Marketing Audio Description

Targeted information

Targeted information is aimed at individuals, usually who identify as blind, partially sighted or disabled, and usually with whom you have an established relationship with the venue/theatre.

The benefits of creating some targeted materials are:

  • Relevance – quick and easy access to information, saving time and effort.
  • Cost-effective – when aimed at targeted groups.
  • High response rate.

A very cost-effective way of creating targeted materials and maximising reach is to join up with other local venues who offer assisted performances and provide an area-wide calendar or listings mailshot.

Birmingham REP have uploaded onto their website an audio guide on getting to venue and what to expect inside.

You can listen to a sample of some pre-recorded introductory notes by VocalEyes by following this link to the What’s On page of the VocalEyes website and selecting a forthcoming performance. 

Creating a tactile map is a creative way of aiding orientation.

Oval house tactile site guide

This dynamic, appealing broadsheet shows exactly which performances are captioned, audio described or interpreted, when and what they’re about. It also demonstrates a commitment to investing in an equal experience because of the quality of the print – it’s not a photocopied, black and white, two-sided A4 factsheet!

An news article from the Access Ability Express
How far can you go? A dedicated access section with 9 headings! This site makes maximum use of space available to house a host of relevant access information, including downloads and videos.

Soho Theatre's access web page.

A one-stop shop for information on all things access!

Cover and inside of the Birmingham REP access guide.

You can also see in the Where Next section links to some existing channels of communication to help get the information to your target beneficiaries.

Remember not to focus on targeted methods as your only way of promoting audio described performances … keep in mind that there are large numbers of potential attenders who could benefit from audio description but who don’t identify themselves as either visually impaired or disabled.