Challenge:
Decide on and announce the new season of Broadway shows

My Actions: 

• Partnered with VP of Programming to finalize the selection of shows for the upcoming season. This entailed determining how each show performed in like-markets as well as determining the probability of hitting sales projections in the DFW market.
• Created the marketing plans (1) for the season as a whole and (2) individual marketing plans for each show. After creation of the marketing plans, I shared with my team leads and provided direction on budget, sponsor inclusions, target audience, ticket sales goals, group sales viability, campaign start and end dates, cross-promotion partners, etc.
• Worked with each show’s production team to obtain creative assets and brand guidelines.
• Ensured our graphic designers created the videos in various outputs and sizes for each of the marketing channels.
• Led and coordinated internal workflows with marketing stakeholders based on the marketing objectives created. This included ensuring the following:
  • Owned Marketing Channels: Ensured emails, social media calendar and posts, and onsite digital boards are on-brand, properly setup and proofed before approving for distribution.
  • Earned Media: Worked with my leads of PR & Publicity and Influencer Marketing to ensure we target the right media outlets and influencers to promote the shows. This included setting aside tickets for the outlets and influencers to attend the show and generate content.
  • Paid Media: Paid media included television buys across two local channels, paid social (META, X, TikTok, YouTube), Streaming (Hulu and Disney), Radio (local radio stations as well as digital radio iHeart), PPC (Google), Retargeting (switching between Google and AdRoll), Display (Online Newspaper Homepage Takeovers), and Door Tag Hangers in targeted zip codes.
• Optimizing Sales: As the campaign ran, I monitored results and added a new create your own package, Broadway Bundles, allowing patrons to select three to seven Broadway ticketing products. This was done to win over patrons who didn’t want to commit to a full season.

Results:

• The sales results were good. With the introduction of Broadway Bundles, we achieved 97.56% of our budgeted sales projection for the season.