Marketing Plan

Description of the Problem

Launch Strategy:

-Mixer, Performance, and workshop with Broadway stars and professional industry makeup artists. Also, a contest for schools to attend the event for free and receive free products

Digital:

-Social Media- using own social media with sponsored posts, using influencers from event to promote, thespian troupes -Banner ads- on websites like Theater Mania, Broadway World, Thespians -Mobile- on Spotify

Traditional:

-Print- Posters around the city for brand launch, at Thespian events. Booklets sent out to schools

Outreach:

-Thespian conferences, SETC, NETC, NWTC, SWTC etc., Prominent schools, Broadway influencers

Platforms:

-eCommerce -On ground for special events

BRAND Launch

Where: SubCulture, 45 Bleecker St, New

York, NY 10012, USA

When: Jun 05, 6:00 PM

A brand launch event to preview the new collection and kick off the start of the Tony's weekend!

Live performances from your favorite Broadway stars such as Lin Manuel-Miranda, Ben Platt, Jonathan Groff, Audra McDonald, Karen Olivo, and Dove Cameron.

Also makeup workshops from industry professionals from some of your favorite shows such as Wicked, Little Shop of Horrors, and Moulin Rouge.

As well as enjoy food and drinks available before the performances.

COMPETITION

INFLUENCERS

Lin-Manuel Miranda

BEN PLATT

JONATHAN GROFF

INFLUENCERS Lin-Manuel Miranda

He wrote and starred in the Tony-winning 2008 musical In the Heights before working on additional Broadway productions and making screen appearances. Inspired by reading Ron Chernow’s biography of Alexander Hamilton, Miranda eventually developed the musical Hamilton, a groundbreaking work that tells the story of the U.S. Founding Father with hip-hop/R&B musical forms and a black and Latino cast. With Miranda in the titular role, the production was a phenomenal success commercially and critically, winning the Pulitzer Prize and 11 Tony Awards in 2016. Miranda also scored a Grammy Award and an Oscar nomination for composing the song “How Far I’ll Go” from the 2016 animated film Moana and starred in 2018’s Mary Poppins Returns.

Lin-Manuel Miranda is a perfect person to serve as an influencer for the brand because he is influential with his acting and writing credits, writing the most popular contemporary musical of the times. He is also an advocate for theatre education and is restoring the famous library for scripts and screenplays in Manhattan.

INFLUENCERS Ben Platt

Ben Platt won a 2017 Tony Award for his breakout performance in Dear Evan Hansen. He got his start in a national tour of Caroline, or Change at age 11, before snagging the breakout role of Benji in Pitch Perfect and its sequel. He also starred in the Netflix original series, The Politician.

Ben Platt represents the new Broadway star, in which he excels in the Broadway and film community. He is younger and does wear makeup for fun occassionally, so he would appeal to people just starting to play around with makeup and be a role model for young men.

INFLUENCERS Jonathan Groff

Jonathan Groff was last seen on Broadway as King George in Hamilton, for which he received a 2016 Tony nod. He won three Broadway.com Audience Choice Awards and was also nominated for a Tony Award for playing Melchior in Spring Awakening. Other stage credits include Hair, The Bacchae, The Submission, The Singing Forest, Prayer for My Enemy, A New Brain, Deathtrap and Red. Groff starred in the HBO series Looking and also headlines Netflix’s Mindhunter. He has also been seen as a reoccuring role on Glee. Younger generation might also recognize his voice as Kristoff in Frozen.

Jonathan Groff, because of his connection with Frozen, gain the very younger generation, but also get teen and young adult exposure from Hamilton, and an even older generation from Spring Awakening.

INFLUENCERS Audra mcdonald

One of the most honored actresses of her generation, Audra McDonald is the winner of six Tony Awards (for Carousel, Master Class, Ragtime, A Raisin in the Sun, Porgy and Bess and Lady Day at Emerson’s Bar & Grill) and has been nominated for two additional Tony’s (Marie Christine, 110 in the Shade). She has also been awarded two Grammy Awards, an Emmy Award, she was named one of Time magazine’s 100 most influential people of 2015 and received a 2015 National Medal of Arts—America’s highest honor for achievement in the arts—from President Barack Obama. In addition to musicals, McDonald has triumphed in Shakespeare (Twelfth Night, Henry IV) and won TV fame in Private Practice. She was also featured in Disney’s live action version of Beauty and the Beast.

Audra McDonald represents classic Broadway and brings in the die-hard classical musical theatre fans.

INFLUENCERS Karen Olivo

Karen Olivo first got her Broadway debut originating the role of Vanessa in In The Heights in 2008, alongside Lin-Manuel Miranda. She later went on to win the Tony in 2009 for Featured Actress in West Side Story as Anita. She has also been in Rent and Brooklyn on Broadway, the Chicago cast of Hamilton, and is currently starring in Moulin Rouge.

Karen Olivo is set to be the next biggest Broadway star and this partnership can help with that, as well our brand to gain exposure to the new contemporary Broadway lovers.

INFLUENCERS Dove cameron

Dove Cameron is known as a Disney Channel star, starring in the Descendants movies and Liv & Maddie. Although, she is trying to rid her image of Disney by participating in live theatre. Her credits include Cher in the Off-Broadway production of Clueless: the Musical. She was also a part of NBC’s Hairspray Live, playing Amber Von Tussel. She also starred as Sophie in Mamma Mia at the Hollywood Bowl. She is currently starring in The Light in the Piazza at the Los Angeles Opera House.

Dove Cameron already has a large Instagram following with 34.8M followers, and can help use her platform to educate her fans on her biggest passion, musical theatre, and help them get involved. By partnering with Thespis she can help shift her image to being a Broadway star.