Macbeth 2019
Macbeth 2019
Embedded Files
In October 2019 Shakespeare Center LA remounted The Tragedy of Macbeth: An Immersive Experience. Expanding on the my previous year's marketing campaign and graphics for the print, digital, and outdoor campaign we continued thematically with the stonework and connected with the immersive Disney attraction-style "dark room" element of the shows. I started our PR earlier in the summer and capitalized on a timely and special partnership with our PR firm to significantly increase the reach of our release (leading to coverage in 3 major outlets, reviews, and organic influencer interest). A number of other advancements in marketing lead to a second year of complete sell-out performances that met revenue goals including :
In October 2019 Shakespeare Center LA remounted The Tragedy of Macbeth: An Immersive Experience. Expanding on the my previous year's marketing campaign and graphics for the print, digital, and outdoor campaign we continued thematically with the stonework and connected with the immersive Disney attraction-style "dark room" element of the shows. I started our PR earlier in the summer and capitalized on a timely and special partnership with our PR firm to significantly increase the reach of our release (leading to coverage in 3 major outlets, reviews, and organic influencer interest). A number of other advancements in marketing lead to a second year of complete sell-out performances that met revenue goals including :
*Refined our Facebook campaign targeting to increase conversion
*Refined our Facebook campaign targeting to increase conversion
*Increased our promotional partnerships with brokers, business groups, city arts organizations
*Increased our promotional partnerships with brokers, business groups, city arts organizations
*Launched a Playbill Advertising Sponsorship campaign over the prior summer
*Launched a Playbill Advertising Sponsorship campaign over the prior summer
*Building on a creative social campaign instigated by one of my staff (#ShakesShade) delivered hilarious sharable posts supporting #MacbethSCLA
*Building on a creative social campaign instigated by one of my staff (#ShakesShade) delivered hilarious sharable posts supporting #MacbethSCLA
*Organized a record-breaking Instagram Take-Over by two actors in the show
*Organized a record-breaking Instagram Take-Over by two actors in the show
*Commissioned the design and construction of a Selfie Wall in the lobby for students and audience members to take selfies prior to the show (see below)
*Created animated gifs for display ads (see below)
*Created animated gifs for display ads (see below)
A couple other improvements I made year over year: added to the Creative Brief a two color logo for the t-shirt thus dramatically decreasing the pricing of the t-shirts; I expanded concessions revenue dramatically by defining the F&B menu and scheduling a full-time concessions manager; and created a full professional playbill with dramaturgy, paid and internal ads, bios, credits, and acknowledgements to be distributed after the show. Additionally, since we wanted
A couple other improvements I made year over year: added to the Creative Brief a two color logo for the t-shirt thus dramatically decreasing the pricing of the t-shirts; I expanded concessions revenue dramatically by defining the F&B menu and scheduling a full-time concessions manager; and created a full professional playbill with dramaturgy, paid and internal ads, bios, credits, and acknowledgements to be distributed after the show. Additionally, since we wanted
One of the animated gif display ads
The outdoor poster that was strapped to the outside of the building facing the traffic leading out of Downtown LA on 1st Street/Beverly Blvd. As well as promotion, the signage helped unfamiliar patrons, including school bus drivers, to identify the location of the theatre since existing signage is obscured by landscaping. SCLA respected by the local community, the signage was not gifted with graffiti mark-up until the show had closed.
Top: Front of the postcard. Mailed to everyone in our database with a coupon for tracking.
Bottom: Back of the postcard. The postcard was also distributed in local establishments downtown LA, and in the valley along the 101 and 5 freeways which have easy exits to the theatre.
The t-shirt with the two color logo and staff on the back (like a concert tour)
The most popular social post! This went viral. The original idea and execution was by my brilliant Communications Manager, Andy Perez. My contribution was the crow which I think sells it ;-)
Some coverage from the Los Angeles Daily News
Some coverage from the Los Angeles Daily News
My favorite social post not only because of the layered witch reference, perfect quote, and the earworm of a song, but also because this post was scheduled two months in advance and the show WAS popular by the time this posted and hitting benchmarks to sell-out.
You can't do Macbeth without at least one picture of bloody hands.
You can't do Macbeth without at least one picture of bloody hands.
The selfie wall was a hit with all visitors and we saw many posts tagging SCLA. Friends, couples and classrooms posed in front of the wall in crowns, politely pointing rubber daggers at each other. The SCLA staff preferred to go for realism ;-)
Footlights show playbill (16 pages). The prior year (2018)we discussed many creative alternatives to playbills since we really wanted to avoid the typical playbill theatre litter. In this immersive production audiences had to travel through 11 spaces and with back-to-back shows every night it was going to be difficult to have ushers clean up programs left behind in every space between shows. My 2018 creative solution was to hand craft a playbill on 8x14 paper that looked like an old Witches recipe page ripped from a spell book. Credits, bios, photos, sponsor logos, etc were taped onto a page accompanied by handwritten "recipe notes" and cut out graphics of tiny creatures mentioned in the witches' 'Double Double' speech. I copied the crafted page 1,000 times, rolled each page up, and tied a colorful yarn around it. Ushers distributed the "program" to audience members as they exited the building after the show. It was a fun crafty prop for the audience. However, in 2019 we decided to sell program advertising so we needed a legitimate standard playbill. I specced it, put it into the budget and collaborated on the finished product with a designer.
Footlights show playbill (16 pages). The prior year (2018)we discussed many creative alternatives to playbills since we really wanted to avoid the typical playbill theatre litter. In this immersive production audiences had to travel through 11 spaces and with back-to-back shows every night it was going to be difficult to have ushers clean up programs left behind in every space between shows. My 2018 creative solution was to hand craft a playbill on 8x14 paper that looked like an old Witches recipe page ripped from a spell book. Credits, bios, photos, sponsor logos, etc were taped onto a page accompanied by handwritten "recipe notes" and cut out graphics of tiny creatures mentioned in the witches' 'Double Double' speech. I copied the crafted page 1,000 times, rolled each page up, and tied a colorful yarn around it. Ushers distributed the "program" to audience members as they exited the building after the show. It was a fun crafty prop for the audience. However, in 2019 we decided to sell program advertising so we needed a legitimate standard playbill. I specced it, put it into the budget and collaborated on the finished product with a designer.
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