Marketing communication strategies of the Slovak National Theatre with the children and teenagers

Размещено на http://www.Allbest.Ru/

Pan European University, Bratislava, Slovakia

Marketing communication strategies of the Slovak National Theatre with the children and teenagers

Dadikova N., PhD student

Abstract

The paper focuses on the modern management and marketing of the Slovak National Theatre. It is about educating and attracting young viewers and about creating the content of artistic activity that fulfils and enriches every person from childhood. The article presents the activities of the theatre that have a deeper moral, educational and social dimension. Aimed at personality development, the activities cover children and adults from different social environment to achieve inclusion and personal development through the art in the theatre.

Key words: children, performances, theatre, events, activities, drama, opera, marketing, education.

Анотація

Стаття присвячена сучасному менеджменту та маркетингу Словацького національного театру. Йдеться про виховання та залучення молодих глядачів та про створення змісту художньої діяльності, який наповнює та збагачує кожну людину з дитинства. У статті представлено діяльність театру, яка має глибший морально-просвітницький та соціальний вимір. Спрямовані на розвиток особистості, заходи охоплюють дітей і дорослих з різних соціальних середовищ для досягнення інклюзії та особистого розвитку через мистецтво в театрі.

Ключові слова: діти, вистави, театр, заходи, заходи, драма, опера, маркетинг, освіта.

The Slovak National Theatre (hereinafter referred to as SND) is a state contributory organization of the Ministry of Culture of the Slovak Republic. It has been one of the most important cultural institutions in Slovakia since its foundation in 1920, and its artistic components consist of three professional art ensembles: the Drama, Opera and Ballet. The theatre sets and costumes are made in the Artistic and Decorative Workshops of the Slovak National Theatre.

One of the key vital activities of the SND is active marketing communication directed not only to the existing audience and visitors, but also to potential audiences - not only adults, but also to children and youth audiences. Different strategies, primarily covered by the staff of the Communication and Business Department of the SND, help to build the relationship of the children's audience to the theatre, increase the level of their involvement and, finally, the SND is actively building a generation of regular theatregoers and future consumers of its artistic creations.

Among the individual communication strategies aimed at children and youth audiences, the following can be mentioned in particular:

1. Communication on various platforms of popular and widespread social networks Facebook, Instagram, TikTok and YouTube, where the SND shares photos, graphics, videos, posts about upcoming projects, performances, artists through its profiles, educational programmes using the STDC communication principle - see, think, do, care (see - to see/capture information about something, think - to think about it, do - to take a step/visit/buy a ticket, care - to find out if everything was okay and if the service/product proved to be successful).

2. Partnerships with schools and offering morning performances that schools attend with their pupils as part of the teaching process. This usually includes a dramaturg's introduction by the dramaturge of the company, a backstage tour of the theatre or a 'meet and greet' with the artists after the performance.

3. Specially created events for young people, which in an interactive and experiential way introduce children and youth to individual art forms, professions, crafts - e.g. The Great Theatre Sleepover (children can sleep overnight in the theatre) from , which includes a ballet lesson with a professional ballet master in the ballet hall, a puppet-acting lesson, a choir singing workshop in the choir rehearsal room, a visit to the costume warehouses, workshop of theatrical lighting and sound directly on stage and in the theatre, workshop of creative writing, summer camp of costume creation in partnership with the Slovak Fashion Council, Open Day in the Art and Decoration Workshops, etc. A popular activity aimed at teenagers is the linking of ballet dance art and street dance in the BLOCK party program, which takes place in informal street clothes with music production by a DJ on the piazetta in front of the Slovak National Theatre in the early evening and introduces young people and dancers from the street to the art of ballet and contemporary dance in their natural environment in a friendly confrontation. On request of parents, a dramaturgical introduction is available for children attending opera performances. The Drama Department regularly offers "Make it a Drama" creative writing workshops. moral educational social slovak national theater

4. special programs for children with disabilities - inclusive performances for families with children with autism spectrum disorders, ballet performances for blind and partially sighted children with audio commentary in a mobile phone app and the opportunity to get to know the theatre costumes, sets and props through touch and special 3D models of ballet poses, which help blind children to understand the concept of ballet positions. For deaf children, the SND performs dramaturgical introductions and performances translated into sign language.

5. one of the most significant communication activities is the launch of the Theatre for All Children program, the aim of which is to enable children and young people from disadvantaged backgrounds to visit the theatre who, due to various social or economic barriers, have probably never visited the theatre before - children from orphanages, foster families, Roma settlements, special schools, etc. The theatre implements the program in cooperation with the Smile as a Gift Foundation and raises funds for it through a communication campaign from private donors. The theatre buys tickets from the funds raised and adds another free ticket to each ticket thus funded, thus doubling the number.

6. The SND continuously prepares educational letters for teachers for performances intended for child audiences. The educator thus receives a complete manual with information about the relevant work, its author, the intentions of the creative production team, the meaning of the work, interpretations of its ideas, etc. The educational sheets can be used by the educator as preparation before a visit to the theatre, as well as for subsequent discussion with pupils.

7. Creating an inclusive European theatre canon from the ETC- European Theatre Convention initiative. SND is currently one of 8 European theatres that have joined an international cooperation project that aims to focus on the non-dominant voices in society - the "stories that are not heard or should be heard more often". SND will collaborate with a young up-and-coming author on the project to develop a text for a young audience. Eight new plays will be created and performed in schools, covering topics ranging from mental health to intimacy to the Israeli- Palestinian conflict.

8. Competitions for young people are popular, such as the annual competition "Dramatically Young", held in cooperation with the Theatre Institute, for the best dramatic text by authors aged 9 to 18. It includes a staged reading of the final texts of the competition and a presentation of creative writing workshops.

Conclusion

The SND continuously informs about all these activities on its website in the News section, on its social networks, in the form of press releases, on the pages of its monthly magazine SME NARODNE (WE AEW NATIONAL), at press conferences and in its annual report. Media and consequent research are constantly in process to support attendance to optimum visit rate.

As the new flagship of the Slovak theatre scene, the SND not only strives to continuously reach out to new young audiences, to enthuse them about theatre experiences and a non-coercive form of education, but also sets the bar and sets an example for other cultural institutions in the wide range of activities it provides for different groups of children and young people.

Above mentioned activities and events have strong educative charge that support media involvement and inclusion rules in our multicultural society. Theories about educative reflexions that contribute mutual understanding and

Sources

1. Hajduk, E. Communication and media research. Bratislava. Paneuropska vysoka skola, 2021. 60 p.

2. Bencic, S. Medialne a edukacne reflexie plurilingvizmu a multikultmy. Bratislava: Statny pedagogicky йstav, 2017. - 133 pp.

3. Kovacova, B., Bencic, S. Akcnost' cloveka v priestore akcneho umenia - Human action in the space of action art - Menschliches Handeln im Raum der Aktionskunst In: Disputationes scientificae: Universitatis Catholicae in Ruzomberok. - Ruzomberok. VERBUM Roc. 22/ 3.2022, pp.15-25

4. Stranovska, E et al. Simulation of social situation as a means of developing tolerance for ambiguity INTED 2017, Valencia, Spain

Размещено на Allbest.Ru