Training Courses

Specialised Marketing for Exhibitors - Cardiff


Wales Millennium Centre, Cardiff

“The course enabled me to understand the marketing requirements of my organisation in more detail and deliver a more effective outreach plan. I’ve used ideas presented at the course to change the way in which we target and communicate with audiences” — ICO course participant 2006

This course is aimed at independent cinemas, film festivals, mixed arts venues, film societies and arts development officers from all over the UK who are interested in the techniques required for developing audiences for specialised film.




£90 + VAT


Wales Millennium Centre

It will show you how to make best use of your brochure, your website, your e-mail list and social networking sites at little expense in order to raise your organisation’s profile and attract audiences to your screenings.

The course will be taught through presentations, case studies and workshops from a range of marketing specialists. It comprises a choice of sessions enabling participants to choose their route through the day according to their expertise, organisation and resources. The day will also provide invaluable networking opportunities on a national scale.

9.45 – 10.15am Registration

10.15 – 11.45am Session 1

a) Introduction to marketing

Workshop on understanding audience perception of your venue or organisation, recognizing and communicating your identity and assessing your print marketing materials (bring them with you!).

Led by Ros Fry, Freelance marketing consultant (

Suitable for small-to medium-sized organisations or those who have not attended ICO marketing training before.


b) Case study of a marketing strategy

Presentation by a large arts venue or festival on successful marketing campaigns, covering brand development, effective communication and developing a relationship with your audience.

Suitable for medium to large organisations and those who have attended ICO marketing training before.

12.00 – 1.30pm Session 2

a) Horses for courses

Practical session on writing copy that communicates to different audiences: brochure copy, press releases and websites. Please bring along an example of copy from your own marketing materials.

Led by Ros Fry, Freelance marketing consultant (

Suitable for all.


b) E-flyers and e-mailing lists

Practical tips on using e-flyers, including formatting considerations, putting together mailing lists and how to avoid being blocked as spam. (Please note that this session will focus on strategy advice rather than the technicalities of constructing an e-flyer.)

Led by Hans de Kretser, e-marketing consultant, Hans de Kretser Associates (

Suitable for all.

2.30 – 4.30pm Session 3

a) Making the most of your website

Workshop on improving your online presence, which will cover topics such as design dos and don’ts, streaming video, search engine optimization and making your website “sticky”.

Suitable for all.


b) Understanding social networking

A guide to raising your organisation’s profile through online social networking communities (Facebook, MySpace, Bebo) including integrating video, blogging and podcasting.

Led by Hans de Kretser, e-marketing consultant, Hans de Kretser Associates (

Suitable for those looking to start using social networking to promote their venue or events.

4.30 – 5.30pm Networking drinks


The price for this course is £90 + VAT (£105.75), including lunch, refreshments and networking drinks. Bursary support towards fees, travel and/or accommodation is available from various Screen Agencies and the ICO.

This project is funded by the Skillset Film Skills Fund, which is supported by the National Lottery through the UK Film Council and the film industry through the Skills Investment Fund. Skillset is the Sector Skills Council for the Audio Visual Industries.

In association with the Film Agency for Wales

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