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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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    Publicity Publicity Presentation Transcript

    • Rebecca Coleman Marketing and Media Relations [email_address] www.rebeccacoleman.ca
    • 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.
    • 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.
    • Make a Plan
      • Create a timeline, working backwards from opening night.
      • Include:
        • Advertising
        • Propaganda
        • Media Relations
        • Web
        • Public Service Announcements
        • Photos/B-roll
    • 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.
    • Advertising
      • Newspapers, Television, Magazines
      • Online: PPC (ie: Google, Facebook)
      • R.O.I.
      • Sponsorships?
    • Propaganda
      • Propaganda consists of printed goods:
        • Posters
        • Postcards
        • Leaflets/handbills
    • Media Relations
      • Media Kits:
        • Media release
        • Bios
        • Backgrounder
      • Building a media list
        • Start with your network
        • Read/watch/listen & note
      • The Pitch
    • Media Relations cont’d
      • Follow up
      • Interviews and profile pieces (previews)
      • Reviews
      • Track all media for your records
      • Integrity and being truthful
    • Public Service Announcements
      • Community Listings in Newspapers, on Radio and TV
      • Format: short, snappy, the 5W’s.
        • Who
        • What
        • When
        • Where
        • Wallet
    • Web 2.0
      • Email
      • Website
      • Facebook
      • MySpace
      • YouTube
      • Blogs
      • Twitter
    • 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
    • Contact Information
      • Email: [email_address]
      • Website: http:// www.rebeccacoleman.ca
      • Blog: http://artofthebiz.com