In the last several months I’ve gotten to work with different organizations on their spring and summer productions. I’ve had a trial and error experience building a strategy and campaign for each group and different type of product. No matter the particular type of piece or marketing plan, there are a few components I deem necessary to launch a campaign.
Here are three of the basics:
WEBSITE: Your company must have a website. Must. Think critically when setting up the site’s navigation, and make sure links to internal and external pages are clearly identifiable. If your latest production is featured on the front page, give it a home elsewhere on the site, too. A dedicated page will be easier to archive when you’ve moved on to the next piece, and you can use the specific page to go into much greater detail on a given show. Link to a Google Maps image, the playwright’s personal website, any sponsors you may have for the show. Bonus points if you host links to the press release and production images, too.
TICKETS: Before you invite people to even think about your show, make sure your ticketing is ready to go. There are several great sites you can use at reasonable costs (shoutout to OvationTix, my personal favorite), and you should choose carefully which site works for your group. Try to stick with the same platform across your season (and beyond, if you’re satisfied). Once you’re there, make sure the specifics are set up for your show: Do you have a direct box office URL? Are all dates and times correct and buy-able within the ticketing site? Do you have checkout questions? Will patrons get an e-confirmation? If so, have you written and proofed the text? You can really use box office software to find out who’s buying your tickets, how far in advance, and in what kind of quantities, but you won’t learn much unless you’re being proactive with your box office software.
ARTWORK: Do you have an image for the production? Ask your designer to make you variations of the artwork: a poster with all the who/what/where/when details, a more simple version perhaps with just the artwork, title, and dates, a button version that can serve as a thumbnail on Facebook and other social sites, a banner version for your website. Before you call the printer, show the art to someone outside of the production team. Ask them if the information is clear, what draws their focus, how the image makes them feel. If nothing else, ask them to proof for correct times, dates, and prices. Don’t forget your web address!
While those three components might seem obvious, I think it’s vital to address each one with a sharp eye and a careful hand. Your work will speak for itself once people get in the door, but make sure you’re communicating information and getting those tickets out there in a thoughtful manner from the start.
Does your group have a protocol for marketing your work? What components do you find valuable?
