Alley's Marketing officer set to enter the Dragon's Den!

Arts and Business will be running a course at the end of the month (April), entitled "The Art of the Pitch", which will culminate in a "Dragons Den" style pitch to six top NI business executives.

From this unique course we have developed some great PR for the local papers, including the one attached which appeared in today's Derry Journal. Check out the PR copy at the link below

http://www.derryjournal.com/strabane/Nathan-to-enter--39Dragon39s.5187119.jp

Events Guide vs Direct Marketing Letter

While surfing the web I came across a very interesting article looking at why theatres should move away from the traditional events guide and develop a more cost effective alternative. This message is not only coming from US arts marketing officers, but also marketing consultants from the UK and Ireland. Make your mind up for yourself? Events guides vs Letter? Yes, NO, Maybe? you decide?

If you want my view, in today's climate where budgets are key and we are all trying to reduce our carbon footprint, can we still justify printing 40 event guides, where a simple letter or email would still have the necessary impact.

Why the Letter Works Better
by Stephen Belth
Consultant and Founder
Source: Arts Marketing Network http://www.artsmarketing.org/node/674


Since the 1970s, the season brochure has been the calling card for performing arts organizations. While this convention continues into the 21st century, rising costs and shrinking direct mail responses has limited its universality. Arts marketers need alternatives. Supplementing, and more typically replacing, the brochure is the very simple but powerful direct mail letter, especially effective in attracting both old and new subscribers at lower acquisition costs.


This brief article expands on ArtsMarketing.org’s observation about the power of letters over brochures as a marketing tool and attempts to put the place of the brochure into perspective.
To understand why well-focused letters prove more efficient than brochures, you must start with the most important sub-segment of your subscription database, your renewing subscribers. Examine the demographics of your most active, long-term, loyal subscribers and you will find that the one characteristic that consistently defines them is their level of higher education. Regardless of age and occupation, the common denominator of an active arts patron is a college or graduate degree. What does that tell you? With education, subscribers share another important commonality: an active and avid interest in reading.

Prove this yourself through an informal survey with the question, “letter or brochure?” You will find overwhelmingly that subscribers prefer to receive clear and concise information about the season. They will tell you to save your money on the colorful graphics and paper quality, especially when they know how hard pressed you are for support. Tell your subscribers what they need to know, as simply as possible, and you will find that they respond.

Here are 5 steps for an effective letter:

1. State the offer right away, and include a call to action:
Renew your subscription by February 23 and keep or upgrade your seats for next season. Plus, save 10% on individual tickets.

2. Lay out the letter like a letter, not a brochure.
Introduce the letter with “Dear Friend:” or “Dear Arts Lover:” and end with “Best wishes.” Don’t right justify the type or it will look like a book. Indent, bold and underline for easier reading.

3. Make the letter conversational and personal, using the words “you” and “your” as much as possible.
You won’t want to miss a single moment of the season. You’ll have your same seats reserved at every performance.

4. Emphasize benefits not features.
When you set your copy points, think in terms of benefits or what’s in it for the responder rather than just giving them interesting facts. Fact: We have great artists and programs this season. Benefit: When you buy your tickets today, you’ll be guaranteed a seat for our sure-to-be sold-out performance!

5. Tell your reader how to respond.
To buy tickets, call 028 7138 4444, visit online at http://www.alley-theatre.com or mail back the attached order form by the deadline of xx/xx/xx.

Despite rising postal costs and increasing use of e-mail, direct mail still offers the most significant returns. Fact: Give the same professional care to your letter as you do to the design of your brochure. Benefit: Your responses will improve and your subscriber base will increase.

Druids make the best arts marketing officer

In 2007 , I attended the first Northern Ireland Druidstone marketing course, one of the best courses I have ever attended.

The Theatrical Management Association (TMA) London, in conjunction with Audiences NI, delivered the Druidstone residential arts marketing course for the first time in Northern Ireland during April of 2007.

The course was a massie investment and involved a seven-day residential course, designed to provide those working in arts marketing with intensive professional development in the essential skills of arts marketing. The Druidstone course has run for over 23 years in Wales and has achieved international recognition as a unique training opportunity, this was a unique chance for theatres in Northern Ireland to rise to the challenge.

A total of 13 staff involved in Arts Marketing from across Northern Ireland attended the course which ran from 20-27 April in Rubane House, Kircubbin, County Down. The participants took part in a series of lectures and tutorials, covering marketing planning and principles as well as practical marketing 'tools' such as copywriting, e-marketing and press and public relations.

Click on the title of this blog story and check out the attached website for images and course feeback.

8ft Pigs are always great for free PR!

The Alley Theatre has a massive secret weapon in promoting our venue as a fun, cutting edge, family venue, a 8ft bronze statue called "Where Dreams Go" AKA Ambrose the Alley pig.

Now the most celebrated pig in Ireland, Ambrose has featured on BBC Newsline, local, regional and national press. The Alley's mascot was also "highly commended" for his entry in the recent Foyle Civic Trust Awards

Please see an article which ran int he Derry Journal in Jan 2009

Published Date: 06 January 2009
Derry Journal
http://www.derryjournal.com/strabane/Ambrose-the-Pig-makes-wishes.4845217.jp
By Erin Hutcheon

Pigs might fly in Derry - but in Strabane they make your wishes come true.
The residents of Strabane have taken a pig to their hearts, and believe it may have magical powers.Ambrose the Pig is a sculpture which stands proudly in the grounds of The Alley Theatre in Strabane. And he's become so popular that children in Strabane believe he has "magical powers."All you have to do is put your finger in one of the Celtic swirls and follow the lines and all your wishes can come true!It's believed the legend of Ambrose as a wishing pig is because of his stance - looking at the sky, musing and making a wish.Only make sure you don't tell him any porkies because there's no telling what Ambrose will do.

Nathan Flatman, Marketing and Development Officer at The Alley says the pig has become a phenomenon."The name Ambrose is after a character in the works of Strabane's most famous literary son Flann O' Brien," he explained."Everyday I witness young children walking with their parents and making wishes at the pig."Ambrose has also been a popular backdrop for several photo shoots, from top production companies performing at The Alley, to awareness events. Even a bride and groom who married in the town had their wedding photos taken with Ambrose!The Alley Theatre and adjoining Strabane Community Library were built on the site of the town's former cattle market at Abercorn Square.

The Alley scoops the Allianz Arts and Business Award NI 2009

The Alley has won numerous awards since we opened, however one of the most thrilling results was winning the Allianz Arts and Business Award for 2009. Read below for the full story.

Representatives from the Alley Theatre and their sponsors, RE/MAX, Linton and Robinsons and CRAFT Recruitment and Training attended a stunning awards ceremony at the Reform Club in Belfast on January 16th 2009, with the Alley scooping the top award for "Excellence in arts management of the business relationship" in front of a pack audience of theatres, festival organisers, musical groups and their business partners from across Northern Ireland.

The Allianz awards night recognised the important role the arts have to play in the development of a successful business and in building communities. Seven awards were presented on the night, with RE/MAX, Linton's and CRAFT Recruitment all nominated for top awards. The three Strabane based businesses narrowly missed out in their hotly contested groups, however RE/MAX received a "Highly Commended" for their project which involved photography classes for staff and the local community, culminating in an exhibition in the Alley gallery space.
However the Alley Theatre was delighted to accept the final prize on the night for "Excellence in arts management of the business relationship" and was awarded a prize of £2000 to recognise their achievements.

Speaking after the awards, John Kerr, Alley Theatre manager stated "Receiving this award is a tremendous achievement for the Alley staff, our sponsors, Strabane District Council and all of the patrons who have worked on our various Arts and Business Projects. We are delighted to accept this award from Arts and Business, supported by Allianz and we look forward to working on even more creative projects in 2009/2010."

For further information visit http://www.alley-theatre.com/about-us/latest-news/

Key marketing partnerships produce major results for the Alley and our Sponsors

One of the most innovative marketing partnerships the Alley Theatre runs is our corporate friends scheme, which includes Oysters Restaurant, one of the best known and loved restaurants in the North West.

The partnership between The Alley Arts & Conference Centre and Oysters, via funding from Arts and Business NI Reach Project, has enabled the restaurant to increase its profile within Strabane and much further afield. As a key feature of Strabane nightlife they wanted to take their connection with the arts one step further. A Reach investment enabled The Alley to work with Oysters to develop a series of live performances at the restaurant, showcasing new and emerging musical talent.

Oysters received a certifictate in recognition for their investment in the arts by "Arts and Business", providers of the REACH project. Roisín McDonough, Chief Executive, Arts Council of Northern Ireland said “As the major public funder of Arts & Business, the Arts Council congratulates the businesses that have been recognised for their investment in the arts. Commercial and private businesses in Northern Ireland are increasingly realising the benefits of working with arts organisations and exploring creative solutions, particularly within the current economic climate. The Arts Council is keen to encourage growth in this area and is pleased to support events like this, as they acknowledge excellent examples of creative partnerships between the corporate world and the arts.”

The Alley Theatre explores Facebook

With over 83% of 16-24 year olds now visiting social network sites, the Alley Theatre, Strabane, is keen to explore all avenues in reaching new markets for our shows.

Therefore the Alley Marketing Department has established a Facebook page, aimed at informing patrons of upcoming shows, ticket offers, looking for show feedback, suggestions to the events programme and to build a Alley online community.

Although still a new Facebook page, the site is gaining new members from across Ireland and the UK. Check it out at http://www.facebook.com/home.php#/group.php?gid=16714089077

The Alley Theatre goes Twittering!

As well as the Alley's website at http://www.alley-theatre.com/, the Alley has broken new ground by being the first Northern Ireland arts venue to host a twitter page. If you have not logged on before view our Twitter page at www.twitter.com/thealleytheatre

Setting up the Alley website took around 10 months from first design, linking it up with the ticketing system and ensuring the website took secure bookings.

It was a very intense project, even if it did take 10 months, however it is now being highlighted as one of the best sites in Northern Ireland by leading web designers. Check it out, any feedback would be great!

Welcome to the Alley Theatre Blog!

In 2007, Strabane's Alley Theatre opened to the general public offering a 270-seat theatre, art gallery, tourist information centre and cafe-bar. The Alley has won numerous awards since opening, including Northern Ireland Building of the Year 2008, Allianz Arts and Business Award 2009 and the The Green Apple Award 2008.

The venue has also hosted the All Ireland Confined Drama Finals (2008) and is the current home of the North West Music Festival, The Stage Write Schools Drama Festival, Sounds Like Summer Music Festival, the Strabane Drama Festival and the Johnny Crampsie Music Festival. Offering the very best in top class entertainment, arts development and conference facilities, the Alley Arts and Conference Centre is now recognised as one of the leading arts and conference venues within the North West of Ireland. The Alley opened in March 2007 and employs 8 full time members of staff and 4 part time staff.