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Nicholas Ternes | Shadow Theatre | Mistakes Were Made | Publicity Campaign

Publicity Campaign | 2014 Shadow Theatre Mistakes Were Made


Strategic Overview
Shadow Theatre has a reputation for new contemporary works that focus on storytelling. It has a regular
following of audience members, and is a popular small production company. In Mistakes Were Made
Felix Artifex has won the rights to stage a massive production about the French Revolution. This is a
comedy around the chaos and absurdity that is the life of a minor league theatre producer.
The show will be held in the intimate 172 seat Varscona theatre, but in fall 2014 the theatre will be
closed to be rebuilt. Mistakes Were Made is the last show Shadow Theatre will be doing in the old
space. There will be some confusion and loss of regulars who are used to the old location, and keeping
as many people for the interim location is a key priority.
Our Mission Statement
To produce contemporary theatre for an adult audience, that inspires and entertains while keeping
story of paramount importance.
SWOT Analysis
Strengths (Internal)
Some volunteer base
Intimate Space
Easy website to navigate
Regular audience members (Word of
Mouth)
Cooperative publicity efforts with
Varscona Association (Building we are in).
Staff is easily contactable
Staff\Media Contact available all hours
Reputation for creative and often new
contemporary works
Regular and recognizable company of
actors
Weaknesses (Internal)
Restricted number of available tickets (172
seats)
Inadequate parking/accessibility
Volunteer shortage
Aging building (There is a current capital
plan to rebuild theatre)
Small washroom facilities; causes lineups
Small (40 person) front gallery
Staff overtaxed

Opportunities (External)
Just moving into social media realm,
possible new audience
Publicity over new Varscona building may
rub off on our organization
Last show in season, last chance to use
season passes
School students are looking for interns this
time in the year
Threats (External)
Inclement weather
Tight budget
Government involvement (grants, funding
is pulled)

1.
Competition
Show Crossover - If Mike Mine Love gets a
bad review, similar shows like ours may
get a popularity dip
Building will be renovated, displacing
Shadow Theater for a year.

Nicholas Ternes | Shadow Theatre | Mistakes Were Made | Publicity Campaign

*1. Make Mine Love starts at the Citadel May 10
th
, and is a comedy following similar themes. Although
it is a much larger and different theatre scale, it may still be competition. Mump and Smoot at Roxy
theatre is comedic competition but is known for its regular audience.

Goals
Our audience will have such a cathartic and belly-full of laughs experience that they will wait
through the Varscona's rebuild and come back to us in the new space.
Everyone will come out of the production with the feeling of time well spent, another successful
season by Shadow Theatre.
We will win new supporters for the show and the interim season.
Our audience will be informed and prepared for the space transition.
Objectives
Joint media event with Varscona Theatre Association regarding renovations\rebuild. Tie into
Media Release of the theatre rebuild after the season is over.
Write PSA pre-show for volunteer callout and another for fundraising. We can garner support
for volunteers and the season end at the same time.
Write media release for the ticket sale opening and invite 3 media to the opening night.
Identify at least 6 volunteers, staff and regular supporters who are committed to our
organization. Then prepare them to write short blogs on their experience for social media,
media interviews during the show, and periodically afterwards during the rebuild.
Use the shows theme to ask the audience after watching for suggestions on the new space.
With all seriousness.

Nicholas Ternes | Shadow Theatre | Mistakes Were Made | Publicity Campaign
Media Events
Media Event 1: Festival Photo Op & Interview Notice
Media are invited to capture footage and stills during dress rehearsal. Publicist will be available to assist
with informal interviews.
Newsworthiness:
Timeliness: Show starts in a week.
Progress: This is the final season performance, and the last step before the show begins.
Significance\Unusualness: This is the last show before the building renovations and shadow theatre will
have to relocate during construction.
Stakeholders needed:
Publicist: Will help media with interviews, questions, and organization.
Lead Actors (Glen Nelson, and Erica Conway): Will be made available between calls, and after the
rehearsal. Two fifteen minute breaks will be placed between scenes to assist tech, wardrobe, and
interviews if there are media present.
Artistic Director (John Hudson): Can be interviewed, largely because he never leaves the theatre He
will have some witty things to say about the production in regards to the season wrap up.
Media Event 2: Opening Night Media Invite
Due to limited seating only three Media will be invited: Edmonton Journal, Edmonton Sun and Vue
Weekly. Media are invited to see the opening night performance, and to exchange words with publicist.
There will be a talk-back after the performance.
Newsworthiness:
Timeliness: Media see the show at the start of its run, when reviews matter the most.
Significance: Opening night is the big release!
Stakeholders:
Artistic Producer: Will attend, and be available for comments (before and after show).
Publicist: Will be available for comment, and business card exchange (before and after show).
Actors: If any Media are still around for the talkback they will be able to ask questions of the actors.
Media: Free tickets! That should be a stake!

Nicholas Ternes | Shadow Theatre | Mistakes Were Made | Publicity Campaign
Media Strategies
Media Release 1 | Ticket On-Sale Date & Process
Headline: New Comedy Mistakes Were Made
Sub Headline: Last chance to see Shadow Theatre on the old stage
Summary:
- Can send to CKUAs Arts & Culture Guide
-Four weeks before show opens (April 2
nd
) Media Released will be released for Ticket Sales.
-This media release includes the 5Ws
-Will include a reminder that this is the last show in old Varscona space.
-Tickets available through tixonthesquare.ca, (780) 420-1757, or One Hour before show start at
the door (ticket booth).
-Opening Night, Fridays, and Saturdays are $27 for Adults and $24 for Students/Seniors. Sundays
through Thursdays are $23 for Adults and $21 for Students/Seniors. The 1st Saturday matinee is
Pay What You Can. Tuesdays are 2-for-1. Preview Night and the 2nd and 3rd Saturday matinees
are $16. Youth under 18 are $11 any time.
Media Release 2 | After-Season co-release with Varscona Association for building renos\rebuild
Headline: Varscona Closes to Rebuild but Shows Continue
Summary:
-This media release includes the 5Ws
-Varscona Association will, in conjunction with us and the producing companies we share space
with, release information on the new building rebuild
-We will include in our 1 paragraph portion what we will do for the interim season.
-We will directly reference our last production, Mistakes Were Made, and the efforts at
addressing the interim season.
Public Service Announcement 1 | Call for Volunteers (Shortage!)
Headline: Volunteer Shortage
Summary:
- Will notify of volunteer shortage, and provide means for people to contact volunteer
coordinator. It will do so in direct reference of April 30
th
show start date.
Public Service Announcement 2 | Fundraise for New Building (Donate at show)
Headline: Support New Varscona with Mistakes Were Made
Summary:
- Will notify public of campaign to raise funds during the production of Mistakes Were Made.
Actively seeking donations during the production, can accept them at the door.

Nicholas Ternes | Shadow Theatre | Mistakes Were Made | Publicity Campaign
Photo Op Notice 1 | Dress Rehearsal
Headline: Photo Op Mistakes Were Made
Summary:
- Dress rehearsal opportunity to get photos of performance in full costume
- Some dress-rehearsal audience will be present as well (mostly students and industry)
- Media free to come and go during rehearsal
- Spaces will be cleared for cameras (important given small space)
- Actors will be available for interview, as well as the Artistic Director.
- Publicist will be available for questions and will assist in organizing interviews
- Two 15min breaks will happen during the show and will assist with interviews

Media Kit
Includes:
o Artist Biographies
o Links to Social Media Pages and Website
o Link to Social Media blog campaign
o Quality Photos by Staff
o Artistic staff bios and Supporting head shots
o Information on the Building Renewal
o Company\Association Information
o Company Show Brochure (Season is over so not that one)
o Publicist Contact Information

Media Angles
Outlet

Media
Contact
Angle Support Items
Needed
Breakfast Television Mystery Man Lead actors give great stories about
their time in the space, and provide
quick skit on the show. Last show in
Varsconas old stage is all about the
madness of doing theatre.
Media Release
Tickets On Sale

Media Kit

Access to Main Stage
performers for
interview: will come
to studio or give
backstage tour of old
facility with Artistic
Producer.




Nicholas Ternes | Shadow Theatre | Mistakes Were Made | Publicity Campaign

Edmonton Journal Liz Nicholls Offer backstage tour of the old
Varscona. Shadow Theatre stories
abound. Theme around theatre
production, as tie in to Mistake Were
Made.

Play review opportunity by attending
the opening night.
Comedy for all ages, and especially arts
industry members.

Opening Night
Invitation

Media Kit
Photo Op Invite
CJSR Mark Rogers Chat about volunteer stories with key
company members. Looking for
Volunteers for Mistakes Were Made.
Volunteer PSA

Media Kit

Artistic Director (who
is also director) or
Main Actor Company
Members for
interview.

Edmonton Sun Colin
Maclean
Play review opportunity by attending
the opening night. Last show in the
Varscona.
Comedy for all ages, and especially arts
industry members.

Opening Night
Invitation
Photo Op Invite
Media Kit
Vue Weekly David Rauch Play review opportunity by attending
the opening night. Last show in the
Varscona.
Comedy for all ages, and especially arts
industry members.

Opening Night
Invitation
Photo Op Invite
Media Kit

CKUA ?
(Maybe
Sarah Hoyles
and Megan
Clark for Arts
Alive)
Discuss where Varscona companies will
go during the theatre rebuild. Talk
about the new building with the Artistic
Director of Shadow Theatre.

Fundraise for new Varscona,
Donate at Mistakes Were Made at the
door.
Volunteer PSA

Media Kit

Artistic Director (who
is also director) for
interview



Nicholas Ternes | Shadow Theatre | Mistakes Were Made | Publicity Campaign
Social Media
Twitter and Face book will continue to provide updates on key dates, events, fundraisers etc.

We will also post a short video clip from the dress rehearsal on FB, and photos taken from the
Varscona camera for Instagram. More importantly we will link all media reviews and articles
directly to our FB\Twitter. We will provide content.

Commentary on the progress of the show, and funny moments will be posted as well. We will
actively engage any questions from our social media audience.

Two weeks before the show goes up our Facebook \ Twitter will be taken over by lead
role\character Felix Artifex. This will provide a hilarious lead-in to the event.
Summary:
Twitter and Facebook are very easy to implement and can be both a great source of information as well
as creative interaction. They are excellent at linking networks, and can point our followers to
professional media reviews (and sometimes vice versa). They also have a large following.
The creative flexibility and interactive capacity of Facebook and Twitter are evident in the lead character
take over idea. This is like a media stunt but were looking to grab the attention of mostly our own
followers.
Instagram has a smaller following but excels at sharing photographic information, which we will have
from the dress rehearsal. It is useful in that it can serve as the host for images, and they can be used on
other mediums.
Much beyond this would be too time consuming for a small theatre like Shadow Theatre.


Nicholas Ternes | Shadow Theatre | Mistakes Were Made | Publicity Campaign
Critical Path

February 5-7
12 Weeks from launch

Compile media list, and brainstorm angle possibilities.
February 10-14
11 Weeks from launch

Continue to Brainstorm Angles
Write Ticket Release Media Release Send for Review
Write Volunteer PSA Send for Review
February 17-21
10 Weeks from launch

Write Fundraising PSA Send for Review
Write and Review Photo Op Notice Prepare & Queue for Distribution

March 3-7
8 weeks from launch

Gather materials and finalize Media Kit
March 10-14
7 weeks from launch

Distribute Media Kit
Begin pitching the media
Nicholas Ternes | Shadow Theatre | Mistakes Were Made | Publicity Campaign
March 17-21
6 weeks from launch

Release Photo Op Notice #1
Pitch the Media and begin monitoring coverage
April 2-4
4 Weeks from launch
Release Ticket Media Release (Tickets go on sale)
Release Photo Op Notice #2
Pitch the Media & monitor
Arrange Interviews with media if any of the angles worked.
April 7-11
3 Weeks from launch

Prepare Invite to Opening Night for Select Media
April 9
th
Release Volunteer PSA
Pitch the Media & monitor
Arrange Interviews with media if any of the angles worked.

April 14-18
2 Weeks from launch

Week before Easter holidays Media Event: Photo Op and Dress Rehearsal
April 16
th
Release Fundraising PSA
April 16th Send Electronic Invites to Opening Night. Call if the Media contact likes that.
Pitch the Media & monitor
Arrange Interviews with media if any of the angles worked.
April 18
th
Good Friday
Nicholas Ternes | Shadow Theatre | Mistakes Were Made | Publicity Campaign
April 21-25
1 Week from Launch
Pitch the Media & monitor
Arrange Interviews with media if any of the angles worked.
April 21
st
Easter Monday
April 30-May18
Launch and Performance Period

April 30
th
Show Starts
April 30
th
After show Question and Answer
Greet opening night media invitees
Find Volunteers, Audience, Staff etc to start writing blogs on Social Media
May 11
th
Mothers Day (Show at 2pm)
May 18
th
Last Show Day
After the Production

Review and create a final report with press clippings.
Find Volunteers, Audience, Staff etc to write blogs on Social Media

Evaluate and analysis activities, and judge them against goals.
Write notes for future productions
Send out Media thank you notes
May 19
th
Offer our portion of Joint Media Release
May 19
th
Victoria Day
Sept 5
th
Release Joint-Media Release

Nicholas Ternes | Shadow Theatre | Mistakes Were Made | Publicity Campaign
Budget

Publicist Salary: $3K (?*)
*Contract Fee-For Service Based. I cant imagine a 172 seat theatre could afford anything wage based.
This would have to be bargained and discussed.
Office Supplies: $50
Parking: $50
Car Mileage: $150 (or a per km gas allowance)
Lunch-hour Martinis: A lingering possibility. Hope?

Monitor & Evaluation
Monitor Media and Popularity Responses from:
PSAS
Media Releases
Invitations

Which Media contacts responded and to what?

Log and record all publicity with media. Eg: Clippings, Recordings, Interviews, and Photo Op activity.
Scrap book those beautiful paper-coverage play reviews.

Then evaluate\analysis: What strategies garnered the best responses? What was best at reaching our
goals?

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