The Royal Exchange Theatre in Manchester is targeting the citys students during Freshers Week 2006 and beyond, via an integrated campaign that employs SMS, email, direct mail and peer-to-peer marketing. The theatre has identified SMS marketing as the best way to target the transient student population, and is working with TxtLocal to build its relationship with students.
The Royal Exchange Theatre is situated in the centre of Manchester in an impressive nineteenth century classical building. 
Perhaps due to our name and our locality, our audience traditionally tends to be older and more affluent says Marketing Assistant Carl Wormald. However, we have a very diverse programme and are committed to new writing for the stage, as well as the production of new plays, and therefore we needed to develop our reputation with students. SMS marketing is the natural way to achieve this and we are undertaking a proactive campaign where text messaging plays a central role. 
The theatre initially trialled SMS marketing through TxtLocal in June 2006, with a sample of students who had opted in to receive text messages. The results were impressive, with one campaign achieving a 26% response rate. 
We found that young people were forwarding the messages to their friends and then presenting them at the box office to redeem special offers says Wormald. We see this continuing during Freshers Week 2006, where we will be hosting stands at universities and institutes, inviting students to opt-in to the TxtLocal service.
TxtLocal has provided The Royal Exchange Theatre with the keyword CHEEP free of charge.  Students and under-25s can then text the keyword to a designated number, which is publicised on all marketing material. 
The theatre is also launching an interactive print campaign where students can text in the name of leading actors to receive details about forthcoming shows in which they appear. TxtLocal has worked closely with us in developing the campaign, says Wormald. We couldnt fit all the relevant details onto our promotional material, so now students can text WILL for Will Youngs appearance in Noel Cowards The Vortex in the New Year, for example, and receive details of the show and special offers.
For TxtLocal, Managing Director Darren Daws adds:
Its been great to work with The Royal Exchange Theatre. The student population is notoriously difficult to market to and create long-term relationships with through traditional channels, but they will always have their mobile. With text messaging, you can provide something of value to students, and it helps put bums on seats vital for any theatre.