,500 Press 1,136 TOTAL 20,985 Staff 7,500

12. BUDGET £ Box Office 35,000 Web site 33,000 Design 12,500 Print 24,000 Distribution 12,500 Displays 9,000 Advertising 1,500 Photography 1,000 Press 1,000 TOTAL 130,100 Staff 46,000