Statistically, only a very small percentage of shows at the Edinburgh Fringe Festival break even. With a show costing thousands of pounds to stage, the financial loss of production companies is often great.

As part of the strategic objectives of the marketing and public relations plan for Bathroom Floors Production of ‘Both Sides of the Bar’ one of the objectives was to achieve sponsorship to ensure the chance of breaking-even was enhanced.

The process of achieving sponsorship began by compiling a list of companies whose products relate to Both Sides of the Bar, the comical tale of love, envy and determination. A ménage à trois with a twist! The story follows three very different people as their lives collide in a bar. Featuring and penned by, Scott Major from Heartbreak High and Neighbours, innovative Australian comic Marcus Ryan, and English actress, Hazel Ocskó.

The Converse Communications team took a 360 degrees approach to finding angles which could be capitalised on. For example the play features a prominent Australian, actor and an Australian comic, hence the Australian connection. The play is set in a bar, hence a connection to bars and alcohol, and so on and so forth. Another important factor was realising the importance of ensuring the sponsor’s target audience was aligned with the show and the Fringe’s target market. Using these connections and the consideration of audience alignment, an extensive list was put together of companies who were likely to sponsor the show.
A personalised sponsorship pack was put together featuring:

• A cover letter
• Show summary
• Benefits to sponsors
• Sponsorship levels

A hard copy of the sponsorship pack was sent to our finalised list and then followed up by an electronic copy. After giving sponsors time to digest the information we followed up with a phone call.
Through presenting the benefits to large companies and detailing the competencies of the people involved, we managed to secure sponsorship relationships with Fosters, TNT and Zoggs. The fact that these well known businesses believed in the success of the show leant gravitas to the project and encouraged journalists to stand up and take notice of the project.

Both Sides of the Bar enjoyed a sell out season in Edinburgh and even managed to achieve that rare thing at Edinburgh…profit.

For additional information on Both Sides of the Bar or Bathroom Floor Productions, please visit www.bathroomfloorproductions.com

The bingo industry was shaken at its foundations in April 2007 with the onset of the smoking ban in public places. The reason bingo is hit harder than other businesses is that a high percentage (an estimated 75%) of people who play bingo smoke.

Converse came up with a strategy to minimise the effect of the ban on Strand Bingo in Derry. A campaign was implemented to show patrons that Strand Bingo cares about them and they also respect their right to choose to smoke.

The campaign consisted of three facets. First we did something very unique by working in conjunction with the Western Health Board to make available a smoking cessation representative to patrons for the first week of the smoking ban. The representative had an area set aside where people who perhaps wouldn't have known where to turn for information on kicking the habit could go and have an informal chat in a safe and familiar environment. The second aspect involved making sure the rest of the members who smoke didn't feel left out in the cold by providing an area where they are protected from the elements. The third feature of the campaign was to do something good to fight the effects of smoking and on the first week of the ban, with the help of our patrons, we raised £1,000 for Foyle Hospice.

Through placing a number of features in the broadcast, local and national press in the run-up-to and during the campaign, including a diary of three of our patrons who had their progress followed in a national newspaper, media coverage of a value in excess of £15,000 with a very small budget. In addition the negative effect of the ban on the business has been minimised.

Once the idea had been conceived the photography was taken with Liam and Liane having the respective photos taken in the required positions. Skilled Converse graphic designer, Michael Lohrentz began amalgamating, and modifying the image from their separate parts to their whole. The resultant image stood out from the crowd in Edinburgh and along with the press release achieved a number of reviews for the show.