Training Courses

Creative Digital Marketing 2012

13/09/2012 - 14/09/2012

Wallace Space St Pancras, London

Do you work in digital marketing for cultural cinema?

Excited by the opportunities that digital presents to engage audiences?

Want to take your expertise to the next level?

This is a highly practical, advanced level course for marketers working in independent cinemas, film festivals, cross arts venues and pop-ups across the UK. The programme aims to develop a new cohort of digital marketing experts and to ensure that the cultural cinema sector maximises the potential of digital marketing to engage audiences.

  • Advance your knowledge of digital marketing strategy and practice
  • Test out innovative approaches to engaging audiences online
  • Keep up to date with emerging platforms and be ready for future trends
  • Share best practice with other professionals from the film industry, cultural sector and creative industries
  • Deepen engagement with your audience, encourage loyalty and sell more tickets
  • Develop confidence in your expertise.


13/09/2012 - 14/09/2012


£250 + VAT = £300


Wallace Space St Pancras

Who is it for?

We are looking to recruit 20 smart, forward-thinking, self-motivated professionals working in marketing, communications or engagement roles in independent cinemas, cross arts venues, film festivals and pop-ups across the UK. Participants should be keen to develop their expertise, gain new ideas and test out new approaches to digital marketing to engage audiences with cultural film and with their organisation.

There are only 20 places on this course. Applicants will be selected according to their experience and/or knowledge of digital marketing, openness to learning from and contributing to the programme, commitment to developing their expertise and potential to become a digital marketing leader in the cultural cinema sector.

What will the course cover?

The programme will examine various aspects of engaging audiences for cultural cinema through digital, including web, mobile, social media, transmedia and strategy.

Some of the questions we will ask:

  • How do you implement digital innovation in your organisation?
  • How do you get your audience conversing online before, during and after your film screenings and events?
  • Who are the social media “influencers” in your field and how do you target them?
  • What can you learn from monitoring social media conversations and how do you translate that into a practical strategy?
  • How do you get more people to your website and ensure navigation is easy once they are there?
  • How can you maximize the potential of mobile to enhance engagement and sell tickets?
  • How do you measure success? What do the stats really mean and how do you evaluate engagement?
  • How do you connect online, digital engagement with offline, experiential interaction with your audience in your venue?
  • What can cinemas and film festivals learn from other arts and creative organisations about using digital to connect audiences with culture in innovative ways?
  • How do you explain what you’re doing and integrate your digital marketing strategy into the rest of your organisation’s planning?

… plus plenty of opportunities to discuss other questions.

How is it structured?

The programme combines expert talks, practical workshops, peer-to-peer discussions and learning by doing. It is divided into four stages:

1) Workshop 1

13th – 14th September 2012, Wallace Space, 22 Duke’s Road, London WC1H 9PN

Practical workshops, peer-to-peer discussions and inspiring talks from digital marketing experts from the film industry, creative industries and cultural sector. By the end of the course, participants will have gained a wealth of practical tips, new ideas and motivation. They should also have identified an area to focus on over the next few months of the programme.

2) Pilot projects

September 2012 – February 2013

Back at work, participants will test out new approaches or projects related to digital marketing in their own organisations. Participants will stay in touch with the course leader and support each other through a dedicated online discussion platform, through which they will be able to reflect and report back on successes and challenges, ideas and experiences. There will also be a scheduled mid-term “check in” with the course leader to review progress and maintain momentum.

3) Workshop 2

One day in February 2013, Newcastle/Manchester TBC

Participants will be reunited for a one-day workshop in which they take centre stage. They will present the results of their pilot projects, share their experiences, and discuss ideas for the future of digital marketing that can be shared with the wider sector.

4) Knowledge dissemination

March / April 2013

The results of the pilot projects, case studies and learning outcomes will be disseminated to other cultural sector professionals, via channels including a resource on the ICO’s website and articles written by participants for the Guardian Culture Professionals Network.

Who will the speakers be?

The course leader is Rachael Castell, Interactive Consultant, Digital Producer at English National Opera and New Business Consultant at Digital Theatre.

Guest speakers at Workshop 1 will be digital marketing experts from across the film industry, creative industries and cultural sector – including Film4.0, Omnicom, Rabbit Agency, Trigger and Trufflenet.

Participants will also play an active part in the programme, contributing their own knowledge, experience and ideas.


£250 + VAT = £300. The fees include participation in the full programme, course leader support, course materials, lunches during the three face-to-face days, and dinner on the first evening. The fees are subsidised by Creative Skillset for eligible film industry professionals working in the UK with at least three years’ experience (please contact us if you’re not sure).



A limited number of bursaries of up to £150 are available towards travel, accommodation and childcare for participants who would not otherwise be able to cover the costs of attending the face-to-face workshops. Bursary recipients must meet all of the following criteria:

  • Not-for-profit film exhibition organisations
  • Annual turnover of £200,000 or less
  • Living 50 miles or more from the workshop venue.

Bursaries are in high demand so we don’t expect to make awards in all cases.


Wallace Space is located on the corner of Duke’s Road and Flaxman Terrace. It is conveniently situated a stone’s throw away from many major transport links including Euston (4 minutes’ walk), Kings Cross-St Pancras (8 minutes’ walk) and Russell Square tube stations (6 minutes’ walk). The nearest car park is Euston Station Car Park, Euston Road, NW1 2BA.


The room we will be using at Wallace Space for Workshop 1 is on the ground floor with wheelchair access and there is a disabled toilet located nearby on the same floor. The venue also has flooring designed to help the visually disabled as well as induction loops. The building was once a 19th century toffee factory which means that not all of the building is wheelchair accessible. If you have any additional requirements (eg. alternate print formats, BSL signers…), please get in touch with us to discuss as early as you can so we can make arrangements.

This scheme has been funded by Creative Skillset’s Film Skills Fund as part of ‘A Bigger Future 2’, the UK film skills strategy. Creative Skillset’s Film Skills Fund is supported by the National Lottery through the BFI and the film industry through the Skills Investment Fund.

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