This document discusses marketing strategies for productions of the musical "Anything Goes" in two different contexts - a West End production in London and a school production. For the West End show, the target audience is described as older women who can afford theater tickets, and marketing would emphasize the 1930s setting through posters on buses and billboards in London showing costumes and characters. For the school production, the target audience is families of the students involved, and marketing would feature students in costumes on local posters and ads on local radio stations to promote the student-run aspects of the production.

1. Lucy Pratt 13u 27/09/18
Unit 106- PowToon script
Today I am goingto be talkingaboutproductionsof AnythingGoes.Iwill be talkingabout our school
production and the show if performed in the West End. I will mention my ideas for marketing for
both productions in an idealistic way.
AnythingGoesisseton the ‘SSAmerican’headingtoLondonform New York. Billy’s Boss Whitney is
on this boat and so is Billy’s love Hope. He becomes stowaway on the ship and ends up helping
Moonface Martin and Erma, twogangsterswhoforgetto lettheir leaderon the ship. Billy also finds
that his,Evangelistturnednightclubsinger,long-time friendRenoandherfourangels/showgirls are
on the ship to perform. Hope is on the ship to marry, English Nobleman, Evelyn to merge their
familiesbusinesses. Billy, using the gangster’s leader, Snake Eye’s fake ticket, gets discovered as a
stowaway and mistaken as Snake Eye and due to there being no celebrities on the ship, they treat
himas a celebrity.(Snake eye- publicenemy no.1) Hope doesnotlike thisandBillytellseveryonehis
real identity. Billy and Moon end up in a cell and joined by two Chinese conmen. They beat these
conmen in a game of strip poker and get out of the cell posing as them. They crash the wedding of
hope and Evelyn, whom has fallen for Reno instead, and pose as Evelyn’s lost lover’s family with
Renolover.Whentheyreveal themselves,theyare all planning on marriage. Reno and Evelyn, Billy
and Hope, even Hope’s mother, finding out that Whitney who was hitting no her throughout the
show,hascome intosome moneyandagreestomarry him.The finale consistsof the full castsinging
the title song and each couple marrying.
Target Audience:
For a Londonperformance of Anything Goes, the stereotypical target audience would be in the age
range of 40 and over year old women. These would be C in the NRS Scale as they would need to
have a good job and relatively high income to even afford to go and see a west end show. They
would probably be in ‘the resigned’, on the 4Cs scale, as they would be stet in what they like to
watch andthe views on things such as politics, which works well for this show as it has many jokes
that onlypeople of thisgenerationwill understand. They would not be in ‘the mainstream’ as they
wouldnotcare whatother people wanttowatch and would not ever do something because others
are doingit.Thisis all because the jokeswithinthe show aswell as the style of comedy, slapstick, is
somethingyoungeraudienceswill notunderstandorfindfunnywhereasthistargetaudiencewould.
These avatars represent this.
These avatars are showing an
older couple who love the
theatre and have the money
to attend. The glasses, clothes
and hairstyles help indicate
there age throughstereotypes,
the womanhas make up which
shows she dresses up when
goingto the theatre,reflecting
their wealth. There slight
differentinskintone helpsdemonstrate the equalitywhenappealing to the audience. They are not
very different in skin tone due to the fact this generation rarely married different races as it was a
normal discrimination of the time. This would not be reflected in marketing.
Opposingthisisthe school production’stargetaudience,whichis very different from the west end.
The target audience would most likely be parents and family members of the students involved in
the show. This is different as the audience of the west end goes to see the only the show which

2. Lucy Pratt 13u 27/09/18
Unit 106- PowToon script
differentiatestothe school audience astheyare there for the show and the performers. This target
audience wouldthereforebe of the same or perhapsthe lowerclasses,like D or E, on the NRS social
scale than the westend show as they would find the school performance is lower costing and they
would not necessarily have a big job. This is also the cast as some could be low income, single
parents,or small families who could not afford the west end and want to see their kids on stage at
school. They would probably be of younger ages than the London audience would as they would
possiblybe familyandfriendsof the performers and therefore could not get some of the jokes and
comedy style of the show. In terms of the 4Cs scale, I think the audience would be in ‘the
mainstream’astheywould be following the everyday, which for them would be going to see their
kids/ family members on stage at school.
I made these avatars to help
visualise my school target
audience. These represent a
parent and sibling of a
performer in a school
production. The tied back hair
shows she is more grown up
than her scruffy haired son. As
well as the fact he is more
casually dressed than her.
Theirwide eyesare differentto
the Londonperformance avatarsas theyare youngerandtherefore have more energy.The different
skin tones are to show equality but are similar due to the fact these avatars are representing a
family. The eye colours make sure the idea of equality and no discrimination is present in these
avatars to make up for the similar skin colours.
Marketing:
London:
My USP or Unique Selling Point for Anything Goes west end would be the era the play was set and
the comedy within the show. This is due to the fact I want to target the older audience that will
understandthe jokeswithinthe showandwhoprobablylike the 30sstyle of musica little more than
younger audiences might.
So… to advertise thisproductionIwill create posterstobe shownonbusses around London, making
sure the imagesclearlyshowthe characters’30s costumesandhairstyles. This will let the audience
knowinstantlythe eraof the showand the type of musicused.Thiswill intriguethemsoIwill insure
the website of the company/ theatre is clearly written on the poster in order to give the target
audience aneasyandquickway of finding out more. The theatre name will be the most obvious of
these details as the older generation might not want/ know how to use the internet and want to
book tickets at the box office themselves. These could also be put up on huge bill boards around
London.For audiopublicityIwouldcreate advertsthatcouldgo on the radio stations across London
such as BBC Radio, Heart and Capital London. This is so that it will reach people living near the
theatre as well as on the outskirts of London. I won’t put it on radio stations reaching as far as
Dorsetand Hampshire astheywouldnotwant tothinkabout the travel toLondon as well as costs of
staying/ traveling to London. I will have the title song ‘Anything Goes’ behind the actors, in
character, talkingaboutthe show,where,forhow long etc. The TV advert will consist of shots from
the showitself,withthe actorsdoing the scenes and the big music numbers. The scene shot would

3. Lucy Pratt 13u 27/09/18
Unit 106- PowToon script
make sure to have audience laughter as well as a voice over and music almost drowning out the
actors speaking.Thisis to ensure no jokes or lines are spoiled for the targeted audience. On top of
this I would have a small/ quick advert playing on the digital billboards at Piccadilly Circus. It will
showthe characters waving making sure to show their costumes (so people who love the 30s style
can tell) andthe colour scheme of the background will be blues and whites as well as set pieces or
sections of the set. All of these adverts will include the venue details and websites/ places the
audience can book. For social media I would create a social media page on Facebook, twitter,
Instagram etc. With regular posts on the show. These will be for advertisement with some being
from the cast and some crew themselves, with possible behind the scenes stuff. This will attract a
target audience of peoplethat are interested in the backstage aspect of shows, they can watch the
show and then see the other side to it.
School:
Nowon to a school productionof AnythingGoes.The USPor Unique SellingPointfor thisproduction
wouldbe the tap dancing,iconicsongand the fact itis performedandrunbe students. Thisis due to
the fact students are not professionals so it is a very big achievement when they put together and
perform a full musical production. The tap dancing will attract the target audience as it show the
effortthe studentsputintothe productionasnot all of them could tap dance before the rehearsals
began- thisagainshowsthe achievementthe parentsof the childrenwill lovetosee.The iconic song
will allow the audience to have a clear understanding of the show the school it performing.
Print advertisement wise I would get posters up around our town and around the closes shopping
centres, other towns and billboards across the busiest roads. These could be for example, in shop
windowsinRingwoodtown, put up around Bournemouth, in shop windows in Christchurch and on
billboards across the A31. These would have students playing the principle characters, in costume
witha blue andwhite/nautical themedbackground.Thisisto emphasis the nautical theme and the
fact it is students performing it. The school logo will be on these as well as all the other
advertisements made for the production so that the targeted audience knows of the venue and
where the studentscome from. The TV advertwouldbe verysimilartothe Londonadvertwitha few
differences. The voice overs will be students/ possibly the actors in character, talking about the
detailsof the show(the where,when,who),withpossibleshotsof themspeakingthese lines as if in
character on stage. Other shots that would be different form my other idea would be shots of
behind the scenes. I would include rehearsal footage and maybe set/ costume/ props making and
planning by the Stage Management team. This is not just to showcase the performers but to
showcase andprove to the target audience thatthe show ismostlyrunby students.The radioadvert
will be linked with the TV advert, by having the same voice overs with the song ‘Anything Goes’
behind the speech for both adverts. This show the audience the link between the two so they can
identifythe advertsinstantly.Thiswill be played no radio stations encompassing Ringwood such as
Capital South Coast, Heart Hampshire etc.