You've worked hard on your upcoming production, but if nobody shows up to see it, it's all for naught. Promoting your play or concert not only fills seats, it also helps you better understand your production. So here are a couple tips and tricks to bring out the Don Drapers in your performance department:
Know Your Show, Know Your Audience
Before you actually start promoting your school production, it’s important that you know what you’re selling and who you’re selling it to. Take a step back and ask yourself a few key questions about your production:
- What production are you putting on? What make this production special?
- Why is your group/ensemble important? Who are the members?
- What makes this production different from your groups’ past productions? What makes it different from productions at nearby schools?
Now think about your target audience:
- What kinds of people have attended your show in the past? Why were they motivated to come?
- What kinds of people have not attended in the past? Why not? How can you peak their interests?
- How does your target audience receive information?
The Perfect Poster
So you’ve done the groundwork for marketing your school production—now it’s time to put it into action! An old stand-by for play and concert promotion, your poster should accurately reflect your production while appealing to your target audience. Here are a few tips:
- Decide between photographs, drawings or a unique combination of graphics.
- Fonts can be creative, but more importantly, they must be legible.
- Keep the text clear and minimal: pair a clever tagline with essential information such as dates, times, cost, group name and locations.
- If graphic design’s not your thing, recruit a student from you school’s visual arts department. Art students are always looking to build their portfolios.
- Don’t know where to start? Check out pinterest for inspiration.
Once you’ve designed your poster, make sure you put it up in the right places. Is your target audience more likely to hang out in your school’s music rooms, athletic locker rooms or math rooms? Are there parents who could be interested shopping at the nearby grocery store? Choose wisely.
No matter who makes up your target audience, there is a 90% chance that they are on the internet. Meet them there with a blog or a social media page. From intuitive services such as Tumblr and Blogger to a simple facebook page, it’s easy to share information about your event. Create community hype with creative posts:
- Behind-the-scene shots of rehearsals
- Member biographies
- The history surrounding the specific play or piece
- Information on the playwright/composer
- Important information and updates about the event.
Try to get a link to your blog on your school’s website or on other community websites your audience may visit. Encourage your group members to share the blog on their social media sites.
See other ways teachers use blogs here.
Get the word out about your production to school newspapers and local publications. For inspiration, check out some sample press releases, and follow our simple tricks:
- Create a headline that is both informative and compelling. Ensure that this is bold and properly capitalized.
- Include the “5 W’s” in your body copy: What is this production all about? Who is in it? Why should someone come? Where and when will it take place?
- Include contact and ticket information, and if you are promoting online, don’t forget a link!
What unique techniques do you use to promote your school productions?