1. Spreading the word

2. Bet Davies Head of Communications External Communications Stakeholder and trustee relations Key corporate messaging Brand Management Reputation management Community engagement Trustee of Prince’s Regeneration Trust

3. What are we? 1,900 seat lyric theatre, the Donald Gordon Theatre 250 seat theatre space, the Weston Studio Home to 8 other creative companies Function/conference rooms/restaurants/cafes Rehearsal Rooms, recording studios Concourse areas with free performance stage Dance House; BBC Hoddinott Hall

4. What are we? Company Limited by Guarantee Registered charity With clear charitable objectives Business model requires that we raise up to £1m per annum Trading arm

5. What will be covered? Identifying/developing your brand Key messaging Identifying/getting to know your audiences Communication channels Top Tips

6. THE BRAND So what does brand mean

7. Brand Identity An organisation’s sense of self. It is formed by history, beliefs and philosophy, technology, ownership, its people, personality of its leaders, ethical and cultural values, as well as its strategies It is the core of an organisation’s existence Don’t think a brand is just a logo!

8. Brand Image It is in the eye of the receiver It is the reception of received messages by internal and external audiences Just think of strong brands and the messages you are receiving from them. e.g. Apple; Audi; Amazon; Facebook; Visa; Innocent; Waitrose & John Lewis;

9. Who is representing your brand? People who work with you People you are trying to reach Your values Your Mission Your Vision Create a corporate Culture Your brand culture

10. Building on your brand AIDE MEMOIRE: When you continue to build on your brand culture you build loyalty with your customers/ supporters (c/f Wales Millennium Centre experience)

11. Top Tips FIVE IMPORTANT TWEAKS YOU SHOULD MAKE TO BUILDING YOUR SUCCESSFUL BRAND The what, the why, the who, the how and where 1.What is it? 2.What does it matter? 3.Who should care? 4. How can you help? 5. Where can you be reached?

12. Your Vision Integral to your brand Vision statements are short statements which articulate your organisation’s DREAM Essential part of your communications toolkit A Stage for a Nation, our vision pre-construction in 2002

13. Our Mission “To bring the best of the world to Wales and to showcase the best of Wales to the world…”

14. Developing your Mission Establishing a simple clear and consistent statement of your mission is also key to your brand and all communications It should be outcome oriented Time spent on this will mean: Buy-in at all levels Clarity of purpose & organisational focus Clear, consistent messaging understood by all

15. Trustees, supporters, Community;public at large Politicians, local and national, Funders, existing and potential, public and private sector Key stakeholders, officials, influencers and opinion formers Media, local, regional, national, online and offline Identifying your audiences

16. Generic messages Working Together Preserve and Protect Best of the past is kept to enrich lives today and in future Improve and develop for everyone Protect and Promote Fighting to save the heritage of our communities

17. Storytelling Good communicators are storytellers But storytellers need good stories to engage with their audiences Top tips: Spend time developing the narrative of your story Identify what’s important to the ‘listener’ or reader Find the nuggets. Find the human interest Seek out your own storytellers – often found where you least expect them

18. Find your online audiences Rapidly changing media landscape Need to find new audiences online Join them online – free and paid Share valuable information – avoid overload Share on OPP and relevant professional/community fora Use all social media platforms available to you, including You Tube, Vimeo, Twitter; blogs …..

19. Communicating with online audiences – top tips Find volunteers to help create contagious digital content A picture tells 10,000 words National news providers have strong online presence Track and evaluate what is being said. Respond to negative comment, as well as the positive Use Google analytics/Twitter evaluation tools

20. Engage in a personal way Get to know your audience to understand what they want and need from you – don’t make assumptions Connect regularly – stakeholders, community, media etc. Don’t undervalue local/regional newspapers – often more readers than Western Mail Creative events Reaching out - person to person

21. Identify five or six key messages – these should underpin all communications, campaigns and on-going communications, written and verbal Tailor the approach and use of language to your audience, while maintaining consistency Media training – Top tips. The Power of three. Tailoring/delivering the message

22. Important to find synergies between your own ambitions and national/local agendas, to spread the word For example Welsh Government’s Future Generations Bill and the Wales We Want Matching with national agendas

23. Sustainable Development

24. And finally.... Any questions?