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Shakespeare North ~ The Cockpit

This place defining project was born of the following needs:

The regeneration of a geographical area and environment that experiences significant deprivation, thereby enhancing the local/regional economy, image, profile, community pride and urban environment

To provide access to, and engaged participation in, local history, performing arts and heritage which enhances learning citizenship and a sense of identity, community, cohesion and health

Celebration of and capitalisation on a significant aspect of Prescot’s local history and recognition of the importance of Prescot to Elizabethan and Shakespearean theatre, thereby enhancing the economy and building learning and teaching opportunities.

Emma’s specific role in this fascinating project was to produce:

A marketing and brand strategy incorporating the market for the theatre and stakeholder synthesis  

An audience development plan to ensure that the theatre became both a local and national resource of significance

Her work here involved extensive consultation through quantitative surveys, focus groups, one to one interviews and group workshops with politicians, media, education, regeneration and theatre professionals, potential audiences and other key influencers and stakeholders. Partnership working was crucial for success and, as a new venture, benchmarking and evaluation of models of best practice was high on the agenda.


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