{"id":942,"date":"2022-02-01T15:35:57","date_gmt":"2022-02-01T15:35:57","guid":{"rendered":"https:\/\/www.theatregreenbook.nl\/?page_id=942"},"modified":"2025-02-27T15:10:49","modified_gmt":"2025-02-27T15:10:49","slug":"marketing-and-ticketing","status":"publish","type":"page","link":"https:\/\/www.theatregreenbook.nl\/en\/sustainableoperations-toolkit\/marketing-and-ticketing\/","title":{"rendered":"Toolkit: Marketing and Ticketing"},"content":{"rendered":"

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Theatre Green Book OPERATIONS Toolkit –<\/h1>\n

Communications<\/b><\/h1>\n

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Guidance and Awareness<\/b><\/h3>\n

Engaging with your audience on sustainability will help put across your values, as well as encouraging visitors to behave more sustainably. Your website, promotional emails, production information, programmes and tickets are all ways to highlight sustainability initiatives. For example, if you make productions to Theatre Green Book standards (see Sustainable Productions<\/a>), make sure you share that with audiences.<\/p>\n

Some great examples of sustainability pages on websites include:<\/p>\n

Bolton Octagon<\/a><\/p>\n

Notingham Playhouse<\/a><\/p>\n

\n

Benchmarking and certification\u00a0<\/span><\/b><\/h3>\n

Sustainable accreditation is considered by some as a means to broadcast that your theatre is moving forward, but the red-tape involved might dissuade some. As a compromise, market your theatre to be working to \u201cTheatre Green Book standards\u201d which essentially means following the three Theatre Green Book volumes. You could perhaps build your marketing campaign around this. You can download logos for self-accreditation from the website once signed in as your organisation.<\/span><\/p>\n

\n

Actions<\/b><\/h3>\n

\u2022 Use focus groups or surveys to explore how your audience <\/span>perceives sustainability, and how they view change in productions, or in the venue.<\/p>\n

\u2022 Invite audience members into your sustainability conversation through green workshops or focus groups.\u00a0<\/span><\/p>\n

\u2022 Use your website, promotional emails and ticketing to share information about your sustainability aspirations, for example by referencing the Theatre Green Book standards you\u2019re working to.<\/p>\n

\u2022 Use the same routes to share success stories and sustainability news.<\/p>\n

\u2022 Use them to share practical information about sustainable visiting, for example <\/span>making audiences aware of sustainable travel options, car-sharing schemes, and transport timetables; and promoting sustainable choices in your catering offer. Incentivise sustainable choices where possible.<\/p>\n

\u2022 Switch to e-Ticketing (if you haven\u2019t already). <\/span>To reduce queues when tickets are checked, some theatres send automatic reminders or print tickets with a code-word that customers can easily search in their emails.\u00a0<\/span><\/p>\n

\u2022 Reduce print-runs for programmes, programme inserts and cast lists. Only order what you need, or think will sell. Monitor wastage. Offer digital alternatives (for example, cast lists accessible through QR codes).<\/p>\n

\u2022 Follow the Toolkit Digital Guidance for your website and digital communications.<\/p>\n

\u2022 Follow the Toolkit Paper guidance for all physical printing.<\/p>\n

\u2022 Use creative learning opportunities with schools to engage with your communities. Consider working with a local school to align a topic, event or play with the curriculum. Digitise any learning material.<\/p>\n

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Theatre Green Book OPERATIONS Toolkit – CommunicationsGuidance and Awareness Engaging with your audience on sustainability will help put across your values, as well as encouraging visitors to behave more sustainably. Your website, promotional emails, production information, programmes and tickets are all ways to highlight sustainability initiatives. For example, if you make productions to Theatre Green […]<\/p>\n","protected":false},"author":1121,"featured_media":0,"parent":905,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","iawp_total_views":0,"footnotes":"","_links_to":"","_links_to_target":""},"class_list":["post-942","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.theatregreenbook.nl\/en\/wp-json\/wp\/v2\/pages\/942","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.theatregreenbook.nl\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.theatregreenbook.nl\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.theatregreenbook.nl\/en\/wp-json\/wp\/v2\/users\/1121"}],"replies":[{"embeddable":true,"href":"https:\/\/www.theatregreenbook.nl\/en\/wp-json\/wp\/v2\/comments?post=942"}],"version-history":[{"count":6,"href":"https:\/\/www.theatregreenbook.nl\/en\/wp-json\/wp\/v2\/pages\/942\/revisions"}],"predecessor-version":[{"id":250720,"href":"https:\/\/www.theatregreenbook.nl\/en\/wp-json\/wp\/v2\/pages\/942\/revisions\/250720"}],"up":[{"embeddable":true,"href":"https:\/\/www.theatregreenbook.nl\/en\/wp-json\/wp\/v2\/pages\/905"}],"wp:attachment":[{"href":"https:\/\/www.theatregreenbook.nl\/en\/wp-json\/wp\/v2\/media?parent=942"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}