Digital glue — marketing and programming working together

Digital glue — marketing and programming working together

By Chloe Rickard
Sarah Ellis


Explore how marketing and programming teams can work together and how digital projects can bring together marketing, art and audience. This is a transcript from a session at Digital First, featuring presentations by Chloe Rickard from Kneehigh and Sarah Ellis from the Royal Shakespeare Company.

Introduction by Claire Treadwell, AMA

We are going to look at two case studies. The first of these two case studies is from Chloe Rickard, Communications Coordinator at Kneehigh, which is an international touring company based in Cornwall. Chloe manages the digital and online strands of their communications as well as building relationships with venues, audiences, stakeholders and within the company. The second case study is from Sarah Ellis who is Digital Producer at the Royal Shakespeare Company. Sarah was previously Head of Creative Programmes at the Albany Theatre and a creative producer specialising in digital and literature.

Chloe Rickard, Communications Coordinator - Kneehigh

We're a touring company based in Cornwall and at the moment we've got two shows touring - Brief Encounter currently in Australia and Tristan and Yseult which is about to open in Berkeley at the start of a US tour. However, our roots are still very definitely in Cornwall. Our offices are there and all our shows start life in our rehearsal barns on the cliffs of Gorran Haven.

One of the maxims of our company is a Joan Miro quote:

'To be truly universal, you must start with the truly local.'

This quote really encompasses what I'm going to talk about today, and where I believe successful digital projects should start.

I'll talk about the app we made last year, why we decided to make an app, how we made and promoted it and our hopes for audience development using digital projects in the future. Budget-wise and capacity-wise we are a relatively small organisation and this was a relatively small project, but I hope it shows that arts organisations of any size can develop digital projects.

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Resource type: Case studies | Published: 2014