In association with the

Cultural Intern Scheme Placement Proposal // 2014 - 15


Proposed placement period
(six month duration)
From: 06 October 2014
To: 27 March 2015

Address where placement would
be carried out
Symphony Hall
Broad Street
Department responsible for the
Marketing & Communications

Placement supervisor

Joanna Sigsworth, Marketing Manager

Description of the project/s to
be undertaken
(Please do not describe the
There are two projects that the Cultural Intern will have
responsibility for:

1. Arts Champions Audience Development Project
The first project is to research, develop and launch a new
marketing scheme aimed at increasing event attendances
from new audience groups in Sutton Coldfield, as part of
PBL’s Arts Champions project.

From April 2014 to March 2017, Performances
Birmingham Ltd is the ‘Arts Champion’ for Sutton
Coldfield and will be undertaking a range of education
and community and audience development projects in
the area. The Arts Champions scheme is run in
partnership with Birmingham City Council (BCC) aimed at
those living in ‘priority neighbourhoods’ in Birmingham,
offering residents the opportunity to engage with the
city’s arts organisations. Priority neighbourhoods are
council wards that have been identified by Birmingham
City Council as falling within the worst 5% of the UK for
multiple deprivations.

Working in partnership with BCC and community
members, PBL delivers a range of education and
community projects to our nominated priority
neighbourhood, including schemes to encourage
attendance at events at Town Hall and Symphony Hall.

In association with the

Initial planning of the Sutton Coldfield ticket scheme is
underway, but it will be for the Cultural Intern to
complete the planning and launch of the scheme,
working with the Marketing team and members of PBL’s
Education and Community team.

2. Day Before / Morning After Emails Project
The second part of the placement is to undertake an
action research project with the aim of increasing income
and repeat attendances from existing Town Hall and
Symphony Hall customers.

For the September 2014 to July 2015 concert season, PBL
will develop and implement email communications with
customers focussed around the day they attend a
concert. The purpose of the emails is two-fold: to
increase ancillary spend at the concerts and events
themselves and to increase ticket bookings for future

The Cultural Intern will work closely with members of the
Marketing team and colleagues across THSH to plan,
implement and evaluate a series of emails to different
customer groups over the 6 months of their placement.
At the end of the placement the Cultural Intern will
present the findings of their project to colleagues,
including a recommended action plan.

In addition to their two principal projects, the Cultural
Intern will also have the opportunity to work alongside
members of the Marketing team across the range of
marketing activities and events at Town Hall and
Symphony Hall. This will give them an insight into arts
marketing in a wider context which will underpin their
delivery of their two main projects.
Intern’s role within the main
placement project
The intern would be responsible for developing,
launching, promoting and reporting on both projects.
They would work in conjunction with Marketing,
Education and Community, Box Office, Communications,
Customer Insight and Operations staff.

Tasks include:
1. Analysing and interpreting statistical audience data

In association with the

2. Writing and proofreading marketing copy
3. Producing marketing and promotional materials, such
as e-shots, flyers, social media and website
4. Distributing print
5. Promoting the schemes in person, e.g. at community
6. Processing customer data
7. Reporting on campaign progress and results
Purpose of the placement The Cultural Intern will develop:
1. a good understanding of how an arts /leisure
organisation promotes its products to specific target
2. the chance to try out and evaluate marketing and
promotional techniques
3. the chance to evaluate and report on effectiveness
4. the chance to analyse customer and sales data, and
use it to inform practice
Benefit to the organisation Focused energy and attention on 2 key projects PBL is
launching in 2014. Both these projects need someone
with drive and enthusiasm to get them off the ground.

Training Activity Checklist
Category : Training Activities
Collections Management and Care Managing or maintaining database
Assisting with collections management activities
including storage conditions, condition checking and

Exhibition and Display Exhibition coordination (museums and galleries)
Assisting with the installation/de-installation of
Artist liaison

Marketing and publicity Market research
Marketing and promotions
Audience development

Events Event coordination
Event delivery
Production assistance (performing arts)

Access and Interpretation

To deliver or assist with the delivery of education and
outreach programmes

In association with the

Population of website
Social media
Giving guided tours

Policy and Finance Fundraising and development
Grant/award administration

Administration and Other Responding to curatorial enquiries
Project management
Membership scheme liaison/management
Customer service
Writing or editing
Clerical assistance (photocopying etc)
Organising meetings
Project planning
Presentation and internal communications

Checklist of applicable Skills/Capabilities expected to be developed:

Some relevance Very relevant
Oral communication (including telephone) 
Written communication 
Writing/editing for publication (e.g. web,
promotional materials)

Team working 
Finance 
Marketing 
Public relations 
Social networking 
Research skills 
Problem solving 
Innovation (e.g. helping organisation to develop its

Entrepreneurship 
Personal initiative 
Use of a second language 
IT skills 
Planning and organising 

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