The Alley celebrates social media seminar success

Strabane’s Alley Theatre was at the centre of the digital world on Friday, September 17th, as it hosted the groundbreaking “Like – Building Digital Networks” conference. Over 260 people involved in the arts industries and New Media courses ...from across the North West took part in interactive social media workshops, whilst listening to expert social media commentators including Derry’s Digital champion Mark Nagurski and Mark O’Flaherty, Platform Director from BT.

“This unique social networking conference, supported by BT and the Strabane Chronicle, with funding from Arts & Business has made a major impact in revealing the social media opportunities that are available to people online” commented John Kerr Alley Theatre Manager. “This intensive day, which not only involved keynote speakers on social media, but it also provided a series of educational interactive workshops from Derry’s Nerve Centre social media tutors. Today will leave an amazing legacy within the North West and we would like to thank all our funders and sponsors for making this wonderful event possible.”

Peter Morris Consumer Director, BT, said “Supporting young people in developing their online and entrepreneurial skills is something that we are passionate about at BT – nothing demonstrates this more clearly than our long history of involvement with the BT Young Scientist & Technology Exhibition. Events like today can show people how to use social media tools to best effect. Through continual investment in our own innovations such as BT Infinity we continue to drive online capability providing users with an even greater online experience. Congratulations to all the team at the Alley for putting on such a successful innovative event today”

"Some people assume that everyone under the age of 30 knows all they need to know about social media but in reality, getting yourself known online, in the arts or business, is a skill that needs developed. With this in mind, it was great to see so many local people taking an active interest in doing just that and I hope there'll be more events like this in the future." Mark Nagurski, Digital Champion for Derry

Beverly Coomber from Arts and Business NI commented ““Arts & Business Northern Ireland is delighted to support The Alley Arts & Conference Centre to develop its creative partnerships with its local and national business sponsors through the Reach Investment Programme. We would congratulate BT and NWIPP for working with the Alley on this fun and educational interactive seminar”.

For more information on the “Like – Building Digital Networks” Conference, including images, information handouts and video’s, visit www.facebook.com/thealleytheatre

What happened?

Wow! The last blog post was in May and since then the world has gone mad. Firstly the Anne Frank (+You} exhibition came during May and was a absolute smash hit with with patrons, media and funders.

Over 8000 visitors from across the island of Ireland came to see the exhibition, which included a replica of Anne Frank's bedroom and various panels looking at religious tolerance, racism in Football and Holocausts around the world. The Alley marketing team arranged both BBC, UTV, BBC Radio, Q Network Radio and various press organisations to come down and cover the launch, which included representatives from the Anne Frank Trust UK, Sammy Wilson MLA MP, Steve Nimmons, Ivor Whitten and Mrs Inge Radford, a Holocaust survivor from Austria.

Over a period of 19 days school children, groups and visitors from afar as Wicklow, Dublin, Belfast and May came to visit the exhibition, which was supported by a team of over 10 dedicated volunteers who acted as tour guides every day of the exhibition. The fantastic thing about the volunteers was they brought so much energy, passion and knowledge to visitors, many of whom had only a small amount of knowledge about the story of Anne Frank and her family. The volunteers included A-level history students awaiting their results, an accounts secretary, even a London taxi driver who was spending 3 months on holiday in Ireland, all of them escorted groups around the exhibition, bringing the message and story of Anne Frank alive.

For more information on the Anne Frank (+You} Exhibition, click here.

After the Anne Frank exhibition and the final few shows of the season, including a fantastic comedy gig by Jason Byrne, the Lyric Theatres "The Miser" and a great community show "Through the Years" by Strabane's St Mary's Boys School, the Alley welcomed Sounds Like Summer 2010.

With over 60 band entries from across the island of Ireland, in particular Derry and Belfast, the SLS committee whittled the list down to the final 16 bands. Strabane was well represented by Catalyst, a great local band who made it through to the final and Strabane Irish rapper Gerard i2, who received fantastic public support.

In the end it was Donegal's Turbulent EDDY who won with a stunning final set, clinching recording time in a top studio, a professional video shoot, CD production, photoshoot and media support from the NWIPP. For more information on Sounds Like Summer click here.

So after several major events, massive media coverage and even the launch of a new exhibition by local arts students, it was time to look at the new events guide...phew! The new season is packed with some great shows including a one night only performance from Kevin Bridges, the hot new stand up who is sweeping up the comedy circuit at the moment on Channel 4's "Stand Up For The Week" and "Michael McIntrye's Comedy Roadshow".

10 new exhibitions have been booked, 45+ shows are planned, a new website launch and a few other surprises thrown in...I hope you can forgive the late blogging from the Alley marketing department.

Remember for the latest info check out the Alley Facebook page at www.facebook.com/thealleytheatre

Busy times at the Alley

Its a Bank Holiday weekend, so it offers me a few days to reflect on what's coming up at the Alley this month. Not only will the Anne Frank Exhibition make its NI debut at the Alley, but we have a host of shows coming over the next few weeks.

As always the planning for the events are in an advance state, however the tiny things like cleaning out my filing tray have been pushed back another week or so! If you love variety and meeting new people the Alley certainly offers the whole package and this month is set to be one of the highlights this year in my eyes. The official launch of the Anne Frank Exhibition kicks off on May 10th with TV, Radio and Press all booked to come down, whilst schools and the general public are already contacting the Alley Box Office for more info details.

On top of the present season, we are already planning the winter events guide, with a few special names already booked and ready to make the trip down to Strabane. I can't mention any names yet, however keep an eye out for some very special comedy acts...you have been warned.

North West Gallery seeks new artists!

Linton and Robinson, the North West’s leading department store and a Alley Theatre sponsor, is seeking submissions from North West artists who are keen in exhibiting in their new gallery space based in their award winning department store in Strabane.

The North West Artist Gallery, which has been opened for just 4 month’s with the help of the Alley Theatre and funding from Arts & Business, has been a tremendous critical and commercial success for Linton and Robinson’s and the artists who exhibited in the store. The gallery has exhibited a selection of different pieces from breathtaking sculptures from local artist Gloria Perry, stunning photography from Jim Hamilton and some superb fine art pieces from Maura Grey, ensuring the gallery has growing reputation for developing, nurturing and showcasing the very best on offer in the North West arts scene.

“We have certainly seen new faces come into our store because of the gallery and it has clearly given increased exposure to the artists and to the shop as a whole. The exhibiting artists have expressed their delight at the response each has had to their work and we are delighted to be supporting local artists and helping their endeavors in finding new markets for their work” commented Joe Barber, Linton and Robinson’s manager. “The results of the North West Artist Gallery have far exceeded my expectations and I would encourage everyone in the local art scene to submit work in the latest call-out.” Applications to submit artwork can be collected from customer services in Linton and Robinson’s Abercorn Square store or by calling customer services on 028 7138 4920. Artists are warned that all submission packs have to be in no later than November 6th, so don’t delay!

King Coma takes BT Sounds Like Summer 2009 title!

After tough competition on the night, Strabane's King Coma (left) took the title of BT Sounds Like Summer Champions 2009 on August 21st, in what the judges saw as a mind blowing performance which had the crowd calling for more. The five piece band from Strabane beat rivals Fiona McCaughey, Ross and the Wronguns and Derry's The Wonder Villains to walk away with the converted music industry prize.

The band now get the chance to record their own music video, record a CD, get a professional photo shoot and receive BT Broadband for 1 year.

The final was a spectacular event with strong performances from Fiona McCaughey, The Wonder Villains (next big thing out of Northern Ireland, pictured below, click here to hear the addictive Oh Peter), Ross and the Wrongens and King Coma. With excellent sponsorship and support from the NWIPP and BT, the Alley presented a strong, fun and cutting edge musical festival, which accommodated fans from thrash metal, acoustic, indie and electro pop under one roof.

 

The is Year 2 of Sounds Like Summer, so what is expected in Year 3? At the present time the staff are debriefing about the festival to management, what went well, what could be tweaked, what shouldn't happen again. On a quick note, and you would expect me to say this, the marketing for the event was spot on. We went down several different avenues from traditional print to more cutting edge approaches like our podcasts, facebook and twitter pages. The 5 nights of music offered a great stage for unsigned bands in the island of Ireland, with a number looking to be heading for great things in the next few years. Exhausted but delighted with the festival, I cannot wait to get started on the next one.


After the event, John Kerr, Alley Theatre Manager stated "The BT Sounds Like
Summer Festival has been a great success, attracting bands and fans from across the island of Ireland and further afield, including finalists Ross and the Wrongens from Kent (pictured right). We would like to thank our sponsors, NWIPP and BT for making this festival the great success it was and thank the bands for performing some wonderful gigs. We can't wait to see what next year has to bring!"

"We are delighted to have come on board this year as the BT Sounds Like Summer Festivals main sponsor" stated Tony Sheehan, BT Shop
manager, the Richmond Centre. "From the quality of the entries, it's clear to see that there is an enormous pool of talent in Northern Ireland and we're delighted, that through this competition, the creativity and commitment of our local musicians can be recognised and encouraged. The success of BT Sounds Like Summer has far exceeded our expectations and we're excited about the future of this inspiring event."

Personally I feel for all three organisations, BT, NWIPP and the Alley, all benefited tremendously from the success of BT Sounds Like Summer and I personally look forward to next year! For a full festival report click here.

The Alley shouts from the roof tops about new Winter Events Guide, assisted by the Quiet Men of Strabane!

The Alley launched the new events guide this week, wonderfully assisted by In Your Space and their cracking John Wayne inspired characters "The Quiet Men".

This season the Alley will be hosting the Flann O'Brien's play "The Poor Mouth" which has several links not only to Strabane, the also the Alley and the site upon which we are based. Flann O'Brien is now seen as one of the leading authors in Irish literary history, compared to the likes of Joyce, Yeats and O'Casey. In "The Poor Mouth" O'Brien tells the tale of the farmer and his pig, Ambrose, who eats the farmer out of house and home, literally. The Alley Theatre in 2008 erected a statue called "Where Dreams Go", a 8ft bronze pig, which is now more affectionly known as Ambrose. Not only does the statue celebrate Strabane's literary history, but also highlights the history of the Alley site itself, which use to be a old pig and cattle market, one of the largest in the North West.

We therefore brought the "Quiet Men" from In You Space to the Alley to recreate the scene of Ambrose the Alley Pig being taken to market. The photography was by local artist Raymond McCarron, who did a fantastic job in finding new shots and angles within a building which has hosted numerous shoots over the last 3 years.

This season the Alley will be hosting The Ulster Orchestra, The Hothouse Flowers, PJ Gallagher, Cinderella, European Ballet and The Johnny Crampsie Traditional & Bluegrass Festival. To see a copy of the new guide click here.

BT Sounds Like Summer is set to get Turbulent!

The BT Sounds Like Summer Music Festival is about to hit the Alley Theatre in what should be a far superior competition than last years event. Starting on August 7th, this years final has an abundance of quality entrants, with bands from all over Northern and Southern Ireland applying to be in the final 16 bands. This magical music event is free to attend for people wanting to hear the very best in unsigned talent, thanks to the collaboration with our sponsors BT and NWIPP (thank you!!).

This year we have bands form Derry, Strabane, Fermanagh, Belfast, Donegal, Limavady to name but a few, with all music tastes covered. As I have been marketing the event we have used various tools, from the traditional avenues like our events guide, flyer's and posters, to radio, ticket comps and social network sites like Facebook, Bebo, MySpace, Twitter etc.

One piece of advice I would give any band looking to do well in any festival or within the music industry, make sure you have a good website, nothing too fancy, but something that covers all the bases. From band bio, video clips, free track downloads, press pictures, contact details, gig guide and links, these are the essential items for a band to have available at a moments notice, ready for when the press or music label come calling.

One band which is taking part in the BT Sounds Like Summer Music Festival and ticks all the boxes in being prepared are Turbulent Eddy, whose new website I believe covers all the areas I would be looking for. Check it out by clicking here

Who will win the BT Sounds Like Summer festival and walk off with the top prize of a music video and a CD produced by the Nerve Centre, free broadband for a year and extensive media coverage? Well at the moment I would say all 16 bands are in for a real shout, its that close! For more information on the BT Sounds Like Summer click here.

The Alley goes "Back to the Future"

In celebration of the forthcoming screening of that classic time travel adventure “Back to the Future” on July 18th at 2 p.m., Strabane’s Alley Theatre, supported by Harte and McGarrigle Estate Agents, took delivery of a iconic DeLorean sports car for the day.

It was a busy Thurday and the owner of this mint condition car travelled down to Strabane from Lisburn, not knowing he had a press pack waiting to interview him (and his father who built the machine!). The DeLorean was in top condition, 6500 miles on the clock, original tyres and a body work to die for!

The photo shoot had been annouced in some of the major papers, including the Derry Journal, so we have some real DeLorean fans travelling miles to see the car, with some even jumping into the drivers seat to recreate that "Marty McFly" magic!

Pictured with the DeLorean was Sophie from Electric Candy Boutique, one of the new fashion retailers based in Castle Street, Strabane, just 2 mins walk from the Alley Theatre. She was a great model and didn't seem to mind the crowd gathering to watch the event.

If I could do it all over again would I change anything about the shoot? Not a thing!

We had Radio Foyle, the Strabane Chronicle, Strabane Weekly and the Derry Journal all down for interviews and pics, so the coverage next week will be fantastic. If Carlsberg did photo shoots - this would be a pretty damn close thing!

Happy Birthday Facebook

Strabane’s Alley Theatre is leading the birthday congratulations to one of the worlds largest social networking sites, namely Facebook, who are celebrating their 5th birthday this year. The popular North West arts venue has capitalized on the growth of this fantastic social networking site, developing “The Alley Theatre Facebook page”, which is now officially one of the largest theatre Facebook pages in existence within Northern Ireland.

Facebook is now a world leading company, however it beginnings are far removed from the world of big business. Created in the dorm rooms of Harvard University, student Mark Zuckerberg designed this revolutionary site so he could keep in touch with his friends. From those humble beginnings, Facebook is now a world leader on the internet, with over 150 million users worldwide.

The Facebook “phenomenon” knows no boundaries in its ever increasing presence on the web, and has now even reached Strabane and the patrons of the Alley Theatre Strabane. "Facebook and other social network sites are practically still in their infancy” commented Nathan Flatman, Marketing officer for the Alley Theatre, “In the future, sites like Facebook and Twitter will be essential sites for internet users to visit, allowing them to keep in touch with friends, family and colleagues who are based not just regionally, but internationally. I speak to friends in the UK, Australia and Korea at the click of a button via Facebook and we are delighted to see the Alley Face Book Page becoming one of the most successful theatre based pages within Northern Ireland”.

At the end of 2005, Facebook expanded into the UK and Ireland, with the site now translated across 35 languages with another 60 in development. Everyday more than 15 million users update their status to tell their friends what they are doing, showing off photographs, uploading videos, chatting, making like minded friends, meet old ones, join causes, groups, and have fun. For more information on the Alley Theatre’s Facebook page and other Alley related social network sites visit www.alley-theatre.com/about-us/alley-social-network-sites

BT invests in the North West Music Scene

This summer musicians not only from the North West, but across the island of Ireland will benefit from a major arts partnership between telecoms giant BT and the North West’s leading music and arts venue, The Alley Theatre in Strabane.

For decades BT were seen as little more than the company that supplied your phone line. Since the birth of the internet however, BT has become something of a pioneer in bringing services such as Broadband, wireless, mobile phone internet and business networking to a global market. Today they are a vibrant, appealing brand, right down to slashing their moniker from the old British Telecom, to the cooler and more casual BT. Now this revolutionary company is investing in Strabane and the Alley Theatre’s Sounds Like Summer Music Festival, which is taking place throughout August and is aimed at profiling the very best in unsigned bands.

So how did they shake the image of being the company that supplies the curly cord phone to that of a world-leader in telecommunications in a relatively short space of time?
The answer is simple. Good marketing. BT is the world’s oldest communications company and a direct descendant of the first ever telecommunications service, The Electric Telegraph Company back in 1846. Few could have realised then that 150 years on, they would be responsible for making the emergency 999 number a household device or that they would send the world’s first email in 1981.

For much of its life BT has been regarded as simply a multi-national phone company. But David Beck, Head of BT’s Marketing Communications in Ireland has been quietly working away behind the scenes chipping away at that old image. David and his team have been working at moving the BT brand out of the UK and Ireland’s capital cities and bringing it to an audience in smaller, harder to reach areas. One perfect example of this move is this year’s Sounds Like Summer music festival.

BT have come on board as the festival’s main sponsor and have put up a first prize of the opportunity to record a single in a professional studio to go with the video which will be shot by a top team of producers. Meanwhile, they have agreed to give the winner or winners a year’s free Broadband. The last part of the prize might sound like only a minor addition to what really is a fantastic prize for anyone looking to make their way in the music industry. But again, it is an example of the BT marketing team’s desire to win over the hearts and minds of a younger and fresher demographic. Convincing a name as huge as BT to come on board for what is essentially, a regional music event was a major coup for everyone involved with Sounds Like Summer. But as David explained, it is exactly the kind of vehicle BT in the 21st century are looking for.

“John Kerr, the Alley Theatre Manager, was a massive influence in us coming on board,” David explained. “He approached us some months ago and pitched the idea of Sounds Like Summer to us. So initially we bought into John because he knew what he wanted from the off. But as we learnt more about the actual event, we realised that it very well established and commanded a lot of appeal. What we tend to do is concentrate so much of our efforts in and around the Belfast area so Derry and Strabane are areas we are very keen to raise our profile in. Sounds Like Summer is very much about us supporting our investment in areas outside Belfast,” he said. Does Sounds Like Summer sound good to you? Are you a young upcoming band or musician? Then why not join the race to sign up for this year’s competition. Simply log on to www.connect2yourtunes.com/soundslikesummer for more information.

Arts and Business - Spacey style!

I found this rather interesting debate taking place in the Times recently. Kevin Spacey, the famous Hollywood actor and currently artistic director at the Old Vic, rebuts criticism about the arts not being worthy of support during these tough economic times.

Spacey shows the arts for what they are, not just a investment in our children, inspiring and educating all ages, but a valuable tool for the business community to invest in! The UK and Ireland have a very successful arts industry. which is the envy of the world and has a lot to offer all sections of the community and industry, in particular the business community (read David Adairs comments concerning PWC view on the arts).

The Old Vic and the Alley Theatre would have a lot of similar issues, working in areas of high unemployment, however committed to regenerating the area, promoting the arts and developing a strong education programme for a new generation of actors, artists and musicians.

See the letters below and enjoy Mr Spacey putting his superb argument together!

From The Times
May 9, 2009

I won't apologise for defending the arts
It’s not charity or empty philanthropy. It’s an investment in jobs and our collective soul

by Kevin Spacey

Open any newspaper or turn on the TV and you are confronted with the realities of recession. So it is perhaps inevitable that there will be some who frame the arts and culture as luxury items and accept that they will have to survive on shorter rations. And in the grand scheme of things, what does it matter, they say.

I believe that, far from being luxury items, arts and culture are a necessity in our lives, as individuals and as nations. Culture is the strongest ambassador of the human condition we exchange around the world. Countries may go to war but it is culture that unites us. The arts inspire, uplift, challenge, stimulate our conversations, drive our debates and remain in our memories.

For those still unconvinced there is an equally powerful economic argument. Our cultural life contributes to the financial health of communities across the nation. Cultural centres create jobs and generate income for the hotels, restaurants and countless other businesses in the areas where they operate. I, for one, do not want to see another regeneration plan that does not have arts and culture at its heart. Without them we are not building rounded communities, but ignoring the fabric and soul of society.

Now I can't see why anyone would begrudge us practitioners the chance to fight for our cause, but in this very paper Richard Morrison criticised the “usual suspects” for spreading “propaganda” by citing that arts and culture are essential and transformative. The creative industries are fortunate to have many vocal cheerleaders, with names famous enough to get column inches. But frankly, it seems an odd slur to accuse Dame Judi Dench, Antony Gormley, Philip Pullman and Nicholas Serota of being biased merely for having spoken out on behalf of their own professions.

This attack left me confused, just as folk are when I try to explain that my own theatrical home, the Old Vic, receives no public subsidy at all. Some things just don't make sense. Who else should stand up and fight for cultural support other than its practitioners? Should public health policy be advanced, not by NHS leaders, but by lorry drivers and dressmakers? Should arguments about environmental issues be advanced by policemen and pilots?

I don't hear anyone demanding special treatment for the arts above other important and vital public services, but it is an important debate. This isn't about showbusiness and it isn't a trivial argument. This recession is claiming many victims and the arts are under threat. That's why so many of us feel the need to shout about the value that cultural programmes bring to millions of people across the UK, as well as the economic impact of the creative industries throughout the world.

I am delighted to take on Mr Morrison when he states that arguments in favour of arts funding are “as essential and transformative as a wet sock”. That most schemes designed to introduce young people to arts and culture are destined to fail. This notion does a huge disservice to the dedicated professionals who create inspiring programmes for young people.

I have watched as young children from the Old Vic's neighborhood have attended workshops, school projects and community productions and seen them totally engaged and enthralled. These are thousands of kids from low-income families, not some middle-class-only playing field. This is true not only of our work at the Old Vic, but of programmes that the National Theatre, the Young Vic and countless other institutions are providing in London and beyond.

Education through the arts enriches the next generation, and not just of artists. Theatre, for example, teaches young people to communicate, to resolve conflicts, to collaborate and to explore emotions. It's not about whether these kids want a career in the arts when they grow up. These programmes can be good for business as they contribute to a wide range of interpersonal skills. So it's not charity or empty philanthropy, it is an investment in the future of our society.

Kevin Spacey is artistic director of the Old Vic

This is an abridged version, for the full article visit the Times Link below

http://www.timesonline.co.uk/tol/comment/columnists/guest_contributors/article6251188.ece

And here we have the supporting statement from David Adair from PWC, a man who I would love to introduce to the work of the Alley and demonstrate how well we could develop his CSR strategy in the North West of Ireland.........

From The Times
May 12, 2009

Sir,

I fully endorse Kevin Spacey’s sentiment that support for the arts is about more than “mere charity or empty philanthropy” (Opinion, May 9). Not only do the arts enrich the next generation, but, importantly, they also enrich the business community. Whether people participate as a student or a corporate volunteer, participation in the arts widens and essential skills in the workplace are developed.

Last year we had more than 4,500 volunteers taking part in community-based activities, far away from their day-to-day business responsibilities. That contrast encourages creative thinking, better use of language and improves teamwork and interpersonal skills. All this while enthusing young people with transferable skills and qualities that will ultimately enhance the workplace they will join. Such investment is vital to enable communities and businesses to transcend the chill winds of recession.

David Adair
Head of Community Affairs, PricewaterhouseCoopers LLP

Times Link http://www.timesonline.co.uk/tol/comment/letters/article6268724.ece

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!