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

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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. 12
Churchill productions have been promoted by appearances on national television programmes. Live broadcast interviews took place with Alvin Stardust (Boogie Nights) on BBC TV’s Working Lunch, Shelia Ferguson (Hot Flush) on ITV’s Loose Women and Jeff Hordley (Mother Goose) on GMTV. Theatre Friends The Friends scheme continues to grow in popularity, with an annual increase in membership of 15%. Friends’ social events are proving to be hugely popular, with many now selling out long in advance. Theatre Branding A major re-branding exercise took place with staff members and a designer, to develop a new logo to reflect the revised name – The Churchill – Theatre Music Comedy. The new branding is aimed at attracting a younger audience, whilst also reflecting the broader range of activity that now takes place. Since 2000, when the Ambassador Theatre Group took over the lease of The Churchill, it has: Increased the marketing budget to promote the theatre and productions. Installed ENTA, a leading Ticket Sales system. Created a thriving Friends membership scheme. Achieved increased levels of business sponsorship. The Churchill has become a popular venue for businesses to network. Turned The Churchill’s pantomime into one of the region’s top Christmas events. Provided and promoted a range of accessible performances for the local community. Development The Churchill continues to nurture excellent links with the business community, with sponsors supporting the theatre through significant levels of financial and in-kind support. 13
Page 1 and 2: Annual Report 1 April 2006 - 31 Mar
Page 3 and 4: Section 1: Finance 3
Page 5 and 6: Section 2: Programming 5
Page 7 and 8: Kingdom during the Easter Holiday,
Page 9 and 10: Comedy The Bromley Comedy Club’s
Page 11: Section 3: Marketing & Sales 11
Page 15 and 16: Section 4: Refurbishments 15
Page 18 and 19: Section 5: Staff 18
Page 21 and 22: Section 6: Wider Agendas 21
Page 23 and 24: In House Activities In response to
Page 25 and 26: Access The Access Committee continu
Page 27 and 28: Section 7: Performance Indicator 27
Page 29 and 30: Appendices Appendix A Published acc
Page 31 and 32: Appendix B 31
Page 33 and 34: Programme Summary April 2006 - Marc

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

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