Theatre Green Book Three Toolkit –
Marketing and Ticketing
Guidance 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 Book standards (see volume 1 : Sustainable Productions), make sure you share that with audiences.
Benchmarking and certification
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 “Theatre Green Book standards” which essentially means following the three Theatre Green Book volumes. You could perhaps build your marketing campaign around this.
• Use focus groups or surveys to explore how your audience perceives sustainability, and how they view change in productions, or in the venue.
• Invite audience members into your sustainability conversation through green workshops or focus groups.
• Use your website, promotional emails and ticketing to share information about your sustainability aspirations, for example by referencing the Theatre Green Book standards you’re working to.
• Use the same routes to share success stories and sustainability news.
• Use them to share practical information about sustainable visiting, for example 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.
• Switch to e-Ticketing (if you haven’t already). 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.
• 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).
• Follow the Toolkit Digital Guidance for your website and digital communications.
• Follow the Toolkit Paper and Printing guidance for all physical printing.
• 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.