Marketing & Promotion

The Brief: Marketing & Promotion
The Reclaim The Stage campaign highlights the issues facing performing artists profoundly impacted by the Covid-19 pandemic. The campaign also presents an opportunity where performers can express the hopes and fears for the future. There are 3 stages within which performers can come together, access practical support and funds to complete projects. The beneficiaries are musicians, actors, spoken word performers, dancers and writers.

The marketing campaign will need to reach and engage 3 specific groups:
1. Performers
2. Consumers
3. Industry Funders and Sponsors
Current partner organizations
– The Musicians Union
– The Birmingham Symphony Hall
– Pizza Express
– Birmingham College of Music
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Caption

3 Stage Campaign
Stage 1: Raise Awareness-#rejuvenate
• Social media campaign using short video from artists reflecting on the Pandemic experience
• Create a website and registration landing page
• Launching a crowdfund campaign
• Setting up a round table webinar event to increase the awareness to issues discussed.
• Creating an official launch event with live performance ticketed event and streaming date to be confirmed
Stage 2: Empower -#reinvent
• Promote workshops and enrol coaches and mentors
• Pilot workshop series to support creative performers and artists reimagine projects
• Promote Industry organizations and individuals to sponsor equipment, venues, and resources to enable project completion.
Stage 3: Go Create-#reclaimthestage
• Promotion of projects and participating organizations
• Allocation of campaign funds to projects
• Showcasing the projects via performance or media promotion.
The ASK: We are looking for a fresh edgy marketing approach to a campaign that tackles an unprecedented situation, performers have been prevented from doing what feeds their souls and pays the rent. The uncertainty associated with when they could return to the stage has had a dramatic effect on their wellbeing and creative production. Now is the time for performers to re-evaluate and reconnect with their audiences. The campaign will seek to engage them, listen to them, and enable them to return with projects that showcase their talent.
The marketing needs to connect with the consumer to show them what it takes to have what we have taken for granted, which until the pandemic was a constant stream of entertainment, music, and theatrical performance. The consumer needs to become part of the #reclaimthestage journey and solution by supporting the fundraising and purchase tickets to live events. Consumers also need to recognize that artists can’t just flick the switch and step back onto the stage and deliver exceptional performance, like any other industry employees need to supported and valued to get the best results. The campaign also needs to connect with industries within the sector to rally
them to pool their resources and support emerging talent, enabling them to complete new projects. The biggest challenge is that this should not be a flash in the pan campaign, it’s got to cultivate and create change in a sector industry that is crying out for better inclusivity and diversity. We want funders and sponsors to share the vision as part of their Corporate Social Responsibility and enable the campaign to travel across major UK cities showcasing regional talent and build a platform that enables performers to thrive, take risks, push boundaries and
inspire a new generation of performers.
We are looking for a marketing professional to create a strategy that connects with consumers and rallies the crowdfund and prompts the industry to support its own talent stream. There are many stories reflecting the issues faced by individuals dependant on a thriving entertainment sector, the campaign needs to make the connection on an emotional level. What is the story of hope and how can performers adapt to a post-Covid world of entertainment. The marketing strategy will need to be costed so that the costs can be included in the campaign fund raising figures, this will need to include the cost of a social media consultant and associated promotional costs over various platforms.

Stage 1: April-July 2021
Stage 2: April-September 2021
Stage 3: September 2021-September 2022

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