Marketing Your Fringe

PerformanceWTF Panel/Workshop: 6/25/16

Overview• Marketing Your Performance

• Developing Your Marketing Plan

• Branding & Design

• Creating a Package

• Channels to Consider

• Press and Media Outreach

• Make Social Media Work For You

• Empowering Your Creative Team

• Supporting #ScrantonFringe

Why Marketing Your Performance Matters

Just because you make it, doesn’t mean they’ll come.

Why Marketing Your Performance Matters• Festivals like Scranton Fringe are designed to give artists a platform

• People by nature do not like to go outside their comfort zones

• The unfamiliar can be intimidating

• Marketing gives you a persuasion tool to move people to action

• Marketing helps your audience make a choice

• Marketing supports audience engagement

• Marketing strengthens your platform

Developing Your Marketing Plan

Every Fringe Performance Needs a Marketing PlanStart with a deep dive on your performance:What is your performance about?

What are you hoping to achieve with your performance?

What are your assets?

Why Scranton Fringe?

Developing Your Plan1. Construct a “snapshot” of

show’s current status.

2. Identify your audience.

3. Set marketing goals and objectives.

4. Make a list of marketing deliverables.

5. Decide how to evaluate.

First Impressions: Branding & Design

Branding & Design• Visuals make an impact.

• Invest in a professional-looking and cohesive brand.

• Consistency is key.

• Seek out resources to support you.

• Use branding and design to deliver your show’s elevator pitch.

• Don’t copy - but steal like an artist.

Creating a Package

Creating a Marketing PackageUse your list of marketing deliverables as a guide.

Create visuals, scripts, stories, or messaging to correspond with your goals.

Develop an easy to review media kit or package to distribute. • Logo

• Press Release (including overview of the show, venue information, cast & crew, etc.)

• Graphics or promotional photos/preview video

• Press clippings/testimonials/media mentions

• Links to any social assets

Think the 3 C’s: clear, concise, and compelling.

Channels to Consider

You don’t have to try every available channel. Identify the ones that make the most sense.

Marketing Channels to Consider• Traditional Media (newspaper, TV, radio, etc.)

• New Media (podcasts, YouTube, etc.)

• Social Media (Facebook, Twitter, Instagram, etc.)

• Promotional Collateral (buttons, t-shirts, etc.)

• Grassroots/Popup (flash mobs, street performances, etc.)

Choose the channels that best suit the audience you’re approaching or that best capture your performance.

The more creative, the better - but keep it ACCESSIBLE.

Press & Media Outreach

Press & Media Outreach• Submit or distribute your media package in advance.

• List your event on free media or community calendars.

• Make sure your kit is linked to digitally or is attached in a Word or PDF format.

• Identify contacts within the media to approach prior.

• Find an angle. (e.g. local appeal, topical, timeliness, etc.)

• When pitching your performance for coverage, be gracious, personal, and thankful.

Make Social Media Work For You

Making Social Media Work For You• Think of a memorable hashtag.• Highlight your performers. • Schedule content in advance. • Be social! • Make your social media information

accessible. • Use social ads to boost reach.• Show, don’t just tell. • Tell a story.

Source: MOZ.com

Empowering Your Creative Team

Empowering Your Creative Team• Make marketing material creation fun!

• Be clear about your marketing objectives.

• Communicate along the way.

• Ask for their help.

• Highlight and support them - show the world their talents!

• Distribute key messages, hashtags, or talking points in advance.

• Appoint media representatives in your cast/crew.

Supporting Scranton Fringe

We would not be here without Scranton Fringe.

Supporting Scranton Fringe• Never forget that you’re part of something greater.

• Give shout outs and mentions of Scranton Fringe in your marketing materials, social media posts, and media appearances.

• Use the #scrantonfringe hashtag.

• Use the Scranton Fringe logo on all of your materials.

• Share Scranton Fringe news and updates.

• Support other Scranton Fringe artists and performances.

• Encourage your audiences to donate, support, and spread the word.

Thank You!Any Questions?

Mandy PenningtonDirector of Internet Marketing, Net Driven

Co-Founder, NEPA BlogCon

Instructor, Marywood University

Scranton Fringe Marketing Committee

www.mandyboyle.com