Publicity

Marketing a production can feel overwhelming. How do you get people in the seats when your audience seems limited to friends and family? From creative social media campaigns to school outreach and immersive community previews, consider combining traditional methods with innovative approaches to engage audiences, build excitement, and make your show a success. Below are our top 10 marketing tips that any student or community theatre production can use to get more eyes on their show, fill seats, and create lasting buzz. 1. Build relationships with schools. • Send multiple mailings to principals, teachers, and drama departments. • Offer student discounts and tie them to extra incentives (e.g., canned food drives). • Include lesson plans aligned with state standards to make attending easy for teachers. • Repeat contact is key - five to seven touches increase engagement. 2. Use social media strategically. • Promote your show on platforms where your audience is active (Facebook, Instagram). • Use paid ads if budget allows; even small amounts can generate ticket sales. • Tie social posts to events and fun activities for broader reach. 3. Involve your cast in marketing. • Have cast members create a show hashtag and take photos for social media. • Make it fun and competitive. Consider small rewards for engagement. • Encourage sharing across personal networks to expand your reach. 4. Host community previews. • Perform excerpts or themed readings at libraries, cafes, and arts centers. • Give audiences a taste of the show without giving it all away. • Use previews to interact directly with potential attendees. 5. Create a show trailer. • Film rehearsal clips or themed teasers to post online. • Highlight the tone and mood of your show to generate excitement. • Share it across social media, ticketing pages, and newsletters. 6. Combine traditional marketing with new approaches. • Don’t abandon posters, newspaper ads, banners, and newsletters—they still work. • Layer new strategies like social media, school outreach, and community previews for maximum impact. 7. Tie marketing to incentives. • Student discounts, door prize raffles, or small awards encourage attendance. • Link marketing campaigns to charitable actions to create goodwill and engagement. 8. Leverage your strengths and team. • If you’re introverted or inexperienced in outreach, collaborate with an extroverted team member. • Play off each other’s strengths to execute marketing efficiently. 9. Keep marketing visual and fun. • Instagrammable photos, creative hashtags, and cast challenges make promotion engaging. • Recognize participants with small awards to maintain excitement and investment. 10. Learn and iterate. • Reflect on what worked and what could be improved. • Push community previews further, explore new venues, and refine social campaigns. • Success builds over time. Don’t expect massive turnout on the first try.

You’ve picked your next play or musical - hooray! The script is chosen, the dates are set, and your students can’t wait to hear what it is. Now comes the next big step: How do you share the news in a way that gets your students, school, and community excited too? A show announcement isn’t just an update; it’s your first opportunity to build buzz, curiosity, and anticipation. Whether you want something simple or spectacular, here are some creative ways to make your next show announcement shine. 1. The Big RevealYou can’t go wrong with a classic. Create a dramatic “reveal moment” for your cast and crew. • Option A: Gather your students and drop a big hint - a single prop, a line from the script, or a quote - before revealing the title. • Option B: Hang a banner or projection that says “Our Next Production Is…” and let students pull the curtain (literally or figuratively). • Option C: Wrap your script in a box and let a student open it like a gift. Bonus: Film the reveal and post it on your program’s social media pages. 2. The Mystery GameTurn your announcement into a week-long guessing game. • Post a daily clue on your classroom door or bulletin board. • Share close-up photos of props, costumes, or words from the script. • Create a “Title Scramble”: Rearrange the letters of your show’s name, characters, and lines from the show and challenge your students to decode one per day, ending on the show title. • Have students guess the title each day. This keeps students engaged and builds excitement all week long. The more interactive, the better. 3. The “Escape Room” RevealFor a class that loves puzzles, create a short “escape room” or scavenger hunt activity. Each clue leads to a new piece of information - a theme, a character name, a prop - until the final answer reveals the show title. It’s a fun and collaborative way to make the announcement memorable and connect students to the show before rehearsals even begin. 4. The Social Media Teaser CampaignStart a countdown to your announcement day on your program’s social media pages. • Day 3: A photo of the stage with the caption: “Something’s coming…” • Day 2: A cryptic prop image • Day 1: A line from the script • Announcement Day: The poster, title, and performance dates Hashtag it up: #DramaReveal #NextShow #TheatreSeason Tip: Use Canva to easily create sleek, professional-looking social media posts. 5. The Themed Photo WallSet up a “photo reveal wall” in your classroom or hallway. Decorate it with colors, props, or symbols from the show, and have students take pictures with it once the title is revealed. Share those photos on social media or the school bulletin board; it’s a great way to visually introduce your show’s vibe. 6. The Trailer DropChannel your inner movie marketer and make a teaser trailer with your students. • Use dramatic music, short quotes, or even your students’ reactions without showing the title. • End with a fade to black, the show’s name and dates. • Post the results! Students love seeing themselves featured, and it’s one way to spread the word online. 7. The Costume Clue LineHang a line of costume pieces or props across your classroom or hallway. Each item connects to a character or moment from the show. Let students guess the production before you reveal it. (Hint: Keep one totally unrelated prop in there just to throw them off.) 8. The Community ConnectionAnnounce your show by involving your school community. • Collaborate with the art class to design teaser posters. • Have the morning announcements crew read dramatic hints. • Drop “sneak peek” flyers in the library or cafeteria with just the tagline or theme. The more people feel involved, the more invested they’ll be when opening night arrives. 9. The “Cast Reactions” VideoIf your returning students already know the show, film their reactions to the reveal (no spoilers!). Their excitement and energy are contagious, and it shows future students and your audience that this is a production to get excited about. 10. The Quiet RevealSometimes less is more. A simple, stylish poster on your classroom door with just the title and performance dates can make a big impact. Final TakeawayYour show announcement sets the tone for your entire production season. Whether you go for mystery, creativity, or heartfelt excitement, the key is to make your students feel like they’re part of something special - because they are. Your next show isn’t just a title; it’s the start of a new story, a new adventure, and a new chance for your students to shine. Additional Reading: Fun Ways to Announce Your Next Show

Drama teachers are skilled at making theatre magic from little more than a hot glue gun, tape, and ingenuity. But sometimes you need cold, hard cash to get your show off the ground. Below, you’ll find 20 ideas for fundraising for your upcoming theatrical production. If you have other creative ideas, we’d love to hear them — please share them with us so we can share them with our Theatrefolk community! Keep a close eye on any potential expenditures related to your fundraiser, and make smart decisions when it comes to setting prices and fees for fundraising events. You don’t want the fundraiser to end up costing you money! And the most important tip for running fundraisers is not to be afraid to reach out and ask for help. Many hands make light work! Be sure to get student cast and crew members, teachers from other departments, school administrators, and especially parent and/or family member volunteers to help out. See the giveaway below for a fundraising mini exercise worksheet for your students, if you’d like to get them involved in proposing their own ideas for a fundraiser. Fundraising Ideas for Your Upcoming Production1. Sell program ads. Contact local businesses and offer various prices for full page, half page, or quarter page ads. 2. Sell program shout-outs. Friends and family members can purchase space in the program to leave a message of encouragement, a congratulatory message, or a photo for a cast or crew member. 3. Sell candy grams with a personalized note attached. 4. Sell flowers to give to cast and crew members after each performance. 5. Sell concession items (chocolate, chips, water, juice, pop, etc.) at intermission at the show. 6. Apply for grants and bursaries. 7. If you do show shirts, order some extras and sell them at the box office or the concession stand at the show. Consider other forms of show merchandise as well: hats, mugs, stickers, and so on. 8. Host a silent auction. Reach out to local businesses for donations of prizes. 9. Auction off show-related props or costume items that won’t get reused, or other items such as autographed posters or programs. You could also auction experiences, such as a walk-on cameo role in the show. 10. Sell holiday ornaments filled with scraps of fabric from costumes from the show. You can make them multi-coloured or specifically related to certain characters. 11. Host a trivia or quiz night and charge admission to participate. Have cast and crew members come up with trivia questions about different topics and offer a prize (such as complimentary show tickets) to the winner. 12. Sponsor a character, crew member, or band member. For a price, guests can sponsor a team member and be acknowledged in the program, on a placard outside of the theatre, or verbally at pre-show. 13. Host a coffeehouse or talent show featuring members of your drama department. 14. Host a haunted house run by your drama students. 15. Get your school’s music department involved and host a musical theatre karaoke night. Have a student or staff piano accompanist and sheet music available and have guests either purchase a ticket or pay per song. 16. Get other teachers and school staff to participate in a simple staff show and charge admission. Your students would likely love to see their other teachers strut their stuff onstage! Who knows, you might find a budding performer in the chemistry teacher, cafeteria staff, or the school’s office administrator. 17. Sell Cameo-style video shoutouts from cast (in character or not) and crew members and post them on your school’s or drama department’s social media channels. 18. Do a jar challenge. Put cast or crew members’ names on jars and have friends and family members donate change to whomever’s jar they wish. The student who raises the most money gets to do something silly like throw a pie in the director’s face, or the student themself has to do something silly or challenging, such as recite a monologue or sing a solo at an assembly. (Make sure that the students participating are comfortable performing whatever task is required before running a jar challenge.) 19. Run an online fundraiser using a site such as GoFundMe, Kickstarter, or Indiegogo. 20. Run a dance-a-thon or similar marathon-style event. Drama students collect pledges for a monetary amount per minute of time the participant dances (for example, $5 for 30 minutes of dancing). Theme the songs to the style or era of the show and allow participants to wear costumes. You could also livestream the event on your social media channels. And if you need to make your funds go a bit further, here are some articles to help you stretch your budget: • How to Create a Budget When You’ve Never Done It Before • How to Stage a Show on a Small Budget • Props on a Budget • Podcast: Small Budgets: Doing So Much with So Little in a Drama Program

Whether your drama program is just starting out or it’s well established, it’s important to keep a record of your theatrical achievements. Your drama portfolio should consist of a digital and physical archive, as well as a social media presence, and a display element in the school, preferably near to your drama classroom or the school auditorium. School sports achievements are always displayed prominently; the arts should be no different. Your work and your students’ work should be admired publicly and remembered fondly. Celebrating your school’s theatrical achievements shows that you are proud of the work you do and encourages more students to participate in drama class and future productions. So let’s get showcasing! 1. Start a physical archive.You likely don’t have a ton of room to spare for a huge archive, so be choosy about what physical items you keep. You should keep a show programme, a show poster, and a cast photo print from each show you produce. As well, you can include things like newspaper clippings or printouts from online publicity sources, a photo or two from a special event, any award certificates or adjudications received, and any similar small items you deem important to a particular show. Keep memorabilia to a minimum though; there’s no need to save every piece of paper associated with the show. Keep each show contained to one folder. Be sure to carefully label any undated or unmarked items so future generations can identify what they’re looking at. For printouts of web articles, write the website address and the date accessed on the paper, as articles often vanish or are re-routed frequently. Store archival items up off the ground in sturdy, weatherproof boxes, rather than in cardboard boxes that can deteriorate or get wet. For bonus points, label the outside of the boxes so you know what items are inside. For those minimalists who turn up their noses at a physical archive, it’s useful to have a small physical archive because you never know if or when a digital archive might fail, get corrupted, deleted, or lock you out (lost password, anyone?). As well, you can display the archival items for students, faculty, and visitors to view and shift them around whenever you feel your display needs a glow-up. It’s also just a nice feeling to be able to hold a small piece of memorabilia in your hands. 2. Start a digital archive.Having a digital archive is useful in case your physical archive gets lost or damaged. If possible, use a cloud-based system that can be accessed from anywhere, and keep a backup as well. Again, keep digital versions of show programmes, posters, and photographs properly labelled in dated folders (for example: Fall 2023 – darklight). Scan copies of any physical memorabilia (photo prints, certificates, etc.) and store them in the appropriate digital folder. This way if the physical copies get damaged, you’ll have electronic backups. You can also devote way more online storage to photos and videos — rehearsal photos and videos, production photos from tech/dress rehearsals, and a video recording of the show, provided your show rights permit you to do so. Keep a digital copy of the cast list with photos so you can easily identify performers as years pass. You may also want to keep a piece of paper with your digital archive password in your physical archive storage box so that in the future others can access and add to the archive you’ve started. 3. Update your online presence.If you have a classroom website, get it updated. If your school uses social media, start using it. If your school doesn’t, get on it! Your online presence is like a web-based scrapbook documenting your theatrical endeavours in real time. Share videos and photos of your students and their work, create online events to publicise your shows, try out the latest TikTok trend with your students. Is it extra work? Yes. Can you share the same work across multiple platforms? Again, yes, just sometimes with a bit of tweaking. Every app and website attracts different viewers, and with all the algorithm changes, there’s no guarantee your audiences are actually seeing your posts. There’s nothing wrong with recycling materials. As well, most apps have “Memories” or “This day in…” or archival sections where you can repost content from past years. Use that for throwbacks and highlight the work you’ve done over the years. 4. Create a physical display unit.If you don’t already have a window display unit or a similar area to show off your students’ work, speak to your administration about allotting one to your drama department. Then freshen it up! Give it a good scrubbing and fill it with photographs, awards, show posters, props from past shows, spirit wear — anything that catches the eye and paints your drama program in a positive light. Update it seasonally or when you’re studying a new unit. Display student work such as student-created masks and props, set models, makeup designs, and rehearsal photographs (get them blown up to 5x7 or 8x10 size). Of course, be sure to display any awards or trophies your shows have received. You can get creative too. Perhaps you can get a mannequin or dressmaker’s dummy and display a costume designed by a student or worn in a show. Make friends with a talented sewer and have them make your show shirts into a banner or quilt and display that on the wall. Mount cast photos on the centre of a large board and have the students write their autographs around the outside. (That might be worth money on eBay someday!) Above all, have fun, be creative, and take pride in the work you and your drama students have done. You deserve it!

What is the difference between marketing and advertising? Marketing is the process of identifying potential customers and getting them interested in your product or service — in this case, the show you are producing with your student actors. Marketing involves communicating to, connecting with, and actively engaging the target audience. Advertising falls under the umbrella of marketing, because advertising activities (such as radio, television, print, or social media advertisements, as well as in-person events) all help with marketing goals. In short: advertising is one facet of the marketing package. So, what’s our overall goal when marketing a show? In colloquial terms, it’s to “get bums in seats,” which just means to get audience members in to see your show. You and your students can create the most compelling, thrilling, entertaining theatrical piece imaginable, but you definitely need to have people come and see it! Challenge your students to use their business brainpower and have them complete the following theatrical marketing exercises. You can use these exercises as theoretical lessons, or actually have your students work towards marketing their upcoming production to potential audiences. Let’s go! 1) Identify your audience.Take a piece of paper and fold it in half vertically, so you have two columns. In the left column, write “Who is your ideal audience?” Brainstorm answers to the following questions: How old are they? What types of shows do they like? What do they do in their spare time? How much money do they have to spend on tickets? Add any other details you think are relevant. In the right column, write “Who is your actual audience?” Answer the same questions from above, using what you know about the people living in your school district who are likely to come see your school’s production. If you have any data about ticket sales or audience facts from previous productions, see if your students can look at the data and extrapolate any useful information from it. (For privacy purposes, don’t share any personal information such as names or contact information about your previous patrons with your students. Stick to quantifiable information, like how many adults versus students versus seniors attended, did they come to a matinee or an evening performance, did a play or a musical sell more tickets, etc.) 2) Choose a potential show.(For a theoretical project; if your students are working on marketing a show you’re actually producing, feel free to skip this step. Or, you could have your students complete this step anyway as if you hadn’t already selected the show.) Have students pair up and decide what shows they’d like to produce. Here are some posts that can help your students with show selection: Choosing a Play for Production, Top 5 Rules for Choosing a Play for Performance, Choosing Shows You’re Passionate About, and Putting on a Class Production: What To Produce?. Have students complete a SWOT analysis or project pitch to convince the rest of the class that their show should be the one selected to pursue. Once each pair has a proposed show and an analysis, as a class, narrow down your options and decide which show you’ll focus your marketing campaign on. 3) Compare and contrast.Compare your selected production to your ideal and actual audience lists. Do you think it will appeal to either or both of your potential audiences? Why or why not? Answer the following questions: • What makes THIS production a must-see? • What forms of advertising can you employ, and for what audience? Radio? Billboards? Social media? Snail mail? In-person events? (Grandma Sally may not see the show on social media, but she might hear about it on the radio, whereas Micah from Close By High School may have seen a video on Snapchat advertising the show.) • What other methods could you employ to reach your ideal and/or actual audience lists? • If you feel that your show would appeal to only your ideal audience (not your actual audience), how can you present the show in a way that would be more appealing to your actual audience? 4) Make a choice.Students will complete two of the four following tasks, as well as the “One More Choice” task (for a total of three tasks out of five). Students may complete additional tasks for extra credit, as time permits. Remember to tailor your work towards the specific audience members whose attention you are trying to grab. • Tagline exercise: Create a catchy tagline (a short piece of text meant to capture the essence of your product or service) to advertise your show. It can be a line or lyric from the show, but you can’t use an already established tagline from an existing marketing campaign for that show. • Branding exercise: Design an overall visual look for your show’s print media (posters, social media profile photos and headers, logo, etc.). What colours, fonts, and images will you use to create a cohesive look? • Scripting exercise: Write a script for a 30-second commercial (radio or television/social media) to advertise your show. Bonus points if you actually create the audio or video ad! • In-person exercise: Plan a live, in-person event to publicize your show. Will you have your cast walk in a parade? Hold a flash mob at the local mall? Hand out flyers during a school event? Run a fundraiser for a charity related to an issue in the show? How will you grab your audience’s attention and make them remember to buy tickets? • One more choice: Choose one of the 10 Ways to Publicize Your Show and complete that task. Write a detailed journal entry about how you went about completing the task. 5) Take action!If your students are working on an actual show your school is producing, use the work they’ve completed to spread the word about your show! During or after the show, reach out to audience members to learn how they found out about the show and see how students’ marketing skills pulled them in. Additional Resource: The Drama Teacher Podcast: Marketing the Arts

So, you’ve decided to produce a play at your school this year. You’ve considered all the possibilities of shows to produce and have made a great selection. You have a vision for the show and have all your dates and plans in place. You’ve held auditions and have a great cast in place. Rehearsals have just started. Things are going great! But now we’ve got another item to add to your director’s (never-ending) to-do list: publicity. You need to sell those tickets and get audience members to see your show! As the teacher, you might be responsible for acting as producer on top of your other theatrical duties. If at all possible, save yourself some sanity and add a producer to your team, or at the very least, an assistant producer. This could be a senior student (a great opportunity for a student with solid leadership skills), a teaching colleague, a student teacher, or a parent volunteer. Having that extra person will really help. Be sure to encourage all members of the cast and crew to join in with publicity. They are your best and brightest advocates of the show, and as the saying goes, many hands make light work. The more people you have spreading the word, the better. You should start publicizing your show as early as possible. So, without further ado, here are ten ways you and your team can publicize your show. 1. Get people talking.First and foremost—word of mouth— tell everyone you know. Word of mouth is the cheapest and easiest way to let everyone know that you are doing a show and that you’re excited about it. 2. Poster your community.Get your cast and crew together to do a poster/flyer blitz and paper the city. The standard poster size is 11×17 inches, but have a variety of sizes to put in unique spaces. It’s also a good idea to create postcard-sized or business card-sized flyers or handbills, so people can tuck them into a purse or pocket. You could even create a unique giveaway like bookmarks to publicize your show, especially if your show is based on a book. Remember to make sure to get permission first, if you’re putting posters in certain places like businesses or public areas. Some places require you to get materials approved before posting them. You don’t want your posters and handbills to end up in the garbage. 3. Use social media.Do a social media blitz (school website, Facebook, Twitter, Instagram, YouTube) and create your #ShowHashtag. Take photos during rehearsals. Share behind-the-scenes “sneak peeks” of costumes and sets. Start a show blog and have cast and crew members write weekly blog posts and updates. Create a YouTube channel to show rehearsal clips and interviews with cast and crew members. You could also create a trailer to advertise your show–just be aware of any potential copyright issues if you’re using music in the video. 4. Use traditional media.Don’t forget about traditional media (newspaper, radio, television)—approach anyone and everyone you can think of. You could also purchase ad space in local newspapers/online media, or trade ad space with other local productions in their playbills. 5. Be a walking advertisement.Order clothing with your show’s logo (t-shirts, hoodies, caps) and get your entire cast to wear them everywhere. These items also make great mementos after the show closes. You could sell these items during the run of the show. 6. Hold a contest.Organize a contest or giveaway for patrons like free tickets to opening night or a piece of show merch, for answering trivia, uploading photos, using the #ShowHashtag, or for sharing posts online. 7. Create cast incentives.Offer an incentive to your cast and crew members–whoever sells the most advance tickets for the show wins a prize. 8. Get into the community.Get involved in local community events devoted to arts and culture. You could set up a table and give out flyers and smiles! If your show happens to rehearse near a major holiday, get involved in your local holiday parade, either walking the parade in costume or even creating a float. You could also organize a flash mob at a community events–this is especially useful for advertising musicals. 9. Ticket rates.Create a special group rate for tickets and encourage groups to buy tickets in advance. Call groups in your area and arrange for them to come–try local schools, senior residences, Girl Guide/Boy Scout groups, or youth groups. Perhaps someone in your cast has a connection to a group that might like to come. Use those resources. 10. Explore your subject matter.If your show addresses current issues, you could hold a fundraiser or awareness drive, or donate a portion of ticket sales to a favourite charity. You could also hold post-show talkbacks with the cast and crew to speak to the audience about these issues. These are all great selling points to include in your publicity, and you’re giving back at the same time. What are some creative methods you’ve used to publicize your shows? We’d love to hear about them.