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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.

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