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Professional Promotion on an Amateur Budget
Workshop 2Tue 1 MayBRLSI
Print & Branding
Lindsay [email protected]
1820 2010
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
http://ppab.moonfruit.com/
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Session 2: Design & Print
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Format?
Quantity?
Target audience?
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Design: A.I.D.A
Attention
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Design: A.I.D.A
Attention
Interest
Desire
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Design: A.I.D.AAttention
Interest
Desire
Action
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Music for cello by Beethoven, Bach and Britten.
Thursday 3 November, 8pmSheldonian TheatreTickets £25Box Office 01865 435908www.musicatoxford.com
JULIAN LLOYD-WEBBER
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Promotion Mix:
Website
Social Media
Direct mail
FlyersBrochures
Press
Ambassadors
Creative artistsPosters
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
Positioning: Where do we fit into the market place?
Rondo Theatre
Mission Theatre
Theatre Royal
Komedia
Bath Spa University Theatre
ICIA
UstinovThe Egg
Professional Promotion on an Amateur Budget
Where does your organisationfit into the market place?
© Lindsay Endean 2011www.lindsayendean.co.uk
Educational & highly cultured
Professional
Amateur
Pure entertainment
The Mission Theatre
ICIA
Theatre Royal
Komedia
University Theatre
Does your organisation need to widen or narrow it’s position? Or move into a new area?
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
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.
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
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
Professional Promotion on an Amateur Budget
Contrasting cultural brands:
© Lindsay Endean 2011www.lindsayendean.co.uk
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
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
Professional Promotion on an Amateur Budget
© Lindsay Endean 2011www.lindsayendean.co.uk
How do your organisation’s promotional tools communicate your brand values?
Do your promotions communicate any messages that you don’t want to communicate?
Professional Promotion on an Amateur Budget
Workshop 2Tue 1 MayBRLSI
Print & Branding
Lindsay [email protected]
1820 2010
