What’s the New News: Marketing in Shakespeare
Notes by: Ellen Hayek
1) Introductions
a) Moderator
i) Lesley Malin
(1) Chesapeake Shakespeare
b) Panel
i) Sarah Augusta
(a) 2 Pence
(b) Not good enough to just hang posters
ii) Kami Terry Paul
(1) Utah Shakespeare
(2) Effective digital advertising
(3) Billboards not as effective
(a) Maybe okay for brand recognition
iii) Casey Gallagher
(1) Pennsylvania Shakespeare
(2) 1 full time director of marketing and PR
(a) 25% of his time is in marketing
(3) Most successful form of advertising = subscribers
(a) Form to subscribers
(4) Least successful form of advertising = Ad in Triple A magazine
iv) Katie Marcel
(1) Livermore Shakespeare
(a) Works pro bono
(2) Most successful- List segmentation, checking out other theater’s
patrons.
(3) Least successful- Digital marketing company
2) Digital Marketing
a) MogoArts Marketing
(1) Got to pay to play
(2) Check to see what people look at and listen to
(3) Websites
(a) Ensures that your company’s website is mobile-friendly
b) Facebook
(1) What are the images, and what do the images communicate to people?
(2) Videos are effective; short, sweet, to the point
(3) Ads
(4) Photos
(a) Production photos
(i) Visually interesting costume pieces
(b) Process photos
What’s the New News: Marketing in Shakespeare
(i) Use these to organize a campaign
(ii) Give people a behind the scenes look at the making of the show
c) Instagram
(1) Photos
(a) Production photos
(b) Process photos
(c) Cast and crew photos
(d) Animal photos always work
(e) People love selfies
(2) Younger people are mostly on Instagram and Twitter; use these
outlets to reach out to them
ii) Google Grant
d) Social Media Campaigns
(1) Cannot be too sales focused
(2) Content that is interesting/ relevant
(a) Up content and sponsor it
ii) Google Alert
(1) Name of company
(2) Funny/ witty Shakespeare
(3) Actors names/ director’s name
iii) Sharing Photos without captions
(1) What you see is not entirely the truth
e) Video productions
(1) Compilation video
(2) Behind the scenes video
(3) Time and money mostly is in editing
(4) Process based video are successful
(5) Post videos that are popular even if quality I lower
f) Email blasts
(1) You cannot reach people multiple times with the same media source.
(2) Quotes about production, management
(3) Use subject line to give the message.
g) Programs
(1) Patron
(2) Artfully, fracture atlas
(3) Sabo
(4) Qlikview
(5) Claratis
h) Subscriptions
i) Are subscriptions dead?
(1) No, some people will always want to plan ahead.
ii) Types
(1) Traditional versus flexible subscription
(2) Packages
(a) Shakespeare Package
iii) Benefits and Membership
What’s the New News: Marketing in Shakespeare
(1) Reserved seating
(2) Free Ticket Exchange work
i) Press Coverage
i) Newspapers cutting back on staff, which causes newspapers not to be
writing reviews.
ii) Critics may not have the background or training.
iii) Bloggers
iv) Buying content in newspapers
(1) Dramaturges can write previews
v) Writing the press release as a preview