Theatre Royal, Margate Show/Event Marketing Guide
Welcome to the Theatre Royal, Margate We are committed to making your event a success, and as part of our agreement with you we undertake to include certain marketing activities that are detailed in this guide. As already mentioned in your welcome email, please ensure the Marketing Asset Request form is completed and returned with any images and press releases that you would like us to use, this will help ensure we keep the marketing messages consistent. Also highlighted in the email is that you will need to contact the Box Office for updates on ticket sales and to organise reserved tickets as sadly the marketing department do not have access to the box office. Contents: Page: 1. Show Print Artwork Requirements 2 2. Show Print Material 3 3. Inclusive Marketing Activity Print & Press 4 4. Inclusive Marketing Activity Digital 5 5. Marketing Activity Consistency 6 6. Marketing Activity Strong Start 7 7. Activity Monitoring 8 8. Extra Sales Push 9 9. Press Contacts 10 Quick contacts: Ticket sales & ticket reserves: Lynne.Boyd@yourleisure.uk.com. Exit Flyering: pam.hardiman@yourleisure.uk.com Marketing Activity: marketing@yourleisure.uk.com 1
Show Print Artwork Requirements With your welcome email, you will have received an asset request form detailing what assets we need for the website and social media. Please provide these as requested to ensure your show is on sale and promoted across all channels on time. Social Media: Images for use on social media and websites should be provided to us in a 16:9 aspect ratio. This allows for the main image to display without auto cropping on desktop and mobile devices. If you do not provide the requested files prior to announcement, there will be a 50 charge for in house design time. Please see image (right) for spec. Specific overprint details: Poster Example: Flyer Example: Thursday 1st January 7.30pm Theatre Royal Margate Box Office 01843 292795 theatreroyalmargate.com *If space allows add venue logo and ticket prices Thursday 1st January 7.30pm Theatre Royal Margate Tickets* 12, Concs 10, Friends 8 Box Office 01843 292795 theatreroyalmargate.com *Booking fee applies: 50p per ticket in person/phone, 1.50 per ticket online *If space allows add venue logo 50 Show Marketing Image Pack Done for you! 2
Show Print Material To help you plan and to save you time we have detailed below the print quantities we need from you. The choice of which you prefer to use is of course up to you. Print Quantities: Media Size Quantity A5 flyers: 1500 A4 posters 30 A3 posters 10 A1 posters 5 Full address for delivery: Show Marketing Department Northdown House Northdown Park Road Margate Kent CT9 3TP You may have noticed that the delivery address is NOT the theatre. There is a good reason for this the theatre is not always open and we have experienced problems with print going astray when sent directly to the theatre, and then spend valuable time trying to track down where it has gone - either being sent back to the depot or left with a residential neighbour that never actually delivers it to the theatre. PLEASE NOTE: DO NOT send print directly to the theatre. We cannot accept responsibility for any material replacement that has been sent to another address The Show Marketing address given above is for the Marketing Department who will, check-in any material delivered and ensure that it is distributed as per schedules. 3
Inclusive Marketing Activity Print & Press To help you keep track of the overall marketing activity, we have listed the inclusive marketing activity within our agreement (at no additional cost): Website feature: Listed o the theatre e site hat s o page Listed with on sale dates and announced Listed while on sale Listed on home page approx. 2 weeks prior to date Optional home page feature listing ( 100) Internal Poster & Flyers Displays: Theatre poster and flyers displays replenished regularly Theatre season listings poster displayed across x4 Leisure Centres Complimentary show exit flyering to be requested from FOH pam.hardiman@yourleisure.uk.com Outdoor Display: Public Tourist Information Boards (promoter to provide A4 posters. These are controlled by TIC not the venue) Optional JX Electronic banner display ( 50 on off from on sale to close) *Asset placement at these sites is rotational and non-reservable. Press Releases: Press release announcement to press. (press list included in the guide) Press release must be supplied for distribution. Please note we do not offer a free proofing service. If we are requested to proof and edit a Press Release, there will be a charge of 50. Press Advertising: East Kent Lifestyle Magazine - Inclusion in the bi-monthly Theatres advert** W3 Regional Entertainment Guide - Inclusion in the bi-monthly Theatres advert** **events arranged in date order 4
Inclusive Marketing Activity - Digital Images for use on social media and websites should be provided to us in a 16:9 aspect ratio. This allows for the main image to display without auto cropping on desktop and mobile devices. (an artwork done for you service is available see page 2) Inclusive digital marketing activity include: Solus email campaigns: Solus emails campaigns can be sent to targeted lists or segments (full lists charged at 75, segments charged at 40) please contact marketing@yourleisure.uk.com for full details. Email Sending Cycles: Weekly What s O i date order for forth o i g eek/s Top Picks/Top Entertainment: 12k, Av. Open-R 22% Segmented audiences Family Shows: 3k, Av. Open-R 26% Live Music: 3.5k, Av. Open-R 19% Comedy: 4k, Av. Open-R 21% Bi-Weekly Acclaimed Theatre Social Sharing Cycles: Facebook Announcement Post On Sale In Case You Missed It Next Month Next Week This Week Twitter Announcement On Sale In Case You Missed It What s o 1 a eek Additional posts can be scheduled depending on content provided. 5
Marketing Activity Consistency Our inclusive marketing activity will only be enhanced with your very own marketing schedules. To e sure that essages are o siste t a d i deed are pi ked-up the social platforms, please include any Twitter handles and Facebook profiles that you wish to be used during the marketing of the show. Facebook Twitter theatreroyalmargate @theatreroyal Sharing the love, spreading the word: We look to tag you in as many posts as possible. We understand you get a lot of notifications and only have so much digital real estate, however, we do request that you like, share or comment when you see our posts on Facebook as this will increase organic reach by through engagement promoting Facebook to recognise the post of having value. 6
Marketing Activity Strong Start PAID Facebook Ad Hit the ground running with an early sales boost. Your show will be populated into the inclusive marketing activity schedules, if however, you want to get your show off to a strong start, consider the Show Launch Package for 200 +VAT. Activity includes: Dedicated Email Announcement Targeted Facebook Ad Campaign Re-Targeted Facebook Ad Campaign 10 Day Radio Campaign Solus Eshot 7
Activity Monitoring When reflecting on your ticket sales, we understand you may need to know what marketing activity has been completed for your show. The su ess of our sho is i porta t to us a d I sure ou ll appre iate our show is not the only event we are currently working on. In any one season (4 months) we can be working on up to 100 shows/events currently performing at the theatre. Therefore, unfortunately we are unable to provide detailed breakdown of marketing activity, as time simply does not permit the purpose of this guide is to provide the detail of the activity planned and answer any questions you may have. Reminder: Ticket sales information is provided by the Box Office: Lynne.Boyd@yourleisure.uk.com. Please do not request them from the marketing department as we will only have to request them form the Box Office ourselves. Your will be populated into our pre-scheduled marketing programme that includes a variety of print and digital (pages 4,5,6). The pre-scheduled automated marketing campaign has been planned to match your target audience using the tools at our disposal. Should you feel your show requires additional activity we offer a range of paid targeted campaigns. These paid for packages, suited to a range of budgets, are proving both very effective, and it goes without saying popular, with many of our promoters as they often result in a significant increase in sales, but only if scheduled effectively before the show date. Last minute panic activity rarely produces return on investment and we would strongly advise against this. FREE produces very little return on the time invested in the activity and it is not something we can help with. Like ou, e are o itted to e sure our sho is a su ess, so let s a i ise e er o e s ti e effe ti el. 8
Extra Sales Push Please note - these activities are not included in our agreed plan so will be at additional costs to yourselves. These campaigns are proven to cause an uplift and are an integrated, multichannel approach covering on and offline marketing. To make it simple, more affordable and most importantly, more effective, there are 5 campaign packages you can choose from. 1. Social 50* 2. Bronze 150* 3. Silver 260* 4. Gold 350* 5. Platinum 550* Please refer to campaign packages opposite for full breakdown of detail. If you would like any additional advice on which types of marketing activity would be right for your event then please do not hesitate to give us a call 01843 868302 or email us marketing@yourleisure.uk.com *All prices exclude VAT. Costs are subject to change without notice. 9
Press Contacts Isle of Thanet News Online News Kathy Bailes isleofthanetnews@gmail.com KM Group Thanet Extra (weekly free paper, online and radio) Steph Thompson sthompson@thekmgroup.co.uk Academy FM Radio Debbie Day Debbie.day@academyfmthanet.com Margate Mercury quarterly publication targeting a more artistic community margatemercury@gmail.com 10