Marketing the Arts. Foundation for success - ACE173.4

Caption: "Part Two. London Mozart Players." Louise Honeyman, who took on the role of General Manager (in charge of marketing) of the London Mozart Players five years previously, with the remit "to boost low morale and increase concert houses." Honeyman at work. Her VO saying that she wanted to give the organisation a more populist image. Jane Glover, who devised a series of programmes based on Mozart’s life. Honeyman’s VO describing how these worked; commentary says the success of the programmes led to Glover being appointed Artistic Director. Promotional materials for the series, "Mozart Explored", which could be collated by regular concert-goers into specially designed binders. End of performance. Office scenes. Honeyman’s VO saying that the next season was "a bit of a disaster" with Glover’s ideas for programmes of mainly twentieth century music not getting the approval of the management board; the most successful programmes were those that did follow Glover’s proposals. Rehearsal. Honeyman’s VO says that they pointed out that "stretching" programmes got good audiences and attracted good press coverage, both of which are important to the orchestra’s reputation. Glover interviewing a composer in a pre-concert talk at the Queen Elizabeth Hall. Glover and musicians with members of the audience after the concert; Honeyman’s VO talking of the value of "mingling". Honeyman arranging radio interviews with Glover. VO talking about these being easy and cheap for the stations to broadcast. "A new visual identity" as demonstrated in programmes and other publicity material, for which, commentary says, Honeyman employed a professional designer. Discussion between Honeyman, designer and others; her VO says that this cost relatively little. Women stuffing envelopes; team discussing programme over lunch; VO talking about spreading costs over different budgets and over several years; commentary points out that any proposals have to be put formally to the management board. Honeyman’s VO says that enthusiasm is not enough to win the board’s approval and that she learned, at a seminar, to prepare and send papers in advance. People picking up and reading programmes; musicians; Honeyman’s VO saying that the promoters have to be satisfied as well as the public; the orchestra can now sell out in venues that don’t usually offer classical music. She believes that artistic direction and marketing must be properly co-ordinated, and that general managers should also be involved in reaching audiences and selling the right image. Caption: "Stop the tape and return to your workbook."