15 January 2018
Applications for latest round of the Innovation in Marketing Fund will open this week, helping Victorian artists and creative organisations to build their businesses.
The Innovation in Marketing Fund (formerly the Marketing Innovation Fund) provides one-off support for discrete marketing projects that explore different ways of engaging audiences, building brand awareness and increasing income for existing programs, products or activities within the creative industries.
In 2017 $100,000 in grants were announced to support eight out-of-the-box marketing projects that helped the grant recipients to break in to new markets, increase awareness of their work, or establish new revenue streams.
Online projects featured strongly in the round with Next Wave receiving support to make its professional development programs and courses available to artists across the globe, while children’s performers The Listies received support to promote their latest show through a series of short films written by children.
In this marketing innovation case study, two major Victorian festivals explore new ways to lead their audience through a tsunami of program options.
Performer Sarah Ward received a grant to create an online ‘life’ for her cabaret character Yana Alana, which allows audiences to interact with the diva long after she leaves the stage. In addition to promoting live shows, the project is a new way to build Yana Alana’s overall profile to generate future performance opportunities.
New clients are the focus of Geelong glass artist Katharine Oliver and electronic music organisation Melbourne Electronic Sound Studio (MESS). Katharine received a grant to diversity her marketing activities in order to boost national and international clients and MESS received support to create a film series that showcases its programs and state-of-the art music studio.
Outer Urban Projects, which makes work with young and emerging, culturally diverse artists from Melbourne’s northern suburbs, received a grant to develop multilingual marketing materials and send company members to community events, meetings and schools to ensure that the onstage diversity of the company is reflected in its audiences.
In this marketing innovation case study, two Victorian arts organisations learn to leverage the power of shareable content.
Melbourne Writers Festival was funded to create a Community Engagement Toolkit to guide future activities that expand its audience base, while the Centre for Contemporary Photography receive funding to launch a national competition to find Australia’s best in travel photography.
The Innovation in Marketing Fund is one of 40 action areas of the Victorian Government’s $115m Creative State strategy which aims to grow the state’s $23b creative and cultural economy.
The next round of the Innovation in Marketing Fund opens this Thursday 18 January.
2017 Innovation in Marketing Fund Grant Recipients
Centre for Contemporary Photography, FITZROY: $10,000
To establish a national competition to find Australia’s best in travel photography. The competition will support the Centre for Contemporary Photography (CCP) to raise its profile by providing tips to budding photographers and promoting CCP’s photography courses. CCP will also bring together leading photographers to judge the competition winners.
Outer Urban Projects, COBURG NORTH: $15,000
Outer Urban Projects makes work with young and emerging, culturally diverse artists from Melbourne’s northern suburbs. This project is a marketing campaign to ensure that the diversity of the company is reflected in the audience for its upcoming dance/theatre work Vessel when it is presented in Melbourne’s CBD. In addition to traditional marketing, the company will undertake promotional activities in its target communities including school visits, visiting neighbourhood houses and attending local forums. The company will also develop marketing materials and media in languages other than English.
Melbourne Electronic Sound Studio (MESS), NORTH MELBOURNE: $10,500
To create a series of marketing films called MESS RECIPES that will showcase the range of technologies and programs available at MESS’ electronic music studio. The project aims to increase awareness of the organisation and to encourage membership and increase bookings in MESS’ public access studio.
Next Wave Festival, NORTH MELBOURNE: $19,500
For a project that will create online content ranging from videos to podcasts and live online broadcasts that will allow creative practitioners based anywhere in the world to access Next Wave’s professional development programs.
The Listies, SOUTHBANK: $15,000
To create a series of short films which will be “written” by children and performed by The Listies. The films will be launched on social media and YouTube as part of a marketing strategy to promote the national tour of The Listies' live children’s theatre show Ickypedia. The campaign will also promote the corresponding book, Ickypedia: A dictionary of Disgusting New Words, published by Penguin.
Katharine Oliver, EAST GEELONG: $5,700
This project will support glass designer and maker Katharine Oliver to develop new markets for her work. Katharine will diversify her production methods, build the online presence of her business and strengthen her marketing to boost not only her local, but her national and international client base.
Auspicious Arts Projects on behalf of Sarah Ward, FOOTSCRAY: $6,300
To create an online campaign to promote Sarah Ward’s acclaimed cabaret character Yana Alana and her upcoming shows. The campaign, which will involve producing digital content which will give Yana a ‘life’ off the stage and invite fans to follow Yana’s activities and engage with her outside of the usual performance environment.
Melbourne Writers Festival, MELBOURNE: $18,000
In 2017 as part of Asia TOPA, the festival presented a pop up program of events from the Jaipur Literary Festival (JLF Melbourne). This attracted a new, culturally diverse audience. To build on this success, the festival will develop a Community Engagement Toolkit that will guide future activities and ensure that the festival’s marketing efforts continue to capture and engage new and diverse audiences.