Marketing

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with Heather Gibson
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• what is marketing?
◦ the process used to determine “the right product, in the right place, at the
right time, at the right price” (Dennis Adcock)
◦ marketing mix- the five P’s
▪ product- physical product (the show itself)
▪ place- venue and facilities (the stage, the parking, comfort level of
the house, location)
▪ price- profit, discounts, “perceived cost”- value of the product for
each person (theatre student ticket price and timing), also includes
things like dinner before, babysitters, parking costs, gas, etc.
▪ people- current and potential audiences (The Rep vs. Theatre UCF-
Rep wants families, UCF is more college students, alumni, parents,
senior citizens, staff, people around here, donors, high schoolers,
press)
▪ potentially anybody could be your audience, but you reach
out to those that you think would be best
▪ predisposing children to the arts is a long-term marketing
strategy
▪ promotion- advertising and publicity (how we are getting the word
out- flyers, email, special events, social media, word of mouth, etc.)
• Marketing at UCF
◦ how do we promote the product?
▪ delivering a consistent message via a group of methods
▪ there is a cost- always either time or money
▪ making the flyers
▪ paying for newspaper/TV ads
▪ have to determine what you can afford
▪ there is a strategy- are you reaching all targets effectively?
▪ reaching old people- not going to happen with social media
or UCF papers
▪ Orlando sentinel- newspaper for old people, also puts
it online, so it will reach other audiences
▪ college students are more likely to go if a friend is gong
▪ UCF-
▪ print ads- flyers, other people’s playbills
▪ public relations- websites, places with event calendars
▪ direct media- mailing things out: postcards, brochures, email
newsletter, Lester
▪ social media- twitter, youtube, Facebook, pinterest, etc., but
has to make sure they are on appropriate sites (no snapchat,
 yikyak- audiences aren’t there and there are only so many
things that the department can do)
▪ special events- tabling, presenting to other places/clubs,
couponing/ discounts
▪ outdoor displays- tshirts, posters
▪ word of mouth- telling friends and family
▪ Press release
▪ compelling headline
▪ location and date
▪ pertinent info at the top
▪ create a story with a hero
▪ understudy has to take lead suddenly
▪ you want to draw in people with something interesting
▪ quotes- director, student, lead, etc.
▪ contact info
▪ include dates for photos/ reviews
▪ proofread
▪ sending-
▪ compelling subject line
▪ send to each writer individually
▪ copy release into body of email
▪ attach a photo (300 kb max)
▪ talk to each person personally
▪ put the release into the body of the email
▪ thank them if they run it/ cover it
▪ share the links to their study to your social media no
matter what- they will be more likely to come back