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Free Loyalty and Engagement Training Programme

4 September 2019

The UK City of Culture title provides a great opportunity for cultural organisations to reach new audiences and develop new income streams.

 

Working with TRG Arts, the world’s leading consultancy in ‘patron loyalty and demand management,’ the Coventry City of Culture Trust is now looking to support 10 organisations to participate in a six month loyalty and engagement training programme.

 

The programme will focus on growing loyalty amongst your ticket buyers, visitors, members and donors/friends, and is suitable for visual and performing arts organisations, non-venue-based organisations and festivals with a loyal fan base.

 

Areas of focus in the training sessions will be adapted based on the organisations taking part but may include:

  • Reviewing and understanding your income streams and the relationships you have with stakeholders
  • Learning to view audiences and visitors through the lens of loyalty
  • Target setting and budget planning to ensure maximum return on investment while also increasing access
  • Creating a tangible workplan for implementing change in your organisation

There is no cost for participating in the programme, but all participants must nominate at least one team member to commit to all of the six sessions (starting monthly this autumn) and provide the minimum data requirements (see below.)

 

The sessions will last for six hours, hosted in Coventry City Centre and are aimed at those in leadership, marketing/communications, sales and fundraising roles with the ability to make change within your organisation.

 

To express your interest to be a part of this programme, please follow this link – www.coventry2021.co.uk/loyalty to fill in our form and register your interest by noon on Monday 23 September 2019.

 

Minimum data requirements

 

Performing Arts Venues

  • Data for ticket revenue, sales and expenses for the last three years (2016, 2017, and 2018) and 2019 year-to-date
  • Sample marketing collateral from 2018
  • Marketing revenue and expense budgets from 2018 and 2019 year-to-date
  • Marketing Plans and Sample Sales Tracking Reports (if applicable) for 2019 year-to-date

Visual Arts Venue

  • Data for ticket revenue, sales and/or free admissions and expenses for the last three years (2016, 2017 and 2018) and 2019 year-to-date
  • Sample marketing collateral from 2018
  • Marketing revenue and expense budgets from 2018 and 2019 year-to-date
  • Marketing Plans and Sample Sales Tracking Reports (if applicable) for 2019 year-to-date

Non-venue-based organisations and festivals

  • Data for ticket revenue, sales and expenses for the last three years (2016, 2017, and 2018) and 2019 year-to-date
  • Sample marketing collateral from 2018
  • Marketing revenue and expense budgets from 2018 and 2019 year-to-date
  • Marketing Plans and Sample Sales Tracking Reports (if applicable) for 2019 year-to-date

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