Making the most of your marketing assets
Making the most of your marketing assets
By
Alix Hearn
Charlotte Handel
SUMMARY
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.
Resource type: Case studies | Published: 2013
