Pippin

BWMT presents… PIPPIN

Baldwin Wallace Univeristy’s Arts Management program hosts a special topics course every fall where students take part on a team tasked with producing the Main Stage Musical put on by BW Music Theatre. For two years, I have been asked back to lead the marketing team.

My marketing team was made up of three students (including myself). I reported to the producer, Bryan Bowser, as well as the director, Nathan Henry. Every year, I learn something new about promotion and ticket sales. The main goal of the marketing team was to boost ticket sales since we were in a larger theatre than last year.

Content Marketing

After devising a plan with my team and gaining approval, my team moved forward with filming rehearsals and creating content in the form of teasers and trailers.
- We also shared designed cast announcements since both of these types of content typically receive high engagement; students and friends share their stories to show their support for peers in the cast.
We also had the opportunity to create video content in iMovie for the BW Music Theatre YouTube. We included a cast member who had been featured in the national tour as a child and had been put into contact with BW Alum and Broadway star Ciara Renee, who had played “Leading Player” in the Broadway Revival in 2013. This interview received over 400 views.

Trailer

Ciara Renee Interview

Music Director Interview

Cast Announcement for Kris Lyons playing the Leading Player.

Led a team of two sophomore students with no previous promotional or marketing experience by:
- onboarding them to the process
- including them in strategy development
- holding informational work sessions to prepare them for their next project.
Reporting to BW faculty, including the program director, Victoria Bussert, and producer, Bryan Bowser, for approvals and scheduling. Also, coordinating with the marketing leads from both the conservatory and BWMT. I met with Bryan weekly and provided weekly approval emails.
I held weekly meetings to delegate tasks to my teammates and ensure we stayed on track.

Team Management

Graphic Design

Designed the entire branding, logo, and look of the show using Canva Pro. The design was adapted into printed media (posters, lobby signage, and yard signs) and digital media (social media content, digital promotion screens across campus, and e-blasts).
- These also included targeted social media posts for the cast to share with their friends and family, announcing the dates they’d be performing.

Developed branding and promotional materials for fundraising events presented by the production, including the Ars Nova cabaret and Arts Management Association mocktail fundraiser. In total, both fundraisers raised over $500.

Publicity & Email Marketing

Coordinating with Conservatory Communication Manager Jenny Taraba, on email marketing procedures, as well as determining targeted audience lists.
Creating various e-blast templates on Mailchimp for every stage of the timeline (ticket launch, opening night, last chance to see the show, before you arrive, etc.).
Along with planning the targeted e-blasts, I also wrote the press release published by the university. I worked with Shawn Salamone, the director of public information within BW’s University Relations, by writing a draft and submitting it to her for notes and approval. The press release was then sent to several publications, including BroadwayWorld and numerous critics and agents locally and in New York.

Press Release

Cool Cleveland Review

My Success

Sold over 85% of tickets to every performance and completely sold out four performances (512 seats).
A mix of targeted content in the form of static posts, reels, and stories yielded an increase in reach on both Facebook and Instagram.
- Facebook: 5.7 % increase (25.8K)
- Instagram: 182.6% increase (19.8K)
Increase in followers on BW Music Theatre Instagram by 71.4%; the total number of followers is now over 3,000.