The document summarizes a marketing campaign for a school production of "Anything Goes." Key activities included producing a promotional video showing a lead character entering the theater, arranging costumes and hair/makeup to match the production. The video gained over 1,600 views on Facebook and 663 on YouTube, successfully promoting the show. Strengths included filming in a professional theater rather than the school stage. The overall campaign was successful in selling out performances through linked elements promoting the cruise theme, including a program, website, radio interviews. Improvements could include better coordination between teams and earlier direction for the program design.

1. Marketing campaign evaluation
As a partof the marketing campaign for Anything Goes I helped to producea
promotional video for the show. I particularly helped to arrangecostumes as I
was already in chargeof sourcing and organising costumes for the show
therefore knew whatwe needed for the shootto make it match the video and
what wehad at schoolthat we could use that was going to eventually be given
to cast for the show in February. I also sorted hair and makeup for the shoot
which meant I spoketo the hair and makeup team for the actual show to find
out their designs and made surethe actors on the shoot had whatwas planned
for them. As well as this I was helping with lighting when the filming actually
began, this entailed me moving with a lighting from one location to another to
meet the camera to be in a position to light the end shotas there wasn’t
enough lights to have one set up there already.
As a resultof the video being released it has gained 1.6k views on Facebook
and 663 on YouTube, reaching a massiveonline audience so it can be said that
the video was successfulin informing people about the show, resulting in them
wanting to get tickets.
The video team’s part of the campaign was successfuland I believe that
strengths of it would be that we managed to get a professionaltheatre to film
in rather than using the limited backstagethat is available on the schoolstage.
Also the video didn’t give anything away about the narrativeof the show
meaning audiences would be intrigued, therefore come and watch it as the
video was based around one of the lead characters in the show entering the
theatre beforeshe goes onstage for a performance, with the performance
being a scene in the show. Even though the video was shot 3 months before
the show I was also able to get the costumethat the actress in the video would
be wearing in the actual show, this allowed for continuity between the video
and the show.
If the video shootwas done again I think an improvement that could have been
made would be to have more extras in the video acting as castand crew
backstageto give more atmospheresuch as Reno’s 6 angels at perform with
her could havefollowed her onto stage or been in place already waiting for
her. I also think that had there been more time for me to preparethe
costumes we could haveordered a new dress for the actor playing Reno as it
was too shorthowever a new one would not have come in time and we
wanted to use the same costumeshe would be wearing in the actual show.

2. As a marketing campaign as a whole I think that it was successfulas the show
was performed to a sold out audience each night. Each aspect of the campaign
linked together with the idea wewere advertising the cruisethat the show is
set on rather than the show itself. The programmewas completed like a
brochurethat you would get on a boat to go with the video promoting the
show happening on the boat. I think another strength of the campaign is the
website posting pictures and videos and the radio team interviewing actors
and crew as this gave the audience an exclusive point of view aboutwhat it is
like in the run up to the show and the work thathappens behind the scenes,
something they wouldn’talways see.
However I think to improveon the marketing campaign as a whole we could
have had small meetings with all 4 teams to discuss whatwe wereall doing
and how we could havemade all our products link even more. Also I think that
the programmecould have been organised better in terms of the director and
producer of the show knowing that they wanted it to look like, making it an
easier job for the print team.