In Theatre Marketing, the skills that will be measured are:

An understanding the marketing director’s role and specific responsibilities

checkAn understanding of the purpose and value of research, resources, and personnel needed to communicate a marketing concept to an audience

checkThe ability to align a marketing campaign’s components in a distribution strategy that supports a realized production.


1. Only one entrant may be involved in the presentation. No collaborations are permitted.

2. The entrant’s presentation must be from a realized production.

3. The entrant must prepare a presentation no longer than 8 minutes (with an additional 4-minute Q&A) summarizing the work with connections to concept, collaboration, and design decision making. The overall presentation and Q&A should not exceed 12 minutes.

4. The presentation should include:

• A case study that methodically works through the marketing process.

• The marketing campaign developed and executed for a published play written for the theatre and presented by the school. Designs for performances of poetry, fiction, screenplays, or any other medium are prohibited. It is strongly recommended that the entrant was responsible for actual publicity.

• Entrants should bring a portfolio binder for adjudicators that contains the components of their marketing campaign, including:

o A finished poster

o A finished program

o Two press releases consisting of an informational article and justification of expenses

o A copy of the marketing budget for the publicity campaign and justification of expenses.

o Any work that shows the progression of the creative process, including a brief statement of the design choices inspired by the script, research materials, and other sources of inspiration, if any.

• Work will be adjudicated on creativity and results, not necessarily how much money was in the budget and how well the money was spent.

Presentation Format:

• Background

• Introduce self and Thespian troupe number

• Description of the play

• Dates of performance/number of shows

• Description of executing the marketing plan (self and/or team responsibility)

• Creative development

• Collaboration with production team

• Target market (outside of school)

• Research or inspiration to develop the design concept, if any

• How the marketing design concept matches the production design

• The development and creation of the marketing campaign’s design concept

• Reflections on what might be done differently if more time, money, etc., were available.


• Describe and demonstrate the components of the marketing campaign (posters, tickets, promotional handouts, social media, etc.)

• Explain how and where the marketing was distributed

• Make clear the consistency in marketing (from the same campaign)

• Identify elements (images, colors, fonts, etc.) changed to fit the media of marketing components.

Realized Outcomes:

• Indicate budget versus money spent

• Make note of free services (i.e. copies, printing) or vendor donations

• Determine what the actual or comparable service would cost

• Number of tickets sold per performance versus house capacity

• Compare the outcome to a similar show previously produced.