Essential Tips for Your Event Success

At Frankston Arts Centre, we're proud to host more than 200 commercial hire events each year, welcoming over 160,000 visitors through our doors.

Every event is unique, and successful marketing starts with understanding who your audience is and how best to reach them. While we work year-round to attract engaged audiences through email marketing, targeted social media campaigns, and SEO, your insights as the event organiser are invaluable in helping us connect your event with the right people.

By working together and planning your marketing approach early, we can give your event the best opportunity for success. The following guide outlines key information, marketing requirements, and recommendations to help you make the most of your event at Frankston Arts Centre.

1. Know Your Audience

Frankston and the Mornington Peninsula are home to a diverse community of families, retirees, arts enthusiasts, and culture seekers. Understanding exactly who your event is designed for is the foundation of an effective marketing campaign.

Ask yourself:

• Who is most likely to attend this event?
• What problem, need, or interest does it satisfy for them?
• What would motivate them to purchase a ticket?
• Where do they typically discover events like yours?
• How far are they willing to travel to attend?

The clearer you are about your target audience, the easier it will be to create compelling marketing messages, choose the right promotional channels, and maximise ticket sales.

2. Start Early

The earlier you start promoting your event, the greater your opportunity to build awareness and drive strong ticket sales. We recommend putting your event on sale at least 12 weeks before the event date, with a minimum lead time of 8–12 weeks for marketing activity.

Planning ahead allows your event to be included in Frankston Arts Centre's marketing channels, including e-newsletters (EDMs), social media, and other promotional opportunities. It also provides enough time for audiences to move from initial awareness to making a purchase decision.

Our EDM and social media schedules are often planned weeks or even months in advance. If you'd like to take advantage of these channels, it's important to provide your event information and marketing assets as early as possible.

While recent trends show that many people purchase tickets closer to an event date, awareness is built over time. Starting your marketing early helps ensure your event remains visible, reaches more potential attendees, and is top of mind when they're ready to buy.

3. Provide Quality Marketing Assets

Your event page is often the first impression potential ticket buyers will have of your event, so it's important to give us the right ingredients to make it as compelling as possible.

High-quality imagery and engaging event copy play a crucial role in capturing attention and encouraging ticket sales. Your event description should clearly communicate what audiences can expect and why they won't want to miss it, while your imagery should be professional, eye-catching, and relevant to the event experience.

When supplying images, we recommend using strong, high-resolution photography (minimum 300dpi) without overlaid graphics or logos. Clean, visually powerful images tend to perform better across websites, social media, and digital advertising, helping your event stand out and reach more potential attendees.

The stronger your marketing assets, the more effectively we can promote your event and connect it with the right audience.

4. Ready to Promote Your Event?

Successful events don't happen by chance. They are built on thoughtful planning, quality marketing materials, and a clear understanding of the audience you want to reach.

By following the steps in this guide and preparing your assets early, you'll give your event the best opportunity to connect with audiences and maximise ticket sales.

Ready to get started? Download our Promoting Your Event Guide to review our marketing packages, review the Marketing Asset Checklist below, and speak with our team about how we can help bring your event to life.

Authentic Images Perform Best: 

Use real event photography, artist publicity images, production stills, or professionally commissioned artwork wherever possible. Authentic imagery helps audiences understand what to expect and is typically more effective at driving engagement and ticket sales than AI-generated images.

Please note that Frankston Arts Centre prefers not to use AI-generated imagery as a primary promotional image and retains final approval of all marketing assets.

Your Marketing Asset Checklist

To get your show ready to go on sale, please provide the following:

✔ Event title and tagline: Keep your event title short and impactful. Shorter titles are easier to read, more memorable, and ensure your event name displays properly across all channels—such as our website, social media, e-newsletters, and digital screens—without being cut off.

✔ Show description for our website: 200-350 words. This description should be written with the audience in mind, promoting the reasons why they should choose to buy tickets. Do you have any review quotes you can include? Could you include your cast/performer/creatives list? Where else has the show been performed and why should our audiences choose to see it?

✔ Images for website:  Your hero image needs to be clean (no text or logo on it) so it can be featured across all our marketing channels.

Please provide your hero image for our website in two sizes (jpeg or png file format):

• 428px wide x 310px high
• 1200px wide x 628px high

✔ Promo/trailer video for website:  High-quality landscape video (aspect ratio 16:9) is a powerful tool for promotion—it can be uploaded to our YouTube channel and embedded on your event page, helping capture attention, showcase the experience, and convert interest into ticket sales. Provide your video in 1920 x 1080 px dimensio (mp4 or MOV file format)

✔ Show description for our What’s On listing:  25-30 words best describing your event and why people should see it.

✔ Hero image for our What’s On listing:  Your hero image will look better in our What’s On guide if it is clean (no text on it). Please provide it as a high-resolution image sized at least: 168mm wide x 163mm high, 300 dpi, and it should be at least 1MB. This can be provided in png or pdf file format.

✔ Hero image for in-house poster:  We will design an in-house poster to be displayed in our foyer from approximately 5 weeks before your event date. Please provide your hero image in portrait layout, as a high resolution png or pdf file (300dpi) of at least 2MB.

✔ EDM header/banner: If you plan to utilise our in-house marketing to send an EDM to a targeted audience, you will need to supply a header/banner image sized 600px wide x 300px high (as a jpeg or png file). This should feature your hero image or other strong visuals from your show’s campaign, along with the event title or title treatment.

 ✔ Foyer Digital Screens artwork: Our digital displays are seen by thousands of patrons in our foyer. For your event to appear on rotation in the 5 weeks leading up to your event date, please provide your artwork designs featuring your hero image, event title, date/time, and minimal other text. You do not need to list the venue or FAC logo, a QR code or any website URL.

Please provide both vertical and horizontal artworks in jpeg or png file format in these sizes:

• Vertical dimensions - 1080px wide x 1920px high
• Horizontal dimensions - 1920px wide x 1080px high

✔ Flyers for our foyer stands:  We’re happy to display DL sized flyers in our foyer to promote your event. Please print these using a minimum of 200gsm paper stock, and we recommend supplying us with 500 flyers.

When designing your flyer, use this shortened URL to help people find our website easily:  thefac.com.au. Or consider adding a QR code leading directly to your event page. You do not need to add the FAC logo to your DL flyer design. Need a referral to a local printer? Check out our Promoting Your Event guide.