Businesses have long been aware that by placing their logo on a programme or poster for an arts event they are increasing the awareness of their product or service, writes Colin Tweedy.
At the same time, they are also saying that they support the arts, and reap the benefit of having their name associated with a high quality creative activity. But over the past 25 years, this traditional sponsorship relationship has been developing into new types of partnerships. While these partnerships help the arts world to benefit from £150m per year of business investment, the commercial sector is clearly seeking something in return.
In today?s uncertain times it is important for businesses to keep their profile high, and our work at Arts & Business is to promote partnerships with the arts to business as a cost-effective and beneficial way to do this. By working with the arts, companies can also inspire, motivate and develop their workforce and, increasingly, businesses are discovering that the arts provide an effective route to implementing corporate social responsibility strategies. ?New Partners? is a programme that aims to kick-start these innovative arts/business partnerships. Businesses can apply for a cash investment that will help them ?try something new with the arts?. Many of the businesses that have used New Partners are very pleased with the results. Research has shown that in its first year over 60% of businesses who have engaged with the programme have found that working with the arts has increased staff morale, achieved greater media coverage, improved their community standing, and given their work a new creative stimulus.
As well as the possibility of a cash investment, we have a team of managers across the country who help support both business and the arts in developing creative partnerships that will help all the partners meet their objectives. The following are just some of the projects that they?ve supported.
? C.I.L. International supported the multimedia and photography projects in Arts Worldwide?s ?Feet First Festival? in the Finsbury Park regeneration area. Through its links with this arts event, C.I.L. International was able to demonstrate its support for community development and local regeneration as well as raise its profile.
? Projects such as Tesco?s Bed Time Reading have involved employees in initiatives which are outside their normal work, but have greatly improved the staff morale. This active participation by employees is an effective way of engaging a company?s employees in a project, while levering maximum value from the investment.
? The Abbey Hotel and The Great Malvern Hotel joined forces with the Malvern Theatres in a project to provide theatre break packages at exclusive rates. A targeted marketing campaign using traditional methods and a new Internet site aim to raise awareness of the partnership ? the theatre site links with that of the hotels, and bookings to each partner is automatically made available to customers. Careful assessment over a two-year period will monitor the impact of the campaign on hotel bookings. A production at the theatre was also sponsored by the hotels and the investment from New Partners enabled the project to develop fully and will also contribute to the cost of the evaluation. This is seen as essential for proving the business case of such partnerships.
? Projects with the arts can engage with a wider target audience, as Red Bull found with its partnership with the Fireraisers Theatre Company, through which they were able to directly reach young people, the Red Bull target market.
It?s becoming clear that businesses are increasingly aware of the wide range of benefits that they can reap through a carefully planned and successfully implemented partnership with the arts. Arts organisations can be confident that with some careful research and an understanding of business motives, a partnership with a business will deliver truly mutual benefits.
Colin Tweedy is Chief Executive of Arts & Business. t: 020 7378 8143; e: rebecca.hildreth@aandb.org.uk; w http://www.aandb.org.uk.