PRINCIPLES
Green your marketing
Your marketing campaigns are one of the easiest areas to make more sustainable. Keeping the conversation around how you have adopted sustainable practices will not only encourage public dialogue around the importance of these choices but will promote its’ uptake as standard practice in our industry.
Stop the press
Generally, digital advertising is cheaper than print and reaches more audiences in a meaningful way.
When required, print on 100% post-consumer recycled paper, using vegetable-based inks and alcohol-free printing processes where possible.
Order realistic print runs, under order and print more if absolutely necessary.
Rather than going through distribution centres, which often require a minimum amount of print runs, put your own flyers or posters up.
Use a carbon neutral printer, like Finsbury Green.
Remember however that not everyone has access to a computer or internet, and small runs of print collateral can be helpful for furthering access and inclusion.
GO DIGITAL
Online platforms are useful in multiple ways.
Create digitally-led marketing campaigns utilising social media. There are some key rules here including: 1) video trumps static images 2) put the essential info in the first 5 seconds of video content 3) social media should be part of a marketing strategy, not the whole strategy.
Create an online show programme accessible via QR-code or email. Again, it may be useful to have a couple of physical copies for those who don’t have or cannot use smartphones.
Make noise on socials about your sustainability goals throughout your production with announcements, targets achieved, and enthusiastic words from the team.
Chat to your venue about using paperless tickets. You may need to include messaging in ticket confirmations that audiences only need to bring digital tickets, or confirmation of purchase. For tickets purchased at the venue, use reusable tokens or a door list.
WALK THE TALK
Sustainability is an accelerating rallying point for marketing campaigns, but you need to be able to back it up.
Avoid ‘greenwashing’, the practice of spinning your (often pre-existing) activities as eco-friendly for the sake of PR, rather than investing in actual change. Remember to be honest about your progress.
Include any green initiatives as talking points for interviews or media spots.
Research sustainability-minded organisations or groups who might be willing to give a shout-out about you to their networks on social media or e-news.