Marketing and Communications

Marketing function, channels, promotional capacity, and strategic communication at Pride.

Marketing Channels

Social Media (primary):

• Instagram (~15,000 followers): Stories, reels, event promotion
• Facebook: Event pages, community posts, Meta Business Suite scheduling
• TikTok: Emerging channel; limited current use

Discovery and Listing:

• Google Business Profile: Local search visibility, reviews (4.7-star rating, 100+ reviews)
• TryBooking: Event listing and ticketing (also primary sales channel)
• PromoTix: Secondary ticketing platform (testing 2026)

Email (fragmented):

• TryBooking customer mailing list
• PinTuna loyalty programme (membership emails)
• meet@ enquiry inbox (informal, not managed)
• No unified customer database or segmentation

Community and Partnerships:

• Pride parade participation and visibility
• IDAHOBIT (International Day Against Homophobia, Transphobia, Biphobia) community events
• Drag King Festival collaboration
• Word of mouth (strong within LGBTQ+ community)

Current Capacity

Marketing responsibility: Emily Rose, Head of Programming (38 hours/week)

Emily manages:

• Social media posting and scheduling (Meta Business Suite)
• Event graphic design and visual content
• TryBooking event setup and promotion
• Meet@ enquiry responses (shared with others)
• Google Business Profile updates

Gap: No dedicated marketer or graphic designer. Emily’s primary role is programming; marketing is secondary responsibility with limited capacity.

Promotion Workflow

1. Event booked and contract signed
2. TryBooking event created with promotional copy and art
3. Instagram/Facebook posts scheduled 2–4 weeks before event
4. Google Business Profile updated
5. Email notification sent (manual, to available customer lists)
6. Ongoing social media momentum (stories, reels, content updates)

Timing optimisation: Not tracked. No data on post timing correlation with ticket sales; promotion timing and content decisions are intuitive rather than data-driven.

Email Marketing Challenges

• No unified customer database (fragmented across TryBooking, PinTuna, direct email)
• No segmentation by event type or customer interest
• Email campaigns are manual and inconsistent
• TryBooking customer list decay over time (inactive subscribers)
• PinTuna membership overlap with TryBooking buyers not understood

Brand Communications

Brand presence:

• Website: Minimal (currently hosted on Google Sites, outdated)
• Instagram: Primary brand presence; visual-first messaging
• Google Business Profile: Review aggregation and reputation management
• Community reputation: Strong within LGBTQ+ community; some word-of-mouth beyond

Voice and messaging: Casual, inclusive, event-focused. No documented brand guidelines or messaging pillars.

Analytics and Measurement

Currently not tracking:

• Instagram/Meta engagement correlation with ticket sales
• Email campaign open/click rates
• Customer acquisition cost by channel
• Content performance trends (which post types drive traffic)
• Customer lifetime value by acquisition channel

Opportunities

Automation Opportunities Priority 3:

• Analyse Instagram/Meta analytics correlation with ticket sales
• Optimise promotion timing and content type
• Unified customer database with segmentation
• Email campaign templates and automation

Related Pages

• Social Media Presence — Instagram and Meta audit detail
• Content Calendar — planning and content strategy
• Event Setup — promotion workflow integration
• Email Marketing Strategy — customer communication framework
• Emily Rose — marketing execution
• Automation Opportunities — analytics and customer data systems