Marketing and PR Director for Beauty and the Beast

From November of 2017 through August of 2018 I volunteered to be the PR/Marketing Director for a local community theater company’s production of Disney’s Beauty and the Beast. I conceived, developed, and executed a comprehensive marketing strategy that led to the show being the second-highest grossing production in the history of the company.

Comprehensive Strategy

I created a comprehensive plan that ensured all aspects of marketing for the production would be united under a single brand message and look and feel. This included our promotional business cards and our program, which I also created. I created a new sponsorship and advertising packet for this production (and the theater company as a whole).

Audition Promotion

I developed and ran workshops aimed at raising money for the show as well as promoting the upcoming auditions. I also developed and put together multiple videos aimed at promoting auditions, released over social media. These videos, along with the other promotional campaigns, brought in almost 200 people to audition for the show.

Digital Marketing Campaign

I scheduled and ran three photo shoots throughout the run of the show. These shoots were designed to get specific, iconic shots, true to the classic images known to the show, and bring to life the differentiator that was our production. It also served to humanize the production and give our potential audience a way to connect with the actors. These images were used throughout our digital advertisements and social media promotions.

Events

I developed multiple promotional events for the show, designed to increase awareness and sell tickets. They included multiple “Storytime with Belle” events at local libraries and a big “Tea time with Mrs. Potts” event that included multiple games, character meet stations, and a costume party. These events were specifically designed to appeal to the target audience of local families, especially those with younger children. These events, combined with the other PR and Marketing efforts, yielded over 1000 pre-sales in tickets, the highest number in the theater’s 20 year history.