We have a strong and experienced team in house able to produce and distribute printed and internet publicity material. With our own stages and facilities, and our own television facility, the production of publicity clips and film news releases is completely feasible and is sure to be of interest to local area broadcasters. In the early stages we will also have to access press and media for news releases, progress coverage, and publicity stunts to open up awareness and build a sense of anticipation, both for the opening of the venue, and for coming productions.

Our strategy is based on the concept that:

We also know that other activities like the educational programme of plays, and the accompanying educational material available on the Internet will improve awareness and interest in the Centre as a whole and on a much wider basis than simple advertising alone, since we can reach much further for little extra money with our www projects.

3.1 Mission

[back to top]

The Balineum's aims have already been stated very clearly. Briefly they are to offer to the public as wide a range of quality performances and entertainments as possible, and to be available for as many public interest and public benefit uses as is feasible. The Balineum will be dedicated to improving the area by generating enthusiasm for it, by bringing in visitors and business from outside the immediate location, and providing for local residents a state of the art facility of which they can be justifiably proud.

3.2 Marketing Objectives

[back to top]

Our objectives are to create recognition and acclamation for superb live and recorded shows and events from the in house companies and teams, to increase our audience by up to 20% year on year, to expand our audience catchment geographically into other regions of the Greater London and later into the rest of the UK and Europe, and to gain recognition from producers and artists as a quality, well sited venue in which to stage their performances and events. It is the fulfillment of such objectives that will result in capacity ticket sales.

3.3 Financial Objectives

[back to top]

Our financial objectives include the following:

• Increase stability through ticket sales and sponsorship
• Generate commercial and corporate sponsorship
• Create demand from the terrestrial, satellite and cable networks for broadcast material recorded on site
• Decrease our public funding reliance year on year so that, ideally, we would not require public funding after a five year period.

3.4 Target Markets

[back to top]

We will be targeting a general audience of adults, young people, children, and the elderly with an interest in entertainment and the arts in all forms. Production companies, artists and broadcasters to hire the venue for their own events and shows or to produce shows in partnership with us will be sought. We will also target corporations and businesses with a view to holding expos, fairs, conferences and seminars, and local education, training and employment organisations for business and careers fairs.

For all who value arts entertainment and access to performance and events of all types and genres, we offer an open door to explore unfamiliar entertainment experiences and enjoy those already to taste. We offer an open door to producers and artists looking to reach new markets, and a platform for those seeking to establish their place in the arts or production community.

3.6 Strategy Pyramid

[back to top]

Strategy:

Build relationships with the local community, extending that to further regions in time, with production companies, broadcasters, arts organisations and news agencies, with local businesses and corporations.

Tactics:

• "Appetizer" campaign to raise curiosity while plans are set in motion and the venue is completed.
• Contact made and relationships established with promotion and production companies and artists, terrestrial, satellite and cable broadcasters.
• Concerted publicity campaign and news and press releases to gain notice, and raise awareness locally and nationally.

Further strategies

• Creation of an audience society offering ticket reductions, special offers in restaurants and bars, favoured booking status etc.
• Concurrent creation of mailing list that enables direct marketing strategy to be implemented.
• Regular website updates and online booking and registration facilities.
• Preferred booking status and reduced ticket prices for sponsor employees

• Regular special events and Gala opening nights supporting local, national, and international good causes.