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Innovative marketing push

LOCAL information company Foxgold and the Perth Theatre Company have formed a sponsorship relationship that has delivered a powerful marketing tool to both businesses.

The sponsorship agreement involves the development of a website for the Perth Theatre Company to provide greater access to local, national and international markets, and access to new technologies to reduce communication and marketing costs.

In return, Foxgold is provided with an exciting, creative client.

Perth Theatre Company general manager Natalie Jenkins said an advertisement including the web site address developed for a recent production attracted more than 60,000 hits in a single month.

And in terms of targeting a younger audience, the website has proved a powerful tool.

“All the information (about productions) is up on the website and that makes a big difference,” Ms Jenkins said.

“People are not ringing the company all the time or bookings agents and from a marketing perspective it’s been huge.

“Recently we had a show in Edinburgh and we were able to send information and load digital video of the show onto the website.

“To be able to do that in an instant and at no cost was fantastic.”

Foxgold has nurtured an interest in the arts for many years and the sponsorship delivered an arts website that could be used to demonstrate the creative capacity of the information technology company.

“Essentially this came about because the company (Perth Theatre Company) had an association with Foxgold and also Foxgold was looking for a creative company to build a partnership,” Ms Jenkins said.

“It’s very innovative and they are more than just a provider of a website, because they do so much more.

“They handle all the Internet and e-commerce issues, and there’s a lot of problem solving too.”

The partnership allows both companies to work within the constraints of two very different industries.

Through problem solving, both Foxgold and the Perth Theatre Company staff gain an understanding of new industries and take away valuable insight into the operations of a different organisation.

“We might have an idea and go to the technicians and they work out a way to make it happen,” Ms Jenkins said.

“They (Foxgold) are able to get their name into different fields. And they really enjoy working with creative companies.

“Their staff get a lot out of it.”

Foxgold managing director John Algar has fostered a good relationship with arts organisations in WA and has supported the Perth Theatre Company for a number of years.

This innovative sponsorship arrangement has been short-listed for the 2000/2001 State Arts Sponsorship Awards.

In coming weeks Business News will feature profile pieces on a number of the projects shortlisted for the 2000/2001 State Arts Sponsorship Scheme Awards and will publish a special feature in the November 22 issue.

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