Video trailers, posters, a decorated lobby, Instagram accounts, a website, business cards, a headshot board, star grams, tickets, sweatshirts, a concession stand — the marketing team for Advanced Drama Honors’ yearly musical “Into the Woods” took on more than the usual promotions, developing numerous different ideas to increase attendance for their final musical of the year.
Behind the scenes, there are actors, directors, assistant directors, a technology team, stage managers, the orchestra and set designers. A group of five students took it upon themselves to start a marketing team for the fall show “Eurydice,” and after the team’s initial success, they continued to work on it for the spring show.
Junior Kiren Balakrishnan wanted to participate in marketing again as she saw the potential of her team had not been fully utilized in “Eurydice.” Balakrishnan says that being consistent the usage of different platforms to promote, as well as putting detail in smaller things are just some of the tactics that the team used in the marketing process. According to her, n the past, the marketing team had only made a trailer and poster but this time, they accelerated their efforts in an attempt to increase attendance.
“We were hoping that we could get in more people with our marketing tactics,” Balakrishnan said. “We were the same team for Eurydice and we kind of went above and beyond than what most marketing teams do because most marketing teams are two people. We were four or five people and so because of that, we ended up doing a lot more. We needed to top ourselves and do better than Eurydice.”
Balakrishnan designed one of the posters by using Adobe Illustrator. In the poster, she made sure to show the motifs in the musical, the cow as white as milk, the cape as red as blood, the hair as yellow as corn and the slipper as pure as gold.