Professional Promotion on an Amateur Budget 2: 15/5/12

Professional Promotion on an Amateur Budget

Workshop 2Tue 1 MayBRLSI

Print & Branding

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

1820 2010

http://ppab.moonfruit.com/

Session 2: Design & Print

Format?

Quantity?

Target audience?

Design: A.I.D.A

Attention

Design: A.I.D.A

Attention

Interest

Desire

Design: A.I.D.AAttention

Interest

Desire

Action

Music for cello by Beethoven, Bach and Britten.

Thursday 3 November, 8pmSheldonian TheatreTickets £25Box Office 01865 435908www.musicatoxford.com

JULIAN LLOYD-WEBBER

Promotion Mix:

Website

Social Media

Direct mail

FlyersBrochures

Ambassadors

Creative artistsPosters

Positioning: Where do we fit into the market place?

Rondo Theatre

Mission Theatre

Theatre Royal

Komedia

Bath Spa University Theatre

UstinovThe Egg

Where does your organisationfit into the market place?

Educational & highly cultured

Professional

Amateur

Pure entertainment

The Mission Theatre

Theatre Royal

Komedia

University Theatre

Does your organisation need to widen or narrow it’s position? Or move into a new area?

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.

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

Contrasting cultural brands:

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

How do your organisation’s promotional tools communicate your brand values?

Do your promotions communicate any messages that you don’t want to communicate?

Workshop 2Tue 1 MayBRLSI

Print & Branding

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

1820 2010

Professional Promotion on an Amateur Budget 2: 15/5/12

Business

Transcript of Professional Promotion on an Amateur Budget 2: 15/5/12

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