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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Develop a promotional plan
   • Match style of artists and creative acts to potential target markets, in collaboration with relevant people
   • Analyse the promotional viability of artists, and identify risks and strengths
   • Identify a range of activities that could be used for promotions
   • Investigate the potential of media outlets for promoting artists and creative acts
   • Develop and document a plan and budget for promotion in discussion with relevant people
2. Promote creative acts
   • Design and develop promotional activities and materials that reflect artists’ image and meet target market needs
   • Use methods of testing and sampling to determine the response of target markets to promotional activities and materials
   • Distribute promotional material to raise the profile of artists
   • Create publicity opportunities and record them for future use
3. Develop promotional networks
   • Monitor industry sources of information for promotional opportunities
   • Cultivate and maintain strategic relationships with a broad range of industry contacts
   • Develop and implement techniques to deal effectively with the media
4. Review promotional plan
   • Assess the effectiveness of promotional plan
   • Analyse costs and timelines to evaluate benefits of promotional activities
   • Revise promotional plan as required in consultation with relevant people

Performance Evidence

Evidence of the ability to:

develop promotional plans for an artist or creative act

devise and use activities to promote the artist or creative act

develop and maintain a network of contacts for promotional purposes.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

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Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

explain the techniques for analysing the risks and strengths of an artist

list the media outlets available for promoting artists, and give examples of when and how they could be used

explain how promotional activities are selected to match the artist while also appealing to the target market

explain techniques for testing the effectiveness of promotional activities

outline new and emerging trends and information sources for marketing and promotion of creative acts

explain techniques for dealing effectively with the media.

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