MARKETING TOOLS AND AUDIENCE DEVELOPMENT

This half-semester course introduces students to the marketing tools and audience development strategies available to the not-for-profit theatre institution.  It starts with an investigation of theories of relevance; an assessment of who is (and is not) currently in the audience and why; and a look at the role that mission and vision play in shaping an institution’s engagement plans and priorities. Through case studies, related readings, and writing assignments, the remaining weeks explore the different techniques by which a theatre can connect with potential theatregoers, including paid advertising, direct response, online/social media, and surveys/research studies.