WHAT IS MARKETING?
           Marketing is a thinking and planning 
           process that makes sure you spend 
           your time and money on the right tasks 
           to achieve your audience objectives 
           taken from AMA ‘This Way Up’ guide
        SOME PROBLEMS YOU MIGHT ENCOUNTER 
        AND HOW A MARKETING PLAN WILL HELP:
           We’ve got a fantastic exhibition              There’s just a few days before the 
           coming up, it should attract new              show and we’ve hardly sold any 
           audiences – but we don’t know                 tickets – what can we do?
           who they are yet                              • Avoid last-minute panic
           • Take the guesswork out of                   • Have clear objectives and 
            marketing                                     timetable to track your 
           • Have a clearer idea of who                   campaign’s success and take 
            your audiences are and what                   action early
            they like                                    • Implement different marketing 
           • Identify what elements of your               activities and selected target 
            event will most appeal to                     groups in advance
            potential audiences                          • Know which audiences will 
                                                          respond to last minute approach
  WHAT SHOULD A MARKETING 
  PLAN INCLUDE?
   1. Overview of your project
   Who you are 
   Your vision 
   Mission statement – who, what, where, why and when
   SWOT Analysis
   SMART Objectives
        BRIGHTON FRINGE VISION AND 
        MISSION STATEMENTS
            Our vision is to be an internationally acclaimed open-access arts festival and year-round 
            professional resource, that stimulates, educates and develops audiences and artistic 
            communities.
            •  We will achieve our vision by bringing people together and acting as a catalyst for 
               creativity.
            •  We believe in equality and respect for all.
            •  We are transparent, honest and trustworthy.
            •  We are friendly and professional.
            •  We are open and responsive.
            To bring artists and audiences together and act as a catalyst for creativity. In addition 
            to creating a platform for artists to showcase their work, we also help artists develop 
            professionally through a range of free to attend workshops, mentoring schemes and 
            bursary programmes.
         WRITE YOUR VISION AND MISSION 
         STATEMENTS
            We’re going to put you in to break out groups. You’ll have three minutes to think 
            about your own vision and mission statements… we’ve given you some ideas 
            for words to include below. We’ll then ask some of you to feedback your ideas.
            Approachable        Diverse        Friendly        Welcoming  
                      Quirky        Serious        Determined        Elegant   
                   Progressive        High-class        Impressive        
            Knowledgeable        Fresh        Professional        Cheeky