Performing Arts Marketing Health Check

1. Local SEO

Are your website and Google Business Profile optimized so your program appears in top results for queries like "youth theatre programs near me"?

We are in the top three results with an optimized profile. We are listed, but appear further down the page. We haven't claimed our profile or optimized our website for local search.

2. Social Media

Do you use a dual-platform strategy, posting authentic behind-the-scenes content for students on Instagram/TikTok and registration/ticket links for parents on Facebook?

Yes, we post consistently with targeted content for both audiences. We occasionally post the exact same content across all platforms. No, our social media pages are rarely updated.

3. Print and Direct Mail

Do you use physical media like Broadway-style posters in local businesses or direct mail postcards to reach past ticket buyers?

Yes, we consistently use high-quality print media to boost show awareness. We print basic flyers for the cast to hand out, but don't distribute them widely. No, we rely entirely on digital marketing.

4. Community and Grassroots Marketing

Does your cast perform "teasers" at local school assemblies or community events to drive ticket sales and class sign-ups?

Yes, we actively partner with local schools and businesses for pop-up performances. We've done a pop-up performance once or twice, but not consistently. No, we don't do community or grassroots performances.

5. Customer Referrals

Do you incentivize your current cast with ticket promo codes or "bring a friend" rewards to recruit new audiences and students?

Yes, we actively track and reward referrals for both tickets and tuition. We rely on word of mouth but don't formally reward it or use promo codes. No, we do not have a referral program for our performers.

6. Website

Does your website clearly separate "Class Registration" from "Box Office," and do you gate audition packets to capture leads?

Yes, our site is easy to navigate with active lead capture for auditions. We just have a basic website with a general contact form. No, our website is outdated and doesn't capture leads or sell tickets.

7. Email

Do you segment your emails, sending class discounts to uncast auditionees and VIP ticket pre-sales to alumni and donors?

Yes, we use automated, segmented emails for different groups. We occasionally send a general newsletter to everyone on our list. No, we rarely send promotional emails.

8. Text Messaging

Do you use SMS marketing to send urgent updates, cast list announcements, and box office flash sales directly to parents?

Yes, we use text messaging for instant updates, reminders, and flash sales. We only use text messaging for emergency cancellations. No, we do not text our cast members or ticket buyers.

9. Public Relations and Local Media

Do you send press releases highlighting human-interest stories or offer complimentary tickets to local reviewers and arts bloggers?

Yes, we actively pitch stories to local media and invite reviewers. We've submitted a press release once or twice, but we don't typically follow up. No, we don't engage with local media or reviewers.

10. eCommerce

Do you sell ancillary items like show merchandise, Playbill shoutouts, and candy grams through an online store?

Yes, parents can easily pre-order merch and cast shoutouts online. We sell a few items, but only in person at the lobby with cash. No, we do not sell any merchandise or lobby extras.

11. Mobile App

Do you have a dedicated, branded mobile app for sharing rehearsal schedules, collecting user-generated content, and sending push notifications?

Yes, our cast and parents use our app for schedules, payments, and alerts. We use a third-party app or group chat that isn't branded to our program. No, we do not have a mobile app.