Broadway in Chicago Marketing Practicum: The SpongeBob Musical

1. BroadwayInChicago
Marketing Practicum
Winter 2016

2. • Target
Demographics:
o Millennials
o Kids & Parents
o Theatre-Goers
o Music Enthusiasts
o Tourists
Campaign Overview
• Objectives:
o Engaging Chicago
oLocal Audiences
oTourists
o Education

3. Budget % of Budget
General Print Expenditure $60,742 6.75%
Television Expenditure $118,000 13.11%
Outdoor Advertising $28,800 3.2%
Online Advertising $80,296 8.92%
Signage and Front of House $10,750 1.19%
Promotions Fee and Expenses $6,700 0.74%
Press Fee and Expenses $53,980 6%
Collateral Printing/Distribution $13,150 1.46%
Art Production $29,700 3.30%
Miscellaneous Expenses $100,000 11.11%
Contingency $22,970 2.55%
Campaign Overview
Total % of Budget:
58.12%*
(*of possible $900,000 budget)
Total
Budget:
$519,088

4. • Music Enthusiasts
o Will play to hear
artist’s
music live
o Eclectic mix of styles
o Stake in the show
Target Demographics

5. • Spotify:
o Ads
o Playlists
Music Enthusiasts
• YouTube Musician Shout-Outs
o Related artist’s who contributed to
show explaining why they love
SpongeBob
o Can be done on their own
phones, casual setting (no formal
shooting)
o SpongeBob character for musician’s
personality
• Instagram
o Musicians take over account for
a day• Music Blogs
o (ex. Consequence of Sound)

6. • Theatre Goers
o Primarily Women 35-
55
o Spend disposable
income on theatre
o High saturation of
theatre
oHigh standards
Target Demographics

7. • Vlogs of Actors
o Ethan Slater daily routine
o Danny Skinner telling jokes
o Lilli Cooper talks about
feminism
o A day with the
choreographer
Theatre-Goers
• Cast and Artist
Appearances
• Opening Night
• Reviews

8. • Tourists
o Summer
o In and Out of City
o SpongeBob is a way
to access Chicago
Theatre
Target Demographics

9. • Vamonde
o Shedd Aquarium
o Bikini Bottom Adventure
o Places SpongeBob has
been
TOurists

10. • Kids & Parents
o Even though not a kids’ musical, should not be
ignored
o Will spend disposable income on family-friendly
theatre
o Parents and kids will attend together—no babysitter
Target Demographics

11. • TV Ads and Spots
Kids & Parents

12. • Millennials
o 18-35 years old
o Grew up with
SpongeBob
o Don’t usually see
theatre
o Not as much free time
o Tech Savvy
Target Demographics

13. • Social Media
o Twitter, Instagram, Facebook, YouTube
Millennials

14. • Bar Nights
Millennials

15. • Opening Night
Millennials

16. THANK
YOU!

17. Marketing Campaign Departments
Account Management: Andrew Restieri and Janie
Dickerson
Advertising: Jacob Entenman and Rachel Stamler-
Jonas
Social Media: Andrea CanizaresFernandez and
Mahek Tulsiani
Sales/Promotions: Max Beer and Matthew
Kestenbaum
Public Relations: Kali Skatchke and Fergus Inder
Graphic Design:
Alex Bird
Jason Yuan