Optimise Insights
Welcome to the first issue of Optimise Insights, our e-newsletter to support the Creative New Zealand online marketing capability programme,Optimise.
Optimise Insights is written by programme leader Vicki Allpress Hill of The Audience Connection. It is a chance to share the latest learnings from the coaching participants, what’s coming up in the programme and best practice tips from the field.
A major component of Optimise is our coaching programme - mentoring of three selected arts organisations as they implement an online marketing project. This year we are working with Fortune Theatre (Dunedin), Auckland Theatre Company and Auckland Arts Festival on the Optimise coaching programme. Fortune Theatre will focus on the development of a two–year integrated digital marketing strategy and we met with their wider team in November last year to get the process started. Here, James Higgs, Marketing & Communications Manager explains why they decided to be part of the coaching programme and what they have been working on so far.
What made you apply to be part of Optimise?
We needed our overall marketing strategy to be more cost effective and engaging . We also recognised that as the only professional theatre in Otago and Southland we needed a more effective way to reach our entire catchment. We saw making better use of the online space as a way to help us achieve these goals.
What will your digital marketing project focus on?
In the first instance, we will develop a digital marketing strategy that leverages our existing online platforms , our new website, new e-newsletter system and social media forums. We also need to consistently get our messages in front of users from the many different communities that make-up our catchment, and communicate with them in an effective and interesting way.
What are you hoping will be the outcomes?
We hope that this strategy will help us develop an online communication method and style that produces genuine and practical results. Setting up and modernising our digital channels is one thing, using them effectively is a whole different ballgame. Ultimately, we want the people of Otago and Southland to think nothing of travelling to Dunedin to spend an evening at Fortune Theatre because it’s a top quality night out.
What’s been helpful about the coaching?
Our mentors have given me confidence in the direction we are taking and the initiatives we have already put in place. Beginning to understanding the bigger digital arts marketing picture has been reassuring. Trying to develop a strategy in such a complex environment is difficult, so to know that we will have guidance as we do this is really exciting. Also to know that we will have their advice as we start to roll out the strategy is fantastic.
Tell us one or two things you’ve learned so far.
That everyone is still very much learning through trial and error about how social media works, particularly with reference to their own industry, demographics and regional cultures. That seeking help in the digital space is a great idea, even if you already have a pretty good base knowledge.
