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A PPT presentation I created for a workshop I presented in 2009 at Theatre BC's Mainstage conference on how to do publicity for your theatre company on a shoestring budget.

A PPT presentation I created for a workshop I presented in 2009 at Theatre BC's Mainstage conference on how to do publicity for your theatre company on a shoestring budget.

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Transcript

  • 1. Rebecca Coleman Marketing and Media Relations [email_address] www.rebeccacoleman.ca
  • 2. Advertorial vs. Editorial Media
    • Advertising: marketing that you pay for in popular media: TV, newspapers, magazines.
    • Editorial: a journalist writes a story, or does a profile piece on you.
  • 3. What is your USP or Hook?
    • USP: Unique Selling Point
    • Your ‘hook’: boil down, in one sentence, what your show is about. Your hook should answer the question: “Why should I come see your show?” in a way that is compelling and interesting.
    • This informs all of your advertising and media relations.
  • 4. Make a Plan
    • Create a timeline, working backwards from opening night.
    • Include:
      • Advertising
      • Propaganda
      • Media Relations
      • Web
      • Public Service Announcements
      • Photos/B-roll
  • 5. Touchpoints
    • A touchpoint is any time that a potential client comes into contact with you or your marketing.
    • On average, a potential client will have to see 6-8 touchpoints before they will consider buying.
    • Word of mouth is the #1 method of advertising.
  • 6. Advertising
    • Newspapers, Television, Magazines
    • Online: PPC (ie: Google, Facebook)
    • R.O.I.
    • Sponsorships?
  • 7. Propaganda
    • Propaganda consists of printed goods:
      • Posters
      • Postcards
      • Leaflets/handbills
  • 8. Media Relations
    • Media Kits:
      • Media release
      • Bios
      • Backgrounder
    • Building a media list
      • Start with your network
      • Read/watch/listen & note
    • The Pitch
  • 9. Media Relations cont’d
    • Follow up
    • Interviews and profile pieces (previews)
    • Reviews
    • Track all media for your records
    • Integrity and being truthful
  • 10. Public Service Announcements
    • Community Listings in Newspapers, on Radio and TV
    • Format: short, snappy, the 5W’s.
      • Who
      • What
      • When
      • Where
      • Wallet
  • 11. Web 2.0
    • Email
    • Website
    • Facebook
    • MySpace
    • YouTube
    • Blogs
    • Twitter
  • 12. Visuals and Graphics
    • Use a graphic designer, or the best photographer you can afford.
    • Keep it simple, neutral background, think ‘icon’.
    • You need three types of photos:
      • Publicity shots
      • Production shots
      • B-roll
  • 13. Contact Information
    • Email: [email_address]
    • Website: http:// www.rebeccacoleman.ca
    • Blog: http://artofthebiz.com