Week 4 presentation 2012

Professional Promotion on an Amateur Budget

Workshop 4Tue 29 May BRLSI

Ambassadors & Press

Lindsay [email protected]

Kilter Theatre – Roots Replanted. Photo: Lindsay Endean 2010


© 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.



• 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…



• 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



Ambassadors example 1: Bath Spa Live members



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?



Press

Listings

Preview/reviews

General features

Interviews

Regular features

Blog posts



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



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!



Organise a world record attempt

Bath International Festival of Dance – world record waltz



Get involved with a shop/business opening:



Hold open auditions…

…for dogs



Set up a great photo opportunity

National Gallery on Tour



Use a historic location in Bath



Create a seasonal tradition

V&A Christmas tree commission:



What could you do?

Thank you

Lindsay [email protected]

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Week 4 presentation 2012

Entertainment & Humor