Marketing

Introduction

Marketing is not an afterthought but an integral part of the theatrical production process. Effective marketing ensures that the hard work of your creative team and young artists finds its audience. At Encore, our marketing efforts serve a dual purpose: to fill seats and to further our educational mission by showcasing the growth and achievements of our young artists.

“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” – Joe Chernov

This guide provides a structured approach to marketing your Encore production throughout each phase of the production process, ensuring that your efforts align with both production milestones and audience engagement opportunities.

Marketing Timeline

Marketing for a production should begin well before the first rehearsal and continue even after the final curtain call. Each phase of production presents unique marketing opportunities and requirements.

Marketing Integration with Production Phases

Production Phase	Marketing Focus	Key Activities
Inception	Audience identification	Research demographics, develop marketing strategy
Pre-Production 1	Building awareness	Announce show selection, create initial graphics
Pre-Production 2	Audition promotion	Promote audition opportunities, build community interest
Casting	Cast announcements	Highlight selected young artists, build their following
Rehearsal	Behind-the-scenes content	Share rehearsal photos, interviews, process insights
Pre-Tech	Ticket sales launch	Major promotional push, early bird offers
Tech	Final promotional push	Share production photos, intensify ticket sales efforts
Performance	Audience engagement	Social media interaction, review solicitation
Post-Production	Sustaining connection	Thank yous, highlights, next production announcements

Important: Create a detailed marketing calendar that aligns with your production calendar. Both should be stored in the same Google Drive folder structure following Encore’s organizational standards.

Detailed Marketing Timeline

Pre-Season: 4-6 Months Before Your Season Begins

• Announce the upcoming season to build anticipation

• Build a content calendar for the year across all channels

• Update your website and social media platforms with season information

• Create email newsletters teasing the season’s lineup

• Finalize show branding and artwork

• Launch ticket pre-sale campaigns with early-bird pricing

3-4 Months Before Opening Night of a Specific Production

• Finalize show branding and artwork for the production

• Launch ticket pre-sale campaigns for loyal patrons

• Begin outreach to local press and media outlets

• Create a social media calendar with ongoing posts

• Develop varied content types including behind-the-scenes looks, cast introductions, and special offers

2 Months Before Opening Night

• Increase social media engagement with teasers, contests, and promotional videos

• Publish blogs or newsletters featuring cast interviews and sneak peeks

• Engage in community outreach and partnerships with local businesses

• Send targeted email campaigns with personalized offers to different audience segments

1 Month Before Opening Night

• Distribute posters and flyers to local businesses and venues

• Intensify social media ads on platforms like Facebook, Instagram, and TikTok

• Hold press interviews or community events

• Feature countdowns and behind-the-scenes content to create urgency

Final Weeks Before Opening

• Push last-minute ticket sales with urgency-driven messaging

• Send reminder emails and post final social media announcements

• Partner with influencers or bloggers for promotional coverage

• Showcase cast and crew members on social channels

• Send reminder emails to ticket holders with details about the show

Opening Night and Performance Run

• Leverage live updates and real-time audience engagement

• Encourage patrons to share experiences with branded hashtags

• Create photo opportunities at the venue

• Continue promoting remaining performances with audience testimonials

Post-Show Engagement

• Send thank-you emails to all attendees

• Conduct audience surveys to gather feedback

• Highlight positive reviews and testimonials across platforms

• Create and share post-show content (photos, highlight reels)

• Promote upcoming events with early-bird incentives

• Analyze marketing metrics to evaluate campaign effectiveness

Pre-Production Marketing

Audience Identification

• Analyze previous production attendance data

• Identify target audience segments:

  • Families of young artists

  • School groups

  • Community arts supporters

  • Subject-specific interest groups related to the show’s content

• Create audience profiles for targeted messaging

Marketing Strategy Development

• Set specific, measurable goals for:

  • Ticket sales (total and by performance)

  • Social media engagement

  • Email marketing metrics

  • Website traffic

• Determine marketing budget allocation across channels

• Select key marketing channels based on target audience

• Develop core messaging and production “identity”

Initial Design Elements

• Collaborate with production team to understand artistic vision

• Create production logo/wordmark

• Develop consistent color palette and typography

• Establish visual identity that connects to the director’s concept

• Design templates for ongoing marketing needs

Audition Promotion

• Create attractive, informative audition announcements

• Develop dedicated audition information page on website

• Produce shareable graphics for social media

• Send email blasts to previous participants and audience members

• Reach out to schools, community centers, and youth organizations

• Time promotion to allow adequate preparation for young artists

Rehearsal Phase Marketing

Cast and Creative Team Announcements

• Create professional announcements of cast and creative team

• Highlight the educational backgrounds and achievements

• Share on website, social media, and email newsletters

• Consider a press release for local media

Behind-the-Scenes Content

• Schedule regular photo/video sessions during rehearsals

• Coordinate with Stage Manager to identify key moments to document

• Interview cast members about their experience and character development

• Interview creative team members about their vision and process

• Create “day in the life” content following young artists through the process

Ticket Sales Preparation

• Finalize ticket prices and special offers

• Set up online ticketing system

• Create promotional codes for different audience segments

• Plan early bird specials and group discounts

• Prepare box office staff training

Program Development

• Begin collecting biographies from cast and creative team

• Develop program content that enhances audience understanding

• Consider interactive elements in digital programs

• Secure program advertising if applicable

• Begin layout design based on show branding

Tech and Performance Marketing

Major Promotional Push

• Time your largest marketing efforts 2-3 weeks before opening

• Increase ad spending on digital platforms

• Send press releases to local media

• Distribute posters and flyers throughout the community

• Launch email marketing campaign to previous attendees

• Leverage partner organizations for cross-promotion

Production Photos and Content

• Schedule a dedicated photo/video session during dress rehearsal

• Create highlight reels and teasers with production footage

• Share high-quality production photos on all platforms

• Update website with final production information

Last-Minute Ticket Sales

• Create urgency with “limited seats remaining” messaging

• Implement targeted ads to interested but not-yet-purchased audiences

• Consider special promotions for performances with lower sales

• Deploy email reminders for opening weekend

• Activate the cast’s social networks for final promotional push

Opening Night Special Promotion

• Create exclusive content for opening night

• Consider special enhancements for first-time attendees

• Prepare social media celebration of opening milestone

Post-Production Marketing

Audience Engagement Continuation

• Send thank-you emails to all attendees within 48 hours of attendance

• Share highlights and photos from performances

• Collect and share positive reviews and audience feedback

• Conduct audience surveys to gather demographic information and feedback

Post-Show Surveys

When creating your survey, include questions like:

• How would you rate your overall experience?

• What did you enjoy most about the show?

• How did you hear about this performance?

• Did you find the ticket purchase process easy and convenient?

• Is there anything we could improve for future performances?

• Would you attend another one of our shows or recommend us to a friend?

Highlight Reviews and Testimonials

Encourage attendees to share their thoughts by:

• Asking for feedback in follow-up emails

• Providing direct links to review platforms

• Incentivizing reviews with small discounts on future tickets

• Engaging on social media with audience posts

• Creating a unique hashtag for each production to track mentions

Create Post-Show Content

• Develop behind-the-scenes footage and highlight reels

• Create photo galleries from performances and backstage

• Consider offering on-demand digital replays when appropriate

• Share content that helps audiences relive the experience

Young Artist Recognition

• Highlight individual and group achievements

• Share growth stories and educational outcomes

• Connect performance experiences to Encore’s mission

• Feature “day in the life” content following young artists through their journey

Future Production Promotion

• Announce upcoming season or next production

• Offer early access or discounts to recent attendees

• Create “journey” content connecting past and future productions

• Begin building excitement for the next production immediately

Digital Marketing Strategies

Website

• Create dedicated production page with all relevant information

• Include cast and creative team information

• Feature production photos and videos

• Provide clear ticketing information and direct links

• Add educational content about the show and process

Social Media

• Develop platform-specific content strategies:

  • Instagram: Visual content, Stories, Reels of rehearsal/performance

  • Facebook: Event creation, detailed updates, community engagement

  • Twitter: Quick updates, press coverage sharing, day-of reminders

  • TikTok: Behind-the-scenes, character work, choreography snippets

• Create consistent posting schedule aligned with production phases

• Use specific hashtags for production and organization

• Encourage cast and crew to share approved content

• Consider social media contests where patrons can win merchandise

• Post live during performances to create excitement

• Create branded hashtags for each production

Email Marketing

• Segment email lists for targeted messaging:

  • Previous ticket buyers

  • Donors and supporters

  • Youth program participants

  • Community partners

• Create email series that builds excitement over time

• Include clear calls to action for ticket purchases

• Share exclusive content not available on other platforms

• Use personalization to increase open rates

• Time your emails strategically throughout the marketing timeline

• Include reminder emails for ticket holders before performances

Performance Add-Ons and Revenue Enhancement

• Offer VIP experiences like backstage tours or priority seating

• Create show-themed merchandise opportunities

• Develop concession packages and pre-order options

• Make add-ons available during the ticket purchase process

• Promote seat upgrades to increase average order value

• Create multi-ticket packages or subscription options

Print Marketing Materials

Essential Print Items

• Posters (various sizes for different venues)

• Flyers for distribution

• Production programs

• Lobby displays

• Banner/signage for venue

Distribution Strategy

• Identify high-traffic locations relevant to target audience

• Develop distribution timeline aligned with marketing phases

• Create tracking system for materials and effectiveness

• Consider eco-friendly alternatives where possible

Community Engagement

Partner Outreach

• Identify community organizations with alignment to show themes

• Develop cross-promotional opportunities with local businesses

• Create special group experiences for schools and organizations

• Consider special performances or talk-backs for specific communities

Educational Connections

• Develop study guides for school groups

• Create content highlighting educational components

• Connect production themes to curriculum standards

• Offer workshops related to production content

Press Relations

Media Strategy

• Create media contact list specific to your community

• Develop press releases for key milestones:

  • Show announcement

  • Casting completion

  • Opening approaching

  • Special achievements or angles

• Prepare press kit with production information and images

• Coordinate interview opportunities with director and select cast members

Review Solicitation

• Invite local reviewers to performances

• Prepare reviewer packets with essential information

• Develop system for sharing positive reviews after publication

• Have a plan for addressing any negative reviews constructively

Conclusion

Effective marketing for Encore productions requires thoughtful planning, consistent execution, and careful integration with the production process. By aligning marketing efforts with production phases and keeping the focus on both audience development and educational mission, we create not just full houses but meaningful theatrical experiences that resonate with our community.

Marketing is storytelling about your storytelling. When done well, it extends the impact of your production before the first rehearsal and long after the final bow, creating lasting connections between your young artists and their audience.

Remember that every marketing touchpoint is an opportunity to further Encore’s mission and celebrate the growth of young artists through theatrical production.

For five field-tested tactics to deepen audience engagement, see Audience Engagement Tactics.

Related

• Audience Engagement Tactics — five field-tested tactics companion guide
• This is Encore — the mission marketing serves
• Producer
• Box Office Manager
• Volunteer Coordinator
• Production Bible — production phases the marketing timeline maps to

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Status: Working · Portal: Internal · Last reviewed: 2026-05-12 · Owner: Rhett