During the summer The Octagon you could say that things quieten down for the marketing team in some ways… there are certainly fewer companies who are liaising with us during July-August as many companies are aware that people who are off on holiday are not necessarily thinking about autumn yet. However, marketing never really stops and so in a lot of ways we are even busier over the summer months as we use this ‘quieter’ time to get all-important admin bits sorted whilst also beginning preparations for our busiest season leading up to our spectacular Christmas pantomime, ‘Peter Pan’!
This week our focus has been the Yeovil Literary Festival brochure which is released in early September. After compiling all the materials needed for the brochure we’ve liaised with our designers and now have the tricky task of being sent copy after copy of the brochure for us to proof with a fine-toothed-comb until it’s error-free (or as close to that as possible!). There are always new events being confirmed while we are still proofing – some big names are worth adjusting our schedule for – and so there are always challenges with any brochure, especially one with such a diverse programme.
Alongside the Yeovil Literary Festival brochure, summer also brings with it the knowledge that our Pantomime Media Launch is getting ever-closer, with this often taking place in the first few days of September. As such, now is the time for us to prepare all the necessary things we will need for the day: writing scripts for trailers and other filming, sending invitations to local press, arranging the use of a promotional vehicle for the launch and the rest of the season, proofing artwork for said vehicle, and so on. Summer is also the time where we start to step-up our pantomime marketing plans and so we are currently busy filling out entry forms that allow us take part in local carnivals over the autumn. During this time we receive all our posters and flyers for the show which we use both in the theatre and for wider distribution, and we start to design and book advertising so that it’s in place before the busy autumn season.
We are also working on our September mailer which will be sent out to 200,000 households within a 45 minute radius of the theatre to provide information about our new season, the Yeovil Literary Festival and developments taking place at the former Westlands Sports and Leisure Complex; and in the coming weeks we will start to compile the copy and images needed for our November brochure – every brochure takes around two months from start to finish.
All of this takes place whilst we work on our general marketing duties too. Lots of companies like to take the summer to see where they are up to marketing-wise and so we are often writing up and amending marketing schedules so that they can decide what further action they’d like to take as we move into autumn. Other jobs will include sending out various ‘season highlight’ eflyers to highlight the shows that will be of particular interest to our patrons based on their booking history and the updating of all our foyer display screens with new exciting things for the autumn season.