Professional Promotion on an Amateur Budget

Workshop 4Tue 29 May BRLSI

Ambassadors & Press

Lindsay Endeanljendean@gmail.comwww.lindsayendean.co.uk

Kilter Theatre – Roots Replanted. Photo: Lindsay Endean 2010

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.

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… 

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

Professional Promotion on an Amateur Budget

© Lindsay Endean 2011www.lindsayendean.co.uk

Ambassadors example 1: Bath Spa Live members

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?

Professional Promotion on an Amateur Budget

© Lindsay Endean 2011www.lindsayendean.co.uk

Press

Listings

Preview/reviews

General features

Interviews

Regular features

Blog posts

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

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!

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

Professional Promotion on an Amateur Budget

© Lindsay Endean 2011www.lindsayendean.co.uk

Get involved with a shop/business opening:

Professional Promotion on an Amateur Budget

© Lindsay Endean 2011www.lindsayendean.co.uk

Hold open auditions…

…for dogs

Professional Promotion on an Amateur Budget

© Lindsay Endean 2011www.lindsayendean.co.uk

Set up a great photo opportunity

National Gallery on Tour

Professional Promotion on an Amateur Budget

© Lindsay Endean 2011www.lindsayendean.co.uk

Use a historic location in Bath

Professional Promotion on an Amateur Budget

© Lindsay Endean 2011www.lindsayendean.co.uk

Create a seasonal tradition

V&A Christmas tree commission:

Professional Promotion on an Amateur Budget

© Lindsay Endean 2011www.lindsayendean.co.uk

What could you do?

Thank you

Lindsay Endeanljendean@gmail.comwww.lindsayendean.co.uk