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Hello,
To kick start our NSTF strategic marketing plan we first need to gather all our data together.
The questionnaire has been designed to gather the relevant information we need to create our Situational Analysis. In order to produce an effective marketing plan for the NSTF we first need to assess our collective strengths and weaknesses.
The next part of the questionnaire seeks to understand our audiences. We are looking to understand who would be interested in attending your performances, why they would be interested, and what will create that interest. HI-Arts will work closely with the Promoters and Venues to understand the audiences in the 10 venue locations chosen for the NSTF tour.
Finally there are a couple of questions relating to your current marketing practices. We have a great opportunity here to share good practice and to exchange ideas, not just for the NSTF but for your own future marketing plans. Please feel free to share your thoughts, ideas, comments and suggestions for the strategic marketing plan here and on the NSTF Marketing Blog http://nstfmarketing.wordpress.com
All the information and data you provide in the questionnaire or in supplement documents will remain confidential and will not be shared with any party outside the NSTF consortium.
If you have any questions regarding this questionnaire or the NSTF marketing framework, or would like a chat with me, then please do get in touch ([email protected], 01463 720 889).
Kind Regards,
Sian
Sian Jamieson
HI-Arts Audience Development Coordinator |
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| Do you have a Wordpress (blog) account? |
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| HI-Arts has set up a private wordpress blog to manage the development of the NSTF marketing strategy. This blog will enable all partners in the fund to participate in the creation of the marketing plan, by providing your wordpress username and email address I will be able to invite you to join and contribute to the NSTF Marketing Blog. |
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| What is your wordpress username? | | |
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| What email address is assigned to your wordpress account? | | |
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| HI-Arts has set up a private wordpress blog to manage the development of the NSTF marketing strategy. In order for you to participate and contribute to the development of the marketing plan you will need to create a wordpress account. I will contact you with an invitation to join wordpress.com, at this point you just need to create a wordpress username. I will send you more details about the sign up process and accessing the wordpress blog. |
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| Email (please leave the email address you will use to create a wordpress account) | | |
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| Please outline a 100 word description of the project and what you aim to achieve, this will be used on the NSTF website. | | |
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| Please write a 30 word description of the project. | | |
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| What keywords or keyphrases best describe your project? | | |
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| What is your USP (Unique Selling Point)? | | |
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| What are the key strengths of your company? | | |
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| What are the weaknesses of your company? | | |
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| In order to create an effective marketing plan we need to understand who you engage with now. Please complete the following multiple choice questions, however if you have any audience segmentation information or research you would like to share please feel free to email [email protected]. |
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Demographics
Which age groups do you engage with? (Select all that apply) |
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| What proportion of your audience are men and women? (Please enter the percentages in the boxes provided. i.e. men 50% women 50%) |
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| What are the lifestages of the audiences you engage with? (Select all that apply) |
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| Do you collect postcodes from your attenders? |
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We can use your postcode data to determine both the geographic spread of your audiences as well as create a mosaic profile for your audiences.
If you would like to share your postcode data please contact [email protected] |
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| If you do not capture postcode data, how do you capture where your audiences come from, geographically? | | |
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| Where do your audiences come from? (Select all that apply) |
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Audience Behaviour
What is the general purchasing behaviour of your current audiences? (Select all that apply) |
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| Do you know why people attend your productions? |
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| How do you find out the reasons why people attend your productions? (Select all that apply) |
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| Please describe why people attend your productions (feel free to use keywords or phrases). | | |
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| Why do you think people attend your productions? (Feel free to use keywords or phrases) | | |
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| What types of audience groups does this project appeal to? | | |
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| What types of new audience groups, if any, would you like to engage with in this project? | | |
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| Do you have any mailing lists that the NSTF can factor into the marketing strategy? (Select all that apply) |
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What elements make up your usual marketing strategies?
The following questions are designed to understand the way in which your company generally markets its productions and projects.
This has been broken down into 6 sections:
- Direct (offline) Marketing
- Online Marketing
- Advertising
- Press and Media
- Customer Relationship Management
- Extras |
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| Offline Marketing Tactics (Select all that apply) |
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| Online Marketing Tactics (Select all that apply) |
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| Advertising (Select all that apply) |
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| Press and Media (Select all that apply) |
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| Customer Relationship Management (Select all that apply) |
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| Extras (Select all that apply) |
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| What marketing tactic(s) do you feel are the most effective for your company and target market? | | |
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| Are there any specific marketing tactics you think should be added to the NSTF marketing plan? | | |
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Recommendations
As part of the marketing plan we will also need to source reliable businesses we can work with to produce our marketing materials.
The following, and last section, is designed to offer you the opportunity of recommending businesses the NSTF consortium can work with.
Please leave the name of the business, contact details and any relevant information about the recommended company. |
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| I recommend...Graphic Designers - for branding, logos, poster design. | | |
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| I recommend... Printers - to print posters, brochures etc. | | |
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| I recommend...Website developer/ designers | | |
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| I recommend...Print Distributors - to distribute marketing materials | | |
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| I recommend...Photographer | | |
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| I recommend... Film maker | | |
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