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Dance|Touring on the large scale|Audience development|Planning a campaign|Targeting specific audiences|Marketing unfamiliar / new work
Campaign plan
Diversions Dance Company: marketing plan spring 2003
| Venue name | New Theatre, Cardiff 9-12 April 2003 |
| Target group | Diversions attenders Northern Ballet Theatre attenders (NBT) dance participantsdance students schools |
| Local competition | Swansea, 6-7 March (Not doing Aberdare, Nantymoel or Newport this spring) |
| Venue brochure | 70,000 produced 22,000 distributed by Cardiff Arts Marketing (CAM) 17,000 sent out to mailing list 31,000 picked up at venue at SDH (Main source of information: 27%) |
| Solus leaflet distribution | taken out by CAM picked up at venuesent out with direct mail |
| Poster distribution | taken out by CAM - CE to check whether they would like A4 posters as well in the future |
| Venue direct mail | previous Diversions previous NBT - money back guarantee Idevian Crew people from St David's Hall Diversions Youth Dance Summer School attenders flag pre-performance talks to all these groups |
| Diversions direct mail | newsletter out in early Jan to 1800 people last-minute email reminder to Diversions list Diversions Associates - special price offer Welsh Independent Dance members - invite to reception on Friday night? dance teachers - invite to tour preview in January + remailsattenders from Newport, Aberdare and Nantymoel |
| Press (editorial) | CE to contact Western Mail and BBC Radio Wales New Theatre to do other presswork, covering whole of south Wales as far as Bridgend |
| Media advertising | New Theatre to design Western Mail, Echo, Argus, Buzz and Big Issue |
| Education/schools parties | NT Education department mailing all schools and colleges about workshops and schools day - note: it'll be the last week of termalso need to mail Summer School/Easter course participants |
| Groups | general groups mailing 6 Jan dance groups mailing in late Feb NB: Must mail Dance Blast group in Abergavenny if groups are having to pick between Diversions and Inspector Hound, they'll be offered a joint price for both shows |
| Last-minute offers (if required) to: Legal and General staff Admiral Insurance staff council employees WCMD staff and students Chapter list flag up online booking facility if available by then |
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| Website | investigate video clip on website Diversions to provide edited mpeg if required (max two minutes, only 30 seconds of Janis Joplin for copyright reasons) |
Special audience development Initiatives for spring 2003 (also covered above)
- reach adult dance participants through their teachers
- Diversions to compile mailing list of teachers (with email addresses) from Community Dance Wales, Rubicon, Chapter, Associates, Earthfall, Welsh Independent Dance etc
- invite teachers to tour preview in January - intro from Roy, see show, meet dancers, free drink
- remailed in Feb with booking information
- remailed in March with a reminder (or email if possible)
- talk to Ruth Till in January about possibility of selling tickets at Rubicon Dance Centre during week before show
- need to coordinate who does this, how, when etc
- only offered to NBT attenders who have never tried Diversions, through direct mail
- have to write in requesting a form - this will enable us to track reasons for not enjoying show
- refund issued by cheque