by Amanda LaMay
“The prisons we make trying to keep up with appearances.”
For this marketing campaign, I envision images of peacocks and birdcages to represent the two plays’ shared theme of the prisons we make keeping up appearances. A barren tree would also suit suit their stories, full of families in a state of crumbing. To illustrate that, the overall artwork will comprise of dark vintage-styled scenes, richly saturated in peacock tones that give a sense of doom.
To usher in small business owners, I’ll reach out to highly engaged populations of entrepreneurs through social media. Facebook ads will run six weeks prior to opening on up till the finale, and specifically target the intended demographic. They will offer discount incentives to users who like or share content on a promotional event page I create, which will include teaser videos. These trailers will be promoted on Youtube as well, in “pre-roll” slots to play before business-related videos, and will contain an embedded link to buy tickets on the theater site. Youtube has the benefit of only paying for actual views in the target market, making this cost-effective. Meetup is another social media outlet which offers a free source of potential sales. By offering package deals on slow nights to the five local business meetup groups, group sales will thrive.
A Business Expo held by the local Chamber of Commerce two weeks before the first show premiers provides a great opportunity for face-to-face outreach with business owners. My plan includes purchasing a booth there and outfitting it with promotional displays, informational material, refreshments, and ticket deals.
Other forms of direct outreach will be made use of by offering to raffle off mid-week tickets free of charge at professional business events like the ones held by Lyon’s Club, Rotary Club, and Toastmasters. This is sure to garner much in the way of goodwill and possibly even kickbacks for club sponsorship by letting them keep the proceeds.
More traditional media will also be employed through local newspapers, purchasing quarter-page ads to run for 6 weeks. Local radio and business podcasts will be given complimentary tickets to give away, gaining some free recognition.
At the venue site itself, vivid displays will announce the shows to street traffic. Windows of willing nearby shops and bulletin boards will hang with production posters further spreading visibility to passerby. A unique touch will be achieved with chalk murals commissioned on popular streets near the theater. Finally, attendees will receive visually striking programs to take home and share with friends…complete discussion
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