MARKETING RESOURCES
FOR THE NON-PROFIT ARTS
• "Engaging Audiences," - 2009 Wallace Foundation Study. Changes in technology, demographics, leisure time options and our economy
have made vast differences to the way the arts are able to connect with audiences. The study highlights the creative new marketing and
programming that works (PDF file).
• The 2009 Americans for the Arts' "National Arts Marketing Project."
An excellent resource for the latest information on arts marketing.
• Brian Solis, "The Role of Facebook and Twitter in Social Media Marketing,"
Feb. 5, 2010 - A discussion of statistical payback on new forms of socil media
• McMath Article: "Local Theatre Press" (below)
LOCAL THEATRE PRESS
Meredith Bean McMath
Run, Rabbit, Run Productions, Inc.
So, you're putting on a show and you want an audience, but you have no money. No worries! Here's some basics for low-budget/no-budget theatre press.
Those of you lucky enough to have change in your pockets? The stuff in parentheses is for you.
THREE MONTHS BEFORE OPENING NIGHT
Identify a volunteer or volunteer yourself to...
1) Get a free calendar from a local store or print one from the net (or buy one), count backwards from opening night and outline the following highlighted items:
2) Create a list of local press, radio stations, websites, schools and organizations that may have interest in your show.
3) Design a letter-size or three-fold flyer for your show. either print it yourself on 60 lb. light card stock on an inkjet printer or have a printer
prepare flyer and pay for it through business ads in the playbill (or have a print shop create a flyer for you). Deliver flyers to your local Chamber
of Commerce or Visitors Bureau, libraries, grocery stores, parks and recreation buildings, coffee houses - any place people gather. If appropriate,
see if schools will allow flyers to be sent home.
4) Arrange with director, costumer and
cast members to create promotional photos, and identify a volunteer photographer (or hire a photographer).
5) Create or update a show/theatre website with great graphics, to the point and well-organized information, all the great photos you just took,
and a downloadable pdf of your flyer. Offer recipricoating links from your website to other theatres and/or places of business. (Hire a webmaster
to create a website).
6) Write a press release for the show:
- make the opening line and first information attention getting
- make all the following information interesting
- provide a chance to take action - ticket info and website to order tickets, for instance - as early on in the press release as possible.
- have a hook: Is it a new show? A fundraiser? Being performed in a new venue? Would the reporter like to interview the once-professional actor
turned director? The ex-Broadway set designer? The producer who's been doing this for the love of theatre for twenty-five years? Is there a whole
family involved in the cast? Every newspaper is looking for a great hook for a new story.
- provide link to website and note DOWNLOADABLE PHOTOS or include an attached photo in the email. Secure permission from photographer,
provide caption(s) and state "Photo Courtesy of..." with photographer attribution.
- FORMAT: "Press Release" top center. Three tabs. At left: Date: ___. Two tabs. To: ___. Two tabs. From: Media Contact- include all your contact
information. Two Tabs. Re: ____ - fill with short, energetic announcement of show and show date. Two tabs. Begin press release basic information.
- Send out by email by attachment, but include the press release contents in the body of the email in case of incompatible software.
7) Email the press release to editors of local monthly or bi-monthly magazines. Call the editors the next week to see if there's interest in a feature story.
Begin to keep track of who's interested in what hook. Change "hook" each time, 'cause the press hates to repeat itself.
8) Invite reviewers to your full dress rehearsal
9) Does your town promote local events? Get the show on the local, county and state calendars.
10) Find out whether your town or one nearby has a public announcement sign or allows banners (this will cost you).
TWO MONTHS OUT:
1) Send press releases via e-mail to local clubs that may have interest in the production and meet only once a month.
2) Read your local papers and become familiar with reporters' beats and personal interests. Phone those reporters to elicit interest in feature stories
on various aspects of the production. Ask if they'd like to attend a rehearsal.
3) Arrange for press photographers and/or a local cable station to attend a rehearsal.
4) Is there a mailing list? (Send flyer out now. Give a ticket discount for early purchase.)
5) Are there websites interested in placing your show on their calendars?
SIX WEEKS OUT:
1) Check back with any local cable stations to ask whether they'd be interested in doing a news spot or feature piece on this effort - give them a hook just as you
would a newspaper reporter.
2) Create show poster (secure graphic designer to create poster).
3) Distribute flyers again.
4) Send a "Public Service Announcement" to local radio stations. Make follow up phone calls to wrangle interest. Ask if they'd like to interview cast
members or the director. (Decide whether to purchase radio ad time.)
5) Send press release with photos to local organizations that meet more than once a month (buy display ads in local papers).
ONE MONTH OUT:
1) Send complimentary opening night tickets to local VIPs via snail mail.
2) About to send out press releases? Make SURE tickets are ready to be sold through a box office entity.
3) Send "Public Service Announcement" to local radio stations again - reminder.
THREE WEEKS OUT:
1) Follow up the press releases with phone calls asking whether a paper would like to do a feature story. If they do, set up interviews and/or photo
opportunities with the cast possibly in costume, and/or have press attend a rehearsal. Call show Director to arrange. A note on reporters at rehearsals:
Directors don't like to be bothered during rehearsals - not even for the darlings of the press - so if you've promised an interview, make sure you've set
time aside with the director just before the start of rehearsal. And make sure you or another representative are there whenever reporters come to the
reherasal to introduce them to prospective interviewees, etc.
2) Distribute posters with help of cast (most businesses tear down signs posted for more than three weeks, so there's no point in putting them up any
earlier. Some, such as grocery stores, clear their bulletin boards every week).
3) Does your local paper have neighborhood information columns? Find out where cast members are from and send out press releases to their
neighborhood columnists.
ALL THE WAY TO OPENING NIGHT:
1) Continue to call press organizations to ask about coverage.
2) Create Cast Foyer Photographs Poster Board.
3) Gather album/s and/or poster containing press coverage and photos to display opening night.
ONE WEEK AFTER SHOW'S CLOSING:
1) Write reporters/newspapers to thank them for their coverage. E-mail, snail mail or hand-deliver these.
2) Send out post-production press releases with photos to announce how many attended, how the play was received, etc.
E-mail or hand-deliver these (or snail mail).
3) Pat yourself on the back (buy yourself a bottle of champagne).