I’ve just launched a website for an arts centre. This was a project that emerged from a communications strategy that I’d developed for a vocational college which contained a number of small enterprises.
These had been developed partly to attract paying customers and partly to offer work-based training to students but historically they hadn’t operated to a high level marketing strategy of their own. It was clear that an investment needed to be made to market the arts centre as a separate business and no longer rely exclusively on the college’s communications channels if it was to compete with other similar cultural centres.
The objective has been to evolve it into a consistent, high quality brand with its own specific selling points. Although it runs a programme of events, such as theatre, film and music, it needs to push its commercial hiring capabilities too, particularly corporate events and weddings. This has become a key feature of the new website.