Download - Week 4 presentation 2012
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Professional Promotion on an Amateur Budget
Workshop 4Tue 29 May BRLSI
Ambassadors & Press
Lindsay [email protected]
Kilter Theatre – Roots Replanted. Photo: Lindsay Endean 2010
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Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Ambassadors:
•Voluntary or paid•Online or offline
•Spread the word•Sell tickets
•Genuine fans
Type of ambassador depends on who you are targeting.
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Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
• 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…
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Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.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
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Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Ambassadors example 1: Bath Spa Live members
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Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.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?
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Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Press
Listings
Preview/reviews
General features
Interviews
Regular features
Blog posts
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Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.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
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Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.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!
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Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Organise a world record attempt
Bath International Festival of Dance – world record waltz
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Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Get involved with a shop/business opening:
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Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Hold open auditions…
…for dogs
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Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Set up a great photo opportunity
National Gallery on Tour
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Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Use a historic location in Bath
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Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Create a seasonal tradition
V&A Christmas tree commission:
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Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
What could you do?