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27th March 2013 Sara Lock

Resources by Amy Rushby

Going social (training video)

This training video explores how to integrate social media into your current marketing activity and how to build online communities. It will provide practical tips on using Twitter and Facebook and guidance on how to evaluate your success.

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Raising awareness through digital animation

The Royal Shakespeare Company successfully used this "Billy Shakespeare" animation trailer to launch their new digital theatre project Midsummer Night's Dreaming in June 2013. The trailer was used in emails and blogs, and embedded into social media and news websites, including project partners Google+, which helped to promote this project to both new and existing audiences.

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Mapping the inside of a cultural venue with Google Street View

This case study looks at the Royal Shakespeare Company's experience of becoming the first UK theatre to have an on-site photographer create internal Google Street View images. As well as creating an online tour to introduce audiences to the venue's inside spaces and restaurant this was  embedded on their website, to enhance the theatres' Google Places listing.

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A creative approach to engaging with audiences through social media

This case study gives an insight into the methods used by the RSC to engage with its audiences using social media and overview of how, using research as a starting point, the marketing team generated a high ROI using a creative approach to content and messages. It talks about how they worked with the team behind Matilda to give the RSC a new and more relaxed public face, concluding with mention of how they were able to track interactions in order to assess the impact and relate it back to the strategic aims.

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Don't forget email marketing – it's not just about the apps

Amy Clarke from Royal Shakespeare Company believes that email marketing is feeling a little bit neglected. Most arts organisations do it, but we don’t get excited about it anymore. In this case study she takes a look at how email and the ways in which we can leverage it is evolving, and alongside this, new opportunities are developing for arts marketers.

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