Images courtesy of: Earthen Lamp

 Centrala Marketing Strategy

About

Based in the heart of Birmingham’s creative quarter in Southside, Centrala in a unique cultural organisation and multifunctional space. Founded by the Birmingham Polish Expats Association, over the past ten years it has delivered and hosted a vast range of cultural activities such as visual arts exhibitions, concerts, creative workshops and talks as well as information and guidance sessions on a variety of topics for the local immigrant community.

Type of work

Strategy Development

Date

July 2019 to January 2020

The brief

Following Centrala’s successful bid to become an Arts Council England National Portfolio Organisation, Earthen Lamp was asked to review the organisation’s existing marketing resources and outputs and create a strategy to achieve four organisational objectives:

• Enhancing the visibility of the organisation
• Clarifying the organisation’s functions and simplifying its marketing channels and messages
• Enhancing audience development and engagement
• Consolidating marketing functions and resources

The activity

Earthen Lamp conducted a half day workshop with the Centrala team to compile an audit of their marketing resources, identify their organisational personality and outline their current marketing strengths and encapsulate their ambitions.

Through this process we also reviewed the organisation’s print, online and social media activities and created a comparison with four other organisations identified as competitors. The core strategy and recommendations were discussed and embedded in the organisations activities through an activity planning workshop

The outcome

Centrala’s final strategy included general recommendations and a 12-month action plan in order to help meet the objectives set out in the original brief. The plan built on the organisation’s existing strengths and made recommendations regarding how to streamline and improve Centrala’s marketing activities.