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To provide engaging content, donor cultivation, build awareness for our distinct programs, and provide a sponsorship promotion vehicle during Shakespeare Center LA's off-season of professional theatre production, I created the Bard Talks Webinars. Led by distinguished scholars from universities, libraries and institutes across the globe, Bard Talks examined Elizabethan society Shakespeare production and rehearsal, Shakespeare’s timeless themes, and classic characters on stage, in film, literature and comics, centering the conversations on race, gender and immigration. I hired a producer to manage bookings, zoom rehearsals, and host each webinar.
Launched in 2019 the two seasons (24+ webinars) of original live streams are available now for free in the Bard Talks Webinar Archive to watch on-demand. Originally conceived as a membership perk, we quickly pivoted to provide the webinars for free to anyone. Promotion included: PR, emails, playbill advertising, social posts and paid ads. The first 10 minutes of Bard Talks included a short presentation on the programs at Shakespeare Center as well as promotion of upcoming webinars. I tested a number of types of donation and engagement asks: tip jar donations with votes (ex. "Give us $5 and vote Juliet vs. Sylvia?"), dedications ("Dedicate your favorite line of Shakespeare to someone and we'll read it in the next webinar!") and Participation Verification Certificates. In 2020 I refined our Facebook ad campaigns and gained a lot of traction all over the US and other English speaking countries, particularly India. I designed a sponsorship deck (see below) for the executive director, development consultants, and Board members to sell to businesses in their community.
Sample email for Bard Talks upcoming event. 4 emails were sent out for each webinar including after the webinar a reminder of the on-demand recording.
Sample email for Bard Talks upcoming event. 4 emails were sent out for each webinar including after the webinar a reminder of the on-demand recording.
Board Members and the Executive Director presented the deck to supporting businesses.
Board Members and the Executive Director presented the deck to supporting businesses.
We promoted the Bard Talks on our home page very heavily during the pandemic.
We promoted the Bard Talks on our home page very heavily during the pandemic.
A Facebook event and 1-2 posts were created for each webinar and paid ads were targeted to custom audiences from our own lists and lists based on behavior, interests, and geography. Later, Lookalike audiences were deployed.
A Facebook event and 1-2 posts were created for each webinar and paid ads were targeted to custom audiences from our own lists and lists based on behavior, interests, and geography. Later, Lookalike audiences were deployed.
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