Churchill Theatre Annual Report - 2006-07 - Appendix 1 ...

Marketing and Sales Strategy
New Audience
Political satire, The New Statesman, provided an excellent opportunity to attract a
new audience. Of those who attended, 42% were new bookers.
New Initiatives
The Churchill has continued to develop a highly popular membership scheme for
young people. Known as The Wild Card, the initiative is aimed at encouraging a
broad mix of young people to engage in arts activities in their spare time.
The theatre has experimented with the use of internet technologies to find new
methods of marketing productions. A downloadable pod-cast was produced for
Mother Goose and video clips have been hosted on the internet for a number of
other shows.
New programming strands have been successfully marketed to our audiences, in the
form of The Underground and Bromley Comedy Club. Whilst the former encourages
young people to experience live music in a safe environment, the latter has been
successful in attracting new audiences to the venue.
Accessible performances
The marketing of access performances at the theatre continues to be successful. A
mixture of audio described, sign interpreted and captioned performances are
regularly well attended by patrons.
The Town Centre
The marketing department has developed close working links with Iain Payne,
Bromley’s Town Centre Manager. This collaboration has seen an increase in
outdoor promotional events for shows, including a hugely successful Christmas light
switch-on event for the pantomime Mother Goose.
Press
The theatre continues to receive excellent media coverage in both regional and
national publications. The theatre has forged an even stronger link with the News
Shopper, providing a number of new co-promotional opportunities.
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