Boosting the effectiveness of marketing activities
“As a proud advocate for our thriving arts and cultural scene in Warwick District, I am thrilled that we have been able to commission this new Marketing Toolkit. This free, dynamic resource empowers our arts and cultural organisations to amplify their marketing efforts, share knowledge, and connect with their audiences in meaningful ways. Funded by the UK Shared Prosperity Fund and shaped by invaluable community input, it reflects our commitment to supporting creativity and innovation in our towns and villages across the District, and championing our vibrant cultural community, enabling collaboration, growth and success”. Councillor Ella Billiald, Portfolio Holder for Arts and Economy at Warwick District Council
Client: Warwick District Council
Context: Warwick District Council had been successful in accessing UK Shared Prosperity Funding to support the strong creative sector in the district. The sector has a growing reputation nationally for its creative companies, heritage sites, artists and organisations.
Warwick District Council’s Arts team had begun an exciting new project with the aim to coordinate marketing resources and collectively promote creative organisations, heritage and cultural assets, festivals, and events – and provide support for smaller community cultural organisations and businesses via a new UK Shared Prosperity Funded Cultural and Marketing Promotion Project.
The 17-month project (September 2023 – March 2025), had already included an audit of existing provision and opportunities.
The requirement: Glued were briefed to identify marketing and promotional channels and mechanisms available to arts and cultural organisations across the four towns (Warwick, Leamington Spa, Kenilworth, Whitnash).
Key considerations for the project were that it had been established that understanding of marketing and promotion within the organisations massively varies, so terminology used would need to reflect this.
The toolkit would need to include information from across our four towns (Kenilworth, Warwick, Leamington, and Whitnash). And there should be a specific focus on grass roots and community groups, so a range of free and low-cost opportunities would be in valuable.
The outputs: Glued created the database of resources, categories and information around Places to Advertise; Things to Take Part in; and Marketing Support. Each section then listed useful resources and contact details.
Glued also created an identity for the website with section icons to enhance the user experience.
The results: The content was loaded to a Council controlled web platform allowing it to be easily updated as information the community shared their knowledge and sources evolved. The result is an accessible toolkit that will help the community , their businesses and initiatives to grow through knowledge sharing.
