ABOUT US
An initiative of the Australia Council's Community Partnerships and Market Development Division, SAUCE provides a guide to arts promotion for people who are either fairly new to the area or looking for fresh inspiration. Whether you are working for a large or small organisation, are based in the city or the country, we hope that SAUCE has something useful to offer.
Written by Australian arts marketer Judith James and designed and produced by Ripe Online, SAUCE comprises eight chapters, covering communications, campaign planning, the design and production of promotional materials, media relations, advertising, sales promotion, email promotion and direct marketing.
More and more arts companies are now taking a 360 degree look at the who, what, where, when, how and why of their communications. SAUCE has become the first point of reference for busy arts professionals looking for effective ways to promote their work.
Since going live in 2001, SAUCE has become one of the consistently most popular downloads from fuel4arts.com. Joanne Scheff, a leading figure in arts marketing and author of Standing Room Only wrote, 'Your contribution on the topic of email marketing on fuel4arts.com's - SAUCE is among the best of the sources I have found.'
SAUCE is a microsite of fuel4arts.com, an initiative of the Australia Council for the Arts, the Australian Government's arts funding and advisory body to assist the arts community improve its arts marketing skills. fuel4arts.com is designed as an online community; building connections between people, ideas and practice.
About the author
In 1996 Judith James established Judith James Consultancy to provide strategic planning services – primarily in the area of marketing – to cultural industries across Australia. The company provides marketing and business planning, market research, business reviews, and, more recently, the development and delivery of professional development resources for the arts sector.
Born in Dunedin and educated at Otago and Victoria universities in New Zealand, Judith has lived and worked in four countries. She headed the marketing departments of major organisations, including Royal Opera House, Covent Garden, Royal National Theatre and Melbourne Theatre Company, prior to establishing her own consultancy business. In June 2006 she completed a year-long contract with Opera Australia as its Marketing and Communications Director, while the incumbent was on secondment with English National Ballet in the UK. In 2006, Judith researched, developed and wrote a new online resource titled Protein which features case studies of best practice in audience development. www.fuel4arts.com/protein
Judith James Consultancy has worked for a range of organisations, including: venues and facilities, arts companies large and small, local government, arts funding agencies and major cultural events.
