Marketing

In Theatre Marketing, the skills measured are:
  • An understanding the marketing director’s role and specific responsibilities
  • An understanding of the purpose and value of research, resources, and personnel needed to communicate a marketing concept to an audience
  • The ability to align a marketing campaign’s components in a distribution strategy that supports a realized production.

Rules
  • Only one entrant may be involved in the presentation. No collaborations are permitted.
  • The entrant’s presentation must be from a realized production.
  • The entrant must prepare a presentation no longer than 8 minutes (with an additional 4-minute Q&A) summarizing the work with connections to concept, collaboration, and design decision making.
  • The overall presentation and Q&A should not exceed 12 minutes.
  • The presentation should include:
  • A case study that methodically works through the marketing process.
  • The marketing campaign developed and executed for a published play written for the theatre and presented by the school.
  • Designs for performances of poetry, fiction, screenplays, or any other medium are prohibited.
  • It is strongly recommended that the entrant was responsible for actual publicity.
  • Entrants should bring a portfolio binder for adjudicators that contains the components of their marketing campaign, including:
  • A finished poster
  • A finished program
  • Two press releases consisting of an informational article and justification of expenses
  • A copy of the marketing budget for the publicity campaign and justification of expenses.
  • Any work that shows the progression of the creative process, including a brief statement of the design choices inspired by the script, research materials, and other sources of inspiration, if any.
  • Work will be adjudicated on creativity and results, not necessarily how much money was in the budget and how well the money was spent.
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Presentation Format
• Background
• Introduce self and Thespian troupe number
• Description of the play
• Dates of performance/number of shows
• Description of executing the marketing plan (self and/or team responsibility)
• Creative development
• Collaboration with production team
• Target market (outside of school)
• Research or inspiration to develop the design concept, if any
• How the marketing design concept matches the production design
• The development and creation of the marketing campaign’s design concept
• Reflections on what might be done differently if more time, money, etc., were available.

Execution
• Describe and demonstrate the components of the marketing campaign (posters, tickets, promotional handouts, social media, etc.)
• Explain how and where the marketing was distributed
• Make clear the consistency in marketing (from the same campaign)
• Identify elements (images, colors, fonts, etc.) changed to fit the media of marketing components.
Realized Outcomes:
• Indicate budget versus money spent
• Make note of free services (i.e. copies, printing) or vendor donations
• Determine what the actual or comparable service would cost
• Number of tickets sold per performance versus house capacity
• Compare the outcome to a similar show previously produced.

​Download the rubric below.
nies_theatre_marketing_2017-18.docx
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