Promotional checklist

Before auditions/rehearsals

• Define your goals and marketing budget

• Identify who your show appeals to and define target audiences. Figure out the show’s ‘hook’. 

• Commence graphic design, including poster and social media assets (use this when promoting auditions!)

Early-stage rehearsals

• Prepare your media release and circulate to local media

• Schedule a promotional photoshoot with your cast

• Invite reviewers to your opening night/weekend (try Stage Whispers, Theatre Travels and Theatre Reviews Perth). Include media release and promo photos so they know what they’re coming to watch

• Prepare your content-sharing strategy (including Facebook advertising if your budget allows)

• Create a Facebook event and invite contacts (cast and creatives can help!)

• Enlist cast, creatives and committee to distribute flyers and posters

• Reach out to relevant local radio stations and hosts to pitch interviews

Four weeks before opening

• Begin ramping up your social media presence on your own page and on relevant Facebook groups

• Start Facebook advertising 

• Confirm your reviewers are booked in

Two weeks before opening

• Ramp up content-sharing on relevant Facebook page and groups

• Re-post prior content from your own page into the Facebook event

• Increase your reach on Facebook ads and freshen-up your messaging

One week before opening

• Go nuts with your online promotion - this is your peak week for Facebook ads! Include a strong call-to-action to book now

• No matter how your ticket sales are looking, be wary of doing a ticket giveaway at this late stage. It may work against what you’re trying to achieve.

• Schedule production photography to show audiences what they’ll see on stage

• Begin using production photography in social media promotion

Post-opening

• Share the review(s) as soon as they’re published, no matter what they say

• Create new promotional images using quotes from reviews with production photography