Arts & Business Case studies - Northern Ireland

KPMG & Royal Ulster Academy: How a three year partnership became a reality - Arts & Business

Mon, 30 Jul 2012 14:44:26 GMT

The Opportunity

A three year partnership between KPMG and the Royal Ulster Academy, supported by Arts & Business, became a reality in 2007, with KPMG providing vital support as the RUA’s main annual exhibition sponsor, beginning a successful and mutually beneficial partnership.

The key business opportunities were to raise corporate profile branding opportunities, provide corporate hospitality in a unique setting to selected clients, increase brand equity and fulfil CSR objectives through education and outreach activities, a value that they share with the Royal Ulster Academy, who run a comprehensive education programme in tandem with the annual exhibition, complementing KPMG’s wider corporate social responsibility activities.

The Impact

The annual exhibition in 2008 attracted an unprecedented number of visitors from all age ranges and sectors of the community - 13,081 visitors over a four week period, an increase of over 3000 visitors on 2007, with a large percentage of this increase a direct result of the RUA’s expanded education programme.

Sponsorship of the exhibition presented KPMG with a unique opportunity to enhance their brand in Northern Ireland. It became an important facet of KMPGs integrated marketing strategy, delivering tangible effects on brand equity and helping to shift the perception of KPMG away from the provision of exclusively corporate services, towards a company that engages and supports the wider community.

For the Royal Ulster Academy, the partnership with KPMG has provided a solid financial backbone upon which subsequent grant applications could be hinged, allowing the RUA expand and diversify its programme of activities, modernise promotional/printed material and ensure that they are still seen as a relevant organisation for contemporary artists in Northern Ireland, supporting the individual artist though sales and promotion of their work.

"KPMG’s sponsorship of the Royal Ulster Academy’s Annual Exhibition gives KPMG a unique opportunity to contribute to a vibrant arts environment in Northern Ireland. However the other vital aspect of the partnership is the Royal Ulster Academy’s focus on bringing art to the wider community and this complements KPMG’s wider corporate social responsibilities. An example of this is the development of a tailored arts project for four schools, already supported by KPMG on other educational programmes."
Jon D’Arcy, Chairman, KPMG Belfast

ArtsEkta & UTV: Showcasing the essence of the subcontinent at the Belfast Mela - Arts & Business

Mon, 30 Jul 2012 14:44:26 GMT

The opportunity

In order to showcase the very best of world culture and the arts at this year’s Mela Festival in Belfast, ArtsEkta, Northern Ireland’s first ethnic arts organisation, and UTV worked together to form a media partnership that would broaden Belfast Mela’s reach and enhance their media profile. UTV broadcast a unique series of programmes, in the run up to the festival, which culminated in a day-long international showcase of music, dance, art and food from more than thirty nations around the globe.

The impact

Now in its third year, the Belfast Mela has attracted a combined audience of over 22,000 people making it the largest multi-cultural event in the whole of Northern Ireland. The increased media profile ensured its success in reaching wider audiences, meanwhile UTV was able to directly engage with migrant communities, televise a live multi-cultural event and enhance their company profile through increasing variety and outreach. In return, the increased publicity secured ArtsEkta’s position as Northern Ireland’s leading ethnic arts organisation and provided an opportunity for minority ethnic artists to gain exposure on a national media platform.

"UTV is delighted to be involved with this year's Belfast Mela. I am really looking forward to it as it is going to be bigger and better than ever to include all of the many and diverse communities here in Northern Ireland. It is lovely to see an event grow from strength to strength and show such a positive side to Northern Ireland." Pamela Ballentine, Broadcaster, UTV

Northern Bank & Cahoots NI: Impressive figures - Arts & Business

Mon, 30 Jul 2012 14:44:25 GMT

The opportunity

Northern Bank wanted to add a new and exciting dimension to its education programme, strengthening its corporate social responsibility agenda, and to reinforce its position as a leading bank in Northern Ireland with the community at its heart. In becoming sole sponsor of Math’a’Magic, Cahoots NI’s interactive arts-based programme for primary schools, Northern Bank hit upon an innovative opportunity to meet these business objectives. Math ‘n’ Magic, also supported by Arts & Business Investment programme, fits perfectly with Northern Bank’s particular aim to boost young people‘s confidence with maths and money. Cahoots NI - one the UK’s best contemporary children’s theatre companies - wanted to develop a sustainable programme and meaningful links with the communities in which Northern Bank operates.

The impact

Through their partnership with Cahoots NI, Northern Bank benefited from enhanced cultural branding, strengthened and sustained relationships with local schools and communities, an association with educational excellence and all of the related PR opportunities. Northern Bank was also able to introduce its employees and their families to a new cultural and educational experience. Cahoots NI was able to deliver a arts education programme, which will contribute significantly to the cultural economy and economy at large, and to reach a new audience of almost 1800 Northern employees across Northern Ireland.

“We were seeking an opportunity to refresh and update our numeracy programmes in primary schools and to extend those opportunities to many more children across Northern Ireland. The Cahoots’ team has met our objectives, and continually shows integrity and enthusiasm in working with our team... This project is one of the most rewarding examples of how shared education and community objectives can make an arts partnership both a pleasure and a corporate success.” Rhonda Gibson, External Relations Manager, Northern Bank

BT Northern Ireland & Queen’s Film Theatre - Arts & Business

Mon, 30 Jul 2012 14:44:25 GMT

The opportunity

BT Northern Ireland incorporates ingenuity and creativity into its core principles alongside reliability through its new sponsorship strategy, while also creating inspirational and relevant associations – like this one with Queen’s Film Theatre. As part of the BT sponsorship package, QFT underwent a brand audit leading to an overhaul of the QFT website and modernisation of its communications channels, bringing social networking and digital media into its marketing mix.

Arts & Business was able to facilitate the creation of Local Genius, a series of short films celebrating local innovators, which was screened at the launch of the Reel Genius film festival.

The impact

The partnership with QFT allowed BT to create a new brand experience; a community spirit and a strong cultural association - in this way delivering marketing, communications and branding objectives alongside CSR and staff benefits. BT staff and their families have special access to QFT screenings.
QFT was able to substantially modernise and enhance its communications mix. QFT’s audience has embraced the ingenuity principle leaving comments on the Genius Wall that will inform future programming. Moving forward, A&B will also support a viral marketing campaign to promote QFT’s surprise screenings of cult films.

“BT is proud to announce the launch of its new sponsorship and partnership with QFT. It’s a relationship that to many may seem unusual. But both brands have similar values, philosophies and ambitions. BT are champions of innovation, creativity and communication and what better example of this essence than the films shown at QFT.” Peter Morris, Consumer Director, BT in Northern Ireland

Photo: Susan Picken, Head of QFT and Peter Morris Consumer Director, BT in Northern Ireland, launch of the Reel Genius Film Festival
Supplied by Queen’s Film Theatre

Translink & Echelon...driving forward positive change - Arts & Business

Mon, 30 Jul 2012 14:44:25 GMT

Winner of the Prudential A&B People Development Award, 2009

The opportunity

Who better to help transform Translink Metro bus services, making it more attractive to passengers, than Echelon Learning’s talented group of actors? When benchmarked against sister companies of NI Railways and Ulsterbus, Translink uncovered a quality gap in relation to customer service, as well as team morale issues. Translink looked for ways to further improve their customer experience and motivate their workforce, bringing about a cultural change. Through an Arts & Business investment partnership, Echelon Learning was asked to create a ‘Culture Change Programme’ that would make a lasting difference to Translink.

The impact

The impact of the training scheme, using role plays based on interviews with staff and passengers, gave drivers the confidence and tools to deal with real life situations. More importantly the drivers felt valued by their employer. This change in outlook has led to the highest customer satisfaction on record with increased passenger numbers, complaints down by 40% and over 35% more compliments about the service. The project is now part of the drivers’ working life and has helped change a corporate culture entrenched in Northern Ireland’s history. The local community has benefited from a greatly improved service, while the Belfast actors have been rewarded with a new outlet and market for their skills.

“Bringing Belfast Actors in to help train our drivers in the best way to interact with passengers has had a profound impact - complaints are down by 40% and compliments are up by over 35%. But it’s a win-win situation – drivers are happier and our brand is better regarded than ever before.” Billy Gilpin, Metro Area Manager, Translink

Art of the Pitch: A crack team of experts to help put together the best pitch possible! - Arts & Business

Mon, 30 Jul 2012 14:44:25 GMT

The opportunity

It’s 9am on a Monday morning and you have just had a call inviting you to present to the Board of your dream sponsor. They have a five minute slot at their next board meeting on Thursday afternoon.
Art of the Pitch, sponsored by Chevron Texaco and Autoline, boasts a crack team of experts to help put together the best pitch possible. They include a business trainer, a creative team, a presentation expert and an image consultant.

This intensive two-day training course for arts fundraisers culminates in a Dragon’s Den style opportunity to pitch to some of Northern Ireland’s most respected businesses, to win a cash prize for their organisation and a year’s personal business mentoring.

The impact

Art of the Pitch 2009 set a new standard of excellence in training, creative input and business involvement and support with the personal post-event mentoring for the winner ensuring added on a personal development level, over and above the cash prize for their organisation.

Developing the business acumen of arts organisations and the skills and confidence of their fundraisers, Art of the Pitch empowered them to pro-actively work with the private sector to secure their long-term sustainability, inspired by their opportunity to impress key decision-makers across the spectrum of the Northern Ireland business sector.

It also inspired the businesses to embrace innovation and creativity as part of their business ethos, sparking a new relationship between Tesco and Cahoots NI!

Caoimhe Mannion, Freelance Business Development Consultant and Tesco Marketing Manager, had already been impressed by the Cahoots’ Family Hoffman performance at the Allianz Arts & Business Awards 2009, and leapt at the chance to position Tesco as sole sponsor of Magic Medicine, a project that reflects the value of the arts within a healthcare setting.

Magic Medicine is an inspiring and engaging arts and heath performance that tours hospitals, NI Children’s Hospice, respite units and special schools across Northern Ireland. It is the perfect vehicle to showcase Tesco’s contribution to, and engagement with, the communities in which it trades, specifically children and families marginalised through illness and disability.

"I thought the quality of the pitches was excellent and a dramatic improvement on last year, when I also judged. From what I could determine on the day, the new training programme looked really strong, and I can see why the participants would have got a lot out of it."
Mike Irvine, Head of Davy Northern Ireland

"The course was excellent, one of the best I have attended in several years. Saying it has changed my life is a bit of a cliché, however, it has made a real impact on my approach to work and to pitching the Alley Theatre sponsorship opportunities to new sponsors."
Nathan Flatman, Marketing and Development Officer, The Alley Arts and Conference Centre, Strabane

Emma Cooper and Educational Shakespeare Company... bringing something to the table through Board Bank - Arts & Business

Fri, 06 Jul 2012 15:23:26 GMT

The opportunity

The Educational Shakespeare Company | Understanding Through Film is a small charity. It works with marginalised groups, such as young people, prisoners, addicts etc, through the medium of film to bring change at individual, institutional, community and societal level. ESC involves a range of volunteers in all their work.

ESC wanted to add new business knowledge to the Board with the aim to professionalise their work and bring in a greater business focus.

Through A&B’s Professional Development Programme, Emma Cooper, Solicitor, Carson McDowell was matched with ESC through Board Bank.

The impact

Emma helped ESC achieve their goals and more! Emma brought her professional legal and business experience to the table, advising on ESC’s business plan, assisting in reviewing the constitution and policy framework and provided supportive advice with regards funding applications.

Emma encouraged ESC in challenging funding decisions which in turn helped with financial management. Additionally Emma brought new life to the Board, in not only a unique perspective to discussions about ESC but by engaging and supporting board promotional activities.

From a personal perspective, Emma benefited from being involved with a board and the interaction of the board members. The personalities and the approaches of different members of the board from various professional backgrounds gave Emma a better insight into working within a different sector and working to address issues in a new work environment, which assisted in personal development.

Professionally, Emma benefitted in respect of gaining the ability to use skills learnt within the workplace in a different context which was greatly rewarding. The wider application of such professional skills within the board context enabled those skills to be developed for a greater appreciation of the methods of others to be acquired.

Emma made a significant contribution to the work of the ESC Board. She contributed to developing more productive and cohesive board meetings by giving greater confidence to the board and supporting a more formal structure to the meetings. She also contributed to the wider debate about ongoing projects and brought an opportunity to reflect and challenge to ensure a more strategic approach.

“As a lawyer, our job is to advise directors, board members and companies with respect to their legal obligations and responsibilities. However, rarely do we get the opportunity to actively fulfil the role of board members, becoming involved in the decision making process and directly influencing and shaping the future of a company or charity. I enjoyed the opportunity of becoming a board member of ESC, experiencing life from the other side of the table and having to consider decisions from a non legal perspective. The work of ESC has also increased my awareness of the many welfare and social issues that affect many in society and, with particular reference to ESC, youth groups, those affected by sectarianism, and those from socially deprived backgrounds. Sometimes we can become blinkered within our work and home life and I am privileged to have enjoyed time as a member of ESC and to have been given such a valuable opportunity to participate in the development of the charity."
Emma Cooper, Partner, Carson McDowell, Solicitors

Cleaver Fulton Rankin's Young Professional Claire McNally goes visual for Belfast Print Workshop - Arts & Business

Tue, 03 Jul 2012 11:39:05 GMT

When Claire McNally heard about the Arts & Business Young Professionals on Arts Boards Programme she thought it looked like an exciting opportunity that would be very different from her day job as a solicitor in the Planning & Environmental department at Cleaver Fulton Rankin. Now in her second year on the Board of Directors of Belfast Print Workshop Claire has, in her own words, ‘gone visual’ thanks to her immersion in the company. Based in Cotton Court, a former Bonded Warehouse opposite the Merchant Hotel, the membership organisation has cutting edge facilities, a gallery, a busy workshop schedule, and a corporate print leasing scheme.

Creative connections

Taking a moment to reflect on when she started as an observer at meetings Claire smiled wryly, “My first thoughts were of how much of a challenge I was taking on, for example the responsibility to be hands-on with organisational planning, to be focused right across the business, and of course my role in the dynamics of the Board. I thought I could change the world instantly, but I’ve learnt about compromise, balance and how good corporate governance is a continual work in progress.” What made her say ‘yes’ to joining the Board of Directors was getting to know the people involved, as their passion and commitment for the Belfast Print Workshop helped her see the potential in the organisation.

“You don’t realise until you’re on a Board how much effort has to go into teamwork” Claire continued, “there’s a large mix of personalities, and that brings diverse and unexpected opinions – I don’t think I’ll ever stop being surprised by the conversations we have. My day job has definitely been influenced by my Board experience - I certainly think more creatively.”

Creative solutions

“I liked the structure of the programme itself,” Claire said, “as it gave me a good foundation for actually being on a Board - it helped give me the confidence to get involved right from the start. In the past year we’ve created our new Corporate Strategy and overseen significant staffing changes and I’ve now direct understanding that corporate governance doesn’t take place in a vacuum, it affects real people. I’ve also learnt that you can’t take yourself too seriously - but you must take the role seriously.”

“My advice to anyone considering getting involved in arts governance is to just go for it! You’ll never know what you’re going to get out of it until you get stuck in, and honestly, you may not even know what they’ll get out of you. I’m extremely proud of the work the Board of the Belfast Print Workshop has done, and of my part in it. I’ve surprised myself by what I can give.”

“Claire has been a very welcome new member to the Board of the BPW. It has been invaluable to have her experience in the legal and commercial sectors, not to mention her eye for detail! Her enthusiasm and energy for the organisation has been a real asset and a great support for me, the board and the staff.“
Jill O’Neill, Chair, Belfast Print Workshop

Music Theatre 4 Youth engineering an Arup performance ..... - Arts & Business

Tue, 03 Jul 2012 10:43:53 GMT

The Opportunity

Music Theatre 4 Youth are an all Ireland performing arts charity providing top-level training for 11 – 25 year olds since 2005. Arup Engineering first sponsored this charity in 2010 by supporting their production of Godspell which was performed in the International Youth Arts Festival in Kingston, London July 2010 and their production of Anne Get Your Gun performed in Armagh October 2010. Following on from this successful first year, ARUP were inspired to continue their support for Music Theatre 4 Youth through sponsoring their production of Aladdin.

ARUP were always keen to develop this relationship to become more than simply financial sponsorship. Arts & Business NI have played an instrumental role in the relationship between Music Theatre 4 Youth and ARUP. The Reach project last year was beneficial for both organisations and provided the fantastic opportunity to engage ARUP staff and Music Theatre 4 Youth young people in a project. Although ARUP faced a difficult couple of years, they wanted to continue to support Music Theatre 4 Youth this year as they got value for money for their investment last year.

The construction sector market place has become increasingly difficult over the last few years and ARUP are always keen to differentiate themselves from their competition. Interviews, as part of the selection process for projects, are quite common and ARUP want to continually develop staff’s communication and presentational skills. With support from Arts & Business NI Reach Programme Music Theatre for Youth were able to customise a one-day Corporate Communications workshop that was principally designed for employee learning and development. The aim of this session was to improve the way ARUP staff present themselves to clients when seeking appointments to projects. Music Theatre 4 Youth have a broad skills base and the project allowed ARUP staff to acquire new ideas and skills to enable them to further differentiate themselves from their competition.

The Impact

The project took place in Music Theatre 4 Youth’s Creative Space in May Street Belfast and was led by Syd Ralph, top West End Director. Syd has extensive experience within the Corporate Sector working as a freelance workshop facilitator and presenter for many companies including the NHS, BBC School Radio, LLoyds Underwriters and the University of Kent at Canterbury. Syd was assisted by local musical director, Shane McVicker, who has worked on MT4Uth’s corporate projects for a number of years. The workshop was well attended with over twenty employees taking part. Syd took them through various exercises aiming to improve their communication skills, focusing on posture/physique, voice projection and delivery, body language, public speaking, negotiation, reading people/situations, building confidence, diction, vocal energy (vitality when presenting) and presentation.

To begin with the employees were nervous and unsure of how the workshop would benefit them. By the end of the session they were delighted with the results, how much they had improved with their presentation skills and just how much fun they had during the session.

Below are just a few of their comments on the workshop –
“There was a huge amount of trust in the room, which made it a very safe environment to do some of the activities that were outside my comfort zone, I had every faith in every one of my friends attending the workshop.”

“Those staff who missed out realise it was a good experience – we should do it again sometime soon.

We had a really good buzz going amongst my colleagues, so as well as helping us all to speak in public; it also was a very good team building experience.”

“I think that the approach was refreshing and probably more beneficial as it brought us out of our comfort zones and in doing so opened our eyes to the tools that we can implement when delivering a presentation.”

“The Arts can really assist with staff motivation and team building – my staff can rise to the challenge when taken outside their comfort zone.”

“The activities were what I had expected but I did not expect to get so much out of it.”

“Our involvement with Music Theatre 4 Youth is a win-win relationship whereby both organisations benefit from doing activities together. Music Theatre 4 Youth are going to assist some of our staff to demonstrate creatively how we make a difference in the built-environment, and bring us to the attention of a much wider client-base”. Paul Johnston, ARUP Belfast

"The Arts & Business Reach investment enabled us to offer ARUP a new and exciting way of developing staff through participating in a high quality arts training project. We are delighted that this project was a great success amongst ARUP staff, who have faced an unsettling time in recent years. We would like to extend our gratitude to Arts & Business, without their investment we would be unable to develop the relationship with Arup to the extent we have and look forward to working with them again in the future." Music Theatre 4 Youth

Arup Associate Director Paul Johnston with Music Theatre 4 Youth's Aladdin Cast

The OUTLET & Ulster Orchestra: Sounding the Planet - Arts & Business

Wed, 08 Feb 2012 16:28:36 GMT

The opportunity

The OUTLET in Banbridge teamed up with Ulster Orchestra to create Sounding the Planet, a project aimed at introducing young people to orchestral instruments. The idea was to make the project fun, through exploring the creative possibilities of recycling by making musical instruments from recycled materials. Ulster Orchestra musicians took the project out on the road around the Southern Education & Library Board Area, conducting workshops for 2,000 children in 35 local schools. The school children then joined the Ulster Orchestra to play specially commissioned rhythms on the instruments they had made from the recycled materials at celebratory concerts in Banbridge, Newry and Dungannon.

The impact

The OUTLET is a relatively new shopping destination and it wanted to firmly position itself at the heart of the local community. For the OUTLET the delivery of positive brand association, PR coverage, and the opportunity to engage with local councils, local schools and local families in their immediate geographical catchment area with a view to increasing footfall were the OUTLET’s commitment to Sounding the Planet. The project also delivered a positive environmental educational message meeting the objectives of The OUTLET’s local community brand engagement strategy and increased footfall to the shopping destination.

The OUTLET’s sponsorship of Sounding the Planet was all about giving something back to our local community. The investment was made for the benefit of our local children, to enhance their education and let them experience and be inspired by something completely different.” Christine Watson, Marketing Manager, The OUTLET

Stratagem and Trans Urban Arts - Arts & Business

Wed, 08 Feb 2012 15:25:39 GMT

The opportunity

Stratagem is Northern Ireland's premier lobbying company for all aspects of government relations and public affairs in Northern Ireland. A key aspect of Stratagem’s CSR policy focuses on young people and a determination to help engage a disenfranchised sector of society into the local political framework.

Trans Urban’s 3-day Base Festival saw the creation of an indoor ‘streetscape’ in the Ulster Hall, with artwork, stalls, small café/bar areas to create a showcase for the work of local and international street artists, small creative industries as well as youth and community groups from across the City.

The impact

The 3-day Trans Urban Base Festival celebrated, and focused on, the commercial nature of the creative, cultural and community sectors, with break out areas hosting community showcases, demonstrations and cross community work.

Stratagem staff joined local politicians, councillors and young people to discuss their disenfranchisement of from the political process. Alongside the political debate, local businesses were invited to a business breakfast where they were encouraged to purchase street art canvases to their chosen community organisation.

For Stratagem, this partnership fitted with a number of their key objectives; offering a creative platform from which their staff could become actively involved in an arts project that reflected many of the corporate interests, objectives, focus and target demographics.

What they said...

“Knowledge-based businesses can find it hard to move beyond pure info-processing – that’s why we find our arts partners so stimulating and helpful in locating our inner creativity and kick-starting innovation!”
Quintin Oliver, Director, Stratagem

Kathryn Marshall, Northern Bank & Crescent Arts Centre - Arts & Business

Thu, 12 Jan 2012 12:51:44 GMT

Kathryn Marshall, Brand & Marketing Advisor, Northern Bank joined the Board of the Crescent Arts Centre via the A&B NI Young Professionals on Arts Boards programme, and here is her success story

The opportunity

“When the opportunity to apply for the Young Professionals on Arts Boards programme came along, it wasn't something I had ever previously considered. Having limited professional experience of the Arts, I wrongly assumed the opportunity was more suited to young professionals who were really passionate about the arts. As a sportswoman, I might have discounted myself, but in my career with Northern Bank I am heavily involved in our youth brand activity and this had given me a taste for events, performance and engaging audiences. I didn't initially see a place for someone like me on an arts board, however a quick chat with the staff at Arts & Business NI soon corrected that view for me, and I realised that some arts boards were crying out for members with business skills. My employer, Northern Bank, was very supportive of me joining such a scheme, as my manager could clearly see the long term benefits to both my personal and professional development."

"Before actually joining a board, I received valuable training on - responsibilities of the board, duties as a board member, corporate governance, legal liability, teamwork and negotiation. This training provided me with a sound knowledge base of what I was taking on, before I committed to an organisation. As a result of this training I felt well equipped to join a board."

The impact

"Since joining the board of the Crescent Arts Centre, I have realised the many benefits that I can gain from my involvement as well as what they can gain from my marketing knowledge. I have been involved in aspects of recruitment and human resource management that I don't get to experience in my daily role. I have also seen at first hand and been involved strategic decision making and long term planning, that steers the future of the Crescent Arts Centre as an organisation."

"I was lucky to join the board at an exciting time, when the organisation was in the final stages of a £7million refurbishment project. This made me appreciate how a small group of board members are responsible for driving and shaping the future of the organisation. The Crescent Arts centre is a diverse community arts organisation, offering something for everyone whether that be a yoga class to dance and drama or a full on theatre production - being part of such an organisation is a rewarding experience. Sitting on a board is a big commitment, not least in terms of time - but one that is well rewarded when I see so many people enjoying all the services and events that the Crescent has to offer."

“I would encourage anyone to get involved in a programme like this, you will meet and work with people from all walks of life, and gain experience in aspects of running an organisation that you may not ordinarily have exposure to. Who knows, when you see the work and effort of the staff and volunteers at an organisation such as the Crescent Arts Centre, you may find, like me, you have a new appreciation of the arts - and enjoy some fabulous events."
Kathryn Marshall, Brand & Marketing Advisor, Northern Bank

Tesco and Cahoots NI: magic medicine - Arts & Business

Thu, 12 Jan 2012 10:01:35 GMT

The opportunity

Tesco is one of the largest private sector employers in Northern Ireland with a firm commitment to tackling the issues and concerns of the community within which they operate. Cahoots NI is a touring children’s theatre company that uses magic and illusion to address educational and healthcare issues.

Tesco is the sponsor of Magic Medicine, an engaging and inspiring health-oriented touring show, performed in hospitals, respite centres and special schools across Northern Ireland to help children and families marginalised form society through illness or disability.

The partnership successfully secured Reach investment funding to produce a unique series of in-store performances with a romantic theme in their flagship Tesco store in Belfast just before Valentine’s Day.

The benefits

For Tesco, the partnership allows it to fulfil several key CSR objectives, reaffirming their commitment to the well-being of their target market at both individual and community level, and to their staff by creating a great working environment.

For Cahoots NI the partnership offers potential long-term sustainability, enhances funding applications and opens up new audience strands through engagement with Tesco staff and their families.

"It’s very important for Tesco to actively support and participate in the communities in which we have stores. We're delighted that our partnership with Cahoots NI has contributed to enabling performances to take place at the bedsides of children in hospital, to give them a sense of coming together, help them to socialise, interact and have some fun with other children and their families and carers".
Caoimhe Mannion, Tesco Marketing Manager

Tennents & Feile an Phobail - Arts & Business

Mon, 27 Sep 2010 13:46:36 GMT

The opportunity

With the difficult time that’s been for all businesses this year, Tennent’s NI felt that turning to the Arts and their partnership with Féile could be just the ticket to re-motivate, invigorate, focus and challenge their sales team. From this ‘Outside the Box’ was born. Until now the partnership had focused on building brand equity and awareness, but Out of the Box addresses the importance to considering the value of the arts to individuals lives and this bespoke five-week, arts based training workshops designed by Feile an Phobail, meets the training needs on both of the sales and marketing team at Tennent’s NI, long term sponsor of the Feile’s Community Festival, to ensure the arts integrate with the staff on a personal level, while also delivering on key sales training objectives.

The impact

The Tennent’s NI sales team discovered the holistic value of contributing to the arts, and the knock on benefits that this has on the individual and in the community. Tennent’s NI has placed itself at the forefront of modern business by incorporating new and innovative arts-based initiatives within its staff training and development programme, equipping their staff to deal with the challenges today and in the future.

Féile an Phobail has taken their relationship with their primary, long-term festival sponsor to a new, deeper level by actively involving as many of their employees as possible in the arts to ensure they have a thorough understanding of what their contribution means and to allow them to become more closely aligned with Féile. They have also established themselves as a provider of bespoke arts-based training.

"In an ever-changing business environment we had to look outside the box for new and invigorating ways to train and develop our staff. In partnership with Féile and A&B we have achieved something special, which will challenge traditional training methods. Thanks to the creative input and execution by Féile, the Tennent’s team will be equipped to deal with challenges today and into the future."
Jeff Tosh, Regional Director, On Trade NI, Tennent's NI

The OUTLET & the Ulster Orchestra: Musically enhanced retail therapy - Arts & Business

Mon, 27 Sep 2010 13:46:36 GMT

The opportunity

Following the success of a previous collaboration with Ulster Orchestra, which involved bringing music to over 3,000 schoolchildren in the surrounding area, the OUTLET set its sights towards greater challenges, working with the orchestra to transform empty retail spaces into an innovative hub for experimental music making. Together, both partners came up with the concept of the Music Room, an interactive and educational space for OUTLET customers to discover and enjoy classical music; hosting workshops, talks and recitals for audiences of all ages.

The impact

In working with Ulster Orchestra, the OUTLET gained a competitive edge, by delivering a unique and pleasurable experience to its customers, through presenting live entertainment in its retail environment. The partnership offered both partners the chance to engage wider audiences and develop their educational outreach programme, whilst at the same time exploring the value and appreciation of classical music. Ulster Orchestra also gained the opportunity to perform on a new platform, stimulating visitor interest in other performances at a range of venues.

"As Northern Ireland’s premier retail outlet village, our strategy is to add value to the Banbridge district, and build on the district’s focus on the arts. For us, the Music Room at The OUTLET is a flagship project that encapsulates retail-tainment. It is not only a real treat for our shoppers, but will be of great benefit to our local children. The events allow people to experience and be inspired by music - to have the chance to experience something different." Christine Watson, Marketing Manager of The OUTLET

Randox & Camerata Ireland - Arts & Business

Mon, 27 Sep 2010 13:46:36 GMT

The opportunity

Randox Laboratories are the global sponsor of Camerata Ireland. Both organisations worked together to formulate a project that would allow each to showcase excellence in their respective field. They decided to link ‘science with the arts’ by holding an orchestral concert in the Mater Hospital in Belfast. Volunteers from the audience and the orchestra gave saliva samples before and after the performance.
Samples taken at the concert were then analysed using Randox’ latest diagnostic equipment to determine any significant changes in the diagnostic values present.

The impact

To our knowledge, this is the first time such a study has been completed and it provided Randox with a large number of patient samples from across a variety of social and ethnic backgrounds that they would not have had access to without the co-operation of Camerata Ireland. The uniqueness of the event also ensured maximum press and media coverage, which significantly enhanced the Randox profile as a scientific organisation and global sponsor of Camerata Ireland. Camerata Ireland also benefitted from the extensive media coverage, showcasing them to a wider more diverse audience.

“I am pleased to continue our association with Camerata Ireland, a group of Irish musicians who are certainly amongst the best in the world. The free performance in The Mater Hospital was open to everyone, with members of the public, patients and hospital staff experiencing something truly special.” Dr Peter Fitzgerald, Managing Director, Randox Laboratories

The Quays & Sticky Fingers - Arts & Business

Mon, 27 Sep 2010 13:46:36 GMT

The opportunity

Sticky Fingers vision is to establish Newry as a centre of excellence for children and the arts, placing children at the heart of the city’s regeneration. The Quays complex, one of the busiest retail centres in the UK, is firmly committed to delivering its corporate responsibility to the local community in creative and innovative ways.

Sponsorship of the Sticky Fingers Festival 2009 allowed The Quays to demonstrate its commitment to the local community, maximising PR potential of their support for the festival to publicly showcase this commitment and its belief in the Sticky Fingers’ vision.

The impact

The Quays’ financial support and practical assistance through staff engagement gave local children the opportunity to take part in arts-based programmes rooted within the community. These were a perfect fit for the business to deliver on community development and corporate responsibility objectives. Together the partners identified ways in which The Quays’ staff could share expertise and provide practical support and from a vacant retail unit within the centre, the Little Black Box Theatre was born.

The space is a legacy for community arts. Other arts organisations are now using the space and The Little Black Box will be a focal point for performances in the 2010 festival. Maximising PR opportunities benefited both partners. The Quays associated its name with a widely recognised and increasingly popular family event, to increase its brand recognition and profile among all age groups within its catchment area.

For Sticky Fingers, the benefits of working with a professional PR company allowed them to reach a new audience for the festival attracting over 8,500 children - many of whom had not previously attended theatre or arts events.

“The Quays Shopping Centre in Newry is committed to the greater Newry and Mourne area and is at the heart of the local community. This involves working on a range of projects to encourage creative thinking, economic prosperity for the region and sustainable development. Sticky Fingers is an excellent example of an organisation that strives to achieve these aims. We were delighted to offer our support.”
Cathal Austin, Centre Manager at The Quays

Niche networking breakfast: early morning speed-dating - Arts & Business

Mon, 27 Sep 2010 13:46:36 GMT

The opportunity

This pilot event saw our members engage in a facilitated networking breakfast, offering them the opportunity to get to know each other better, learn what makes each other tick and discover if they could be a creative match made in heaven.

Fourteen Arts & Business Arts Members joined fourteen Business Members for a speed-dating style breakfast at the Merchant Hotel. But this was not just a five minute chat – this was serious business.
Participants asked to do their homework with businesses bringing their three key challenges to the table, while arts organisations had to think about three opportunities that they could offer the businesses over the coming 18 months.

Enda McShane, founder and CEO of Spirit Marketing Group, showcasing how they embrace the arts to deliver their clients’ business needs at national and international level, reinforced the high-quality and value of the opportunity.

Business cards were the only collateral materials allowed, and with ‘asks’ strictly forbidden, the conversation flowed.

The impact

The quality of the event, the location and the high profile guest list allowed us to facilitate the development and brokering of business/arts partnerships, reaffirming that Arts & Business is in touch with both commerce and culture at the highest of levels. For the first time arts organisations from across NI were able to engage open, responsive businesses in meaningful conversations with some finding their perfect creative match.

Jenny Cooke, Chief Executive of Music Theatre 4 Youth (Ireland), certainly did securing an in-kind rebrand for their Aim High programme from Sort Design and cash sponsorship from Ove Arup for their level two programme including the Easter Boot Camp and the Halloween “Musical in a Weekend”.

"This was a fantastic opportunity to speak directly with arts contacts and discuss relevant projects for us and our clients."
Martina Magee, Spirit Marketing Group

"For me, this was a unique opportunity to really showcase MT4Uth to an engaged business audience on a one-to-one level. It allowed me access to businesses that I may not have otherwise considered approaching and, for us, the impact has been considerable. We have secured both cash and in-kind support from new first-time business partners, which have made an enormous difference to MT4Uth and our ability to deliver, as well as keep our brand fresh to reach new audiences."
Jenny Cooke, Chief Executive of Music Theatre 4 Youth (Ireland)

Davy Portrait Awards: Picture this - Arts & Business

Mon, 27 Sep 2010 13:46:34 GMT

The opportunity

Established in 2008 by Davy, Ireland’s leading provider of stock broking, wealth management and financial services, the Davy Portrait Awards were set up to champion innovation in contemporary portrait painting, for artists based in Ireland working in traditional and non-digital media. In supporting the prize, the firm hoped to increase their exposure among a target market of senior professionals and strengthen their quality brand amongst existing clients, whilst also positioning themselves alongside excellence within the arts.

The impact

Now in its third year, the success of the Davy Portrait Awards has resonated among a wide ranging public, providing consistent PR opportunities for the company, as well as unique cultural branding opportunities in the form of bespoke corporate hospitality events, special viewings and previews, receptions, talks and dinners connected to each of the exhibition locations. As a cultural branding venture, the Awards have enabled Davy to engage with established visual artists, renowned art galleries and respected arts organisations such as the Naughton Gallery, Royal Ulster Academy and the Royal Hibernian Academy, which has further increased the company’s reach; and the combined catalogue, website, exhibition and awards night has provided an esteemed benchmark for artists and participants alike.

“In establishing the Davy Portrait Awards, it was our aim to champion innovation and excellence in contemporary portrait painting in Ireland. The quality of the submissions and ultimately the works chosen for the exhibition are a clear indication of the significance of this area of practice within contemporary visual culture.” Tony Garry, Chief Executive, Davy

Patton Group & Ulster Orchestra: The Greenhouse Project - Arts & Business

Mon, 27 Sep 2010 13:46:34 GMT

The opportunity

As the song goes, “It’s not easy being green”, but the Ulster Orchestra and Patton Group took up the challenge of teaching children about recycling through an entrepreneurial approach involving business, culture and education. The initiative, known as The Greenhouse Project consisted of musical workshops led by orchestral representatives for children and staff from Patton Group, who were involved in building the new Orangefield Primary School. The workshops focused on creating instruments out of scrap materials, but instead of recycling old tunes, Ulster Orchestra Associate Composer, Brian Irvine, penned a specially commissioned ‘Waste Song’ to celebrate the new environmentally-aware school. The song was later performed by the participants, accompanied by a string quartet from the Ulster Orchestra at the school’s opening celebrations.

The impact

Recycling has become an ever more important issue in schools with pupils learning the importance of reducing the impact of human activity on the planet. The private sector is coming under increasing pressure to address its own ‘footprint’ as businesses look to address their impact on the environment, particularly in areas relating to waste management and recycling. The Greenhouse Project, supported by the Arts & Business Reach investment programme, helps to promote the value of environmental awareness to primary school children through the creative processes of music, as well as learning and expressing themselves through performance.

“Patton Group is a long time supporter of the arts in Northern Ireland and in particular the Ulster Orchestra. As organisation we have a real focus on environmental awareness and waste reduction, and our involvement in the Greenhouse Project demonstrates this, ticking all the boxes with our current Corporate Social Responsibility strategy.” Alan Stewart, Marketing Manager, Patton Group

Edwards & Company & Music Theatre 4 Youth: Sounding out the workplace - Arts & Business

Mon, 27 Sep 2010 13:46:34 GMT

The opportunity

Music Theatre 4 Youth and Edwards & Company are young, vibrant and progressive companies dedicated to providing excellence. Edwards & Company came on board as headline sponsor of the MT4Uth “Master Classes from the Musicals” in 2009 allowing MT4Uth to develop their progressive training programme for young people. Inspired by the master classes, Edwards & Company, the Belfast-based solicitors, began working with MT4Uth to develop a creative training programme to further engage its staff and bring the arts into the workplace.

The impact

Edwards & Company has been able to use the arts-based training programme to develop confidence and presentation skills in creative ways. It has brought out the best in their team, and from a business perspective it has maximised return on engagement, enhancing the value and impact of their MT4Uth sponsorship. MT4Uth has been able to underpin the sponsorship for their successful master classes and take their creativity to a new corporate, adult audience allowing them to establish themselves as a provider of quality arts-based, creative training.

What they said...

“The benefits of our partnership have been amazing. We have exposed our own staff to the arts, renewing in some a desire to be more involved. The value of the creative training weekend will serve us well in the future. Our team has discovered new-found skills, that will benefit them as individuals and which will also enhance their ability to deliver on behalf of Edwards & Company. I am already looking forward to next year’s programme to see how we can improve and develop it.” David McClurg, Director of Operations, Edwards & Company

P.G. McGillion Motors and the Alley Arts & Conference Centre - Arts & Business

Mon, 27 Sep 2010 13:46:33 GMT

The opportunity

P.G. McGillion is a large car dealership in Sion Mills, a small village near Strabane. The Alley Arts and Conference Centre is the leading arts venue in the border area. Their partnership aimed to community arts to meet business objectives and leave a lasting legacy that reflects the local community and way of life.

Together the partners commissioned Dara Hand, an artist from Cow Shed Studios. He visited four schools in the area, working with 150 young people to design portable street art murals themed around life within the local community, the environment and transport.

The children, who designed the murals were invited, with their parents, to a grand unveiling of the murals at the car dealership - their permanent home, before the murals went on temporary exhibition in the piazza at the Alley.

The impact

P.G. McGillion wanted to enhance its customer experience by creating a vibrant and creative space in which their customers could consider their potential purchases. As a second-generation business in a relatively small village, they were keen to reinforce their position as a value-for-money business committed to supporting the local community.

This project delivered this vision, leaving a legacy through community art and addressing key business objectives of raising the company profile and building its customer base within the family market.

What they said...

“Community, creativity and great design are the essential core values for P.G. McGillion Motors and we wanted to foster these principles in students around the district. So we decided that as part of our sponsorship with the Alley Theatre, we wanted to roll out a schools-based arts project, looking at community and the transport used by the pupils.

They produced some wonderful artwork, which will go on display at our showroom in Sion Mills over the next 12 months.”
Brian McGillion, Director, P.G. McGillion Motors, Sion Mills

Wheelworks & Translink - Arts & Business

Mon, 27 Sep 2010 13:46:31 GMT

The opportunity

Translink is Northern Ireland’s integrated bus and rail public transport company operating Metro, Ulsterbus and NI Railways services. Safety is paramount and as such Translink implement a range of public safety initiatives in order to maintain high safety standards for customers, employees and the general public.

Wheelworks is a youth arts organisation working with children and young people aged 4 to 25 who may not have access to high quality artistic activity.
Building on the success of Translink’s school project from the previous year, CineSafety took the project to the next level engaging Translink’s target groups in a highly interactive project.

With the expertise of Wheelworks and using cutting edge technology and social media, schools across Northern Ireland fully engaged with the safety messages by designing a short film.

Schools were invited to submit concept boards for a short film about rail safety in their own unique and personal way. The best three were then invited to make their ideas a reality and given an amazing opportunity to produce the film professionally in conjunction with Wheelworks.

The three professionally produced films were then uploaded to Translink’s safety web pages and schools and the wider public were encouraged to campaign for their favourite film, driving traffic to the website and allowing non participants to view the film and observe the various safety messages.

The impact

Translink wanted to get their safety messages to their target market in a current, up beat and most importantly relevant way. The use of social media and web technology extends the project to those not participating directly in it offering excellent value for money and increasing impact! The short films became the centre piece for a new micro safety section on the Translink website helping to draw in new visitors to this section and exposing them to the full range of safety messages using different media.

This project delivered a fantastic opportunity to engage with young people whilst delivering the important safety messages. This project delivered the opportunity for Translink to reduce the risk of injuries or even death by generating an understanding and awareness amongst young people. In addition it helped by reducing incidents of trespassing, vandalism and other antisocial behaviour. This in turn demonstrated Translink’s commitment to helping deliver safe operations and enrich the lives of the community.

The Cinesafety Project represented Wheelworks first high profile business sponsorship and so provided valuable publicity, experience and learning for the organisation thus further sponsorship opportunities can be sought and maximised. The Arts & Business investment in this project enabled Wheelworks to target and engage new groups of young people on a high profile project, drawing on the organisation’s vast experience of working with young people to address issues of social importance using the arts as a development tool.

“Safety is a top priority for Translink. Activities such as playing on or around railway lines or in train stations often seems like innocent fun to many young people but it can have serious consequences. As such we work hard to raise awareness of the dangers to ensure that we maintain our high safety standards. This has been a fantastic project giving young people a unique opportunity to think about rail safety in new way. Their innovative short films pitch the important safety messages in the right way and with the right tone of voice to their peers and friends.

We have been delighted to work with the artists and Wheelworks and are looking forward to seeing how the wider public reaction to them now that they are posted on the Translink website. Friends and family and general public will be able to vote for their favourite. Vote now!

This competition is part of our ongoing campaign to raise awareness and promote responsible behaviour on and around public transport. Ultimately we hope this initiative will not only have inspired young creative minds but will instil responsible and safety smart behaviour on and around our rail network.”
Lynda Shannon, Communications Manager, Translink

To vote for your favourite film click here

Images: Films by local school children in response to Translink’s CineSafety programme