Create a Marketing Budget
Your marketing budget will probably be whatever is left after other expenses are deducted from expected income. Do sketch out what you would ideally like to spend on what to publicize your show. Then compromise. An appropriate range is 5-10% of box office receipts.Gather Essential Marketing Information
Synopsis
Write your synopsis as soon as possible. Pass it by the Director for edits. You will draw on the synopsis for publicity copy.Performance information
Get performance dates, times and locations set in stone ASAP!Show logo
Have a graphic design that you can use on all publicity to build recognition. If your poster is 4-color, adapt your design to print in black and white for inexpensive print materials and with one spot color for t-shirts. If you want original art, run a design contest to get more people involved with the show.Endorsements
Think about pertinent, prominent people who might be willing to endorse your show. Approach them ASAP for quotes. Endorsements are powerful publicity.Ticket information
How much. Where to get them. The more points of contact the better: sales locations, phone, email, website. Put ticket ordering information on everything.Contact information
Make it easy for people to contact you. Put contact names, phone numbers, email addresses and websites on everything.Make a "Get the Word Out"Plan
Raise awareness of your show by advertising and promoting every way and everywhere you can. There is no such thing as over exposure.List the big categories of ways to publicize.
- Print Advertisements
- Web Ads
- Press Releases
- Promotions (things to give away, contests, busking, etc.)
- Displays (posters, etc.)
- Distributions (via other organizations, mail, email and by hand)
- Inserts (things you or other organizations put in or on other things)
- Show Website (an information destination, see following section)
Identify specific communication types in each category.
Print Advertisements
- Space Ads
- Classified Ads
- Calendar Listings
Web Ads
- Space/Banner Ads
- Classified Ads
- Calendar Listings
- Text Link
Press Releases
- Digital
Promotions
- Apparel: T-shirts, Buttons
- Consumables: Coffee Cups, Retail Bags
- Contests
- Busking (street performance)
Displays
- Posters
- Signs/Banners
- Lawn Signs
Distributions
- Flyers
- Brochures
- Postcards
- Emails
- Email Signature
Inserts
- Envelope Stuffers (“buckslips”..)
- Stickers
Show Website
Even a one page website will do. Include a simple synopsis, the performance schedule and location, ticket prices and ordering information. If you can add more (pictures etc.), great. Get endorsers and supporters to link to your site.
List where you will try to place each publicity category and type.
Print Advertisements
- Newspapers
- Magazines
- Newsletters
Web Ads
- E-Publications
- Portals, Directories
- Affiliated Websites
- Blogs
Press Releases
- Newspapers
- Web PR Services
- Affiliated Websites
- Blogs
Promotions
- Production Venue and Production Team
- Stores and Businesses
- Friends
- Out-of-Home (bulletin boards, billboards, flyers on windshields…)
Displays
- Production Venue
- Stores and Businesses
- Community (libraries, clubs…)
- Residential Areas
Distributions
- Production Venue
- Production Team Handouts
- Stores and Businesses
- Community
- Out-of-Home
Inserts
- Production Venue
- Production Team
- Stores and Businesses
- Community
- Friends
Figure out the cost of your plan; cut back as necessary.
Assign a person to manage each "where".
That’s it! You have a thorough and easy-to-implement publicity plan. For more detailed action plans and worksheets see the OnWithYourShow Amateur Theatre Production Handbook.Essential information for all marketing materials: Show Name Show logo Information required by licensing agreement Performance location Performance dates, days, times Sponsoring organization (if any) Performance company Ticket prices How to buy tickets General contact information
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