Roundhouse
The Roundhouse stands as one of the world's most remarkable live performance venues, hosting renowned artists in music, theatre, circus, and spoken word on a daily basis. I delivered a diverse range of campaign activities, including website management, social media, content creation, email marketing, digital ads, print and outdoor advertising. My role was instrumental in maintaining crucial relationships with promoters and artists, while also contributing to the successful execution of sold-out shows from the biggest names in music and performing arts.
Services
Marketing Campaigns, Website Management, Social Media Campaigns, CRM, Digital Advertising, E-Mail Marketing Print and Outdoor Advertising.
Year
2018 - 2022
Project Overview
Objective
The objective was to promote the Roundhouse's music and performing arts programme through targeted marketing campaigns, ultimately establishing the Roundhouse as the number one destination in London for contemporary live performances. My role was central within the marketing team, where I collaborated closely with colleagues to develop and execute campaigns that showcased the diverse range of events and talent featured at the Roundhouse.
Insights
I happened to join Roundhouse at a time when, strategic decisions were made to diversify audiences and reflect a broader spectrum of narratives, artistic work and overall programme. In my marketing role, I promoted shows featuring underrepresented talent to enrich the cultural landscape and engage younger audiences. By marketing these efforts, we addressed the need for representation in the arts and reinforced the Roundhouse's reputation as a leading venue for contemporary performances.
Strategy
To achieve campaign goals, comprehensive strategies were adopted that spanned multiple channels, including social media, email marketing, website management, CRM systems, and both print and digital advertising. Day-to-day management of these channels involved creating compelling content tailored to different audience segments, ensuring effective messaging. Analytics were utilised to assess performance and refine strategies, with a focus on increasing ticket sales and maximising outreach.
Website & Digital
I was responsible for the day-to-day management of the Roundhouse website, which included setting up and preparing for show announcements and on-sale periods. This involved building out event pages and writing copy for the events to ensure clear and engaging information for visitors. I also contributed to the integration of booking systems, creating a seamless user experience that facilitated easy access to ticket purchases and helped drive audience engagement for the Roundhouse's programming.
Social Media
I was responsible for managing the Roundhouse's social media channels to promote its shows, events, programmes, and young creative initiatives. This included announcing scheduled show dates for music artists and performing arts shows, as well as on-sale periods. I promoted engaging content and graphics as part of our storytelling strategy for show promotion. My role also involved setting up ads and creating event pages on Facebook and Instagram, ensuring that our messaging reached a broad audience and effectively generated interest in the Roundhouse’s diverse offerings.
Email Newsletters
Email marketing campaigns were a significant part of my role, where I managed multiple campaigns each week to engage with our audience. I oversaw the Roundhouse's email list, which consisted of approximately 50,000 subscribers at that time. Weekly email campaigns were sent to promote our music marketing efforts, shows, and performing arts initiatives, young creatives scheme, as well as providing weekly round-ups. These emails included long-form content that highlighted multiple shows and initiatives, alongside more targeted emails aimed at boosting ticket sales for lower-performing shows or retargeting customers who had shown initial interest but had not yet converted into bookings. Using the CRM system Tessitura, I suppressed email lists and audience segments based on criteria such as overall music fans, genre preferences, previous bookers, and young creatives. I was also responsible for managing and assessing email campaign performance by analysing data and making adjustments to increase engagement and strengthen our relationship with audiences.
Content
I collaborated closely with videographers and designers to create video content as a promotional tool for shows, producing both long-form and short-form videos tailored to the specific channels used for promotion. My responsibilities included distributing this content across the Roundhouse's social media channels, website, email campaigns, and YouTube channel, as well as integrating it into digital advertising campaigns. By leveraging engaging video content, we aimed to enhance audience interest and drive ticket sales, ensuring that the promotional material effectively showcased the unique aspects of each show and resonated with our diverse audience.
Live Shows
A significant part of my role involved promoting live shows and generating ticket sales. I worked closely with the music team, music promoters, artist managers, and labels to execute successful campaigns using a multi-channel approach that encompassed both online and offline marketing, including paid and organic strategies. This included leveraging outdoor billboards and advertising to maximise visibility. Below are just a few of the successful campaigns I led that resulted in sold-out shows.
Young Creatives Programme
Outside my traditional day-to-day marketing role at the Roundhouse, I contributed to the Young Creatives Programme, which provides a space for young people to experiment, develop skills, and turn their creativity into a career through year-round workshops and courses in music, media, performing arts, and professional development. I became a mentor for the Youth Creative Leadership Programme, guiding participants in their creative journeys. Additionally, I delivered a masterclass as a consultant, on branding and how to build and promote a website for personal brands, equipping young creatives with the tools and knowledge to enhance their visibility and impact in the creative industry.
