THEATRE & MARKETING CONCEPTS & IDEAS

THEATRE MARKETING CONCEPTS & IDEAS

BY BRYAN-KEYTH WILSON

© 2023 Bryan-Keyth Wilson

A B O U T U S

Barrington Stage Company is the fastest-growing arts venue in Berkshire County, attracting more than 60,000 patrons each year. Co-founded by Artistic Director Julianne Boyd in 1995, BSC continues to gain national recognition for its superior-quality productions and comprehensive educational programming. In its first 11 years, BSC operated from rented space at the Consolati Performing Arts Center at Mount Everett High School in Sheffield, MA.

Mission

Barrington Stage Company (BSC) is a not-for-profit professional theatre company in the Berkshires (MA) with a three-fold mission: to produce topnotch, compelling work; to develop new plays and musicals; and to engage our community with vibrant, inclusive educational outreach programs.

Vision

Barrington Stage creates theatre experiences that engage and excite our audiences by entertaining as well as challenging them with the most dynamic and provocative productions possible. BSC creates a platform for new voices and diverse perspectives that drives all of our work: our productions, our educational programming and our community engagement.

Y L E G U I D E

Cairo Regular

2023-2024 season at BSC with a pre-season teaser for the Broadway in the Berkshires fundraising concert:

Create a Teaser: Video Create a short teaser video for the Broadway in the Berkshires fundraising concert and the upcoming theatre season. The video should be visually engaging, showcase the talent of the performers, and generate excitement for the forthcoming season.

Share on Social Media: Share the teaser video on social media platforms such as Facebook, Instagram, Twitter, and LinkedIn. Use targeted hashtags and location tags to reach the ideal audience and encourage sharing.

Build an Email List: Build an email list of subscribers interested in the theatre and arts. Send out a pre-season email newsletter with the teaser video, information about the upcoming season, and the Broadway in the Berkshires concert.

Utilize Google Ads: Create targeted campaigns featuring the Broadway in the Berkshires concert and the upcoming theatre season. Use targeted keywords, location targeting, and ad scheduling to reach potential customers at the right time and place.

Early Bird Discounts: Offer early bird discounts on tickets for the Broadway in the Berkshires concert and the upcoming theatre season. Email marketing and social media advertising promote discounts and encourage early ticket purchases.

Partner with Local Businesses: Partner with local businesses such as hotels, restaurants, and other entertainment venues to crosspromote the Broadway in the Berkshires concert and the upcoming theatre season. Offer special packages or discounts to encourage attendance and generate interest.

Run Social Media Contests: Run social media contests that encourage followers to share content about the Broadway in the Berkshires concert and the upcoming theatre season. Offer prizes such as free tickets or exclusive backstage passes to generate excitement and interest.

Here are ten hashtags you can use for this digital marketing campaign:

#BarringtonStageCompany

#BSC2023-2024Season

#BroadwayintheBerkshires

#ArtsintheBerkshires

#AudraMcDonald

#SalomeBSmith

#AndrewRannels

#LiveEntertainment

#MusicalTheatre

#SupportTheArts

By incorporating these tactics into the digital marketing campaign for the 2023-2024 season at BSC, the theatre can generate buzz and excitement for the upcoming season and increase attendance for the Broadway in the Berkshires fundraising concert.

C O N T E N T A U D I T

Website

How is the navigation and menu of the website? Is it clear?

Can I find tabs that I could be looking for as a new or returning user? such as about us, contact service products etc…

Is the website user-friendly?

Do I understand what each page is telling me?

Do I understand what this company is selling or producing easily or do I have to dig very deep to find it?

How is the general language and style?

Is the message clear and relevant on each page?

Is their contact on each page?

C O N T E N T A U D I T ( C O N T . )

"Audit! Audit your content. Pay attention to what works, drop what doesn't and keep moving forward."

- Sunny Lenarduzzi

Blog

Architecture

Design

Post format

Style

Engagement

Newsletter subscription option

Post consistency

SEO (if you’re looking at this for an interview you can only look at it from the surface if you’re hired you can use the CMS to analyze deeper.)

Social media

Channels

Activity type

Content formats

Frequency

Audience

Demographics

Engagement

Lead Generation

CTA’s Forms

Gated Assets

Landing pages

Marketing Automation (This is valid when hired and not for an interview.)

Workflows

Email drips

BSC can create a successful content management strategy that engages its target audience and drives business results by following these steps.

Step 1: Define Goals and Objectives

The first step is to define the goals and objectives for BSC's content management strategy. This may include increasing ticket sales, improving brand awareness, building a loyal fan base, and creating a positive reputation in the theatre community.

Step 2: Identify Target Audience

Identifying the target audience is crucial for effective content management BSC should determine its ideal audience and what types of content they are interested in. This information will help guide the creation of relevant and engaging content.

Step 3: Develop a Content Calendar

Creating a content calendar is an essential part of the content management strategy. It outlines the types of content to be produced, the frequency of content creation, and the platforms where the content will be shared. The calendar should include all the key events and shows of the theatre company.

Step 4: Produce High-Quality Content

Producing high-quality content is critical to engaging the target audience. The theatre company should create original, engaging, and informative content that resonates with BSC's audience. The content may include behind-the-scenes footage, interviews with cast members, reviews, and previews of upcoming shows.

Step 5: Distribute Content

The theatre company should distribute its content through various channels, including social media platforms, websites, email newsletters, and other platforms where its target audience is present. Distribution should be planned according to the content calendar.

Step 6: Analyze and Measure Results

Regular analysis and measurement of content performance are crucial to the success of the content management strategy. The theatre company should monitor engagement metrics, such as website traffic, social media engagement, and ticket sales, to evaluate the effectiveness of its content strategy. Based on these insights, they should adjust their strategy accordingly

Step 7: Refine Strategy

Based on the analysis of the content performance, the theatre company should refine its content management strategy to improve engagement and reach its goals. This may include adjusting the content calendar, changing the types of content produced, and experimenting with new distribution channels.

I M P L E M E N T I N G K P I ' S

Content Management KPIs:

Website traffic: The number of unique visitors to BSC's website. This KPI measures the effectiveness of the content management strategy in driving traffic to the website.

Engagement rate: The percentage of website visitors who engage with the content, such as commenting on blog posts or sharing content on social media. This KPI measures the effectiveness of the content in resonating with the audience and encouraging interaction.

Conversion rate: The percentage of website visitors who take a desired action, such as signing up for a newsletter or purchasing tickets This KPI measures the effectiveness of the content management strategy in driving business results.

PR KPIs:

Media coverage: The number of media outlets that have covered BSC and its productions. This KPI measures the effectiveness of the PR strategy in generating publicity and awareness.

Share of voice: The percentage of media coverage that the BSC has compared to its competitors or other theatres in the area. This KPI measures the effectiveness of the PR strategy in positioning the theatre as a leader in the industry.

Sentiment analysis: The overall sentiment of media coverage about the BSC, such as positive, neutral, or negative. This KPI measures the effectiveness of the PR strategy in creating a positive reputation for the theatre

HOW TO DEVELOP LEADS FOR BARRINGTON STAGE COMPANY:

Step 1:

Define Ideal Audience: The first step is to define the ideal audience for BSC. This may include people interested in theatre and arts, live entertainment, and cultural events. Identifying the perfect audience's demographic and psychographic characteristics will help target the right people with the right message.

Step 2:

Build a Lead Magnet: The next step is to build a lead magnet - a valuable and relevant piece of content that will attract potential customers and encourage them to provide their contact information. This could be a ticket discount code, a free guide to the upcoming theatre season, or exclusive behind-the-scenes content.

Step 3:

Create a Landing Page: Create a landing page on BSC's website that promotes the lead magnet and encourages visitors to provide their contact information. The landing page should be visually appealing, offer a clear value proposition, and make it easy for visitors to submit their information.

Step 4:

Drive Traffic to the Landing Page: Drive traffic to the landing page through various channels, including social media advertising, Google Ads, email marketing, and organic search. Targeted advertising and strategic placement will ensure that the right people see the ad and are more likely to provide their contact information.

Step 5: Follow Up with Leads: Once a lead submits their contact information, follow up with them through a series of email campaigns. Please provide additional information about upcoming shows and events, special discounts, and exclusive content to keep them engaged and interested in BSC.

Step 6:

Measure Results Regularly: Measure the results of the lead generation campaign to determine its effectiveness. This may include tracking the number of leads generated, the conversion rate, and the ROI of the campaign. Based on these insights, adjust the campaign strategy to optimize its performance.

By following these steps, BSC can develop consistent leads that will ultimately increase single ticket sales and subscriptions.

S A M P L E E V E N T S

Proposed Social media campaign for the Broadway in the Berkshires event at BSC, incorporating important SEO tactics:

Create a Hashtag: Create a unique hashtag for the event that can be used across all social media channels. The hashtag should be short, catchy, and easy to remember. Examples could be #BarringtonStageCompany, #BSC2023-2024Season, #BroadwayintheBerkshires, #ArtsintheBerkshires, #AudraMcDonald.

Post-Engaging Content: Create engaging content that promotes the event and showcases the talent of the performers. Share behind-the-scenes footage, interviews with the performers, and sneak peeks of the upcoming show. Use high-quality images and videos to grab followers' attention and encourage engagement.

Utilize Local SEO: Incorporate local SEO tactics by including the name of the city and state in the post's text and using location-specific hashtags. For example, #PittsfieldMA, #PittsfieldArts, #MATheatre.

Partner with Influencers: Partner with local influencers or industry experts to promote the event and encourage their followers to attend. Collaborate with them on content creation and offer special incentives to their followers to boost attendance.

Run Contests: Run social media contests to engage followers and encourage them to share content about the event. Offer prizes such as free tickets or exclusive backstage passes to generate excitement and interest.

Use Paid Advertising: Use paid advertising to reach a larger audience and promote the event to people who may not follow the theatre's social media channels. Use targeting options such as location, interests, and demographics to reach the ideal audience.

Cross-Promote with Partners: Cross-promote the event with partners such as local hotels, restaurants, or other businesses in the area. Offer special discounts or packages for attendees who book with these partners.

Incorporating these SEO tactics into your social media campaign for Broadway in the Berkshires will help to increase visibility, drive traffic to the event page, and ultimately boost ticket sales.

avideodiaryseries HEART&MUSIC,

whatisheart&music

Heart & Music is a behind-the-scenes video diary featuring the talented cast of A New Brain, giving you an exclusive look at their creative process and journey as they prepare for the musical. The cast shares their passion, experiences, and struggles from rehearsals to the stage in this up-close-and-personal video series. Get unprecedented access to the show through intimate conversations, relatable moments, and candid footage. There may be surprising appearances from original Broadway cast members.

Heart & Music is a unique and heartfelt series that dives deeper into the storytelling of William Finn James Lapine's heartfelt musical A New Brain. Take advantage of this chance to see the show from a different perspective.

whatisheart&music

Through this video diary, viewers will witness moments of inspiration, imagination, and collaboration that bring a musical to life. They will be able to see and hear firsthand how the cast and crew shape and develop their characters and the scenes, as well as the music that makes this performance so special.

These videos are not just mere glimpses; on the contrary, they are detailed accounts of the numerous hours the cast spends rehearsing, conveying their perspectives, whether the cast has previous severe stage fright that had to be overcome to perform or how a line changed their outlook on their life's work, behind the apparent glamour of a performance.

Heart & Music stands out because it creates a more personalized experience with the cast and crew, it presents a human touch showing the hard work and dedication that goes into a production. With Heart & Music, viewers will not just bear witness to the final product, but in a way they will attend rehearsals and playwriting sessions, while learning that the beauty and magic of theatre is in its collaborative and creative process.

That's what we aim to offer through Heart & Music - a unique and personal insight into the creative world of the cast and crew of A New Brain.

THEATRE MARKETING CONCEPTS & IDEAS

BY BRYAN-KEYTH WILSON

© 2023 Bryan-Keyth Wilson