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CultureHive > Case Study > Making the most of your marketing assets
27th February 2013 Sara Lock

Making the most of your marketing assets

By: Charlotte Handel, Alix Hearn


Organisations can capitalise on existing marketing assets and work with audiences and visitors to create new marketing resources and tools without spending a fortune. Working closely with audiences can help an organisation recognise and develop its marketing assets.  This case study of Theatre Royal Stratford East shows how a cultural organisation engaged audiences with its work at a much deeper level by involving them in the creation of marketing assets.

Theatre Royal Stratford East’s Marketing Assets include:

The building and the people who work for TRSE
An audience
Research and consultation findings

  • A website
  • A team of volunteers
  • Campaign planners
  • Video content
  • Tours
  • Events
  • Open Stage Champions (key internal advocates)
  • Critical Friends

These can be broken down into three types of asset: physical, intellectual and
human.

| Published:2013

Smart tags: public engagement photography co-creation campaign budget

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