Marketing the Arts. Foundation for success - ACE173.3

Caption: "Part Two. Harrogate Theatre." Exterior Harrogate Theatre, press items on its closure for a year because of financial crisis – reopened September 1987. Commentary says that market research that the theatre was viable if properly marketed. Rebekah MacLeary, Harrogate’s first Marketing Manager, at work. Her VO saying that assumptions had been made about the theatre’s audience and their tastes. VO continues over rehearsal scenes, saying that she felt a broader range of work would be beneficial. Andrew Manley, Harrogate’s Artistic Director; planning meeting with MacLeary, Manley and others; rehearsal. MacLeary’s VO talking about her working relationship with Manley, particularly about their putting on Larry Kramer’s The Normal Heart, in part as a statement about the new direction the theatre would take, and as a confirmation that their audience research supported this. Woman collating post-code information. MacLeary’s VO talking about this process. Commentary says such research can be used to monitor distribution of information through press advertisement, door-to-door leafleting, and a good mailing list. MacLearly VO talking about working closely with the Artistic Director, as well as the designer, on publicity materials. MacLeary and Manley talking about a programme. MacLeary VO says that previously, "out of the ordinary" shows had been sold in "a very ordinary fashion" and they’re now trying to produce more appropriate campaigns. Box Office staff explaining ticket offer to customer; front of house scenes before performance. MacLeary’s VO talking about training the staff to "sell", and the need to involve them in what’s going on as this makes them keener and better able to "sell" the theatre. She thinks it’s important for other staff to spend time working in the box office. Manley selling tickets. Excerpts from production of Cabaret intercut with preparations for a cast and staff party. MacLeary’s VO talking about "marketing the whole building", including monitoring the work of the catering staff. Management team meeting talking about involvement with organisations like Aids Concern. MacLeary VO talking about how meetings of this kind work and what they discuss. Commentary says that the annual marketing budget is £32,500, very little of which is used on newspaper advertising, though editorial coverage is important. MacLeary VO on her press strategies – items on the theatre reopening, and on new productions. Interval scenes. MacLeary VO emphasise the need for forward planning and continuous monitoring, and how information gathering can support arguments in discussions with management board. Cabaret. Caption: "Stop the tape and return to your workbook."