ARTRAGE Inc. 2020 Impact Report

MEDIA AND MARKET REACH
MARKETING STRATEGY
As a not-for-profit organisation with limited resources
and a focus to maximise artist returns, FRINGE
WORLD’s marketing strategy is underpinned by a datadriven
decision-making framework which highlights
campaign elements that are innovative, collaborative
and cost-effective.
The campaign is driven in-house by a dedicated team
which grows for 4-6 months each year around the
Festival to embrace enthusiastic marketing personnel
who contribute their fresh ideas and energy to the
core team. In 2020, FRINGE WORLD worked with key
local contractors across design, animation and PR
including Studio Papa and Buzz Marketing.
FRINGE WORLD’s media partners deliver enormous
in-kind value to extend the reach of media campaigns
across digital, print, tv, outdoor and radio platforms.
Cross-promotion opportunities are maximised through
the collaboration of the other ARTRAGE business
units; Girls School Cinema and Rooftop Movies,
which combined have a large digital reach; 20,000+
Instagram followers, 42,000+ Facebook followers and
49,000+ e-news subscribers.
Once the overarching campaign is rolling and the
advertising budget is locked, innovation manifests
through greater responsiveness and adaptability in
messaging and spending behaviour across email,
digital and social channels.
Importantly, the Festival owns its ticketing data so
that it can use this to finesse the marketing strategy.
1,805,922
WEBSITE TRAFFIC
1,640,463
WEBSITE
SESSIONS
1,420,740
SESSIONS
1,214,127
SESSIONS
SESSIONS
815,622
525,910
USERS
609,832
USERS
706,731
USERS
WEBSITE
USERS
2017 2018 2019
2020
Campaign Period: 3.10.19-16.2.20
7,355,767
70% 25% 5%
TOTAL PAGE VIEWS
(CAMPAIGN PERIOD 3.10.19-16.2.20)
OF USERS ARE
ON MOBILE
OF USERS ARE
ON DESKTOP
OF USERS ARE
ON TABLET
65